Vol 21 | Issue 2 | 1-12
Dr Mariëtte Frazer*
Department of Marketing Management
College of Business and Economics
University of Johannesburg
mfrazer@uj.ac.za
htttps://orcid.org/0000-0001-9379-8557
Dr B Stiehler-Mulder
Department of Marketing Management
College of Business and Economics
University of Johannesburg
bstiehler@uj.ac.za
htttps://orcid.org/0000-0001-9342-4977
*Corresponding author
Abstract
The South African grocery sector has not shown significant increases in sales in recent years, suggesting that South African consumers remain consistent in their grocery purchases and may have become price-sensitive. Against the background of trying economic times, this paper explores whether a grocery store’s price image moderates the relationship between customers’ satisfaction and loyalty towards grocery retailers. The effect of in-store experience on customer satisfaction is also reported, with the results suggesting that in-store experience remains key in securing satisfaction, and that a focus on the price image that is conveyed should not necessarily be a key driver in the grocery sector.
Keywords: In-store experience, Customer satisfaction, Customer loyalty, Price image
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