新零售背景下超市业态顾客体验感对比研究——基于层次-主成分分析法

A Comparative Study on the Customer Experience of Supermarkets Under the New Retail Background——Based on Ahp-Pca

新零售热潮下,超市业态运营也在逐渐变化以满足顾客需求,而适应顾客需求的首要问题是增加顾客的体验感。基于新零售背景下构建顾客体验测评体系,并运用层次-主成分分析法确立顾客体验测评体系各级指标权重,从而得出顾客体验感。选取合肥市典型传统零售企业和新零售企业进行顾客体验评价对比分析。研究发现:超市业态顾客选择门店时的主要影响因素为价格体验和商品体验;顾客对新零售门店和传统零售门店的评价各有所长。因此,在新零售背景下超市业态竞争力培养及提升顾客体验方面,提出优化价格和商品以及门店升级和创新等建议,促进零售企业健康发展。

Under the new retail upsurge, the operation mode of supermarket is also changing gradually to meet the needs of customers, and the primary problem to adapt to the needs of customers is to increase the sense of customer experience. Based on the background of new retail, the customer experience evaluation system is constructed, and the index weight of each level of the customer experience evaluation system is established by using hierarchical principal component analysis, so as to improve the customer experience. Typical traditional retail enterprises and new retail enterprises in hefei are selected for comparative analysis of customer experience evaluation. The results show that price experience and commodity experience are the main influencing factors for customers to choose stores. Customer reviews of new and traditional retail outlets have been mixed. Therefore, in terms of cultivating the competitiveness of the format of supermarket under the new retail background and improving the customer experience, suggestions are put forward to optimize prices and commodities as well as store upgrading and innovation, so as to promote the healthy development of retail enterprises.