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The power of children for loyalty programmes : a cross-customer effect approach
Mini Dissertation (MBA)--University of Pretoria, 2017.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2018
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| _version_ | 1867613703217610752 |
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| access_status_str | Open Access |
| author2 | Chipp, Kerry |
| author_browse | Chipp, Kerry |
| author_facet | Chipp, Kerry |
| collection | Thesis |
| dc_rights_str_mv | © 2018 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, 2017. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/64906 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:40:21.476Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2018 |
| publishDateRange | 2018 |
| publishDateSort | 2018 |
| 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:2263/64906 The power of children for loyalty programmes : a cross-customer effect approach Chipp, Kerry ichelp@gibs.co.za Pather, Kinola UCTD Mini Dissertation (MBA)--University of Pretoria, 2017. The proposed aim of the study is to investigate the influence of children in family decision making and their propensity to act as a differentiator of loyalty programmes through the adoption of a cross-customer effect approach. The intent was to explore whether children as a cross-customer effect approach would yield effective loyalty programme measures, such as purchase frequency. The study focused on parents who had children aged between 7 and 11 years of age. The data collection vehicle used to reach parents who had children aged between 7 and 11 years of age was through public schools in the North Eastern parts of Johannesburg, South Africa. The findings portrayed that whilst physical factors such as location and convenience play a role in encouraging store patronage; behaviour can similarly be explained by the presence of a loyalty programme. Loyalty programmes that are directed at children only are successful in promoting store patronage as evidenced by the discoveries with the frequency at Checkers which operates a loyalty programme that is targeted at the child only. This supports the overarching hypothesizing that the targeting of children as a cross-customer effect marketing approach acts as a differentiator for loyalty programmes. km2018 Gordon Institute of Business Science (GIBS) MBA Unrestricted 2018-05-11T09:03:16Z 2018-05-11T09:03:16Z 30-03-18 2017 Mini Dissertation Pather, K 2017, The power of children for loyalty programmes : a cross-customer effect approach, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/64906> http://hdl.handle.net/2263/64906 en © 2018 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 The power of children for loyalty programmes : a cross-customer effect approach |
| title | The power of children for loyalty programmes : a cross-customer effect approach |
| title_full | The power of children for loyalty programmes : a cross-customer effect approach |
| title_fullStr | The power of children for loyalty programmes : a cross-customer effect approach |
| title_full_unstemmed | The power of children for loyalty programmes : a cross-customer effect approach |
| title_short | The power of children for loyalty programmes : a cross-customer effect approach |
| title_sort | power of children for loyalty programmes a cross customer effect approach |
| topic | UCTD |
| url | http://hdl.handle.net/2263/64906 |