Factors that affect customer loyalty in small enterprises
The study was conducted by collecting the data from 608 customers of migrant retailers working in the retail industry of Pretoria West in South Africa in order to identify socioeconomic factors that affect customer loyalty. Data was collected from eligible respondents by using a pre-tested, validate...
Saved in:
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
LLC "CPC "Business Perspectives"
2019-12-01
|
| Series: | Innovative Marketing |
| Subjects: | |
| Online Access: | https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/12848/IM_2019_04_Worku.pdf |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1849728066359656448 |
|---|---|
| author | Zeleke Worku |
| author_facet | Zeleke Worku |
| author_sort | Zeleke Worku |
| collection | DOAJ |
| description | The study was conducted by collecting the data from 608 customers of migrant retailers working in the retail industry of Pretoria West in South Africa in order to identify socioeconomic factors that affect customer loyalty. Data was collected from eligible respondents by using a pre-tested, validated and standardised questionnaire of study that was self-administered by respondents. The study found that about 69% of customers were loyal to their retailers. About 68% of customers had a favorable attitude towards their retailers. About 68% of retailers used appropriate promotional measures for marketing their goods to potential customers. About 69% of retailers provided their customers with satisfactory quality of services. About 67% of customers were loyal to their retailers’ brands. Factor analysis was used for extracting 3 influential predictors of customer loyalty. These factors were entrepreneurial skills, marketing skills, and selling price. The percentage of variance explained by the 3 extracted factors was equal to 92.58%. |
| format | Article |
| id | doaj-art-c30cb20a00f14df19790dd2775ee8245 |
| institution | DOAJ |
| issn | 1814-2427 1816-6326 |
| language | English |
| publishDate | 2019-12-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj-art-c30cb20a00f14df19790dd2775ee82452025-08-20T03:09:41ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262019-12-01154788710.21511/im.15(4).2019.0712848Factors that affect customer loyalty in small enterprisesZeleke Worku0https://orcid.org/0000-0002-8808-3052Ph.D., Professor, Tshwane University of Technology (TUT) Business SchoolThe study was conducted by collecting the data from 608 customers of migrant retailers working in the retail industry of Pretoria West in South Africa in order to identify socioeconomic factors that affect customer loyalty. Data was collected from eligible respondents by using a pre-tested, validated and standardised questionnaire of study that was self-administered by respondents. The study found that about 69% of customers were loyal to their retailers. About 68% of customers had a favorable attitude towards their retailers. About 68% of retailers used appropriate promotional measures for marketing their goods to potential customers. About 69% of retailers provided their customers with satisfactory quality of services. About 67% of customers were loyal to their retailers’ brands. Factor analysis was used for extracting 3 influential predictors of customer loyalty. These factors were entrepreneurial skills, marketing skills, and selling price. The percentage of variance explained by the 3 extracted factors was equal to 92.58%.https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/12848/IM_2019_04_Worku.pdfcustomer loyaltyfactor analysismigrant retailersretail industry |
| spellingShingle | Zeleke Worku Factors that affect customer loyalty in small enterprises Innovative Marketing customer loyalty factor analysis migrant retailers retail industry |
| title | Factors that affect customer loyalty in small enterprises |
| title_full | Factors that affect customer loyalty in small enterprises |
| title_fullStr | Factors that affect customer loyalty in small enterprises |
| title_full_unstemmed | Factors that affect customer loyalty in small enterprises |
| title_short | Factors that affect customer loyalty in small enterprises |
| title_sort | factors that affect customer loyalty in small enterprises |
| topic | customer loyalty factor analysis migrant retailers retail industry |
| url | https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/12848/IM_2019_04_Worku.pdf |
| work_keys_str_mv | AT zelekeworku factorsthataffectcustomerloyaltyinsmallenterprises |