n South African Journal of Business Management - The relationship between a satisfactory in-store shopping experience and retailer loyalty

Volume 37, Issue 2
  • ISSN : 2078-5585


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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