Since the end of Apartheid in 1994, the South African supermarket sector has grown exponentially. This is partly due to an increase in real mean per capita income, facilitated by a burgeoning middle class. However, acquiring and maintaining loyal customers is argued to be fundamental to ensuring profitability. This study aims to investigate the antecedents of customer satisfaction in the supermarket sector, as well as their ultimate influence on store loyalty. In this respect, the research aims to establish the drivers of customer satisfaction, through a consideration of retail service quality dimensions, and the follow through effect on store loyalty in the South African supermarket sector. This should empower retailers to make the necessary trade-offs to ensure that their businesses are geared towards capitalising on the attributes of consumer behaviour which lead to elevated levels of affinity towards the chain.