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

Abstract 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. Keywords Service quality, Customer satisfaction, Customer loyalty, Empathy, Repurchase intention, Word-of-mouth, Complaining behaviour, Price sensitivit