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Fee sensitivity of crypto investors: the role of perceived integrity, trust andbrand loyalty
Mini Dissertation (MBA)--University of Pretoria, 2025.
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| Other Authors: | |
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2026
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| _version_ | 1867613632020348928 |
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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 | © 2025 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, 2025. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/109212 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:39:13.632Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2026 |
| publishDateRange | 2026 |
| publishDateSort | 2026 |
| 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:2263/109212 Fee sensitivity of crypto investors: the role of perceived integrity, trust andbrand loyalty Fourie, Sonja ichelp@gibs.co.za Reitz, Marius UCTD Cryptocurrency Fee sensitivity Perceived integrity Brand loyalty Trust Mini Dissertation (MBA)--University of Pretoria, 2025. The explosive growth in the cryptocurrency industry has led to intense industry rivalry. With many crypto exchanges competing on price, they inadvertently enter into price wars, suppressing profit margins and firm sustainability. For this reason, a deeper understanding of the antecedents of price sensitivity is required to build pricing power and differentiate propositions in the market. Research on the factors that influence the fee sensitivity of crypto investors remains undiscovered. This quantitative study examined relationships and correlations among more than 100 crypto investors across South Africa, Nigeria, Kenya, Malaysia and Indonesia, focusing on the effects of perceived integrity, trust, and brand loyalty on their fee sensitivity to their primary crypto exchange. The study made three key academic contributions: First, that perceived integrity of the crypto exchange, despite the volatility of the crypto industry, is not a significant predictor of fee sensitivity. Second, that trust and brand loyalty do not significantly mediate the relationship between perceived integrity and fee sensitivity. Finally, the findings underscored the importance of brand loyalty in lowering sensitivity and increasing pricing power. Decision-makers at crypto exchanges should avoid price wars and focus on initiatives that build brand loyalty. Future research should consider the impact of national culture on fee. Gordon Institute of Business Science (GIBS) MBA Unrestricted Gordon Institute of Business Science (GIBS) SDG-09: Industry, innovation and infrastructure 2026-03-23T09:41:33Z 2026-03-23T09:41:33Z 2026-05-05 2025 Mini Dissertation * A2025 http://hdl.handle.net/2263/109212 en © 2025 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 Cryptocurrency Fee sensitivity Perceived integrity Brand loyalty Trust Fee sensitivity of crypto investors: the role of perceived integrity, trust andbrand loyalty |
| title | Fee sensitivity of crypto investors: the role of perceived integrity, trust andbrand loyalty |
| title_full | Fee sensitivity of crypto investors: the role of perceived integrity, trust andbrand loyalty |
| title_fullStr | Fee sensitivity of crypto investors: the role of perceived integrity, trust andbrand loyalty |
| title_full_unstemmed | Fee sensitivity of crypto investors: the role of perceived integrity, trust andbrand loyalty |
| title_short | Fee sensitivity of crypto investors: the role of perceived integrity, trust andbrand loyalty |
| title_sort | fee sensitivity of crypto investors the role of perceived integrity trust andbrand loyalty |
| topic | UCTD Cryptocurrency Fee sensitivity Perceived integrity Brand loyalty Trust |
| url | http://hdl.handle.net/2263/109212 |