Factors influencing customer loyalty to family businesses in the Eastern Cape, South Africa

Bomikazi Zeka, Shelley Saunders

Research output: A Conference proceeding or a Chapter in BookConference contribution

Abstract

In today’s competitive business environment, ensuring customer loyalty and the building and maintaining of relationships with customers is important to all businesses, especially family businesses. In South Africa approximately 80% of all businesses have family ownership involvement and more than 60% of all listed companies on the Johannesburg Stock Exchange (JSE) Ltd are family
businesses. In South Africa. Family businesses are in a unique position to leverage relationship building into a sustainable competitive advantage associated with positive customer referrals, repeat purchases and ultimately, increased profitability. Despite the benefits of building customer relationships, South African businesses are known for poor customer service. Additionally, limited research exists investigating customer loyalty in South African family businesses. Therefore, this paper investigates the factors influencing customer loyalty of family businesses in the Eastern Cape, South African. The sample consisted of customers that purchased a product or service from a family businesses that operate in the boundaries of the Eastern Cape. The statistical analysis was undertaken on 194 usable questionnaires. Factor analysis was undertaken and Cronbach alpha coefficients were calculated to assess the validity and reliability of the measuring instrument. Multiple regression analysis was utilised to investigate the relationships between the independent variables in this study, namely: Trust, Commitment, Two way communication and Conflict handling and the dependent variable Customer loyalty. The empirical findings revealed that Trust, Commitment and Two way communication have a positive significant influence on Customer loyalty. Finally, recommendations based on the findings of the study, are presented to family businesses owners/managers.
Original languageEnglish
Title of host publicationProceedings of the 24th International Academic Conference, Barcelona
EditorsJiri Rotschedl, Klara Cermakova
Place of PublicationPrague, Czech Republic
PublisherInternational Institute of Social and Economic Sciences
Pages326-339
Number of pages14
ISBN (Electronic)9788087927250
DOIs
Publication statusPublished - 2016
Externally publishedYes
Event24th International Academic Conference, Barcelona - Barcelona, Spain
Duration: 28 Jun 20161 Jul 2016

Conference

Conference24th International Academic Conference, Barcelona
CountrySpain
CityBarcelona
Period28/06/161/07/16

Fingerprint

South Africa
Customer loyalty
Family business
Influencing factors
Africa
Communication
Leverage
Statistical analysis
Owner-managers
Questionnaire
Customer relationship
Business environment
Stock exchange
Family ownership
Relationship building
Purchase
Multiple regression analysis
Sustainable competitive advantage
Listed companies
Customer service

Cite this

Zeka, B., & Saunders, S. (2016). Factors influencing customer loyalty to family businesses in the Eastern Cape, South Africa. In J. Rotschedl, & K. Cermakova (Eds.), Proceedings of the 24th International Academic Conference, Barcelona (pp. 326-339). Prague, Czech Republic: International Institute of Social and Economic Sciences. https://doi.org/10.20472/IAC.2016.024.080
Zeka, Bomikazi ; Saunders, Shelley. / Factors influencing customer loyalty to family businesses in the Eastern Cape, South Africa. Proceedings of the 24th International Academic Conference, Barcelona. editor / Jiri Rotschedl ; Klara Cermakova. Prague, Czech Republic : International Institute of Social and Economic Sciences, 2016. pp. 326-339
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Zeka, B & Saunders, S 2016, Factors influencing customer loyalty to family businesses in the Eastern Cape, South Africa. in J Rotschedl & K Cermakova (eds), Proceedings of the 24th International Academic Conference, Barcelona. International Institute of Social and Economic Sciences, Prague, Czech Republic, pp. 326-339, 24th International Academic Conference, Barcelona, Barcelona, Spain, 28/06/16. https://doi.org/10.20472/IAC.2016.024.080

Factors influencing customer loyalty to family businesses in the Eastern Cape, South Africa. / Zeka, Bomikazi; Saunders, Shelley.

Proceedings of the 24th International Academic Conference, Barcelona. ed. / Jiri Rotschedl; Klara Cermakova. Prague, Czech Republic : International Institute of Social and Economic Sciences, 2016. p. 326-339.

Research output: A Conference proceeding or a Chapter in BookConference contribution

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Zeka B, Saunders S. Factors influencing customer loyalty to family businesses in the Eastern Cape, South Africa. In Rotschedl J, Cermakova K, editors, Proceedings of the 24th International Academic Conference, Barcelona. Prague, Czech Republic: International Institute of Social and Economic Sciences. 2016. p. 326-339 https://doi.org/10.20472/IAC.2016.024.080