n Management Dynamics : Journal of the Southern African Institute for Management Scientists - Customer commitment to South African fast food brands : an application of the Conversion Model




Customer retention has received a great deal of attention in the academic literature of the past few years. Various studies have found that a small increase in customer retention leads to a considerable increase in customer net present value in different markets. Many firms therefore concentrate on customer retention because of its role as a contributor to profitability over the long term. The most publicized measures that have been suggested to achieve customer retention are customer delight, customer satisfaction and customer commitment. Each of these three measures has pros and cons in respect of customer retention. The focus of this study is an exploration of customer commitment to a brand, as measured by the Conversion Model, in the South African fast food industry. The findings deal with the commitment segments of the most popular fast food brands in South Africa. The typical marketing strategies to manage the different commitment segments are discussed.


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