Consumers brand loyalty towards small family-owned businesses

Abstract

Family-owned businesses constitute a substantial portion of the workforce and GDP in South Africa and, with limited work opportunities in the public sector, play a significant role in job creation. As a result, family enterprises significantly influence South Africa's economy. This study aims to understand consumer loyalty towards family-owned businesses as brands by investigating family-owned businesses in the small mining town "Stilfontein" in the North-West Province, South Africa. Qualitative data collection involved semi-structured interviews with customers of family businesses to gather insights into brand loyalty. The identified themes and sub-themes highlight the importance of community bonds, personalized services, product quality, and symbiotic relationships in driving consumer loyalty. Participants emphasize their preference for supporting local family-owned businesses, citing a deep connection to the community and a commitment to local economic growth. Managerial visibility, employee alignment with values, and quality interactions are vital in fostering customer loyalty.