A Pilot Study of Brand Loyalty in Generation Y of Technical and Vocational Education Training Colleges

Kirsty-Lee Sharp ()
Additional contact information
Kirsty-Lee Sharp: Vaal University of Technology, Vanderbijlpark, South Africa Author-2-Name: Itani Listen Ramuthivheli Author-2-Workplace-Name: Vaal University of Technology, Vanderbijlpark, South Africa Author-3-Name: Bongazana Dondolo Author-3-Workplace-Name: Tshwane University of Technology, Pretoria, South Africa Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:

GATR Journals from Global Academy of Training and Research (GATR) Enterprise

Abstract: "Objective - In an increasingly changing and dynamic South African higher education landscape, institutions must communicate their brand to stakeholders to perceive the institution as offering quality services, to have a loyal stakeholder. However, there seems to be little attention devoted to the influence of brand communication, brand satisfaction and service quality on brand loyalty in higher education, particularly in the Technical and Vocational Education and Training (TVET) sector. Considering this view, and noting that prior research on brand loyalty in the service sector has shown a connection between brand communication, service quality, brand satisfaction and brand loyalty, it is unknown if a similar correlation is found in the South African TVET sector. Therefore, it is necessary to investigate Generation Y students' views of brand communication, brand satisfaction and service quality in the TVET sector throughout the Gauteng Province of South Africa. Methodology/Technique - The variables for the paper were derived from previously established questionnaires. A section of the questionnaire asked students about their views of a TVET's brand communication. Finding - Correlation analysis revealed a substantial association between brand loyalty and the variables that influence it. All had a strong association between brand loyalty and brand communication, service quality and brand loyalty and satisfaction. Additionally, there were substantial correlations between service quality and brand satisfaction and between service quality and brand communication. Correlation coefficients between constructs ranged from 0.294 to 0.781. This demonstrates that these constructs do not correspond to the same concept. Novelty - The results from the pilot study provides preliminary support for the hypothesised relationship between brand loyalty and its predictors. Marketers and service organisations need to recognise that the future patronage of a service organisation depends on loyalty. Type of Paper - Empirical"

Keywords: Brand Communication; Service Quality; Brand Satisfaction; Brand Loyalty; Training (search for similar items in EconPapers)
JEL-codes: I23 I29 M31 (search for similar items in EconPapers)
Pages: 8
Date: 2021-12-31
New Economics Papers: this item is included in nep-ipr
References: View complete reference list from CitEc
Citations:

Published in Global Journal of Business and Social Science Review, Volume 9, Issue 4.

Downloads: (external link)
http://gatrenterprise.com/GATRJournals/GJBSSR/pdf_ ... rsty-Lee%20Sharp.pdf (application/pdf)
http://gatrenterprise.com/GATRJournals/online_submission.html

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gtr:gatrjs:gjbssr603

DOI: 10.35609/gjbssr.2021.9.4(2)

Access Statistics for this paper

More papers in GATR Journals from Global Academy of Training and Research (GATR) Enterprise
Bibliographic data for series maintained by Prof. Dr. Abd Rahim Mohamad ().