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Measuring brand loyalty in the hospitality industry in South Africa / Liezl-Marie ScholtzScholtz, Liezl-Marie January 2014 (has links)
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
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Measuring brand loyalty in the hospitality industry in South Africa / Liezl-Marie ScholtzScholtz, Liezl-Marie January 2014 (has links)
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
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Predicting customer loyalty :Danenberg, Nicholas J. Unknown Date (has links)
Thesis (MBus)--University of South Australia, 1998
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Promotional enhancement theory : a model for designing promotions that enhance brand evaluations /Tietje, Brian C. January 1999 (has links)
Thesis (Ph. D.)--University of Washington, 1999. / Vita. Includes bibliographical references (leaves 72-83).
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Branding as a communication tool : creating a branding plan for Medicare y Mucho Mas in Puerto Rico /Camano, Javier, January 2006 (has links) (PDF)
Honors Project--Brigham Young University, 2006. / Includes bibliographical references (p. 55-56).
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Brand equity & college athletics investigating the effects of brand uncertainty situations on consumer-based brand equity /Higgins, Julie A., January 2006 (has links)
Thesis (Ph. D.)--Ohio State University, 2006. / Title from first page of PDF file. Includes bibliographical references (p. 115-120).
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Sports fan culture & brand community an ethnographic case study of the Vancouver Canucks booster club /Munro, Clayton Edward Steven. January 2006 (has links)
Thesis (M.A.)--University of British Columbia, 2006. / Includes bibliographical references (leaves 89-90).
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Attitudes, involvement and consumer behaviour : a longitudinal study in fast moving consumer goods marketsWalker, David January 1994 (has links)
An empirical study is reported which attempts to validate two key theoretical consequences of consumer involvement: differences in brand buying behaviour and differences in the type of decision processing undertaken. A literature review is provided which traces the history of involvement and identifies a suitable contemporary framework. Work on brand loyalty and attitude modelling is also reviewed and suitable frameworks identified. A pilot stage is reported which shows how involvement measurement techniques can be adapted for use among frequently purchased products. Results from reliability testing and differences in the mean levels of involvement for six grocery product categories are reported. A main fieldwork phase is reported where a consumer panel was operated for four months (n=191). Data on levels of involvement, decision making and purchasing behaviour were collected from the panel using surveys and diary sheets for three product categories: newspapers, breakfast cereals and paper kitchen towels. The relationship between sources of involvement and buying behaviour was analysed using LISREL. A model of involvement is identified which suggests that brand involvement is generated by the risks associated with making a poor brand choice and the levels of pleasure associated with the product field. For newspapers, the modelling identifies a significant (but small) relationship between involvement and devotion of purchasing to a limited number of brands. This relationship was not significant in the other two product fields. Further analysis identifies four classifications of buying behaviour (habitual, loyal, switchers, and variety seekers) which helps to explain why the linear relationship is so weak. A second analysis phase is reported which examines the utility of the Extended Fishbein Model for each of the three product categories. This analysis supports the notion that decision processing is more extensive where the level of product involvement is higher. The theoretical and managerial implications of the findings are discussed. Strengths and limitations of the research design are reviewed.
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Measuring brand loyalty in agribusinesses / Catharina Maria WieseWiese, Catharina Maria January 2014 (has links)
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
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Measuring brand loyalty in agribusinesses / Catharina Maria WieseWiese, Catharina Maria January 2014 (has links)
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
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