Research on the Customer Reputation Evaluation of Large Comprehensive Supermarkets: Data from China

Good reputation can create significant social and economic value for the enterprise. Based on the customer perspective, this paper constructed the customer reputation evaluation scale of large-scale comprehensive supermarkets from six dimensions, such as customer orientation, good enterprise, strength and responsibility, etc., and conducted a survey on six large-scale supermarkets in Chengdu, China. The study found that four factors, such as enterprise strength, product quality and development prospect, roughly determine the reputation level of customers in supermarkets, and Chinese customers generally prefer "affordable" comprehensive supermarkets.

Comprehensive supermarket; Corporate reputation; Customer satisfaction

Lingli LI, Dongdong Chen. Research on the Customer Reputation Evaluation of Large Comprehensive Supermarkets: Data from China. 2019 Scientific Conference on Management, Education and Psychology (SCMEP 2019). 2019, Vol.1: 75-81.