The Influence of Mobile Applications on Loyalty Programme Engagement Among Low-Income Consumers in South Africa

Abstract

With mobile apps becoming central to brand-consumer interactions, understanding their role in driving loyalty among economically disadvantaged users is crucial. This study explores how mobile applications influence loyalty programme (LP) engagement among low-income consumers in South Africa. Using a qualitative approach, the research examined user experiences, challenges, and motivations through semi-structured interviews with eight participants residing in and around Johannesburg townships. Findings revealed that perceived ease of use, usefulness, affordability, and data accessibility significantly impact engagement. Participants valued simple app interfaces, clear reward structures, and real-time tracking but faced challenges like high data costs, complex point systems, and limited educational resources. To address these challenges, the study proposes a model for improving mobile app LP engagement among low-income consumers, offering a practical framework for businesses to enhance engagement through user-focused solutions. This model emphasises zero- rated apps, simplified onboarding, affordable access, and personalised rewards, alongside continuous evaluation and refinement. The findings contribute to inclusive marketing strategies and support economic capacitation for low-income consumers by promoting more accessible and impactful mobile-based LPs.