Black Friday rituals, customer perceived value and loyalty among young adult customers in South Africa: A Stimulus-Organism-Response perspective

The study explores the nexus of relationship between Black Friday rituals, customer value and customer loyalty among young adult customers in South Africa. A descriptive research design was followed and data were collected from 400 young adult customers aged 18–35 in the Gauteng province of South Af...

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Autores principales:	Tendai Douglas Svotwa, Mornay Roberts-Lombard, Olumide Jaiyeoba
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2020
Materias:	black friday young adults customer-perceived value customer loyalty stimulus-organism-response Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/54cbf40eb7ec47b4bdc92b7715c01108
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spelling	oai:doaj.org-article:54cbf40eb7ec47b4bdc92b7715c011082021-12-02T18:21:14ZBlack Friday rituals, customer perceived value and loyalty among young adult customers in South Africa: A Stimulus-Organism-Response perspective2331-197510.1080/23311975.2020.1793523https://doaj.org/article/54cbf40eb7ec47b4bdc92b7715c011082020-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2020.1793523https://doaj.org/toc/2331-1975The study explores the nexus of relationship between Black Friday rituals, customer value and customer loyalty among young adult customers in South Africa. A descriptive research design was followed and data were collected from 400 young adult customers aged 18–35 in the Gauteng province of South Africa through self-administered questionnaires. Furthermore, the measurement and structural models were assessed using Amos 23.0. Relational capital and social influence significantly and positively influence customer-perceived value, while customer-perceived value significantly and positively influences the customer loyalty of young adult customers towards Black Friday rituals. The testing of the proposed model validates the relationships that are hypothesised between the independent variables (cognitive capital, relational capital, social identification, social influence, social convenience), customer-perceived value and customer loyalty of young adult customers. The findings assist retailers in understanding how relational capital and social influence can strengthen the perceived value perception of young adult customers towards Black Friday rituals, leading to customer loyalty. The study focused on the customer loyalty of young adult customers of Black Friday rituals and determined the interrelationships of the extent to which they encounter customer-perceived value and related constructs. However, a limited number of studies have examined how the Stimulus-Organism-Response theory is applied to customer-perceived value and customer loyalty from an emerging African market perspective.Tendai Douglas SvotwaMornay Roberts-LombardOlumide JaiyeobaTaylor & Francis Grouparticleblack fridayyoung adultscustomer-perceived valuecustomer loyaltystimulus-organism-responseBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 7, Iss 1 (2020)
institution	DOAJ
collection	DOAJ
language	EN
topic	black friday young adults customer-perceived value customer loyalty stimulus-organism-response Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	black friday young adults customer-perceived value customer loyalty stimulus-organism-response Business HF5001-6182 Management. Industrial management HD28-70 Tendai Douglas Svotwa Mornay Roberts-Lombard Olumide Jaiyeoba Black Friday rituals, customer perceived value and loyalty among young adult customers in South Africa: A Stimulus-Organism-Response perspective
description	The study explores the nexus of relationship between Black Friday rituals, customer value and customer loyalty among young adult customers in South Africa. A descriptive research design was followed and data were collected from 400 young adult customers aged 18–35 in the Gauteng province of South Africa through self-administered questionnaires. Furthermore, the measurement and structural models were assessed using Amos 23.0. Relational capital and social influence significantly and positively influence customer-perceived value, while customer-perceived value significantly and positively influences the customer loyalty of young adult customers towards Black Friday rituals. The testing of the proposed model validates the relationships that are hypothesised between the independent variables (cognitive capital, relational capital, social identification, social influence, social convenience), customer-perceived value and customer loyalty of young adult customers. The findings assist retailers in understanding how relational capital and social influence can strengthen the perceived value perception of young adult customers towards Black Friday rituals, leading to customer loyalty. The study focused on the customer loyalty of young adult customers of Black Friday rituals and determined the interrelationships of the extent to which they encounter customer-perceived value and related constructs. However, a limited number of studies have examined how the Stimulus-Organism-Response theory is applied to customer-perceived value and customer loyalty from an emerging African market perspective.
format	article
author	Tendai Douglas Svotwa Mornay Roberts-Lombard Olumide Jaiyeoba
author_facet	Tendai Douglas Svotwa Mornay Roberts-Lombard Olumide Jaiyeoba
author_sort	Tendai Douglas Svotwa
title	Black Friday rituals, customer perceived value and loyalty among young adult customers in South Africa: A Stimulus-Organism-Response perspective
title_short	Black Friday rituals, customer perceived value and loyalty among young adult customers in South Africa: A Stimulus-Organism-Response perspective
title_full	Black Friday rituals, customer perceived value and loyalty among young adult customers in South Africa: A Stimulus-Organism-Response perspective
title_fullStr	Black Friday rituals, customer perceived value and loyalty among young adult customers in South Africa: A Stimulus-Organism-Response perspective
title_full_unstemmed	Black Friday rituals, customer perceived value and loyalty among young adult customers in South Africa: A Stimulus-Organism-Response perspective
title_sort	black friday rituals, customer perceived value and loyalty among young adult customers in south africa: a stimulus-organism-response perspective
publisher	Taylor & Francis Group
publishDate	2020
url	https://doaj.org/article/54cbf40eb7ec47b4bdc92b7715c01108
work_keys_str_mv	AT tendaidouglassvotwa blackfridayritualscustomerperceivedvalueandloyaltyamongyoungadultcustomersinsouthafricaastimulusorganismresponseperspective AT mornayrobertslombard blackfridayritualscustomerperceivedvalueandloyaltyamongyoungadultcustomersinsouthafricaastimulusorganismresponseperspective AT olumidejaiyeoba blackfridayritualscustomerperceivedvalueandloyaltyamongyoungadultcustomersinsouthafricaastimulusorganismresponseperspective
_version_	1718378154758766592

Black Friday rituals, customer perceived value and loyalty among young adult customers in South Africa: A Stimulus-Organism-Response perspective

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