What Impacts More on Word of Mouth of Supermarket Customers: Satisfaction or Loyalty?

Although firms may spend large amounts of money on sophisticated marketing communication campaigns, it is frequently a simple and free word-of-mouth (WOM) suggestion from a reliable source that makes up a consumer's mind. WOM cuts through the large extent of clutter caused by conventional marketing communications. The primary objective of this study was to ascertain whether selected affective and cognitive dimensions of store image impact on loyalty and satisfaction and whether loyalty and satisfaction leads to customers of a firm operating in the supermarket industry to become involved in positive WOM activity. A total of 300 respondents took part in the study. This study reports on the empirical findings in respect of the relationships between selected antecedents of store image, satisfaction, loyalty and WOM. The respondents were customers of a supermarket chain that operates nationwide which were drawn randomly. The statistical tests included a structural equation model (SEM). The empirical findings indicate a strong relationship between loyalty and WOM and satisfaction and WOM.