- Title
- Customer loyalty programmes in the South African grocery and retail sector
- Creator
- Harmse, Nyree
- Subject
- Customer loyalty programs -- South Africa
- Subject
- Customer clubs -- South Africa Grocery trade -- South Africa Food industry and trade -- South Africa
- Date Issued
- 2019
- Date
- 2019
- Type
- Thesis
- Type
- Masters
- Type
- MBA
- Identifier
- http://hdl.handle.net/10948/39599
- Identifier
- 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Africa are generally conducted on specific loyalty programmes, which are owned by the programme owners and therefore unpublished.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.
- Format
- xiv, 143 leaves
- Format
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- Nelson Mandela University
- Hits: 1033
- Visitors: 1243
- Downloads: 287
Collections
NMU Business School
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | NYREE HARMSE.pdf | 2 MB | Adobe Acrobat PDF | View Details Download |