Customer loyalty programmes in the South African banking sector
- Authors: Mashau, Mulanga Lawrence
- Date: 2020
- Subjects: Banks and banking -- South Africa , Customer loyalty programs -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/48883 , 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.
- Full Text:
- Date Issued: 2020
- Authors: Mashau, Mulanga Lawrence
- Date: 2020
- Subjects: Banks and banking -- South Africa , Customer loyalty programs -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/48883 , 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.
- Full Text:
- Date Issued: 2020
An evaluation of loyalty programmes
- Authors: Thaver, Aneshree Terrilla
- Date: 2019
- Subjects: Customer loyalty programs -- South Africa , Customer clubs -- Evaluation Customer relations -- Evaluation Customer services -- Management Consumer satisfaction -- Evaluation
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/43856 , vital:37062
- Description: A Loyalty Programme, is the term most commonly used to summarise various Customer Relationship Management programmes instituted by companies, to endear and encourage loyalty from customers. In order to better understand the component of loyalty within the context of Loyalty Programmes, a dimensional approach has been suggested. The dimensional approach is based firstly, on behavioural loyalty theories, which focus on purchase patterns to qualify/quantify loyalty. Secondly, it included attitudinal loyalty measures to account for customer’s actions and feelings to aid in both the conceptualisation and measurement of loyalty. The need to understand and evaluate the effects of programmes specifically designed to promote loyalty from customers has prompted a surge in academic research, which has led to great debate over the effectiveness of these programmes. Previous empirical research has provided divergent findings and many polarised views abound. This is due in part to the lack of consistent research methodologies, concepts and measurements of previous studies, which has made the comparison of Loyalty Programmes increasingly difficult. However, despite these challenges, there remains substantial evidence in support of the overall effectiveness of Loyalty Programmes. The aim of this research has been to focus on developing a model to evaluate the components of Loyalty Programmes based on attitudinal and behavioural loyalty dimensions, with the view of recommending components that should be included in the design of Loyalty Programmes. An in-depth literature review was conducted and the two dimensions of loyalty (attitudinal and behavioural) were examined. Additionally, the following Theories were explored Social Exchange Theory, Equity Theory and the Theory of Planned Behaviour, to examine the interchange between participants of Loyalty Programmes. The review of literature further laid the foundation for the conceptual model that proposed purchase behaviour, trust, communication, personalisation, flexibility, rewards and methods of participation as components which influenced Loyalty Programmes. A multi-method study, with 1090 respondents, was conducted and a proposed conceptual model was compiled. An analysis was conducted through various descriptive and inferential statistical tests as well as Exploratory Factor Analysis and Confirmatory Factor Analysis. The results of the study identified the following factors Attitudinal loyalty (Attitudinal – Communication, Attitudinal – Flexibility, Attitudinal – General, Attitudinal – Rewards (Personal and Monetary) and Attitudinal – Trust) and Behavioural loyalty (Behavioural – Communication, Behavioural – Flexibility, Behavioural – General, Behavioural – Personalisation, Behavioural – Purchasing Behaviour, Behavioural – Rewards and Behavioural – Trust) to be of influence with regard to the effectiveness of Loyalty Programmes. The study concludes with managerial recommendations for the improvement in the design of Loyalty Programmes to enhance Attitudinal and Behavioural loyalty from participants. The recommendations from this study are based on the three strongest factor relationships identified through Pearson Product Moment Correlations. They are (a) Attitude – General and Behavioural – General (0.723), (b) Attitude – Communication and Behavioural – Communication (0.691) and (c) Attitude – Trust and Behavioural – Trust (0.595). Hence it is suggested that communication surrounding Loyalty Programmes needs to embrace new technologies and adopt a multichannel and multi-directional strategy to be more responsive to customers. Furthermore, trust was found to be influential in Loyalty Programme participation and how managers used the shared personal data, impacted customer willingness to participate in Loyalty Programmes. This study found that overall purchasing behaviour is poorly influenced by Loyalty Card/Programmes, as discounts and promotions did not sway shopper purchasing behaviour and that the most preferred rewards were monetary, free shipping and brand partnerships. In summary, consideration should be given to the type, flexibility and expiration of rewards offered. Further, a regular review of personalisation strategies, customer expectations and participation methods are recommended to bridge the mismatch between idle membership and active participation in Loyalty Programmes.
