THE IMPACT OF THE 4P MODEL ON CUSTOMER SATISFACTION BASED ON COMPETITIVE STRATEGIES IN THE RETAIL INDUSTRY--THE CASE OF AUTUMN FRUIT TRADING COMPANY
Keywords:
competitive strategy，4P Theory，Customer SatisfactionAbstract
Since the reform and opening up, China's economy has continued to develop at a rapid pace, people's living standards have improved significantly, and per capita disposable income has continued to increase, creating a huge consumer market that has become a focus of favor for both domestic and foreign companies. In recent years, the retail industry has developed rapidly as an important part of life. Based on the synthesis of related literature, this paper combs through the relevant theories of competitive strategy, retailing and customer satisfaction, and on this basis, launches an in-depth analysis and research on the 4P theory. Based on these theoretical frameworks, this paper takes 4P factors such as product, price and channel as independent variables and customer satisfaction as dependent variable, aiming to study the impact of 4P model based on competitive strategy in retail industry on customer satisfaction. Through empirical research, we conclude that there is a significant positive correlation between customer satisfaction and product marketing, price fairness, omni-channel sales, and promotional giveaways.
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