The relationship between a satisfactory in-store shopping experience and retailer loyalty
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....
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
AOSIS
2006-06-01
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| Series: | South African Journal of Business Management |
| Online Access: | https://sajbm.org/index.php/sajbm/article/view/600 |
| Summary: | 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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| ISSN: | 2078-5585 2078-5976 |