- Full Text:
- Date Issued: 2019
- Authors: Thaver, Aneshree Terrilla
- Date: 2019
- Subjects: Customer loyalty programs -- South Africa , Customer clubs -- Evaluation Customer relations -- Evaluation Customer services -- Management Consumer satisfaction -- Evaluation
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/43856 , vital:37062
- Description: A Loyalty Programme, is the term most commonly used to summarise various Customer Relationship Management programmes instituted by companies, to endear and encourage loyalty from customers. In order to better understand the component of loyalty within the context of Loyalty Programmes, a dimensional approach has been suggested. The dimensional approach is based firstly, on behavioural loyalty theories, which focus on purchase patterns to qualify/quantify loyalty. Secondly, it included attitudinal loyalty measures to account for customer’s actions and feelings to aid in both the conceptualisation and measurement of loyalty. The need to understand and evaluate the effects of programmes specifically designed to promote loyalty from customers has prompted a surge in academic research, which has led to great debate over the effectiveness of these programmes. Previous empirical research has provided divergent findings and many polarised views abound. This is due in part to the lack of consistent research methodologies, concepts and measurements of previous studies, which has made the comparison of Loyalty Programmes increasingly difficult. However, despite these challenges, there remains substantial evidence in support of the overall effectiveness of Loyalty Programmes. The aim of this research has been to focus on developing a model to evaluate the components of Loyalty Programmes based on attitudinal and behavioural loyalty dimensions, with the view of recommending components that should be included in the design of Loyalty Programmes. An in-depth literature review was conducted and the two dimensions of loyalty (attitudinal and behavioural) were examined. Additionally, the following Theories were explored Social Exchange Theory, Equity Theory and the Theory of Planned Behaviour, to examine the interchange between participants of Loyalty Programmes. The review of literature further laid the foundation for the conceptual model that proposed purchase behaviour, trust, communication, personalisation, flexibility, rewards and methods of participation as components which influenced Loyalty Programmes. A multi-method study, with 1090 respondents, was conducted and a proposed conceptual model was compiled. An analysis was conducted through various descriptive and inferential statistical tests as well as Exploratory Factor Analysis and Confirmatory Factor Analysis. The results of the study identified the following factors Attitudinal loyalty (Attitudinal – Communication, Attitudinal – Flexibility, Attitudinal – General, Attitudinal – Rewards (Personal and Monetary) and Attitudinal – Trust) and Behavioural loyalty (Behavioural – Communication, Behavioural – Flexibility, Behavioural – General, Behavioural – Personalisation, Behavioural – Purchasing Behaviour, Behavioural – Rewards and Behavioural – Trust) to be of influence with regard to the effectiveness of Loyalty Programmes. The study concludes with managerial recommendations for the improvement in the design of Loyalty Programmes to enhance Attitudinal and Behavioural loyalty from participants. The recommendations from this study are based on the three strongest factor relationships identified through Pearson Product Moment Correlations. They are (a) Attitude – General and Behavioural – General (0.723), (b) Attitude – Communication and Behavioural – Communication (0.691) and (c) Attitude – Trust and Behavioural – Trust (0.595). Hence it is suggested that communication surrounding Loyalty Programmes needs to embrace new technologies and adopt a multichannel and multi-directional strategy to be more responsive to customers. Furthermore, trust was found to be influential in Loyalty Programme participation and how managers used the shared personal data, impacted customer willingness to participate in Loyalty Programmes. This study found that overall purchasing behaviour is poorly influenced by Loyalty Card/Programmes, as discounts and promotions did not sway shopper purchasing behaviour and that the most preferred rewards were monetary, free shipping and brand partnerships. In summary, consideration should be given to the type, flexibility and expiration of rewards offered. Further, a regular review of personalisation strategies, customer expectations and participation methods are recommended to bridge the mismatch between idle membership and active participation in Loyalty Programmes.
