Research on the Influencing Factors of Customer Loyalty in Offline Supermarket under New Retail Model

With the upgrading of consumption and the transformation of traditional supermarkets, the new retail war is becoming more and more fierce. In such an environment, it is more and more important to improve customers' satisfaction degree of new retail supermarkets and cultivate customer loyalty to promote the accelerated development of the new retail industry. Based on the structural equation model, this paper collects the customer's willingness data through questionnaires, establishes a model of customer satisfaction and loyalty influencing factors. Besides, SPSS24.0 and AMOS24.0 statistical software are used to analyze the data of the questionnaire data, verify the model and conduct hypothetical test. The research results show that commodity traits, service quality and shopping convenience have a significant positive impact on customer satisfaction. Among them, customer satisfaction as a mediator has a significant positive impact on emotional loyalty and behavioral loyalty. Based on the above empirical analysis results, this paper proposes some suggestions for improving the customer loyalty of new retail supermarkets in the future.