Customer loyalty programmes in South Africa: past, present and future trajectories

Abstract

The thesis examines customer attitudes towards Fast Moving Consumer Goods (FMCG) retail outlets. Customer attitudes are examined based on customer engagement, loyalty programmes, customer satisfaction and customer loyalty towards customer repurchasing decisions. FMCGs include most household items such as food, toiletries, and cleaning items at supermarkets in South Africa. More specifically, this study investigates the past, present and future trajectories of loyalty programmes in South Africa. This thesis followed a descriptive research design and a quantitative research approach. A non-probability sampling method was implemented using quota sampling. The study included a sample of 272 FMCG members that participated in the study. An adapted questionnaire used in previous research was used as the data collection instrument in the study.