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Loyalty programmes as a predictor of customer retention in retail banking sector : a multiple mediation analysis of brand association and customer satisfaction
Mini Dissertation (MBA)--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_ | 1867613492861730816 |
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| access_status_str | Open Access |
| author2 | Fourie, Sonja |
| author_browse | Fourie, Sonja |
| author_facet | Fourie, Sonja |
| 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 (MBA)--University of Pretoria, 2024. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/102068 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:37:01.063Z |
| 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:2263/102068 Loyalty programmes as a predictor of customer retention in retail banking sector : a multiple mediation analysis of brand association and customer satisfaction Fourie, Sonja ichelp@gibs.co.za Nkosi, Xolani Mfundo UCTD Loyalty Programme Perceived Benefits Brand Association Consumer Satisfaction Customer Retention Mini Dissertation (MBA)--University of Pretoria, 2024. Loyalty programmes have made significant inroads in the retail banking sector and companies have reported spending billions of rands on these programmes since inception. Despite this popularity, their effectiveness in driving customer behaviour, such as customer retention, remains divergent among both academics and practitioners. Studies are being pursued to discover what differentiates successful ones from unsuccessful ones. Purpose This study aimed to determine whether loyalty programme perceived benefits predict/drive customer retention and assess the mediation effect of overall customer satisfaction and brand association in South Africa’s retail banking sector. Design/Methodology/Approach The study used a descripto-explanatory research approach where data was collected using electronic self-administered surveys comprising a sample of 205 banked, adult individuals who are using loyalty programmes. Structural equation modelling (SEM) through IBM SPSS AMOS29 was used to analyse the data in the hypothesis testing. Findings The empirical analysis using SEM confirmed that only exploration and recognition of perceived benefits of loyalty programmes have a significant impact on customer retention. However, the impact of both these perceived benefits were negative with a very small correlation to customer retention, indicating that the impact can is negligible. Moreover, monetary savings, social benefits, and entertainment were found not to have any significant predictive power on customer retention. Furthermore, mediation analysis was performed and established that only brand association fully mediates the relationship between loyalty programmes’ perceived benefits and customer retention. Gordon Institute of Business Science (GIBS) MBA Unrestricted Gordon Institute of Business Science (GIBS) SDG-09: Industry, innovation and infrastructure 2025-04-15T07:57:57Z 2025-04-15T07:57:57Z 2025-05-05 2024-11 Mini Dissertation * A2025 http://hdl.handle.net/2263/102068 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 Loyalty Programme Perceived Benefits Brand Association Consumer Satisfaction Customer Retention Loyalty programmes as a predictor of customer retention in retail banking sector : a multiple mediation analysis of brand association and customer satisfaction |
| title | Loyalty programmes as a predictor of customer retention in retail banking sector : a multiple mediation analysis of brand association and customer satisfaction |
| title_full | Loyalty programmes as a predictor of customer retention in retail banking sector : a multiple mediation analysis of brand association and customer satisfaction |
| title_fullStr | Loyalty programmes as a predictor of customer retention in retail banking sector : a multiple mediation analysis of brand association and customer satisfaction |
| title_full_unstemmed | Loyalty programmes as a predictor of customer retention in retail banking sector : a multiple mediation analysis of brand association and customer satisfaction |
| title_short | Loyalty programmes as a predictor of customer retention in retail banking sector : a multiple mediation analysis of brand association and customer satisfaction |
| title_sort | loyalty programmes as a predictor of customer retention in retail banking sector a multiple mediation analysis of brand association and customer satisfaction |
| topic | UCTD Loyalty Programme Perceived Benefits Brand Association Consumer Satisfaction Customer Retention |
| url | http://hdl.handle.net/2263/102068 |