Question

The conventional concept of loyalty programs may need to be reevaluated considering the more complicated customer behavior in emerging economies, especially among young people. The research problem draws attention to how badly previous studies have captured the distinct preferences and motives that affect how successful loyalty programs are among South African youth. As these young people travel a retail environment that is changing quickly due to a variety of socioeconomic circumstances, cultural influences, and technological developments, it is critical to investigate how elements like commitment, trust, and customer satisfaction work with loyalty programs to encourage repeat business. Marketers are challenged to modify their strategies considering the shift in attention towards the youth audience, which encourages a deeper investigation of their unique attitudes and reactions to loyalty campaigns. Therefore, the study attempts to close the gap in the literature while also offering practitioners in emerging markets that target this market sector useful insights.please shorten this for me

Answer 1

The traditional approach to loyalty programs needs reevaluation due to the complex behaviors of young consumers in emerging economies, particularly in South Africa. Existing research inadequately captures the unique preferences and motivations of this demographic in relation to loyalty programs. As young people navigate a rapidly changing retail landscape influenced by socioeconomic factors, culture, and technology, it is essential to explore how commitment, trust, and customer satisfaction interact with these programs to drive repeat business. Marketers must adapt their strategies to address the evolving attitudes and responses of youth towards loyalty initiatives. This study aims to fill the literature gap and provide valuable insights for practitioners targeting this market segment.