Abstract

Based on the survey data of residents in Taiyuan City purchasing fresh products in small community fresh supermarkets and previous research results, combined with the ECSI (European Customer Satisfaction Model) and ACSI (American Customer Satisfaction Model), a customer satisfaction evaluation model for community fresh supermarkets was designed. It aims to study the effects of economy, convenience, safety and reliability, corporate image, and customer expectations on customer satisfaction and loyalty when purchasing fresh products. The results show that economy, convenience, safety and reliability, and corporate image have a positive impact on customer satisfaction. Customer satisfaction has a significant positive impact on customer loyalty. The demand of community residents is the foundation of fresh supermarket operation, and consumer satisfaction has a significant impact on the operation of retail enterprises. By analyzing the factors that affect customer satisfaction and proposing countermeasures to improve consumer satisfaction. It can provide a theoretical basis for the subsequent operation of fresh retail stores.