Investigating farmer loyalty towards agricultural businesses in the Free State Province of South Africa

Abstract

South Africa's economy is partially based on agriculture, and the Free State Province is a key player in the country's agricultural sector. This research examines the intricate relationships between farmers' allegiance to agricultural businesses doing business in the Free State Province. The commitment of farmers is a crucial element that influences the viability and expansion of agricultural businesses in this area. Long-term success for farmers and agricultural enterprises depends on understanding the factors influencing farmer loyalty. This study assesses the importance of several loyalty variables, such as product quality, price, customer service, and trust, to establish and sustain loyalty among farmers in the Free State Province. It also looks at how socioeconomic and environmental aspects may differ throughout the province's various agricultural sectors regarding their effects on farmer loyalty. The results aim to shed light on the main factors influencing farmer loyalty in the Free State Province and provide helpful information for local agricultural businesses. The study’s objective was to investigate farmers' loyalty towards agricultural enterprises using a qualitative research design and an interview schedule. The findings of this study provide a useful foundation for agricultural businesses, detailing the important aspects that drive customer loyalty to a brand. When formulating and carrying out their customer loyalty marketing programmes, these companies are advised to prioritise these aspects. These findings show that customer service quality, trust, and perceived value drive farmers' loyalty to Free State, South African agricultural firms.