Abstract
M.Comm. (Business Management)
Increased competitiveness, increased marketing, recessionary pressures and
increased costs have created major pressures for businesses within the South
African marketplace. This also applies to the optometric market with several
practices struggling to maintain and sustain sales. The cost for small businesses to
attract customers through various efforts such as advertising or sponsorships is
substantial. The retention of customers can have a big financial advantage for the
company, hence it has become important for businesses to build relationships with
their customers. The question of which factors influence customer retention and
customer loyalty presents itself. This study identified the antecedents to customer
loyalty through the literature review which could possibly influence customer loyalty.
It was the objective of this study to explore the influence of customer satisfaction,
trust, supplier image and commitment on customer loyalty.
This study follows a descriptive research design. Literature concerning customer
loyalty and the antecedents identified above will be provided. The study makes use
of a sample, which consist of customers who have previously bought from the
practice more than once within the past six years. A self-administered
questionnaire was designed based on the theoretical literature provided within the
study. The questionnaire measured several constructs which were identified
through the literature review. The questionnaire made use of a set of statements
relating to the theory, and a 7-point Likert scale that allowed respondents to select
from seven options ranging between strongly agree to strongly disagree. Various
statistical analysis procedures were used to accomplish the objectives of the study,
including factor analysis, and multiple and sideways regression techniques.
The conclusion and findings of the study were found to support the objectives of
the study and the results of the statistical analysis were found to accept the
hypotheses of the study. Various recommendations for improving customer loyalty
were given based on the findings of the statistical analysis. Through this study it
has become evident that there are various that could be implemented by Wize
Eyes Optometrists to improve customer loyalty and ensure high levels of customer
retention. Finally, areas for future research were also identified and concluded this
study.