Service Convenience and Customer Loyalty: Findings from Convenience Stores in Guangzhou

This paper aims to study the multiple relations between service convenience and customer loyalty with SPSS21.0. software. Thus, a variable, multi-dimensional and nonlinear hypothesized model is developed to explore how service convenience influences customer loyalty. To obtain practical implications, different research methods used in this research are questionnaire analysis, the transformation of theoretical framework, and linear regression analysis: the linear regression of service convenience on customer satisfaction, service convenience on customer loyalty, and customer satisfaction on customer loyalty. Results reveal that service convenience has positive impacts on both customer satisfaction and customer loyalty, which implies that chain store managers should attach importance to the improvement of service convenience. Keywords—convenience store; service convenience; customer satisfaction; customer loyalty