- Title
- Customer loyalty programmes in the South African banking sector
- Creator
- Mashau, Mulanga Lawrence
- Subject
- Banks and banking -- South Africa
- Subject
- Customer loyalty programs -- South Africa
- Date Issued
- 2020
- Date
- 2020
- Type
- Thesis
- Type
- Masters
- Type
- MBA
- Identifier
- http://hdl.handle.net/10948/48883
- Identifier
- vital:41167
- Description
- This treatise explores factors that drive customer participation in banking loyalty programmes in South Africa. The literature review conducted revealed research is required in this area. The lack of research in this field led to the formulation of the problem statement for the study, which focuses on critical factors that drive customer participation in banking loyalty programmes in South Africa. There have been numerous studies conducted on customer loyalty as a concept. There is, however, a lack of studies on customer loyalty in banking loyalty programmes. The literature review explored definitions of customer loyalty, how they pertain to loyalty programmes, with attitudes and behaviours identified as customer loyalty intermediate factors. This study has approached the assessment of customer loyalty in the banking loyalty programmes by exploring the factors that influence or drive customer participation in loyalty programmes in South Africa. The study was conducted using exploratory factor analysis of loyalty programme measurement items that evaluated attitudes and behaviours related to customer loyalty. The factor analysis was undertaken using data gathered from a self-administered online questionnaire. This treatise is part of a bigger study of loyalty programmes and customer loyalty in different sectors. The sample for this study was randomly selected using snowball and convenience sampling. A sample size of n=613 was used in this study. As part of the data analysis, descriptive statistics were used to compress and organise the sample data. Inferential statistics were used to project the findings of the sample data to the full population. The study concluded that flexibility in the context of rewards not expiring was the most important factor that consumers considered when deciding to participate in a banking loyalty programme. This was followed by reward type. The study revealed that banking loyalty programme customers prefer monetary rewards over all reward types for participation in banking loyalty programmes and thus reward type is deemed as a critical factor in customers’ decisions to participate in banking loyalty programmes. The study also found that banking loyalty programme customers do not perceive reward programme communication methods as an important factor influencing their decision to participate in a banking loyalty programme.
- Format
- XIV, 159 leaves
- Format
- Publisher
- Nelson Mandela Metropolitan University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- Nelson Mandela Metropolitan University
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | Mashau, ML 203027205 Treatise April 2020.pdf | 4 MB | Adobe Acrobat PDF | View Details Download |