The influence of value on loyalty in the supermarket industry

Nic S. Terblanche ()
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Nic S. Terblanche: University of Stellenbosch, Department of Business Management, Private Bag X1, Matieland 7602, South Africa

Acta Oeconomica, 2013, vol. 63, issue 2, 185-200

Abstract: The advent of service-dominant logic has led to increasing attention being given to value experienced by customers in the marketing literature. Customers’ shopping value is multidimensional and consists of two dimensions, namely utilitarian value and hedonic value. The main objective of this study was to determine whether selected constructs impact on value and whether value impacts on loyalty amongst customers of a firm operating in the South African supermarket industry. The findings indicate that satisfaction has the strongest relationship with utilitarian value, which, in turn, has a strong relationship with customer loyalty. More loyalty will not result from an increase in the hedonic value that a supermarket customer experiences, regardless of an enhanced shopping experience.

Keywords: value; loyalty; retailing; South Africa; marketing (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2013
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