Customer commitment of non-contract customers in the South African cellphone industry
- Authors: Mhlongo, Belinda Madumelani
- Date: 2012-10-29
- Subjects: Cell phone services industry , Brand loyalty , Brand name products
- Type: Mini-Dissertation
- Identifier: uj:10463 , http://hdl.handle.net/10210/7928
- Description: M.Comm. , The number of cellphone users in South Africa has surpassed that of fixed telephone users (Thornton, Carrim, Mtshaulana & Reburn, 2006:23). Cellphone service providers are engaged in price wars and vie for market share offering special deals to both contract and non-contract customers. The three main players in this industry at the time of the study were Vodacom, MTN and Cell C (Mungadze, 2010:1). Contract customers are locked into contracts and switching from one service provider to another is not always easy. Non-contract cellphone customers, however, do not commit easily, since there are no switching costs involved and there is no legal agreement that binds them to a particular service provider (Bolton, Kannan & Bramlet, 2000:96). The main purpose of this study was to investigate the commitment of non-contract customers to cellphone network service providers in the South-African. A self-administered questionnaire was utilised for this study to gather information about the customer commitment of non-contract cellphone users in South Africa. A convenience sampling method was used in this study to select and co-opt 200 respondents. The research study was descriptive in nature and quantitative methods were used to execute the empirical part of the research. Customer commitment and four determinants or factors influencing customer commitment namely, customer satisfaction, service quality, switching behaviour and trust were further investigated. The findings indicated that respondents are committed to their cellphone network service provider. The majority of the respondents have been with their current cellphone network service provider for more than three years. Findings indicate that there is a strong correlation between individual customer commitment and customer satisfaction, service quality and trust. The relationship between customer commitment and willingness to switch is slight. It can be concluded that most respondents are committed to their network service provider and have been it for more than three years. It can thus be recommended that the cellphone industry needs to create an extensive retention strategy programmes to keep their loyal customers. The cellphone business must be committed in building long-term relationship with the customer in order to maintain existing customers. This will result in an increase in profits for the business (Walter, Mueller & Helfert, 2000:3).
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- Authors: Mhlongo, Belinda Madumelani
- Date: 2012-10-29
- Subjects: Cell phone services industry , Brand loyalty , Brand name products
- Type: Mini-Dissertation
- Identifier: uj:10463 , http://hdl.handle.net/10210/7928
- Description: M.Comm. , The number of cellphone users in South Africa has surpassed that of fixed telephone users (Thornton, Carrim, Mtshaulana & Reburn, 2006:23). Cellphone service providers are engaged in price wars and vie for market share offering special deals to both contract and non-contract customers. The three main players in this industry at the time of the study were Vodacom, MTN and Cell C (Mungadze, 2010:1). Contract customers are locked into contracts and switching from one service provider to another is not always easy. Non-contract cellphone customers, however, do not commit easily, since there are no switching costs involved and there is no legal agreement that binds them to a particular service provider (Bolton, Kannan & Bramlet, 2000:96). The main purpose of this study was to investigate the commitment of non-contract customers to cellphone network service providers in the South-African. A self-administered questionnaire was utilised for this study to gather information about the customer commitment of non-contract cellphone users in South Africa. A convenience sampling method was used in this study to select and co-opt 200 respondents. The research study was descriptive in nature and quantitative methods were used to execute the empirical part of the research. Customer commitment and four determinants or factors influencing customer commitment namely, customer satisfaction, service quality, switching behaviour and trust were further investigated. The findings indicated that respondents are committed to their cellphone network service provider. The majority of the respondents have been with their current cellphone network service provider for more than three years. Findings indicate that there is a strong correlation between individual customer commitment and customer satisfaction, service quality and trust. The relationship between customer commitment and willingness to switch is slight. It can be concluded that most respondents are committed to their network service provider and have been it for more than three years. It can thus be recommended that the cellphone industry needs to create an extensive retention strategy programmes to keep their loyal customers. The cellphone business must be committed in building long-term relationship with the customer in order to maintain existing customers. This will result in an increase in profits for the business (Walter, Mueller & Helfert, 2000:3).
