Abstract
This study is based on shopper assessments of grocery store services. It suggests that there is a direct relationship between consumers' attitudes regarding a store's service quality and their intent to continue to choose that store for much of their ongoing shopping needs, given that the service remains the same or improves. The findings, while limited, posit a possible connection between service quality satisfaction and potential ongoing revenue. In addition, it is suggested that store pricing, store formats, and shopping enjoyment may mitigate ongoing choice. The findings should encourage service-focused small businesses not currently doing so to consider putting quality measurements in place to guide the satisfaction-revenue connection.
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