The effectiveness of customer loyalty schemes on repeat purchase behavior in grocery retailing in China

1. Introduction
After the stage of introduction and rapid development, the large-scale retail business market in our country enters a mature phase. In the fierce competition, many large-scale retailers are in the face of some difficulties, such as lower profit margin, higher customer quantity loss, and lower customer loyalty(Bing and Zhong, 2008) . So large-scale retailers have to consider customers' feeling from the point of view of customers, and try their best to provide products and service which can meet or even exceed customers 'expectation. Only in this way can customer satisfaction and customer loyalty be improved. Paying more attention to customer loyalty and finding the influencing factors of customer loyalty are the keys for all large-scale retailers. So under this reality and theory circumstance, this thesis, research on factors influencing customer loyalty and their importance, is of important theory and reality meaning(Carlson, 11) .
1.1 Background of Chinese grocery retailing industry
With the global transfer of manufacturing and the traction of China's huge domestic market demand, China's national economy grows rapidly in recent years, people's living standards have improved significantly, and the retail trade has made a great progress in China(Nicholas, 2008) . In the past 24 years, the entire consumer goods retail sales grows at annual 英语论文网 【http://www.51lunwen.org】15 percent rate, and China become the third largest retail market only second to the United States and Japan .According to the National Bureau of Statistics data, the total retail sales is 6.7177 trillion Yuan in 2007, 12.9 percent with the same period of 2006 growth of over. Commerce Department is expected to total retail sales will increase 130 percent, reaching 7.5 trillion in 2008(Birchall, 5) . According to the State Information Center released the retail industry forecast, China's retail industry will maintain steady growth with an annual rate 8 percent to 10 percent from 2005 to 2010. By 2020, total retail sales of consumer goods will be more than 20 trillion Yuan. China's retail industry is one of the top 10 among the next most profitable industry. China's retail industry is attractive, so the foreign retail giants have set foot in the Chinese market(Ray, 2008) . Aft present, there are 35 of Top 50 retail world to enter the Chinese market. As China's good economic prospects, disposable personal consumption amount and the purchasing power and the continued upgrading, the retail will have the huge business opportunities. At present the domestic retail market showed the following characteristics: First, the modern retail industry has made a great progress.. Domestic retail include department stores, supermarkets, convenience stores, professional stores, stores, shopping malls, large-scale comprehensive supermarkets and warehouse-style shopping malls. Among them, professi 本文来自：英语论文网 【http://www.51lunwen.org】