Does customer satisfaction lead to customer trust, loyalty and repurchase intention of local store brands? The case of Gauteng Province of South Africa

Abstract
Notwithstanding the increasing researches on consumer behaviour, there is a dearth of studies that have investigated the influence of customer satisfaction on customer trust, loyalty and repurchase intention in the African retailing context. Therefore, using a data set of 151 from retailers in Gauteng Province of South Africa, this study examines these relationships. All the posited five hypotheses are supported. The results indicate that the relationship between customer satisfaction and their trust, customer satisfaction and their loyalty, customer trust and their loyalty, customer loyalty and their repurchase intention and customer trust and their repurchase intention are positive in a significant way. The research paper discusses both academic and managerial implications of the results and future research directions are suggested.
Description
Keywords
Customer repurchase intention , Customer satisfaction , Customer trust , Customer royalty
Citation
Chinomona, R., & Dubihlela, D. (2014). Does customer satisfaction lead to customer trust, loyalty and repurchase intention of local store brands? The case of Gauteng Province of South Africa. Mediterranean Journal of Social Sciences, 5(9), 23-32