Quality, value, satisfaction and loyalty amongst race groups: A study of customers in the South African fast food industry

Nic S. Terblanché · Christo Boshoff

55 citations0/0 files storedSouth African Journal of Business Management

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Customer churn and segmentation

Abstract

The retention of customers has become a key concern for many businesses. Various drivers of loyalty such as satisfaction, loyalty and commitment have, over time, been studied with the objective to improve customer retention. This study reports on the empirical findings in respect of the relationships between various dimensions of a loyalty model for the South African fast food sector and considers differences amongst race groups in respect of perceived quality, value, satisfaction and loyalty.Respondents in this empirical study were consumers drawn randomly from the seven major metropolitan areas of South Africa. The respondents are all customers of a national firm in the South African fast food sector and they were required to respond to items from (mostly) the American Customer Satisfaction Index (ACSI) scales. The empirical findings provide support for the theoretical model proposed but there is not much difference in how the various race groups’ loyalty intentions are shaped.

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References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1979A Paradigm for Developing Better Measures of Marketing Constructs 1999Whence Consumer Loyalty?2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 2001Consumer perceived value: The development of a multiple item scale 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 1992A National Customer Satisfaction Barometer: The Swedish Experience 1999Whence Consumer Loyalty?

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2015The Effects of Utilitarian and Hedonic Values on Young Consumers’ Satisfaction and Behavioral Intentions 2015How differing demographic factors impact consumers’ loyalty towards national or international fast food chains 2014Developing An Online Shopping Value Framework For Consumers Of Non-Store Fashion Brands

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