Original Research

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

N. S. Terblanche, C. Boshoff
South African Journal of Business Management | Vol 37, No 2 | a600 | DOI: https://doi.org/10.4102/sajbm.v37i2.600 | © 2018 N. S. Terblanche, C. Boshoff | This work is licensed under CC Attribution 4.0
Submitted: 10 October 2018 | Published: 30 June 2006

About the author(s)

N. S. Terblanche, Department of Business Management, University of Stellenbosch, South Africa
C. Boshoff, Department of Business Management, University of Stellenbosch, South Africa

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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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