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Good reputation can create significant social and economic value for the enterprise. Based on the customer perspective, this paper constructed the customer reputation evaluation scale of large-scale comprehensive supermarkets from six dimensions, such as customer orientation, good enterprise, strength and responsibility, etc., and conducted a survey on six large-scale supermarkets in Chengdu, China. The study found that four factors, such as enterprise strength, product quality and development prospect, roughly determine the reputation level of customers in supermarkets, and Chinese customers generally prefer "affordable" comprehensive supermarkets.

Research on the Customer Reputation Evaluation of Large Comprehensive Supermarkets: Data from China