3. Electronic Theses and Dissertations (ETDs) - All submissions
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Item The effects of retailer innovation on customer retention in small independent retailers(2019) Zulu, Valencia MelissaThe 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.Item The mediating influence of loyalty programmes on repeat purchase behaviour in the retail sector(2016) Dlamini, SiphiweWhile there has been significant research on loyalty programmes in the last two decades, little has been done on the youth market in South Africa. Using the social exchange and relationship marketing theories, the study examines the mediating influence of customer satisfaction, trust and commitment in the relationship between loyalty programmes and repeat purchase behaviour of South African youth. The methodology involved a self-administrated questionnaire adapted from previous studies. Data was collected from 263 South African youth who are loyalty programme members. The study tested six hypotheses using Structural Equation Modeling. The software used was SPSS 22 for descriptive statistics and IBM Amos 22. The findings indicate that all six hypotheses are supported. They also suggest the significance of customer satisfaction as a strong mediator of loyalty programmes and repeat purchase behaviour. Moreover, the study reveals that the mediating influence of customer commitment on loyalty programmes and repeat purchase behaviour is the weakest. The findings reveal that by building customer satisfaction and customer trust amongst the youth, marketers can positively impact on the success of loyalty programmes and repeat purchase behaviour. This study contributes to the literature on loyalty programmes amongst youth within a developing market context. It can assist marketers in developing sound loyalty programmes aimed at the youth market in South Africa. Limitations and future research directions are discussed.