In-store experience, satisfaction, loyalty, and the moderating role of price image in the South African grocery sector

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 conveyed should not necessarily be a key driver in the grocery sector.