Exploring factors that determine effective fuel loyalty programmes in South Africa, an emerging economy

Loyalty programmes are not a neglected research topic. Much of this research is in the context of developed economies and within the product/service domains of marketing, and has not included loyalty programmes for fuel purchases. The purpose of this study was to determine the factors that contribut...

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Autores principales:	Marius Wait, Nonsikelelo Lekhuleni
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2020
Materias:	fuel loyalty programmes emerging economy relationship marketing Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/a720143b8a8147bf84e18dd9b795027a
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id	oai:doaj.org-article:a720143b8a8147bf84e18dd9b795027a
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spelling	oai:doaj.org-article:a720143b8a8147bf84e18dd9b795027a2021-12-02T15:59:47ZExploring factors that determine effective fuel loyalty programmes in South Africa, an emerging economy2331-197510.1080/23311975.2020.1793522https://doaj.org/article/a720143b8a8147bf84e18dd9b795027a2020-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2020.1793522https://doaj.org/toc/2331-1975Loyalty programmes are not a neglected research topic. Much of this research is in the context of developed economies and within the product/service domains of marketing, and has not included loyalty programmes for fuel purchases. The purpose of this study was to determine the factors that contribute to effective loyalty programmes at fuel retailers in an emerging economy and tested an established model within this context and used literature grounding within Relationship Marketing Theory. This study used a qualitative approach and conducted nine in-depth interviews. The analyses were done using inductive content analysis. It explored areas such as the customer’s view on the structure of the loyalty programme and rewards, and the customer’s role in its design. Many new findings emerged, such as the participants’ indifference to tier progression. The main findings indicate that theories/models developed in advanced economies do not necessarily work in emerging economies and this resulted in the construction of a new model. This study contributed to new academic knowledge within the South African context, as well as in the way that fuel loyalty programmes operate at a fundamental level and the management thereof.Marius WaitNonsikelelo LekhuleniTaylor & Francis Grouparticlefuel loyalty programmesemerging economyrelationship marketingBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 7, Iss 1 (2020)
institution	DOAJ
collection	DOAJ
language	EN
topic	fuel loyalty programmes emerging economy relationship marketing Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	fuel loyalty programmes emerging economy relationship marketing Business HF5001-6182 Management. Industrial management HD28-70 Marius Wait Nonsikelelo Lekhuleni Exploring factors that determine effective fuel loyalty programmes in South Africa, an emerging economy
description	Loyalty programmes are not a neglected research topic. Much of this research is in the context of developed economies and within the product/service domains of marketing, and has not included loyalty programmes for fuel purchases. The purpose of this study was to determine the factors that contribute to effective loyalty programmes at fuel retailers in an emerging economy and tested an established model within this context and used literature grounding within Relationship Marketing Theory. This study used a qualitative approach and conducted nine in-depth interviews. The analyses were done using inductive content analysis. It explored areas such as the customer’s view on the structure of the loyalty programme and rewards, and the customer’s role in its design. Many new findings emerged, such as the participants’ indifference to tier progression. The main findings indicate that theories/models developed in advanced economies do not necessarily work in emerging economies and this resulted in the construction of a new model. This study contributed to new academic knowledge within the South African context, as well as in the way that fuel loyalty programmes operate at a fundamental level and the management thereof.
format	article
author	Marius Wait Nonsikelelo Lekhuleni
author_facet	Marius Wait Nonsikelelo Lekhuleni
author_sort	Marius Wait
title	Exploring factors that determine effective fuel loyalty programmes in South Africa, an emerging economy
title_short	Exploring factors that determine effective fuel loyalty programmes in South Africa, an emerging economy
title_full	Exploring factors that determine effective fuel loyalty programmes in South Africa, an emerging economy
title_fullStr	Exploring factors that determine effective fuel loyalty programmes in South Africa, an emerging economy
title_full_unstemmed	Exploring factors that determine effective fuel loyalty programmes in South Africa, an emerging economy
title_sort	exploring factors that determine effective fuel loyalty programmes in south africa, an emerging economy
publisher	Taylor & Francis Group
publishDate	2020
url	https://doaj.org/article/a720143b8a8147bf84e18dd9b795027a
work_keys_str_mv	AT mariuswait exploringfactorsthatdetermineeffectivefuelloyaltyprogrammesinsouthafricaanemergingeconomy AT nonsikelelolekhuleni exploringfactorsthatdetermineeffectivefuelloyaltyprogrammesinsouthafricaanemergingeconomy
_version_	1718385346780069888

Exploring factors that determine effective fuel loyalty programmes in South Africa, an emerging economy

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