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

摘要

Purpose - 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. Design/methodology/approach - A public intercept survey collected data from 480 supermarket customers. Statistical package for the social sciences was used to provide descriptive and inferential analysis. Findings - 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. Research limitations/implications - This research was conducted in the supermarket sector of only one country. Practical implications - Insights have been provided to increase customer satisfaction and customer loyalty outcomes, and negate customer disloyalty outcomes, in the supermarket sector. Originality/value - This study provides suggestions to supermarket executives regarding the significance of empathetic, customer-oriented behaviour by front-line supermarket service employees.