- Title
- Analysing the influence of banking loyalty programmes on South African consumer behaviour post-Covid
- Creator
- Jordaan, Ross
- Subject
- Banks and banking -- South Africa
- Subject
- Customer loyalty programs
- Subject
- Customer clubs
- Subject
- consumer behaviour
- Date Issued
- 2024-04
- Date
- 2024-04
- Type
- Master's theses
- Type
- text
- Identifier
- http://hdl.handle.net/10948/65075
- Identifier
- vital:74016
- Description
- Banking institutions promote loyalty programmes that offer customers cost saving benefits. The research investigates the perceived loyalty programme benefits from a customer perspective. The research analyses the customer satisfaction and the effect the banking loyalty programmes has on customer behaviour post Covid-19. Focusing on customer retention and customer relationship management, banking institutions have adopted loyalty programmes as a strategic tool to enhance customer loyalty and satisfaction. The findings of this research provided valuable insights into the key factors that drives customer loyalty and engagement with banking loyalty programmes. This study used quantitative research methodology utilizing surveys and statistical analyses to gather and interpret data using simple random sampling from a diverse sample of banking customers from the Gqeberha area. A response rate of 50.5% was achieved in this study. The findings of this study underscore a pivotal realisation that banking loyalty programmes in isolation prove insufficient to exert a significant influence on banking customer behaviour in the post-Covid era. A contemporary approach is required to meet the evolving expectations and dynamics within the customer base. The study observed that digital transformation and strategic partnerships are a key determinant in shaping banking customer behaviour, hence the study advocates for a synergised approach, where banking loyalty programmes, digital transformation, and strategic partnerships operate in tandem. It is recommended that banks should understand the dynamics of consumer behaviour in the context of loyalty programmes, hence they can optimize their strategies to strengthen their position and relationships with their customers. Traditional silos of banking loyalty programmes must integrate and adapt to the current banking customer preferences, this holistic approach is not just a recommendation but also imperative for sustainable growth and resilience in the banking sector. The study will contribute to academic research and offer practical implications for banking executive seeking to build, design and implement effective loyalty programmes in a highly competitive banking industry.
- Description
- Thesis (MBA) -- Faculty of Business and Economic Sciences, Business School, 2024
- Format
- computer
- Format
- online resource
- Format
- application/pdf
- Format
- 1 online resource (xix, 133 pages)
- Format
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- Nelson Mandela University
- Rights
- All Rights Reserved
- Rights
- Open Access
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Collections
NMU Business School
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | Jordaan, R April 2024.pdf | 1 MB | Adobe Acrobat PDF | View Details Download |