- Full Text:
- Date Issued: 2019
Customer loyalty programmes in the South African grocery and retail sector
- Authors: Harmse, Nyree
- Date: 2019
- Subjects: Customer loyalty programs -- South Africa , Customer clubs -- South Africa Grocery trade -- South Africa Food industry and trade -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/39599 , vital:35331
- Description: While there has been substantial research on loyalty programmes, few studies specifically focus on the attitudinal and behavioural components of a loyalty programmes within grocery and retail sector programmes in South Africa. This study is part of a broader study of South African loyalty programmes, but specifically examines the attitudinal and behavioural influences on loyalty programmes in the South African grocery and retail sector. A comprehensive literature review was conducted and factors influencing loyalty programmes were identified. The literature reviewed informed the conceptual model that proposed purchasing behaviour, trust, communication, personalisation, flexibility, rewards and method of participation influenced the success of grocery and retail sector loyalty programmes with attitude and behaviour serving as intermediate variables. The academic literature selected for the study is grounded in the academic theories of social exchange and planned behaviour. The methodology followed was through self-administered questionnaires developed from academic literature. Data were collected from 1090 respondents across South Africa, of which 643 respondents were members of grocery and retail sector loyalty programmes. The data analysis conducted through various descriptive and inferential statistical tests and exploratory factors analysis identified that factors of purchasing behaviour, trust, communication, personalisation, flexibility, rewards and general assessment were factors influencing loyalty programmes. Loyalty programme studies in South Africa are generally conducted on specific loyalty programmes, which are owned by the programme owners and therefore unpublished. This study contributes to the body of knowledge by using academic theory to establish the attitudinal and behavioural factors that affect loyalty programmes within the South African grocery and retail sector. The study concludes with managerial recommendations that grocery and retail sector managers can implement to influence the success of loyalty programmes. Some of the recommendations include the use of communication as a lever to influence other factors and the overall effectiveness of the programme. Other recommendations include data management and rewards that create flexible and personalised experiences.
- Full Text:
- Date Issued: 2019
- Authors: Harmse, Nyree
- Date: 2019
- Subjects: Customer loyalty programs -- South Africa , Customer clubs -- South Africa Grocery trade -- South Africa Food industry and trade -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/39599 , vital:35331
- Description: While there has been substantial research on loyalty programmes, few studies specifically focus on the attitudinal and behavioural components of a loyalty programmes within grocery and retail sector programmes in South Africa. This study is part of a broader study of South African loyalty programmes, but specifically examines the attitudinal and behavioural influences on loyalty programmes in the South African grocery and retail sector. A comprehensive literature review was conducted and factors influencing loyalty programmes were identified. The literature reviewed informed the conceptual model that proposed purchasing behaviour, trust, communication, personalisation, flexibility, rewards and method of participation influenced the success of grocery and retail sector loyalty programmes with attitude and behaviour serving as intermediate variables. The academic literature selected for the study is grounded in the academic theories of social exchange and planned behaviour. The methodology followed was through self-administered questionnaires developed from academic literature. Data were collected from 1090 respondents across South Africa, of which 643 respondents were members of grocery and retail sector loyalty programmes. The data analysis conducted through various descriptive and inferential statistical tests and exploratory factors analysis identified that factors of purchasing behaviour, trust, communication, personalisation, flexibility, rewards and general assessment were factors influencing loyalty programmes. Loyalty programme studies in South Africa are generally conducted on specific loyalty programmes, which are owned by the programme owners and therefore unpublished. This study contributes to the body of knowledge by using academic theory to establish the attitudinal and behavioural factors that affect loyalty programmes within the South African grocery and retail sector. The study concludes with managerial recommendations that grocery and retail sector managers can implement to influence the success of loyalty programmes. Some of the recommendations include the use of communication as a lever to influence other factors and the overall effectiveness of the programme. Other recommendations include data management and rewards that create flexible and personalised experiences.