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Exploring the influence of vlogging communities on brand loyalty for colour cosmetic products
- Authors: Pillay, Semona
- Date: 2017
- Subjects: Brand loyalty , Business - Blogs , Cosmetics - Marketing , Marketing - Management , Generation Y
- Language: English
- Type: Masters (Thesis)
- Identifier: http://hdl.handle.net/10210/262425 , uj:27701
- Description: M.Com. (Marketing Management) , Abstract: The advent of the Internet and Web 2.0 has given rise to numerous digital technologies on the Internet, including vlogs. Vlogs are becoming popular sources of information when searching for beauty products such as colour cosmetic products, especially among Generation Y women. Through vlogs, Generation Y women are able to watch the colour cosmetic products being used. This can enhance their interest in purchasing and using these products. What is more, Generation Y women might rely on the opinions of those who add their comments to beauty vlogs and form vlogging communities. This study was aimed at empirically investigating the influence of vlogging communities on brand loyalty for colour cosmetic products among Generation Y women. ‘Vlogging communities’ is a relatively new phenomenon, and not many studies have been conducted on the influence of such platforms on consumer behaviour. The study followed a qualitative research approach using in-depth interviews. A total of 12 Generation Y women in and around Johannesburg, South Africa were interviewed during the study. These participants were selected based on whether they met the two screening criteria; whether they had an interest in colour cosmetic products, and whether they had read or actively engaged with a vlogging community. Thematic analysis was used to analyse the data. NVivo version 11, a qualitative data analysis software package, was used to assist with the data analysis. NVivo version 11 was mainly used to classify and organise the data, and thematic analysis was used to identify themes. Three main themes were explored in trying to understand the influence of vlogging communities on brand loyalty. These were information credibility, brand image, and group identification. Brand image and group identification were both found to have an influence on brand loyalty. Of those two factors, brand image was found to have more influence on brand loyalty than group identification. Information credibility was found to enhance the believability of the information conveyed on vlogging communities, and also to have an influence on group identification. For brand image, it was discovered that women...
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- Authors: Pillay, Semona
- Date: 2017
- Subjects: Brand loyalty , Business - Blogs , Cosmetics - Marketing , Marketing - Management , Generation Y
- Language: English
- Type: Masters (Thesis)
- Identifier: http://hdl.handle.net/10210/262425 , uj:27701
- Description: M.Com. (Marketing Management) , Abstract: The advent of the Internet and Web 2.0 has given rise to numerous digital technologies on the Internet, including vlogs. Vlogs are becoming popular sources of information when searching for beauty products such as colour cosmetic products, especially among Generation Y women. Through vlogs, Generation Y women are able to watch the colour cosmetic products being used. This can enhance their interest in purchasing and using these products. What is more, Generation Y women might rely on the opinions of those who add their comments to beauty vlogs and form vlogging communities. This study was aimed at empirically investigating the influence of vlogging communities on brand loyalty for colour cosmetic products among Generation Y women. ‘Vlogging communities’ is a relatively new phenomenon, and not many studies have been conducted on the influence of such platforms on consumer behaviour. The study followed a qualitative research approach using in-depth interviews. A total of 12 Generation Y women in and around Johannesburg, South Africa were interviewed during the study. These participants were selected based on whether they met the two screening criteria; whether they had an interest in colour cosmetic products, and whether they had read or actively engaged with a vlogging community. Thematic analysis was used to analyse the data. NVivo version 11, a qualitative data analysis software package, was used to assist with the data analysis. NVivo version 11 was mainly used to classify and organise the data, and thematic analysis was used to identify themes. Three main themes were explored in trying to understand the influence of vlogging communities on brand loyalty. These were information credibility, brand image, and group identification. Brand image and group identification were both found to have an influence on brand loyalty. Of those two factors, brand image was found to have more influence on brand loyalty than group identification. Information credibility was found to enhance the believability of the information conveyed on vlogging communities, and also to have an influence on group identification. For brand image, it was discovered that women...
