LAUSR

Abstract The aim of this study was to investigate the role of perceived customer value in promoting customer satisfaction in the South African leafy vegetable market. The study also examined the antecedents of customer value and the outcomes of customer satisfaction. The study was quantitative in nature, using purposive sampling technique. A self-administered questionnaire was utilised, and 370 questionnaires were completed. The research participants were hawkers on the streets of Johannesburg, Central Business District, South Africa. Data were analysed using the PLS-SEM analytical techniques. The finding of this study shows that customer value has an influence on customer satisfaction. The academic contribution of this study is that most studies on customer satisfaction concentrate on the predictors of customer satisfaction as being trust, commitment and communication. The managerial implication is that business must place much emphasis on creating a sustainable customer value to achieve customer satisfaction. In so doing, organisations will be able to attain a competitive advantage and achieve organisational objectives.