- Full Text:
- Date Issued: 2019
Loyalty programmes for low cost retailers
- Authors: Nkomo, Clement
- Date: 2019
- Subjects: Customer loyalty programs -- South Africa , Customer clubs -- South Africa Retail trade -- South Africa Chain stores -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/42869 , vital:36701
- Description: Loyalty programmes have become a popular marketing tool in the market place that is highly competitive and where differentiation is difficult. Although they are not new they continue to grow in popularity in South Africa. While there has been significant research on loyalty programmes in the last two decades little has been done on low cost retailers. An in depth literature review was conducted which examined the mediating Influence of socio-demographic characteristics, purchase behaviour, trust, communication personalisation, flexibility, rewards and method of participation in relation to loyalty programmes. The study further explored the attitudinal and behavioural factors as determinants of perceptions of loyalty programmes and membership. Behavioural loyalty explained customers’ actions, which included repeat purchases, their proneness to be attracted by competitors as well as their willingness to engage in word of mouth. Attitudinal loyalty, which relates to emotional engagement by customers, was explored. The study design was based on a quantitative approach. The methodology involved a self-administered questionnaire adapted from previous studies. Data were collected from 265 respondents at three different Ackermans stores and analysed through various descriptive and inferential statistical tests. The proposed model to measure loyalty programmes was constructed. The model related the independent variables to the dependant variables through the use of the additional factors (A) Attitude and (B) Behaviour, to highlight the influence the independent variables may have on the functionality, uptake and overall success of Loyalty Programmes. The findings indicated that the Attitudinal and Behavioural factors are strong determinants of loyal programmes and membership. The findings indicate that participating in the loyalty programme has a positive but minor overall influence on customer behaviour. Factors such purchase behaviour, trust, communication, personalisation, flexibility, rewards and method of participation were highlighted as key determinants of the loyalty programmes in this study. Loyalty programmes increase the spending and frequency of low and moderate buyers, this affirms that low cost retailers like Ackermans should launch and benefit from a loyalty programme. To be sustainable loyalty programmes must reinforce the attitudinal loyalty (attachment) of customers in addition to behavioural loyalty. The results from this study add to the body of research in the field, yielding both significant theoretical and practical contributions to the field of loyalty programmes, relationship quality and loyalty research, particularly in the low cost retailing. Limitations and future research are discussed.
- Full Text:
- Date Issued: 2019
- Authors: Nkomo, Clement
- Date: 2019
- Subjects: Customer loyalty programs -- South Africa , Customer clubs -- South Africa Retail trade -- South Africa Chain stores -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/42869 , vital:36701
- Description: Loyalty programmes have become a popular marketing tool in the market place that is highly competitive and where differentiation is difficult. Although they are not new they continue to grow in popularity in South Africa. While there has been significant research on loyalty programmes in the last two decades little has been done on low cost retailers. An in depth literature review was conducted which examined the mediating Influence of socio-demographic characteristics, purchase behaviour, trust, communication personalisation, flexibility, rewards and method of participation in relation to loyalty programmes. The study further explored the attitudinal and behavioural factors as determinants of perceptions of loyalty programmes and membership. Behavioural loyalty explained customers’ actions, which included repeat purchases, their proneness to be attracted by competitors as well as their willingness to engage in word of mouth. Attitudinal loyalty, which relates to emotional engagement by customers, was explored. The study design was based on a quantitative approach. The methodology involved a self-administered questionnaire adapted from previous studies. Data were collected from 265 respondents at three different Ackermans stores and analysed through various descriptive and inferential statistical tests. The proposed model to measure loyalty programmes was constructed. The model related the independent variables to the dependant variables through the use of the additional factors (A) Attitude and (B) Behaviour, to highlight the influence the independent variables may have on the functionality, uptake and overall success of Loyalty Programmes. The findings indicated that the Attitudinal and Behavioural factors are strong determinants of loyal programmes and membership. The findings indicate that participating in the loyalty programme has a positive but minor overall influence on customer behaviour. Factors such purchase behaviour, trust, communication, personalisation, flexibility, rewards and method of participation were highlighted as key determinants of the loyalty programmes in this study. Loyalty programmes increase the spending and frequency of low and moderate buyers, this affirms that low cost retailers like Ackermans should launch and benefit from a loyalty programme. To be sustainable loyalty programmes must reinforce the attitudinal loyalty (attachment) of customers in addition to behavioural loyalty. The results from this study add to the body of research in the field, yielding both significant theoretical and practical contributions to the field of loyalty programmes, relationship quality and loyalty research, particularly in the low cost retailing. Limitations and future research are discussed.
