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

Nicole Bronwin Morrison, Richardson Shambare and Tarisai Fritz Rukuni
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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

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2023, vol. 14, issue 1, 1-16

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.

Date: 2023
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International Journal of Customer Relationship Marketing and Management (IJCRMM) is currently edited by Riyad Eid

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