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Customer Loyalty Programmes in South Africa: Past, Present and Future Trajectories

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  • Nicole Bronwin Morrison

    (Central University of Technology, Free State, South Africa)

  • Richardson Shambare

    (University of Fort Hare, South Africa)

  • Tarisai Fritz Rukuni

    (University of the Free State, South Africa)

Abstract

The study examines customer attitudes towards fast moving consumer goods (FMCG) retail outlets based on customer engagement, loyalty programmes, customer satisfaction and customer loyalty towards customer repurchasing decisions. More specifically, this study investigates the past, present, and future trajectories of loyalty programmes in South Africa. This study followed a descriptive and a quantitative research method. A non-probability sampling method was implemented using quota and convenience sampling. The study included a sample of 272 FMCG members that participated in the study. An adapted questionnaire was used as the data collection instrument in the study. This instrument contained 59 items on demography, behavioural, and psychographic customer relationship management (CRM) based variables. The data was collected through web-based questionnaires using Google Forms. Using SPSS 28 and AMOS 28, the data analysis included both descriptive and inferential analyses tools such as factor analysis, regression analysis, cluster analysis, and structural equation modelling.

Suggested Citation

  • Nicole Bronwin Morrison & Richardson Shambare & Tarisai Fritz Rukuni, 2023. "Customer Loyalty Programmes in South Africa: Past, Present and Future Trajectories," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 14(1), pages 1-16, January.
    • Handle: RePEc:igg:jcrmm0:v:14:y:2023:i:1:p:1-16
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    References listed on IDEAS

    as
    1. Thakur, Rakhi, 2018. "Customer engagement and online reviews," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 48-59.
    2. Stathopoulou, Anastasia & Balabanis, George, 2016. "The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high- and low-end fashion retailers," Journal of Business Research, Elsevier, vol. 69(12), pages 5801-5808.
    3. Brashear-Alejandro, Thomas & Kang, Jun & Groza, Mark D., 2016. "Leveraging loyalty programs to build customer–company identification," Journal of Business Research, Elsevier, vol. 69(3), pages 1190-1198.
    4. Joel Mero (Järvinen), 2018. "The effects of two-way communication and chat service usage on consumer attitudes in the e-commerce retailing sector," Electronic Markets, Springer;IIM University of St. Gallen, vol. 28(2), pages 205-217, May.
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