Abstract Based on the results of previous studies, combining the characteristics of convenience stores on the campus, a survey is designed with an aim of investigating the status quo of customer loyalty for convenience stores on the campus and the correlation between customer loyalty for convenience stores on the campus and its three determinants, i.e. customer satisfaction, customer trust and service quality. 30877
The survey takes Jiangsu Education Convenience Store of Jiangsu Normal University as an example. Data of the research questionnaire indicate: (1) The behavioral loyalty is high, but the attitudinal loyalty is low; The location is the greatest advantage for campus convenience stores; The price the campus convenience stores provide is high; The sales campaign is few and the information of sales isn’t timely. (2) There is a significant positive correlation respectively between customer satisfaction and customer loyalty, customer trust and customer loyalty and service quality and customer loyalty. Based on the survey, this paper provides strategies for campus convenience stores to promote their customer loyalty.
Key Words：customer loyalty     campus convenience stores     customer satisfaction       customer trust       service quality
摘 要本调查在吸收前人研究成果的基础上，结合校园便利店的特点，采用问卷调查法对校园便利店的顾客忠诚现状及其与顾客满意、顾客信任、服务质量等三个影响因素的相关性进行了研究。
本调查研究以师范大学教育超市为例进行，调查问卷为研究工具，对所收集的数据分析总结，得出了本文的结论：（1）顾客对校园便利店的行为忠诚度较好，但是态度忠诚度较低；地理位置是校园便利店的最大优势；校园便利店提供的价格太高；促销活动太少并且促销信息提供不及时；（2）在顾客忠诚和顾客满意、顾客信任、服务质量三个影响因素相关性方面，顾客满意、顾客信任与服务质量都和顾客忠诚正向相关。最后基于调查研究的结果，本文给师范大学教育超市提出了提高顾客忠诚度的相应策略。
毕业论文关键词：顾客忠诚     校园便利店     顾客满意     顾客信任     服务质量
Contents
Abstract    i
摘 要    ii
Contents    iii
Chapter One Introduction    1
1.1 Background    1
1.2 The Significance of the Research    1
1.3 The Overall Structure of the Research    2
Chapter Two Literature Review    3
2.1 Customer Loyalty    3
2.1.1 Definition of Customer Loyalty    3
2.1.2 The Influential Factors on Customer Loyalty    4
2.2 The Measurement Models of Customer Loyalty    7
Chapter Three Methodology    10
3.1 Research Questions    10
3.2 Research Subjects    10
3.3 Questionnaire Design    10
3.3.1 Model Construction    10
3.3.2 The Contents of Questionnaire Survey    11
3.4 Research Procedure    12
3.5 Data Analysis Methods    13
Chapter Four Data Analysis    14
4.1 Descriptive Statistical Analysis    14
4.2 Correlation Analysis    19
Chapter Five Conclusion    21
5.1 Major Findings    21
5.2 Suggestions    22
5.2.1 Policy to Improve Service Quality    22
5.2.2 Policy to Improve Customer Trust    23
5.2.3 Policy to Improve Customer Satisfaction    23 大学校园便利店的顾客忠诚度研究:http://www.youerw.com/yingyu/lunwen_26848.html