DOI: 10.14458/utcc.the.2024.13
title: Factors of influencing customer loyalty in Metro supermarket : a case study of Metro supermarket in Kunming, Yunnan, China

description: In the competitive retail sector of China, customer loyalty is a critical determinant of long-term success for supermarket chains such as Metro Supermarket. This study focuses on Metro Supermarket in Kunming, Yunnan, aiming to identify key factors that influence customer loyalty. Utilizing the SERVQUAL model as a framework, the research examines five independent variables: empathy, tangibles, responsiveness, assurance, and reliability, in relation to the dependent variable, customer loyalty. The primary objective is to test for positive correlations between these service quality dimensions and customer loyalty, with the ultimate goal of enhancing customer volume and loyalty at Metro Supermarket stores in Kunming. A total of 215 survey questionnaires were collected from customers at two Metro Supermarket outlets in Kunming. Multiple linear regression analysis was employed to assess the impact of the five service quality dimensions on customer loyalty. The results demonstrate positive relationships between empathy, tangibles, responsiveness, assurance, and customer loyalty. However, contrary to expectations, reliability was not found to significantly impact customer loyalty within the context of this study. Empathy, which involves a store's ability to understand and care for its customers, showed a positive relationship with customer loyalty. This suggests that when staff members at Metro Supermarket demonstrate an understanding of customer needs and provide personalized attention, it fosters greater customer attachment and repeat business. The tangibles aspect, encompassing the physical environment, equipment, and appearance of personnel, also exhibited a positive correlation with loyalty. Well-maintained facilities and professional presentation of staff can enhance customers' overall shopping experience, leading to increased loyalty. Responsiveness, the willingness to help customers and provide prompt service, positively influenced customer loyalty. Customers appreciate the ability to receive quick and effective service, which reflects the store's commitment to customer satisfaction. Assurance, which includes the knowledge and courtesy of employees and their ability to inspire trust and confidence, was similarly related to higher levels of customer loyalty. Qualified and friendly staff who can ensure customers feel secure in their purchasing decisions contribute to a loyal customer base. Surprisingly, reliability, or the ability to perform services dependably and accurately, did not show a significant impact on customer loyalty. This finding suggests that while reliability is fundamental, it may not be a distinguishing factor in customer loyalty decisions at Metro Supermarket. It could also indicate that customers take reliability for granted once a certain standard is met, and other factors such as empathy and responsiveness become more influential in their perception of service quality. Based on these findings, practical implications for Metro Supermarket include strategies to improve empathy, tangibles, responsiveness, and assurance. By focusing on these four dimensions, Metro Supermarket can enhance its service quality, elevating customer loyalty and, consequently, customer turnover and sales in Kunming, Yunnan. The study provides valuable insights into the dynamics of customer loyalty within a specific regional context, offering actionable recommendations for supermarket managers aiming to strengthen customer retention and market share.