Implications of Frequent Out-of-Stocks in the Customers’ Satisfaction and Loyalty Behaviors Towards Large General Retailers in Morocco

Laila El Haddou-Yousfi, Kamal Lakhrif, Faical Zoubir


With the evolution of retail, out-of-stocks (OOS) have become one of the major problems retailers have to resolve in order to retain their existing customers and attract new ones. Nevertheless, very few studies were conducted in this regard. Through this research, we study the implications of frequent OOS situations in customer satisfaction and loyalty in the large general retail sector in Morocco. Accordingly, we develop a conceptual model through which we explain the customers’ loyalty via the reactions they adopt when faced with OOS situations, and via their satisfaction with the perceived retail SCM. Our study was conducted on 471 customers of the different general retail chains in Morocco (i.e. Marjane, Aswak Assalam, Atacadao and Carrefour). As a result, we were able to determine that OOS have a negative impact on satisfaction; however, they only affect the customers’ behavioral loyalty while their attitude remains intact.

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