A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in the field of Strategic Marketing Johannesburg, 2017 / Customer lifetime value (CLV) is important for all businesses. Increased customer lifetime value means increased profit, so it is in a company’s interest to increase customer lifetime value as much as possible through any appropriate methods. The relationship between post-purchase dissonance and customer lifetime value has not been explored in the studied literature but it has been found that, when dissonance is cause by a consumer’s experience of a product not living up to their expectations, loyalty decreases. This led the researcher to hypothesise a correlation between dissonance and customer lifetime value, which this study aimed to investigate. The research was conducted in the South African car industry and aimed to add the existing knowledge and, practically, to inform businesses whether taking action to decrease dissonance would have a significant positive effect on customer lifetime value, thereby better informing marketing strategies and budgets to have the most beneficial outcome. Using the data set of 116 respondents from around South Africa from a variety of age groups, the data collected was analysed to assess the potential relationships. / GR2017

Thesis submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing March 2016 / The banking industry is adopting a holistic and customer centric approach in order to match the evolving customer banking preferences; this study has set out to examine Customer Equity as an antecedent of Perceived Brand Authenticity and Purchase Intentions amongst the South African youth in the banking sector using Social Exchange Theory and the Theory of Planned Behaviour. An empirical model was conceptualised to examine the relationships between Customer Equity and Perceived Brand Authenticity on purchase intentions. Four research hypotheses were developed and a data set of 253 was collected from a sample of Witwatersrand students to empirically test these hypotheses using Structural Equation Modelling (Amos 22 and SPSS). The findings indicated that from the relationship between Customer Equity and Perceived Brand Authenticity, Value Equity and Brand Equity had a significant and positive effect, however Relationship Equity had no significant influence. The relationship between Perceived Brand Authenticity and Purchase Intentions had significant positive effects. The findings from this study provide useful contributions to practitioners measuring marketing efforts and maximising Customer Equity in the banking industry and builds on existing literature on the Customer Equity framework in the South African context. Recommendations are outlined and future research direction is suggested. / GR2018