Service Quality Level as the Determinant of Consumer Emotional Loyalty and

Despite the increase in research focusing on service level in retailing sector, there seem to be lack of studies that have investigated the influence of service quality level on customer emotional loyalty and fantasy in the African retailing context. Therefore, using a data set of 151 from athletes in Gauteng Province of South Africa, this study examines these relationships. All the posited two hypotheses are supported. The results indicate that retailer service level has positive and significant influence on consumer emotional loyalty and consumer fantasy. The research paper discusses both academic and managerial implications of the results and future research directions are suggested