Customer satisfaction levels, store loyalty and perceived important store attributes among sportswear apparel shoppers in Soweto

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Peer-Reviewed Research
  • SDG 17
  • Abstract:

    Abstract: The purpose of this study is to examine levels of shopper satisfaction with sportswear stores in a particular township, as well as their loyalty to these stores, and the attributes they consider when selecting which stores to shop at. A structured questionnaire was used to collect data from 489 shoppers who patronise sportswear stores at the malls located in the Soweto township in Gauteng, South Africa. The findings show moderate levels of shopper satisfaction with stores. The results also show that loyalty towards a particular store is strongly related to customer satisfaction levels. The conduct of store staff, brand availability, price promotion and store atmosphere were all found to be factors that shoppers consider when selecting sportswear shops. No significant differences were found in levels of satisfaction, store loyalty and the importance associated with store attributes by customers of different gender, age and income group. The findings in the study are of practical significance in that they can assist mall and store managers to develop effective retail marketing strategies targeted at consumers in urbanised townships.