The Role of Customer Experience in Building Brand Loyalty in the South African Fitness Industry.
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Authors
Verrall, V.
Issue Date
2024-06-29
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Abstract
This dissertation explores the role of customer experience (CX) in building brand loyalty within the South African fitness industry, focusing on the macro environmental challenges brought about by the COVID-19 pandemic during 2020. As CX has influenced consumer behaviour and brand loyalty outcomes, the research contributes to scholarly discussions concerning the theoretical frameworks of the Theory of Reasoned Goal Pursuit (TRGP) and the Unified Theory of Acceptance and Use of Technology model (UTAUT2), which communicate the importance of behavioural control and technology acceptance. By conducting a mixed-methods approach, the study examines CX across various touchpoints and the implications thereof in terms of brand loyalty. Mixed-methods research starts with collecting qualitative data through open-ended social, behavioural and health science responses. It then gathers quantitative data from closed-ended responses. These two data types were integrated to draw “meta-inferences”, providing insights beyond what each type could offer alone. The qualitative phase comprised in-depth interviews of non-probability purposive sampling involving 20 fitness facilities. An inductive approach was applied, formulating themes and generating codes through thematic analysis. The steps included familiarising with the data, investigating patterns and themes, reviewing and finalising themes, and producing an analysis report. The quantitative phase utilised an online survey of 292 respondents with fitness facility members, providing insights into CX perceptions across the market segments. Closed questions allowed respondents to choose from predetermined categories, and a Likert scale was used to assess attitudes and emotions and allow for suitability for statistical analysis. Using multiple regression analysis, the following variables were excluded from the final analysis as unimportant: customer-centricity, customer service, fitness technology, customer engagement, digital platforms, online training and aesthetics/ambience. The final analysis then examined the relationships between loyalty and the relevant variables: communications, price sensitivity, location convenience and having a home gym. The dissertation identifies key challenges, such as economic circumstances, and describes positive opportunities for enhancing CX within the South African fitness industry. By providing actionable insights tailored for both industry practitioners and marketing managers, the research aims to be a catalyst for positive change within the South African fitness industry, and to promote adaptability when confronted with unprecedented times.