Abstract
This study examines the influence of shopping orientations on loyalty programme quality perception and customer satisfaction within South African grocery supermarkets. South Africa's unique retail landscape, characterised by economic disparities and diverse consumer preferences, necessitates an understanding of how different shopping orientations impact loyalty programme evaluations. Drawing upon Stimulus-Organism-Response theory, Equity Theory, and Prospect Theory, the relationships between economic and apathetic shopping orientations, loyalty programme quality, and customer satisfaction were investigated. Survey data from 281 South African grocery shoppers were analysed using structural equation modelling. Findings demonstrate that economic shopping orientation significantly and positively influences loyalty programme quality perception (β=0.393, p<0.001), which, in turn, strongly impacts customer satisfaction (β=0.679, p<0.001). Contrary to expectations, apathetic shopping orientation did not have a significant impact on loyalty programme perception. These results underscore the need for tailored loyalty strategies, with a focus on enhancing programme accessibility for apathetic shoppers while maintaining strong value propositions for economic shoppers.