Shopping behaviour is an increasingly important area of research as firms seek to understand customer motivations and their purchase behaviour further. Despite the interest in shopping behaviour, it remains to be understood how these behaviours are related to satisfaction-related outcomes.
A contribution to the academic literature as well as to managerial practice is made by identifying the relationship between three types of shopping behaviour: expectation congruence, satisfaction, and positive word-of-mouth communications. Specifically, the research examines if shoppers who
engage in various types of shopping behaviour have the expectations of their shopping experience met, and whether this results in customer satisfaction and loyalty to that store. The research is based on a sample of 308 Wal-Mart and Target customers. The analysis of the data was performed
with path modelling where the hypothesised model was supported and shown to have predictive relevance. In addition, significant moderating effects were found by gender for the relationship between shopping behaviour and expectation congruence and for the relationship between satisfaction and
positive word-of-mouth communications.