- Title
- Loyalty programmes in the South African health and beauty industry
- Creator
- Snyman, Carl Petrus
- Subject
- Customer loyalty programs -- South Africa
- Subject
- Customer clubs -- South Africa Beauty shops -- South Africa Cosmetics industry -- South Africa
- Date Issued
- 2019
- Date
- 2019
- Type
- Thesis
- Type
- Masters
- Type
- MBA
- Identifier
- http://hdl.handle.net/10948/44056
- Identifier
- 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.
- Format
- xiv, 196 leaves
- Format
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- Nelson Mandela University
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Collections
NMU Business School
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | 207048881_Treatise_Loyalty Programmes in the South African Health and Beauty Industry.pdf | 2 MB | Adobe Acrobat PDF | View Details Download |