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An exploratory study examining spurious loyalty within the South African short-term insurance industry

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dc.contributor.author Human, Catharine
dc.date.accessioned 2019-06-11T13:43:59Z
dc.date.available 2019-06-11T13:43:59Z
dc.date.issued 2018
dc.identifier.uri http://iiespace.iie.ac.za:80/handle/123456789/303
dc.description.abstract This explorative study was undertaken to provide insight into which social norms and situational factors explain spurious loyalty towards OUTsurance. This study outlined how the increase in VAT is expected to erode the disposable income of household within South Africa and thereby, increase the policy lapse rate of insurers (PWC, 2016). Thus, it is important for South African short-term insurance companies to place greater focus on strengthening the firm-consumer relationship in order to retain their current customers (Strachan & Roberts- Lombard, 2011). Since limited studies have focused on spurious loyalty in a South African context, this study fills this gap by focusing on the concept of spurious loyalty and the factors of spurious loyalty to assist short term insurers in comprehending how to build and cultivate strong firm-customer relationships (Ndubisi,, Malhotra, & Wah, 2009) loyalty. The data used in this research study was acquired from six semi-structured interviews conducted in Pretoria, South Africa, with OUTsurance policy holders, between the ages of 45 – 55 and who could give a personal account of their relationship with the brand. A thematic content analysis was used for transcribing and codding the semi-structured interviews into three categories and then further into themes derived from the key notions and sentiments of each participant. en_US
dc.language.iso en en_US
dc.publisher The IIE en_US
dc.subject Relationship marketing en_US
dc.subject Customer loyalty en_US
dc.subject Spurious loyalty en_US
dc.subject Social norms en_US
dc.subject Brands en_US
dc.title An exploratory study examining spurious loyalty within the South African short-term insurance industry en_US
dc.type Thesis en_US


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