- Title
- Loyalty programmes in the South African airline industry
- Creator
- Manunga, Ayanda
- Subject
- Customer loyalty programs -- South Africa
- Subject
- Customer clubs -- South Africa Airlines -- South Africa
- Date Issued
- 2019
- Date
- 2019
- Type
- Thesis
- Type
- Masters
- Type
- MBA
- Identifier
- http://hdl.handle.net/10948/40911
- Identifier
- vital:36267
- Description
- While there has been substantial research on Loyalty Programmes in the last two decades, little has been done in the South African Airline Industry. This study uses the Social exchange theory, Relationship marketing theory and Commitment-trust theory to provide an understanding of the factors, which influence loyalty programmes in the South African Airline Industry. The methodology used involved a self-administrated on-line questionnaire from the sample, which comprised of 1090 respondents. From the total respondents, 172 belonged to one or more Airline Loyalty Programmes. This study focused on the latter. An email containing a Universal Resource Link (URL) to the survey was sent to the Nelson Mandela University Business School‟s Marketing Department to distribute to current first-year MBA students, who also had to circulate the survey to at least ten other people. A proposed conceptual model was compiled and tested using exploratory factor analysis. The result of the study confirmed that the measurement instrument is in order and that attitude and behaviour are strong determinants of the loyalty programme. Communication, flexibility, general assessment, rewards personal, rewards tangible, rewards monetary and trust are factors that influence the loyalty programme, which are driven by the attitude of the participant in the programme. On the other hand, communication, flexibility, general assessment, rewards personalisation, purchase behaviour and trust are factors that influence the loyalty programme, which are driven by the behaviour of the participant in the programme. This study concludes with managerial recommendations that will enable managers to identify factors which influence loyalty programmes in the South African Airline Industry. This will enable managers to make informed decisions when formulating and implementing successful programmes. Some of the recommendations call for a review and repositioning of the value proposition for the existing loyalty programmes. It is also recommended that loyalty programmes are value-based in order to convert loyalty programme customers to loyal customers. In addition, majority of the loyalty programme customers call for loyalty programmes that offer programmes that non-expiry points with personalised service offering. The organisations that offer loyalty programmes in the Airline Industry also need to design clear communication strategies that will provide a holistic and targeted approach to customer engagement.
- Format
- x, 146 leaves
- Format
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- Nelson Mandela University
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | Ayanda Y Manunga 218205929 Final Treatise - 12 March 2019.pdf | 2 MB | Adobe Acrobat PDF | View Details Download |