Brand loyalty development is an important part of a company‘s marketing strategy. Empirical data on the influences of brand loyalty in the South African hospitality industry is non-existent. Moolla and Bisschoff developed an empirical tool for measuring twelve influences of brand loyalty in, originally, the fast moving consumer goods (FMCG) industry. The model has since been validated and the reliability of the data confirmed for various industries such as agri- business, banking and pharmaceutical industries. The twelve influences the model test are; customer satisfaction, culture, brand performance, brand relevance, relationship proneness, brand affect, repeat purchase, perceived value, commitment, involvement, switching cost and brand trust. An adapted Moolla and Bisschoff model is employed in the hospitality industry, and more specifically the hotel sector, which aims to determine the role each influence plays on brand loyalty. Questionnaires were distributed to guests at various branded hotels in South Africa of which 187 patrons responded positively. The Kaiser-Meyer-Olkin measure indicated sample adequacy and suitability for factor analysis, where after the questionnaire was validated and the data found to be reliable. According to the respondents‘ perceptions, customer satisfaction is regarded as the single most very important brand loyalty influence in the hospitality industry. Brand trust, repeat purchase, involvement, perceived value, relationship proneness, brand affect, brand relevance and brand performance can also be seen as important factors. Switching cost, commitment and culture were not considered to be very important brand influences. Sub-factors were identified for the influences of perceived value and relationship proneness. A new conceptual framework for brand loyalty in the hospitality industry was therefore suggested. The results of this study concluded that the adapted Moolla and Bisschoff model is indeed a valuable tool for measuring brand loyalty influences in the hospitality industry. This study also contributed to the knowledge base regarding brand loyalty of the South African hospitality industry in South Africa. / MBA, North-West University, Potchefstroom Campus, 2015

Brand loyalty development is an important part of a company‘s marketing strategy. Empirical data on the influences of brand loyalty in the South African hospitality industry is non-existent. Moolla and Bisschoff developed an empirical tool for measuring twelve influences of brand loyalty in, originally, the fast moving consumer goods (FMCG) industry. The model has since been validated and the reliability of the data confirmed for various industries such as agri- business, banking and pharmaceutical industries. The twelve influences the model test are; customer satisfaction, culture, brand performance, brand relevance, relationship proneness, brand affect, repeat purchase, perceived value, commitment, involvement, switching cost and brand trust. An adapted Moolla and Bisschoff model is employed in the hospitality industry, and more specifically the hotel sector, which aims to determine the role each influence plays on brand loyalty. Questionnaires were distributed to guests at various branded hotels in South Africa of which 187 patrons responded positively. The Kaiser-Meyer-Olkin measure indicated sample adequacy and suitability for factor analysis, where after the questionnaire was validated and the data found to be reliable. According to the respondents‘ perceptions, customer satisfaction is regarded as the single most very important brand loyalty influence in the hospitality industry. Brand trust, repeat purchase, involvement, perceived value, relationship proneness, brand affect, brand relevance and brand performance can also be seen as important factors. Switching cost, commitment and culture were not considered to be very important brand influences. Sub-factors were identified for the influences of perceived value and relationship proneness. A new conceptual framework for brand loyalty in the hospitality industry was therefore suggested. The results of this study concluded that the adapted Moolla and Bisschoff model is indeed a valuable tool for measuring brand loyalty influences in the hospitality industry. This study also contributed to the knowledge base regarding brand loyalty of the South African hospitality industry in South Africa. / MBA, North-West University, Potchefstroom Campus, 2015

Brand loyalty represents an important asset to any business. While a considerable amount of research focuses on brand loyalty, empirical tests on the brand loyalty influences in the agribusiness environment have not been conducted. The primary purpose of this study was to measure brand loyalty in the agribusiness environment by applying a validated model that measures brand loyalty for this environment. The brand loyalty influences were empirically validated, their reliability was determined and they were measured. Adaptions to this model were proposed to fit the needs of the agribusiness environment. Based on-the findings, conclusions and recommendations were presented. The measurement of brand loyalty in the agribusiness environment is based on Moolla's brand loyalty framework for the FMCG (fast moving consumer goods) industry. The study aimed to determine whether Moolla's FMCG brand loyalty framework is applicable to the agribusiness environment. The twelve brand loyalty influences identified by Moolla include: customer satisfaction; switching costs; brand trust; repeat purchase; involvement; perceived value; commitment; relationship proneness; brand affect; brand relevance; brand performance and culture. The empirical study was conducted among 100 farmers in the North West region. The methodology included the sampling procedure, data collection, questionnaire development and statistical techniques used. Results were analysed with regard to the Kaiser-Meyer-Olkin measure of sampling adequacy (KMO), Bartlett's test of sphericity, Factor analysis, Cronbach Alpha coefficients and mean values. The results of this study concluded that the brand loyalty influences as identified by Moolla are important for measuring agribusiness brand loyalty. The importance of this study is the contribution_ of a brand loyalty framework to measure agribusiness brand loyalty which will aid agribusinesses in the strategic management thereof. / MBA, North-West University, Potchefstroom Campus, 2014

Brand loyalty represents an important asset to any business. While a considerable amount of research focuses on brand loyalty, empirical tests on the brand loyalty influences in the agribusiness environment have not been conducted. The primary purpose of this study was to measure brand loyalty in the agribusiness environment by applying a validated model that measures brand loyalty for this environment. The brand loyalty influences were empirically validated, their reliability was determined and they were measured. Adaptions to this model were proposed to fit the needs of the agribusiness environment. Based on-the findings, conclusions and recommendations were presented. The measurement of brand loyalty in the agribusiness environment is based on Moolla's brand loyalty framework for the FMCG (fast moving consumer goods) industry. The study aimed to determine whether Moolla's FMCG brand loyalty framework is applicable to the agribusiness environment. The twelve brand loyalty influences identified by Moolla include: customer satisfaction; switching costs; brand trust; repeat purchase; involvement; perceived value; commitment; relationship proneness; brand affect; brand relevance; brand performance and culture. The empirical study was conducted among 100 farmers in the North West region. The methodology included the sampling procedure, data collection, questionnaire development and statistical techniques used. Results were analysed with regard to the Kaiser-Meyer-Olkin measure of sampling adequacy (KMO), Bartlett's test of sphericity, Factor analysis, Cronbach Alpha coefficients and mean values. The results of this study concluded that the brand loyalty influences as identified by Moolla are important for measuring agribusiness brand loyalty. The importance of this study is the contribution_ of a brand loyalty framework to measure agribusiness brand loyalty which will aid agribusinesses in the strategic management thereof. / MBA, North-West University, Potchefstroom Campus, 2014