Research on Customer Experience Optimization of Large Storage Supermarkets

School of Management, Huazhong University of Science and Technology, Wuhan, China, 430074

^* Corresponding author: u202216087@hust.edu.cn

Abstract

In the context of new retail, online and offline channels are integrated to optimize the consumer experience and supply chain through digital technology to meet consumers’ individual needs better. Under this background, this study deeply discusses the present situation and strategies of customer experience optimization in large warehousing supermarkets. Through structural equation modeling and SmartPLS, this study systematically analyzes the complex relationship between customer overall satisfaction, shopping experience, customer loyalty, and customer recommendation willingness. It is found that a high-quality shopping experience has a significant positive impact on improving the overall satisfaction of customers, thus enhancing customer loyalty and ultimately promoting the formation of customer recommendation willingness. This study not only reveals the key factors affecting customer behavior but also provides theoretical basis and empirical support for large warehousing supermarkets to optimize customer experience in the new retail transformation. In the future, the research will further focus on the exploration of specific optimization strategies, aiming to help enterprises improve customer experience and enhance market competitiveness.