Retailers are turning to loyalty marketing to attempt to sustain profitability by
encouraging consumer loyalty. This study aimed to explore the factors that influence
consumer loyalty towards Edgars, the largest clothing retailer in South Africa.
The study found that the strongest influence of consumer loyalty towards Edgars
was price, followed by service and then merchandise selection. The effect of method of
payment on loyalty was also measured and it was concluded that the more closely
consumers are contractually tied to a retailer, the less of an influence price has on their
loyalty towards the retailer. The results can guide retail organisations in determining the
focus areas of their marketing efforts for consumers that favour different payment
methods. / Business Management / M. Com. (Business Management)
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:unisa/oai:umkn-dsp01.int.unisa.ac.za:10500/8734 |
| Date | 27 February 2013 |
| Creators | Du Toit, Michael Noel |
| Contributors | Cant, M. C. (Michael Colin), 1957-, Machado, Ricardo |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Dissertation |
| Format | 1 online resource (xiii, 354 leaves) |
| Rights | University of South Africa |
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