• Login
    View Item 
    •   NWU-IR Home
    • Electronic Theses and Dissertations (ETDs)
    • Economic and Management Sciences
    • View Item
    •   NWU-IR Home
    • Electronic Theses and Dissertations (ETDs)
    • Economic and Management Sciences
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Exploring the relationship between customer engagement strategies and brand loyalty

    Thumbnail
    View/Open
    Flint DG 22224920.pdf (2.823Mb)
    Date
    2022
    Author
    Flint, Dorothy Grace
    Metadata
    Show full item record
    Abstract
    Customer engagement has become more than just a strategy for business or marketing. It empowers the consumer to be engaged throughout their initial interaction and purchase journey. This engagement journey can help a brand to establish and grow due to the continuous support from consumers. The general aim of this study was to determine the nature of the relationship between customer engagement strategies (CES) and brand loyalty. CES identified five antecedents (brand reputation, social media, word-of-mouth, customer experience, and merchandising) for the self-developed questionnaire where 135 social media participants could partake in this study. The value of this investigation lies in determining the most influential antecedents for brand loyalty from a consumer. These findings can contribute to how brands strategize their marketing budgets and which segments of customer engagement consumers find valuable. The study was conducted on the social media platform Instagram, where participants were recruited with the referral from other participants. The data, collected via Google Forms, are reliable (α≥0.70) and adequate (KMO≥0.70). Data analysis using exploratory factor analysis suggested that eight antecedents influence consumers’ brand loyalty. The study found a positive relationship for most of the antecedents. However, customer experience should be reconsidered because this antecedent did not significantly influence a consumer's loyalty to a brand.
    URI
    https://orcid.org/0000-0002-4397-2876
    http://hdl.handle.net/10394/40045
    Collections
    • Economic and Management Sciences [4325]

    Copyright © North-West University
    Contact Us | Send Feedback
    Theme by 
    Atmire NV
     

     

    Browse

    All of NWU-IR Communities & CollectionsBy Issue DateAuthorsTitlesSubjectsAdvisor/SupervisorThesis TypeThis CollectionBy Issue DateAuthorsTitlesSubjectsAdvisor/SupervisorThesis Type

    My Account

    LoginRegister

    Copyright © North-West University
    Contact Us | Send Feedback
    Theme by 
    Atmire NV