Store Satisfaction and Store Loyalty Explained by Customer - and Store-Related Factors

Abstract

This study uses Dickson's (1982) framework as a starting point and distinguishes a person antecedent (consumer relationship proneness), a situation antecedent (store image) and a person-within-situation (positive affect) antecedent of store satisfaction. In addition, there is a focus on trust and commitment, as these constructs are generally recognized as important mediators of the relationship between satisfaction and loyalty. Data from 357 consumers of a large European supermarket chain were analyzed using Structural Equation Modeling and provided support for our conceptual model. Results reveal that consumer relationship proneness as well as store image as well as positive affect have a positive impact on store satisfaction and together explain 67% of its variance. Moreover, it was found that satisfaction positively impacts trust which in turn leads to commitment and finally to increased word-of-mouth, purchase intentions and price insensitivity. An important implication of the study is that researchers as well as practitioners need to systematically consider different types of antecedents of store satisfaction as their joint impact adds to an understanding of the concept of store satisfaction.