Customer loyalty among fast-moving South African consumer goods wholesalers

Abstract

Retaining customers in the fast-moving consumer goods (FMCG) wholesale environment is becoming increasingly difficult. While wholesalers have an understanding that superior customer service is important in any business, there is no evidence that they actively engage in activities that measure loyalty levels. Therefore, the study aimed to determine customer loyalty among fast-moving consumer goods wholesalers in South Africa. This was a cross-sectional, quantitative study conducted among 159 traders who were selected using the systematic sampling technique. The majority of them were tuckshop/spaza owners followed by street vendors. Most of the participants were found to be loyal as they had been shopping for a year or longer at the wholesalers either every day or weekly. Also, it was found that the majority of the participants reported that they would recommend this store to a friend or colleague and that they always choose this wholesaler over other wholesalers. The whole-salers do their best to keep their customers loyal and to provide excellent customer service.

To cite: Dube, Th. & Hoque, M. (2020). Customer loyalty among fast-moving South African consumer goods wholesalers. Journal of Management & Administration (2020/1), 25–43. https://hdl.handle.net/10520/EJC-1d9fff2747