Svotwa, Tendai Douglas, Roberts-Lombard, Mornay and Jaiyeoba, Olumide (2020) Black Friday rituals, customer perceived value and loyalty among young adult consumers in South Africa: a Stimulus- Organism Response perspective. Cogent Business and Management, 7 (1):1793523. pp. 1-14. ISSN 2331-1975 (Online) (doi:10.1080/23311975.2020.1793523)

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Abstract

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 inter�relationships 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.

Item Type:	Article
Uncontrolled Keywords:	Black Friday; young adults; customer-perceived value; customer loyalty; Stimulus-Organism-Response
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Faculty of Business
Last Modified:	07 May 2024 08:51
URI:	http://gala.gre.ac.uk/id/eprint/47013

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