The Moderating Influence of Supermarket Satisfaction on Out-of-stock Store Switching Behavior

Consumer store switching behaviour – going to another store to buy an item that is out-of-stock – is often considered to be associated with high brand loyalty in combination with low store loyalty, making a study of the causes for such behaviour highly important to both store and brand managers. Based on a survey of 631 grocery consumers, this study investigates the moderating influence of preferred supermarket satisfaction on relations between quality consciousness, price consciousness, pre-planning propensity and out-of-stock store switching, and also examines the direct influence of these variables on out-of-stock store switching. The results indicate that whereas preferred supermarket satisfaction negatively moderates the relation between quality consciousness and out-of-stock store switching, preferred supermarket satisfaction positively moderates the relation between price consciousness and out-of-stock store switching. In addition, it is demonstrated that quality consciousness, price consciousness, and pre-planning propensity positively influence consumer out-of-stock store switching behaviour.