- Full Text:
- Date Issued: 2019
Loyalty programmes in the medical aid and insurance sector in South Africa
- Authors: Mafa, Linda
- Date: 2019
- Subjects: Customer loyalty programs -- South Africa , Insurance companies -- South Africa Health insurance -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/40757 , vital:36233
- Description: This treatise covers customer loyalty from the perspective of medical aid and insurance loyalty programmes. Previous work indicates that the healthcare sector does not have a strong consumer focus. As such, loyalty in this sphere is not strong and has not been explored as a means to enhance customer loyalty. The problem statement for this study states that loyalty programmes in the medical aid and insurance sector in South Africa have not been adequately assessed. While customer loyalty has been viewed from a generic marketing perspective, previous work has failed to address the critical factors that influence customer loyalty in medical aid and insurance loyalty programmes. A review of literature focuses on the definitions of customer loyalty in general and as it pertains to loyalty programmes, with attitudes and behaviours identified and common customer loyalty dimensions. This study has approached the assessment of customer loyalty in the healthcare sector by exploring the factors that influence customer loyalty in medical aid and insurance 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 probability and convenience sampling. A sample size of n = 386 is applicable to 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 into the full population. The key impact of the research was the presentation and statistical assessment of an exploratory factor analysis of medical aid and insurance loyalty programme factors. The study concluded that attitudes related to the general assessment, trust, communication, personalisation, flexibility and rewards are relevant factors to consider in medical aid and insurance loyalty programmes. The study also concluded that behaviours related to the general assessment, purchase behaviour, communication, personalisation, flexibility and rewards are relevant factors to consider in medical aid and insurance loyalty programmes. Demographics variables, which were an overarching variable to the factors, were found to not show significant differences in the attitudes and behaviours of loyalty programme participants towards the loyalty programme factors. Repeat purchase behaviour is not necessarily influenced by loyalty programme participation. Perceived value has been found to be a more important consideration in influencing purchase behaviours of loyalty programme participants. The level of trust participants place on loyalty programmes is not confirmed by programme membership. To maintain programme credibility, loyalty programmes must gain the trust of participants. The study also found that there is no strong indication that loyalty programme communication currently enhances repeat purchase behaviour implying that communication strategies of medical aid and insurance loyalty programmes are not effective. Personalisation approaches are more focused on product personalisation than on service personalisation. The availability of points/rewards on different platforms is an important feature to programme participants. Non-reward related value-added services like priority service and exclusive access to products are not a preferred form of reward in medical aid and insurance loyalty programmes. The study contributed to the body of knowledge on the statistical assessment of an exploratory factor analysis approach to evaluate customer loyalty in medical aid and insurance loyalty programmes in SA.