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Factors influencing a building-material company brand
- Authors: Dangers, Allin R.
- Date: 2012-06-04
- Subjects: Brand loyalty , Facebrick industry , Building materials , Corobrik
- Type: Thesis
- Identifier: uj:2365 , http://hdl.handle.net/10210/4820
- Description: M.Tech. , The following study is concerned with the factors influencing brand loyalty in the facebrick industry. It focuses on what has made other brands successful and what Corobrik has to do to develop the same level of brand loyalty. This study is a journey which incorporates a literature review of branding and what branding means to a company, as well as interviews which showcase areas where Corobrik need to improve to reach the same level of brand loyalty that exceptionally successful brands, such as Coca Cola, Mercedes Benz and BMW enjoy.
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- Authors: Dangers, Allin R.
- Date: 2012-06-04
- Subjects: Brand loyalty , Facebrick industry , Building materials , Corobrik
- Type: Thesis
- Identifier: uj:2365 , http://hdl.handle.net/10210/4820
- Description: M.Tech. , The following study is concerned with the factors influencing brand loyalty in the facebrick industry. It focuses on what has made other brands successful and what Corobrik has to do to develop the same level of brand loyalty. This study is a journey which incorporates a literature review of branding and what branding means to a company, as well as interviews which showcase areas where Corobrik need to improve to reach the same level of brand loyalty that exceptionally successful brands, such as Coca Cola, Mercedes Benz and BMW enjoy.
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Handelsmerklojaliteit in die Suid-Afrikaanse broodbedryf
- Authors: Oosthuizen, Johan Wentzel
- Date: 2011-12-06
- Subjects: Bread industry , Trademarks , Brand loyalty , Brand name products
- Type: Thesis
- Identifier: uj:1844 , http://hdl.handle.net/10210/4202
- Description: M.Comm.
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- Authors: Oosthuizen, Johan Wentzel
- Date: 2011-12-06
- Subjects: Bread industry , Trademarks , Brand loyalty , Brand name products
- Type: Thesis
- Identifier: uj:1844 , http://hdl.handle.net/10210/4202
- Description: M.Comm.
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The influence of vlogging communities on brand image and loyalty
- Pillay, Semona, Mpinganjira, Mercy
- Authors: Pillay, Semona , Mpinganjira, Mercy
- Date: 2019
- Subjects: Vlogging communities , Brand image , Brand loyalty
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/405933 , uj:34108 , Citation: Pillay, S., Mpinganjira, M. 2019 : The influence of vlogging communities on brand image and loyalty.
- Description: Abstract : The purpose of this paper is to explore the influence of vlogging communities on brand image and brand loyalty for colour cosmetics among Generation Y women. The study followed a qualitative approach. Semi-structured, in-depth interviews were conducted with twelve Generation Y women who engaged with colour cosmetics vlogging communities. The data was analysed using thematic analysis. Through participants’ narratives, it was discovered that i) brand experiences shared on vlogging community sites shape the online image of brands and brand image at individual consumer level, ii) brand image does influence brand loyalty, and iii) the extent to which vlogging communities influence the brand image and brand loyalty of consumers depends on their personal experiences with brands and on the message valence, specifically as it relates to quality and ratio. The findings show the need for marketing managers to pay attention to sentiments expressed on vlogging community sites. Such sentiments can help them gain market intelligence to devise strategies aimed at building favourable brand image and ensuring brand loyalty towards colour cosmetic brands among Generation Y women. Despite the growing popularity of vlogging sites, studies looking at their influence on consumers are rare. This study contributes to literature by providing useful insights on the influence of vlogging communities on brand image and on brand loyalty.
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- Authors: Pillay, Semona , Mpinganjira, Mercy
- Date: 2019
- Subjects: Vlogging communities , Brand image , Brand loyalty
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/405933 , uj:34108 , Citation: Pillay, S., Mpinganjira, M. 2019 : The influence of vlogging communities on brand image and loyalty.
