n Management Dynamics : Journal of the Southern African Institute for Management Scientists - The mediating role of customer satisfaction and loyalty in predicting the word-of-mouth of supermarket customers

Volume 20, Issue 4
  • ISSN : 1019-567X



Although many firms may spend large amounts of money on sophisticated marketing communication campaigns, it is frequently a simple word-of-mouth (WOM) suggestion from a reliable source that makes up a consumer's mind about where to buy and where to continue buying. In short, WOM often cuts through the clutter caused by conventional marketing communications. The primary objective of this study was to ascertain whether selected store image dimensions affect the WOM of retail customers. A secondary objective was to ascertain whether the impact of these dimensions on WOM may be mediated (fully or partially) by loyalty and satisfaction.

A total of 300 retail shoppers of a South African supermarket chain took part in the study. The sample of shoppers was drawn randomly in a shopping mall when visiting a participating retail shop. The empirical findings reveal that both cumulative customer satisfaction and loyalty act as mediators in an instance when store image-related dimensions do not influence WOM directly.

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