The effect of supermarket service quality dimensions and customer satisfaction on customer loyalty and disloyalty dimensions

This paper aims to examine the effect of service quality dimensions and customer satisfaction on customer repurchase intention, word-of-mouth, complaining behaviour and price sensitivity, as well as the effect of service quality dimensions on customer satisfaction.

A public intercept survey collected data from 480 supermarket customers. Statistical package for the social sciences was used to provide descriptive and inferential analysis.

Results reveal the predominance and magnitude of effect of empathy positively on customer satisfaction, customer repurchase intention and word-of-mouth, and negatively on customer complaining behaviour and price sensitivity. Customer satisfaction also significantly affects these customer loyalty and disloyalty dimensions.

This research was conducted in the supermarket sector of only one country.

Insights have been provided to increase customer satisfaction and customer loyalty outcomes, and negate customer disloyalty outcomes, in the supermarket sector.

This study provides suggestions to supermarket executives regarding the significance of empathetic, customer-oriented behaviour by front-line supermarket service employees.