Global Academy of Training and Research Journal

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DOI 10.35609/gjbssr.2021.9.4(2)

Reference to this paper should be referred to as follows: Ramuthivheli, I.L; Sharp, K.L; Dondolo, B. (2021). A Pilot Study of Brand Loyalty in Generation Y of Technical and Vocational Education Training Colleges, GATR Global J. Bus. Soc. Sci. Review, 9(4), 253–260. https://doi.org/10.35609/gjbssr.2021.9.4(2)

Received: October 19, 2021 | Accepted: December 31, 2021

A Pilot Study of Brand Loyalty in Generation Y of Technical and Vocational Education Training Colleges
Itani Listen Ramuthivheli , Dr Kirsty-Lee Sharp , Prof. Bongazana Dondolo
Vaal University of Technology, Vanderbijlpark South Africa
Tshwane University of Technology, Pretoria, South Africa Abstract

Objective - In an increasingly changing and dynamic South African higher education landscape, institutions must communicate their brand to stakeholders to perceive the institution as offering quality services, to have a loyal stakeholder. However, there seems to be little attention devoted to the influence of brand communication, brand satisfaction and service quality on brand loyalty in higher education, particularly in the Technical and Vocational Education and Training (TVET) sector. Considering this view, and noting that prior research on brand loyalty in the service sector has shown a connection between brand communication, service quality, brand satisfaction and brand loyalty, it is unknown if a similar correlation is found in the South African TVET sector. Therefore, it is necessary to investigate Generation Y students' views of brand communication, brand satisfaction and service quality in the TVET sector throughout the Gauteng Province of South Africa.

Methodology/Technique - The variables for the paper were derived from previously established questionnaires. A section of the questionnaire asked students about their views of a TVET's brand communication.

Finding - Correlation analysis revealed a substantial association between brand loyalty and the variables that influence it. All had a strong association between brand loyalty and brand communication, service quality and brand loyalty and satisfaction. Additionally, there were substantial correlations between service quality and brand satisfaction and between service quality and brand communication. Correlation coefficients between constructs ranged from 0.294 to 0.781. This demonstrates that these constructs do not correspond to the same concept.

Novelty - The results from the pilot study provides preliminary support for the hypothesised relationship between brand loyalty and its predictors. Marketers and service organisations need to recognise that the future patronage of a service organisation depends on loyalty.

Type of Paper - Empirical

Keywords: Brand Communication; Service Quality; Brand Satisfaction; Brand Loyalty; Training

JEL Classification: M31, I23, I29

URI: http://gatrenterprise.com/GATRJournals/GJBSSR/vol9.4_2.html

DOI: https://doi.org/10.35609/gjbssr.2021.9.4(2)

Pages 253–260

Price: USD 25