Shoppers' satisfaction levels are not the only key to store loyalty

Abstract

In this research study, grocery shoppers were interviewed to identify the factors that influence satisfaction with their primary store and the factors that encourage them to continue patronising this store despite being presented with an inducement to shop at another store. The study estimated two models; one predicting store satisfaction and the other predicting store loyalty. The results demonstrate that the significant factors that contribute to store satisfaction have little in common with the factors that impel shoppers to stay store loyal. Moreover, there was no evidence from this study that shoppers' overall store satisfaction was by itself a significant influence on their continued patronage of the store. Retail firms often do not recognise that the elements that contribute to customer satisfaction are different from those factors that help sustain store loyalty and consequently do not separate their resources between the two sets. Unless retail firms remain vigilant to changing consumer behaviour patterns, they will not be able to tell apart the elements of the retail mix that could typically insulate their primary customers from responding to special competitive offers.

Enjoyment of the Shopping Experience: Impact on Customers' Repatronage Intentions and Gender Influence

“…This concurs with Sivadas and Baker-Prewitt [2000] and Miranda, Konya and Havrila [2005], among others, who have shown that favourable evaluations of the shopping experience do not necessarily result in loyalty and repatronage, suggesting that other factors are involved in patronage choices. Due to their propensity to be decisive and saving time in shopping, men appear to show more loyalty in their shopping choices.…”

Growing shopping malls and behaviour of urban shoppers

“…However, malls at times fail to recognise that what infl uences buyers ' satisfaction is not the same as what engenders store loyalty (of tenants), and consequently do not effectively develop the shopping ambience to stimulate buying decisions. Hence, they need to vigilantly manage the quality of arousal by developing adequate customer involvement in the buying process of retail shoppers ( Miranda et al , 2005 ). Considering the evidence from the previous studies discussed above, Hypothesis 2b is framed as follows:…”

Coexistence and conflicts between shopping malls and street markets in growing cities: Analysis of shoppers’ behaviour

“…As higher stimulation or interactive learning provided by the retailers focuses on gaining initial experience on the product use, consumers tend to engage in higher arousing activities by acquiring the product ( Menon and Kahn, 2002 ). Hence, they need to vigilantly manage the quality of arousal by developing adequate customer involvement in the buying process and retail shoppers ( Miranda et al , 2005 ). Therefore, hypothesis may be stated as:…”