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In this research study, grocery shoppers were interviewed to identify the factors that influence satisfaction with their primary store and the factors that encourage them to continue patronising this store despite being presented with an inducement to shop at another store. The study estimated two models; one predicting store satisfaction and the other predicting store loyalty. The results demonstrate that the significant factors that contribute to store satisfaction have little in common with the factors that impel shoppers to stay store loyal. Moreover, there was no evidence from this study that shoppers' overall store satisfaction was by itself a significant influence on their continued patronage of the store. Retail firms often do not recognise that the elements that contribute to customer satisfaction are different from those factors that help sustain store loyalty and consequently do not separate their resources between the two sets. Unless retail firms remain vigilant to changing consumer behaviour patterns, they will not be able to tell apart the elements of the retail mix that could typically insulate their primary customers from responding to special competitive offers

Shoppers' satisfaction levels are not the only key to store loyalty