Abstract
This paper empirically examines several factors that influence consumer satisfaction in the context of small independent retailers in township economy. Guided by the Stimulus-Organism-Response model (S-O-R) and the burgeoning practice in consumer experience literature, this study investigates the role played by consumer experience, consumer participation and consumer advocacy in influencing consumer satisfaction. A quantitative study was conducted using a sample of 500 consumers from two largest townships in South Africa. Data was analysed through Structural Equation Modelling (SEM). The key finding is that consumer experience has a positive and significant impact on consumer satisfaction. It is important that small retailers start involving consumers in the product or service delivery process, as co-creation can lead to consumers reciprocating by spreading positive word of mouth, which in turn influences patronage intention.