- Description: Abstract : The purpose of this paper is to explore the influence of vlogging communities on brand image and brand loyalty for colour cosmetics among Generation Y women. The study followed a qualitative approach. Semi-structured, in-depth interviews were conducted with twelve Generation Y women who engaged with colour cosmetics vlogging communities. The data was analysed using thematic analysis. Through participants’ narratives, it was discovered that i) brand experiences shared on vlogging community sites shape the online image of brands and brand image at individual consumer level, ii) brand image does influence brand loyalty, and iii) the extent to which vlogging communities influence the brand image and brand loyalty of consumers depends on their personal experiences with brands and on the message valence, specifically as it relates to quality and ratio. The findings show the need for marketing managers to pay attention to sentiments expressed on vlogging community sites. Such sentiments can help them gain market intelligence to devise strategies aimed at building favourable brand image and ensuring brand loyalty towards colour cosmetic brands among Generation Y women. Despite the growing popularity of vlogging sites, studies looking at their influence on consumers are rare. This study contributes to literature by providing useful insights on the influence of vlogging communities on brand image and on brand loyalty.
- Full Text:
The influence of vlogging communities on brand image and loyalty
- Pillay, Semona, Mpinganjira, Mercy
- Authors: Pillay, Semona , Mpinganjira, Mercy
- Date: 2019
- Subjects: Vlogging communities , Brand image , Brand loyalty
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/406418 , uj:34169 , Citation: Pillay, S., Mpinganjira, M. 2019 : The influence of vlogging communities on brand image and loyalty.
- Description: Abstract : The purpose of this paper is to explore the influence of vlogging communities on brand image and brand loyalty for colour cosmetics among Generation Y women. The study followed a qualitative approach. Semi-structured, in-depth interviews were conducted with twelve Generation Y women who engaged with colour cosmetics vlogging communities. The data was analysed using thematic analysis. Through participants’ narratives, it was discovered that i) brand experiences shared on vlogging community sites shape the online image of brands and brand image at individual consumer level, ii) brand image does influence brand loyalty, and iii) the extent to which vlogging communities influence the brand image and brand loyalty of consumers depends on their personal experiences with brands and on the message valence, specifically as it relates to quality and ratio. The findings show the need for marketing managers to pay attention to sentiments expressed on vlogging community sites. Such sentiments can help them gain market intelligence to devise strategies aimed at building favourable brand image and ensuring brand loyalty towards colour cosmetic brands among Generation Y women. Despite the growing popularity of vlogging sites, studies looking at their influence on consumers are rare. This study contributes to literature by providing useful insights on the influence of vlogging communities on brand image and on brand loyalty.
- Full Text:
- Authors: Pillay, Semona , Mpinganjira, Mercy
- Date: 2019
- Subjects: Vlogging communities , Brand image , Brand loyalty
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/406418 , uj:34169 , Citation: Pillay, S., Mpinganjira, M. 2019 : The influence of vlogging communities on brand image and loyalty.
- Description: Abstract : The purpose of this paper is to explore the influence of vlogging communities on brand image and brand loyalty for colour cosmetics among Generation Y women. The study followed a qualitative approach. Semi-structured, in-depth interviews were conducted with twelve Generation Y women who engaged with colour cosmetics vlogging communities. The data was analysed using thematic analysis. Through participants’ narratives, it was discovered that i) brand experiences shared on vlogging community sites shape the online image of brands and brand image at individual consumer level, ii) brand image does influence brand loyalty, and iii) the extent to which vlogging communities influence the brand image and brand loyalty of consumers depends on their personal experiences with brands and on the message valence, specifically as it relates to quality and ratio. The findings show the need for marketing managers to pay attention to sentiments expressed on vlogging community sites. Such sentiments can help them gain market intelligence to devise strategies aimed at building favourable brand image and ensuring brand loyalty towards colour cosmetic brands among Generation Y women. Despite the growing popularity of vlogging sites, studies looking at their influence on consumers are rare. This study contributes to literature by providing useful insights on the influence of vlogging communities on brand image and on brand loyalty.
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