Christine De Meyer-Heydenrych, Ilse Struweg
Abstract
South Africans actively seek out discounts and deals driven by economic hardships. While searching for deals, consumers still require a pleasurable shopping experience which retailers often neglect. This study aims to contribute to the literature by researching consumers’ expectations of the deals offered, the emotions they experience during the sale based on their expectations and the overall evaluation of the retailer once they have participated in the sale. Quantitative research using an online survey was utilised to collect data from 594 respondents. Using SEM, all hypotheses were accepted. Findings showed that customer expectations of the deal and retailer capabilities during the sale strongly predict positive emotions experienced, while retailer capabilities predict negative emotions during the sale. Positive emotions experienced strongly influenced the overall evaluation of the retailer and the deal. Retailers must ensure they have the capability and stock available as advertised and train employees to deal with consumers during a sale. Meeting consumer expectations during a sale will lead to positive emotions being experienced, which can drive a positive evaluation of the deal and retailer. This can drive customer satisfaction, loyalty, and profitability beyond only when sales are offered.