The effect of post-purchase dissonance on customer equity for the car industry of South Africa

• Main Author: O'Brien, Kirsten
• Other Authors: Gundersen, Kirsten Kim
• Format: Others
• Language: en
• Published: 2017
• Subjects: Customer equity > South Africa; Consumer behavior > South Africa; Motor vehicle industry > South Africa
• Online Access: O'Brien, Kirsten (2017) The effect of post-purchase dissonance on customer equity for the car industry of South Africa, University of the Witwatersrand, Johannesburg, <http://hdl.handle.net/10539/23557>; http://hdl.handle.net/10539/23557

A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in the field of Strategic Marketing Johannesburg, 2017 === Customer lifetime value (CLV) is important for all businesses. Increased customer lifetime value means increased profit, so it is in a company’s interest to increase customer lifetime value as much as possible through any appropriate methods. The relationship between post-purchase dissonance and customer lifetime value has not been explored in the studied literature but it has been found that, when dissonance is cause by a consumer’s experience of a product not living up to their expectations, loyalty decreases. This led the researcher to hypothesise a correlation between dissonance and customer lifetime value, which this study aimed to investigate. The research was conducted in the South African car industry and aimed to add the existing knowledge and, practically, to inform businesses whether taking action to decrease dissonance would have a significant positive effect on customer lifetime value, thereby better informing marketing strategies and budgets to have the most beneficial outcome. Using the data set of 116 respondents from around South Africa from a variety of age groups, the data collected was analysed to assess the potential relationships. === GR2017