AMTP Proceedings 2024

Document Type

Conference Proceeding

Publication Date

Spring 2024

Abstract

Family-owned businesses constitute a substantial portion of the workforce and GDP in South Africa and, with limited work opportunities in the public sector, play a significant role in job creation. As a result, family enterprises significantly influence South Africa's economy. This study aims to understand consumer loyalty towards family-owned businesses as brands by investigating family-owned businesses in the small mining town "Stilfontein" in the North-West Province, South Africa. Qualitative data collection involved semi-structured interviews with customers of family businesses to gather insights into brand loyalty. The identified themes and sub-themes highlight the importance of community bonds, personalized services, product quality, and symbiotic relationships in driving consumer loyalty. Participants emphasize their preference for supporting local family-owned businesses, citing a deep connection to the community and a commitment to local economic growth. Managerial visibility, employee alignment with values, and quality interactions are vital in fostering customer loyalty.

Copyright

This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.

DOI

10.20429/amtp.2024.32

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