ETD Collection

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Author: search.filters.author.Zulu, Valencia MelissaSubject: search.filters.subject.Consumer behavior

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    The effects of retailer innovation on customer retention in small independent retailers
    (2019) Zulu, Valencia Melissa
    The South African government (Department of Trade and Industry) classifies small independent retailers as part of small, medium, and micro enterprises, making these retailers a significant and critical industry in the South African economy. However, there have been numerous challenges that influence the high failure rate of small independent retailers. The lack of innovation is one of the biggest challenges. The skill and capability of a retailer to innovate has become an important differentiating factor and one of the primary means of enhancing a competitive advantage. While scholars have cited that small businesses that innovate increase their chances of survival, and enriched performance, there is a lack of studies on the potential of innovation as a consumer retention strategy within the small retailing context. The purpose of this study was to investigate the effects of retailer innovation on consumer retention in small independent retailers in the township economy. Following a quantitative approach, the data was collected conveniently from 500 consumers. Structural Equation Modelling (SEM) was used as the statistical technique to analyse the data and test the hypotheses. The findings revealed that retailer innovation had a non-significant direct relationship with consumer retention. However, findings identified consumer participation, consumer advocacy, consumer experience, and consumer satisfaction as the mediators that enable the relationship. These results provide a valuable contribution to current literature by generating new knowledge for scholars in the field of township economy, consumer behaviour, retail marketing and small businesses innovation. Furthermore, this study provides valuable information to policy makers, entrepreneurs, and the private sector, particularly those with interests in the revitalisation of the township economy.