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Influencing customer retention for low-consumption credence goods through social norms
Dissertation (MBA)--University of Pretoria, 2013.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2014
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| _version_ | 1867613463651549184 |
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| access_status_str | Open Access |
| author2 | Corder, Clive |
| author_browse | Corder, Clive |
| author_facet | Corder, Clive |
| collection | Thesis |
| dc_rights_str_mv | © 2014 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 | Dissertation (MBA)--University of Pretoria, 2013. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/40766 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:36:33.236Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2014 |
| publishDateRange | 2014 |
| publishDateSort | 2014 |
| 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:2263/40766 Influencing customer retention for low-consumption credence goods through social norms Corder, Clive ichelp@gibs.co.za Lockstone, Trent UCTD Consumption (Economics). Customer relations. Customer loyalty. Dissertation (MBA)--University of Pretoria, 2013. Social norms have been claimed to influence customer retention when the social network the customer engages with is well aware of a customer’s use of the product or service. This research investigates whether social norms will also influence customer retention for services that are used so infrequently that the social network the customer engages with is not aware that the customer has the product or service. The specific services investigated are also impacted by the fact that the customers themselves are not entirely certain as to their individual need of the product, namely credence goods. The aim of this research is to provide a profile of a customer that would be more influenced by social norms; which knowledge would allow organisations to target specific customers. Using the Mann-Whitney and Kruskal-Wallis tests, hypotheses were tested by analysing questionnaire feedback data on 100 active insurance customers and 100 inactive insurance customers from within the South African financial services market. Empirical support for the effect of social norms on customer retention of credence goods is found. Empirical proof that females are more influenced by social norms than males was found as well as the link between culture value orientation to social norms. In this research a link between a customer’s age to social norm influence was not found. ccgibs2014 Gordon Institute of Business Science (GIBS) MBA Unrestricted 2014-07-15T10:09:32Z 2014-07-15T10:09:32Z 2014-04-30 2013 Mini Dissertation Lockstone, T 2013, Influencing customer retention for low-consumption credence goods through social norms, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/40766> http://hdl.handle.net/2263/40766 en © 2014 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 Consumption (Economics). Customer relations. Customer loyalty. Influencing customer retention for low-consumption credence goods through social norms |
| title | Influencing customer retention for low-consumption credence goods through social norms |
| title_full | Influencing customer retention for low-consumption credence goods through social norms |
| title_fullStr | Influencing customer retention for low-consumption credence goods through social norms |
| title_full_unstemmed | Influencing customer retention for low-consumption credence goods through social norms |
| title_short | Influencing customer retention for low-consumption credence goods through social norms |
| title_sort | influencing customer retention for low consumption credence goods through social norms |
| topic | UCTD Consumption (Economics). Customer relations. Customer loyalty. |
| url | http://hdl.handle.net/2263/40766 |