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The influence of hyper-personalisation in the banking sector on client trust and loyalty towards the bank’s brand
Mini Dissertation (MPhil (Corporate Strategy))--University of Pretoria, 2024.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2025
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| _version_ | 1867613662826463232 |
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| access_status_str | Open Access |
| author2 | Erasmus, Alet |
| author_browse | Erasmus, Alet |
| author_facet | Erasmus, Alet |
| collection | Thesis |
| dc_rights_str_mv | © 2024 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MPhil (Corporate Strategy))--University of Pretoria, 2024. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/101689 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:39:43.129Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/101689 The influence of hyper-personalisation in the banking sector on client trust and loyalty towards the bank’s brand Erasmus, Alet ichelp@gibs.co.za Alberts, Marius UCTD Brand Loyalty Banking Sector Client Trust Client Retention Hyper-personalisation Mini Dissertation (MPhil (Corporate Strategy))--University of Pretoria, 2024. Hyper-personalisation is an advanced form of personalisation that has transformed how organisations build long-term client relationships. It tailors products, services, and communications to the unique needs of clients using cutting-edge technology, such as artificial intelligence, to leverage real-time data and create customised experiences. While this remarkable capability has the potential to enhance clients' trust and loyalty to a brand, it is crucial to manage associated pitfalls, such as data privacy, transparency, and ethical considerations. These aspects are fundamental to the technology acceptance model and can significantly impact long-term client-brand relationships. The study was exploratory in nature and employed a quantitative survey approach to determine the influence of hyper-personalisation on clients' trust in their bank and their loyalty to the bank's brand. Electronic self-administered surveys were distributed to bank clients to gauge their perceptions and understanding of hyper-personalisation. Descriptive and regression analyses were performed, allowing for meaningful inferences to be drawn. The results indicated that clients have positive perceptions of hyper-personalisation, and linear relationships exist between hyper-personalisation, trust, and loyalty. Interestingly, a better understanding of hyper-personalisation did not moderate the relationship between clients' trust and loyalty to the bank’s brand. Overall, the benefits of hyper-personalisation do influence trust and loyalty, ultimately contributing to client retention. Gordon Institute of Business Science (GIBS) MPhil (Corporate Strategy) Unrestricted Gordon Institute of Business Science (GIBS) SDG-08:Decent work and economic growth SDG-09: Industry, innovation and infrastructure 2025-03-25T08:16:02Z 2025-03-25T08:16:02Z 2025-05 2024-11 Mini Dissertation * A2025 http://hdl.handle.net/2263/101689 en © 2024 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Brand Loyalty Banking Sector Client Trust Client Retention Hyper-personalisation The influence of hyper-personalisation in the banking sector on client trust and loyalty towards the bank’s brand |
| title | The influence of hyper-personalisation in the banking sector on client trust and loyalty towards the bank’s brand |
| title_full | The influence of hyper-personalisation in the banking sector on client trust and loyalty towards the bank’s brand |
| title_fullStr | The influence of hyper-personalisation in the banking sector on client trust and loyalty towards the bank’s brand |
| title_full_unstemmed | The influence of hyper-personalisation in the banking sector on client trust and loyalty towards the bank’s brand |
| title_short | The influence of hyper-personalisation in the banking sector on client trust and loyalty towards the bank’s brand |
| title_sort | influence of hyper personalisation in the banking sector on client trust and loyalty towards the bank s brand |
| topic | UCTD Brand Loyalty Banking Sector Client Trust Client Retention Hyper-personalisation |
| url | http://hdl.handle.net/2263/101689 |