Attitudinal loyalty such as customers’ willingness to spread positive words of mouth has received less attention compared to behavioural loyalty (e.g., reptronage intention) in retail studies, particularly in the context of supermarket. It is argued that supermarket consumers should be willingly share positive words of mouth when they are satisfied. The effect of Malaysian supermarket in-store experiences (convenience, merchandise value, internal shop environment, interaction with staff, merchandise variety, presence interaction with other customers, in-shop emotion) on customer satisfaction and mediating effect of customer satisfaction on the relationship between in-store experiences and positive WoM were examined. The results show significant relationship between customer satisfaction and willingness to spread positive WoM. Convenience and in store emotion have significant relationships with customer satisfaction, while the other in-store experiences have no significant effects on satisfaction. Customer satisfaction played mediation roles between the relationships between convenience, merchandise variety, interaction with staff and in store emotion with positive WoM. The findings provide useful insights to Malaysian supermarket retailers in understanding their target markets to encourage more positive WoM.
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