THE INFLUENCE OF NEW RETAIL MARKETING MODEL ON CUSTOMER SATISFACTION: REVIEW OF ACADEMIC LITERATURE

Abstract

Marketing mode plays a crucial role for brands. However, since the success of marketing models depends on customer satisfaction, it is important to study the factors that affect customer satisfaction. With the development of the Internet and the trend of economic globalization, the traditional marketing model has been difficult for brands to get more consumers, and to improve customer satisfaction, it is necessary to seek new marketing models. This study attempts to analyze the impact of the new retail marketing model on customer satisfaction with customer perceived value as a mediating variable from the perspective of literature measurement and proposes a conceptual framework to explore the impact of the new retail marketing model on customer satisfaction of Chinese fast fashion brands, so as to provide reference for the future exploration of the new retail marketing model. This study has some limitations, and the sample size should be large to improve and support the validity and reliability of the results. For future studies, sample size should be more representative in order to improve the reliability of the study. At the same time, future research can also be conducted on personal characteristics or social media as an intermediary/mediator between the new retail marketing model and customer satisfaction.

Keywords: new retail marketing model, customer satisfaction, Chinese fast fashion brands