Author - Chiedza Zvirurami TSVAKIRAI

The integration of online and in-store interactions via omnichannel marketing has become standard in retail. While online channels facilitate repeat purchases through convenience, the in-store experience remains a critical driver of customer loyalty. This study investigated the specific elements of the physical shopping experience that foster such loyalty. Although omnichannel models in supermarkets are well-documented, research in the hypermarket context remains limited. To address this gap, qualitative data were collected through one-on-one interviews with customers of a leading South African hypermarket. A thematic analysis of the responses identified key in-store factors motivating repeat purchases. The findings indicate that customer loyalty is primarily driven by two elements: perceived service quality and perceived price fairness. Service quality appeals to customers' emotional motivations, while price fairness aligns with their personal values. Consistency in delivering both...