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Customer satisfaction and brand loyalty amongst South African Millennials during the Covid-19 Pandemic

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  • Steven Kayambazinthu Msosa

    (Department of Marketing, Faculty of Management Sciences, Mangosuthu University of Technology, Durban, South Africa)

Abstract

Over the last decade, both inflation and societal pressures have increased. The COVID-19 outbreak exacerbated these problems, resulting in a decrease in people's earning ability and contributing to an increase in the unemployment rate in developing countries. Equally tricky for businesses is satisfying price-sensitive customers in the face of unpredictability. Thus, price- and value-obsessed customers are often less committed to a company since they seek fabulous discounts. Therefore, this study examined perceptions of customer satisfaction and brand loyalty amongst millennials in South Africa during the COVID-19 pandemic. Data from respondents were gathered using a descriptive quantitative research methodology, and a simple random sampling procedure was employed to select 142 respondents. Additionally, the research's driving principle was positivism. A self-administered questionnaire was given to the participants to complete. This study's findings suggest a strong and positive relationship between brand loyalty and customer satisfaction. The survey results were thus crucial for learning about the factors that affected customers, such as their shopping preferences and whether or not they would remain loyal to the brand. The results also show that the COVID-19 pandemic has, in some way or other, altered millennials' shopping habits. This research might be helpful to the management of the company in developing comprehensive and in-depth data about a target market so that they can plan and execute the most successful strategies. Key Words:Customer Satisfaction, Brand Loyalty, Millennials, Covid-19 Pandemic, Shopping Behaviour

Suggested Citation

  • Steven Kayambazinthu Msosa, 2023. "Customer satisfaction and brand loyalty amongst South African Millennials during the Covid-19 Pandemic," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 12(3), pages 22-30, April.
    • Handle: RePEc:rbs:ijbrss:v:12:y:2023:i:3:p:22-30
    DOI: 10.20525/ijrbs.v12i3.2486
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    References listed on IDEAS

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