The relationship between a satisfactory in-store shopping experience and retailer loyalty

Nic S. Terblanché · Christo Boshoff

84 citations0/0 files storedSouth African Journal of Business Management

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Customer Service Quality and Loyalty Consumer Market Behavior and Pricing Consumer Retail Behavior Studies

Abstract

In this study consumer satisfaction with the in-store shopping experience is used to predict two measures of retailer loyalty. The first measure is an attitudinal measure of loyalty. The second measure is actual buying behaviour – actual sales recorded in monetary terms and in terms of units bought. The results suggest that a satisfactory in-store shopping experience enhances cumulative or ‘overall’ consumer satisfaction, which in turn enhances both attitudinal loyalty and behavioural loyalty (actual sales).

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References

1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1979A Paradigm for Developing Better Measures of Marketing Constructs 1996The Behavioral Consequences of Service Quality 1992Measuring Service Quality: A Reexamination and Extension 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 1992A National Customer Satisfaction Barometer: The Swedish Experience 1994Customer Satisfaction, Market Share, and Profitability: Findings From Sweden

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