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Loyalty programmes as predictors of customer satisfaction, loyalty and advocacy in retail banking
Mini Dissertation (MBA)--University of Pretoria, 2019.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2020
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| _version_ | 1867613597240131584 |
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| access_status_str | Open Access |
| author2 | Petzer, Danie |
| author_browse | Petzer, Danie |
| author_facet | Petzer, Danie |
| collection | Thesis |
| dc_rights_str_mv | © 2020 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, 2019. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/73991 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:38:40.521Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2020 |
| publishDateRange | 2020 |
| publishDateSort | 2020 |
| 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:2263/73991 Loyalty programmes as predictors of customer satisfaction, loyalty and advocacy in retail banking Petzer, Danie ichelp@gibs.co.za Mogale, Jabulile UCTD Mini Dissertation (MBA)--University of Pretoria, 2019. Introduction Loyalty programmes have become significantly popular in retail industries globally and studies show that companies are spending billions of rands annually on these programmes. Despite their popularity, their effectiveness remains a widely debated topic and there is also no consensus on the design elements that differentiate successful loyalty programmes from unsuccessful ones. Purpose This study’s purpose is to determine whether loyalty programme satisfaction predicts overall customer satisfaction, and in turn, whether customer satisfaction predicts customer loyalty and customer advocacy, in the retail banking sector in South Africa, as well as to determine whether two loyalty programme design elements, loyalty programme structure and reward type, are predictors of loyalty programme satisfaction. Research Methodology The study followed a descripto-explanatory research approach, where data was collected through electronic surveys. 420 of the survey responses were deemed valid for use and regression and ANOVA analysis techniques were used to test the hypotheses. Findings The study found that the relationship between loyalty programme structure and reward type, and loyalty programme satisfaction to not be significant. However, the relationships between loyalty programme satisfaction and customer satisfaction, customer satisfaction and customer loyalty, as well as customer satisfaction and customer advocacy, were found to be significant. tk2020 Gordon Institute of Business Science (GIBS) MBA 2020-04-06T10:00:09Z 2020-04-06T10:00:09Z 2020/04/01 2019 Mini Dissertation Mogale, J 2019, Loyalty programmes as predictors of customer satisfaction, loyalty and advocacy in retail banking, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/73991> http://hdl.handle.net/2263/73991 en © 2020 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 programmes as predictors of customer satisfaction, loyalty and advocacy in retail banking |
| title | Loyalty programmes as predictors of customer satisfaction, loyalty and advocacy in retail banking |
| title_full | Loyalty programmes as predictors of customer satisfaction, loyalty and advocacy in retail banking |
| title_fullStr | Loyalty programmes as predictors of customer satisfaction, loyalty and advocacy in retail banking |
| title_full_unstemmed | Loyalty programmes as predictors of customer satisfaction, loyalty and advocacy in retail banking |
| title_short | Loyalty programmes as predictors of customer satisfaction, loyalty and advocacy in retail banking |
| title_sort | loyalty programmes as predictors of customer satisfaction loyalty and advocacy in retail banking |
| topic | UCTD |
| url | http://hdl.handle.net/2263/73991 |