- Full Text:
- Date Issued: 2019
- Authors: Mafa, Linda
- Date: 2019
- Subjects: Customer loyalty programs -- South Africa , Insurance companies -- South Africa Health insurance -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/40757 , vital:36233
- Description: This treatise covers customer loyalty from the perspective of medical aid and insurance loyalty programmes. Previous work indicates that the healthcare sector does not have a strong consumer focus. As such, loyalty in this sphere is not strong and has not been explored as a means to enhance customer loyalty. The problem statement for this study states that loyalty programmes in the medical aid and insurance sector in South Africa have not been adequately assessed. While customer loyalty has been viewed from a generic marketing perspective, previous work has failed to address the critical factors that influence customer loyalty in medical aid and insurance loyalty programmes. A review of literature focuses on the definitions of customer loyalty in general and as it pertains to loyalty programmes, with attitudes and behaviours identified and common customer loyalty dimensions. This study has approached the assessment of customer loyalty in the healthcare sector by exploring the factors that influence customer loyalty in medical aid and insurance 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 probability and convenience sampling. A sample size of n = 386 is applicable to 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 into the full population. The key impact of the research was the presentation and statistical assessment of an exploratory factor analysis of medical aid and insurance loyalty programme factors. The study concluded that attitudes related to the general assessment, trust, communication, personalisation, flexibility and rewards are relevant factors to consider in medical aid and insurance loyalty programmes. The study also concluded that behaviours related to the general assessment, purchase behaviour, communication, personalisation, flexibility and rewards are relevant factors to consider in medical aid and insurance loyalty programmes. Demographics variables, which were an overarching variable to the factors, were found to not show significant differences in the attitudes and behaviours of loyalty programme participants towards the loyalty programme factors. Repeat purchase behaviour is not necessarily influenced by loyalty programme participation. Perceived value has been found to be a more important consideration in influencing purchase behaviours of loyalty programme participants. The level of trust participants place on loyalty programmes is not confirmed by programme membership. To maintain programme credibility, loyalty programmes must gain the trust of participants. The study also found that there is no strong indication that loyalty programme communication currently enhances repeat purchase behaviour implying that communication strategies of medical aid and insurance loyalty programmes are not effective. Personalisation approaches are more focused on product personalisation than on service personalisation. The availability of points/rewards on different platforms is an important feature to programme participants. Non-reward related value-added services like priority service and exclusive access to products are not a preferred form of reward in medical aid and insurance loyalty programmes. The study contributed to the body of knowledge on the statistical assessment of an exploratory factor analysis approach to evaluate customer loyalty in medical aid and insurance loyalty programmes in SA.
- Full Text:
- Date Issued: 2019
Loyalty programmes in the South African airline industry
- Authors: Manunga, Ayanda
- Date: 2019
- Subjects: Customer loyalty programs -- South Africa , Customer clubs -- South Africa Airlines -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/40911 , 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.
- Full Text:
- Date Issued: 2019
- Authors: Manunga, Ayanda
- Date: 2019
- Subjects: Customer loyalty programs -- South Africa , Customer clubs -- South Africa Airlines -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/40911 , 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.
- Full Text:
- Date Issued: 2019
Loyalty programmes in the South African health and beauty industry
- Authors: Snyman, Carl Petrus
- Date: 2019
- Subjects: Customer loyalty programs -- South Africa , Customer clubs -- South Africa Beauty shops -- South Africa Cosmetics industry -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/44056 , vital:37097
- Description: This treatise will investigate Loyalty Programmes within the South African Health and Beauty Industry. The most used Loyalty Programmes within South Africa fall into this industry, with Clicks being the most popular programme. The factors that influence success of these Loyalty Programmes is yet to be established. Previous work on customer loyalty has focused on generic factors influencing loyalty, but not on Loyalty Programmes in the Health and Beauty Industry. The review of the literature concentrates on defining customer loyalty and what factors contribute to the success of Loyalty Programmes. This study assessed the success of Loyalty Programmes within the South African Health and Beauty Industry. This study was done using exploratory factor analysis of Loyalty Programme measurement items that looked at attitudes and behaviours influencing customer loyalty. Factor analysis was done using data gathered from an online questionnaire. The sample of this study was selected at random using convenience and snowball sampling. A sample size of n = 603 is used in this study. Descriptive statistics were used to organise