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Abstract

Despite the substantial interest in loyalty programs amongst marketing scholars and professionals, few studies have been conducted amongst the youth within emerging markets. The purpose of the study was to examine the mediating influence of customer satisfaction, trust, and commitment on the relationship between loyalty programs and repeat purchase behaviour of a group of South African youth. The methodology involved a self-administrated questionnaire adapted from previous similar studies. Data were collected from 263 South African young people between the ages of 18 and 24 who were retail loyalty program members. The study tested six hypotheses using Structural Equation Modeling. The software used was SPSS 22 for descriptive statistics and IBM Amos 22. The findings indicate that all hypotheses were supported. They also suggest the significance of customer satisfaction as a strong mediator of loyalty programs and repeat purchase behaviour. Moreover, the study reveals that the mediating influence of customer commitment on loyalty programs and repeat purchase behaviour was the weakest influence. The findings revealed that, by building customer satisfaction and customer trust amongst the youth, the potential for marketers to positively impact on the success of loyalty programs and repeat purchase behaviour is high. This paper makes a valuable contribution to the literature on loyalty programs amongst youth within a developing market context...Formulate a hypotheses and/or research objectives.

1 answer

Based on the abstract provided, the following hypotheses and research objectives can be formulated:

Hypotheses

  1. H1: There is a positive relationship between loyalty programs and customer satisfaction among South African youth.
  2. H2: There is a positive relationship between loyalty programs and customer trust among South African youth.
  3. H3: There is a positive relationship between loyalty programs and customer commitment among South African youth.
  4. H4: There is a positive relationship between customer satisfaction and repeat purchase behavior among South African youth.
  5. H5: There is a positive relationship between customer trust and repeat purchase behavior among South African youth.
  6. H6: There is a positive relationship between customer commitment and repeat purchase behavior among South African youth.
  7. H7: Customer satisfaction mediates the relationship between loyalty programs and repeat purchase behavior among South African youth.
  8. H8: Customer trust mediates the relationship between loyalty programs and repeat purchase behavior among South African youth.
  9. H9: Customer commitment mediates the relationship between loyalty programs and repeat purchase behavior among South African youth.

Research Objectives

  1. Objective 1: To examine the impact of loyalty programs on customer satisfaction among South African youth.
  2. Objective 2: To explore the effect of loyalty programs on customer trust among South African youth.
  3. Objective 3: To analyze the relationship between loyalty programs and customer commitment among South African youth.
  4. Objective 4: To investigate the influence of customer satisfaction on repeat purchase behavior among South African youth.
  5. Objective 5: To assess the impact of customer trust on repeat purchase behavior among South African youth.
  6. Objective 6: To evaluate the relationship between customer commitment and repeat purchase behavior among South African youth.
  7. Objective 7: To determine the mediating role of customer satisfaction in the relationship between loyalty programs and repeat purchase behavior.
  8. Objective 8: To explore the mediating role of customer trust in the relationship between loyalty programs and repeat purchase behavior.
  9. Objective 9: To assess the mediating role of customer commitment in the relationship between loyalty programs and repeat purchase behavior.

These hypotheses and objectives will help guide further research and examine the dynamics of loyalty programs in relation to customer behavior among youth in emerging markets like South Africa.