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5.3 Limitation 24
References 25
Appendix 27
Customer Loyalty for Campus Convenience Store — Taking Jiangsu Education Convenience Store on the Campus of NU as an Example
Chapter One Introduction
1.1 Background
Service plays an increasingly important role in modern society. Today, we have entered a service-oriented economic society. Research on service management has become hot at home and abroad. In China, service management research has a late start. In research methodology or research object, compared with foreign countries there is a deep gap between foreign countries and China.
The convenience store is a new stage of service retail. The convenience of convenience stores refers to the convenience of distance, time and service. Campus convenience stores are located on or around the campus. The target consumer of campus convenience stores is mainly composed of students.
1.2 The Significance of the Research
Jiangsu Normal University (NU) has a large number of students; that is a large market. There are many convenience stores on and around the campus and competition between convenience stores is stiff. The customer is the core of competition. The famous 20/80 principle tells us: 80% of the profits come from 20% of loyal customers of a company. Therefore, it is of great significance to study customer loyalty for convenience stores.
Little research on customer loyalty for campus convenience store is done during the past several years. This paper helps to understand the status quo and influential factors on customer loyalty for campus convenience stores. It analyzes the influential factors and provides the basis for enterprises to intense customer loyalty in order to maintain competitive advantages.
1.3 The Overall Structure of the Research
This paper is pided into five chapters.
Chapter One describes the background and significance of the research. It also has a brief description of the structure of the research paper.
Chapter Two has a review of relevant literature on customer loyalty and its influential factors to guide the research direction of this paper.
Chapter Three describes the research questions, questionnaire design and data analysis methods. A model on customer loyalty for campus convenience store is explained and of which is the basis for the questionnaire design.
In Chapter Four, the results of the survey are analyzed, discussed and explained via graphs and correlation analysis.
Chapter Five summarizes the status quo of customer loyalty for Jiangsu Education Convenience Stores and the correlation between customer loyalty and its influential factors.