Dennis supermarket chain customer loyalty study

With the development of supermarket chains over the past few decades, the emergence of online supermarkets and the introduction of other retail stores in recent years have made the retail market increasingly competitive. In this context, customer loyalty is directly related to whether supermarket chains can occupy a competitive advantage in the fierce market pursuit. Based on the theoretical and practical research results related to customer loyalty, this paper further analyzes the related issues through the actual situation investigation, and analyzes the current customer loyalty development of supermarket chains from the perspective of customers and enterprises, and summarizes six factors affecting customer loyalty: goods and services, shopping experience, convenience, promotional activities and discounts, customer switching costs and supermarket brand image, and then proposes the improvement strategy of customer loyalty of Dennis supermarket chain.