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

  • Terblanche N
  • Boshoff C
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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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Authors

  • N S Terblanche

  • C Boshoff

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