Family versus non-family businesses in the Eastern Cape, South Africa: A review of customer loyalty

Bomikazi Zeka, Shelley Saunders, Nadine Oosthuizen

Research output: Contribution to conference (non-published works)Paper

Abstract

This paper outlines the development of a model for investigating the factors that influence customer loyalty in South African family and non-family owned businesses. First, a number of models are discussed that relate to customer loyalty in general. Thereafter, an existing customer loyalty model used specifically for family and non-family owned businesses is presented and the findings are elaborated on. After critically analysing the existing models, it
is concluded that the models used to explain customer loyalty have neglected a number of variables that have been proven to affect customer loyalty in the South African context. Thus, an extended model is proposed in this study. According to this model, customer loyalty in family and non-family owned businesses is influenced by trust, commitment and conflict handling in the business. The influence of a moderating variable (two-way communication) is
also indicated. This study adds to the debate and literature on customer loyalty, especially in South African family owned and non-family owned businesses.
Original languageEnglish
Pages119-119
Number of pages1
Publication statusPublished - 2016
Externally publishedYes
EventAustralian Centre for Entrepreneurship Research Exchange 2016 - Griffith University, Gold Coast, Australia
Duration: 2 Feb 20165 Feb 2016

Conference

ConferenceAustralian Centre for Entrepreneurship Research Exchange 2016
Abbreviated titleACERE 2016
CountryAustralia
CityGold Coast
Period2/02/165/02/16

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    Zeka, B., Saunders, S., & Oosthuizen, N. (2016). Family versus non-family businesses in the Eastern Cape, South Africa: A review of customer loyalty. 119-119. Paper presented at Australian Centre for Entrepreneurship Research Exchange 2016, Gold Coast, Australia.