the data. Inferential statistics were used to project the findings onto the full population. The biggest contribution of this study was the presentation and statistical assessment of an exploratory factor analysis of factors influencing Loyalty Programmes in the Health and Beauty Industry. The study found that attitudes regarding general assessment, communication, personalisation, trust, flexibility and rewards are factors to consider in Health and Beauty Industry Loyalty Programmes. The study also found factors related to behaviours influencing general assessment, communication, purchase behaviour, flexibility, rewards and personalisation are factors to consider for Loyalty Programmes in the Health and Beauty Industry. The variables pertaining to demographics were found not to have a significant influence on the difference in the attitudes and behaviour of Loyalty Programme participants towards taking part in Loyalty Programmes. Loyalty Programme participation was not found to necessarily influence Loyalty Programmes. Apparent value was found to be an important factor in influencing purchase behaviour of Loyalty Programme participants. Trust towards Loyalty Programmes is not confirmed by Loyalty Programme participation. In order to maintain the credibility of the programme, Loyalty Programmes must gain participants’ trust. The study found no strong indication that Loyalty Programme communication at the moment increases repeat purchase behaviour indicating that communication strategies are not effective in the Health and Beauty Industry Loyalty Programmes. The personalisation approach is more focused on the personalisation of products than services. The ability of participants to use points/rewards on different platforms is important to Loyalty Programme participants. Non-reward value added services such as priority service and limited access to products are not a popular type of reward in the Health and Beauty Industry Loyalty Programmes. The study added to the body of knowledge on the statistical analysis approach to assess customer loyalty in the South African Health and Beauty Industry.
- Full Text:
- Date Issued: 2019
- Authors: Snyman, Carl Petrus
- Date: 2019
- Subjects: Customer loyalty programs -- South Africa , Customer clubs -- South Africa Beauty shops -- South Africa Cosmetics industry -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/44056 , vital:37097
- Description: This treatise will investigate Loyalty Programmes within the South African Health and Beauty Industry. The most used Loyalty Programmes within South Africa fall into this industry, with Clicks being the most popular programme. The factors that influence success of these Loyalty Programmes is yet to be established. Previous work on customer loyalty has focused on generic factors influencing loyalty, but not on Loyalty Programmes in the Health and Beauty Industry. The review of the literature concentrates on defining customer loyalty and what factors contribute to the success of Loyalty Programmes. This study assessed the success of Loyalty Programmes within the South African Health and Beauty Industry. This study was done using exploratory factor analysis of Loyalty Programme measurement items that looked at attitudes and behaviours influencing customer loyalty. Factor analysis was done using data gathered from an online questionnaire. The sample of this study was selected at random using convenience and snowball sampling. A sample size of n = 603 is used in this study. Descriptive statistics were used to organise the data. Inferential statistics were used to project the findings onto the full population. The biggest contribution of this study was the presentation and statistical assessment of an exploratory factor analysis of factors influencing Loyalty Programmes in the Health and Beauty Industry. The study found that attitudes regarding general assessment, communication, personalisation, trust, flexibility and rewards are factors to consider in Health and Beauty Industry Loyalty Programmes. The study also found factors related to behaviours influencing general assessment, communication, purchase behaviour, flexibility, rewards and personalisation are factors to consider for Loyalty Programmes in the Health and Beauty Industry. The variables pertaining to demographics were found not to have a significant influence on the difference in the attitudes and behaviour of Loyalty Programme participants towards taking part in Loyalty Programmes. Loyalty Programme participation was not found to necessarily influence Loyalty Programmes. Apparent value was found to be an important factor in influencing purchase behaviour of Loyalty Programme participants. Trust towards Loyalty Programmes is not confirmed by Loyalty Programme participation. In order to maintain the credibility of the programme, Loyalty Programmes must gain participants’ trust. The study found no strong indication that Loyalty Programme communication at the moment increases repeat purchase behaviour indicating that communication strategies are not effective in the Health and Beauty Industry Loyalty Programmes. The personalisation approach is more focused on the personalisation of products than services. The ability of participants to use points/rewards on different platforms is important to Loyalty Programme participants. Non-reward value added services such as priority service and limited access to products are not a popular type of reward in the Health and Beauty Industry Loyalty Programmes. The study added to the body of knowledge on the statistical analysis approach to assess customer loyalty in the South African Health and Beauty Industry.
- Full Text:
- Date Issued: 2019
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