Predictors Of Brand Loyalty With Technical And Vocational Education Training Colleges İn Gauteng: Results Of A Pilot Study

2021 ◽  
Vol 12 (1) ◽  
pp. 49-49
Author(s):  
Itanı Lısten Ramuthıvhel ◽  
Dr Kirsty-Lee Sharp ◽  
Prof. Bongazana Dondolo
Keyword(s):  
Pilot Study ◽  
Service Quality ◽  
Vocational Education ◽  
South African ◽  
Generation Y ◽  
Brand Loyalty ◽  
Communication Service ◽  
Brand Communication ◽  
Technical And Vocational Education ◽  
Brand Satisfaction

According to Akoojee and McGrath (2008:132), TVET colleges are required to build institutions that are attuned better to satisfy the needs of the stakeholders through their brand. Very few TVET colleges have attracted stakeholders without proper brand communication and service quality (Beneke & Human 2010: 437). In most TVET colleges, very little is done to communicate the brand to stakeholders, which may be a direct result of the lack of proper brand communication and service quality (Azoury, Daou & El Khoury 2013:5). In an increasingly changing and dynamic South African higher education landscape, it is imperative for institutions to communicate their brands to stakeholders in such a way that these stakeholders perceive the institution as offering quality service in order to have a satisfied stakeholder who is loyal to the institution. However, there appears to be little attention paid to effects of brand communication, service quality and brand satisfaction on brand loyalty in the tertiary education sector, especially in the Technical and Vocational Education Training (TVET) sector. This study was conducted in Nigeria. In light of this view, and given previous research on brand loyalty in service industries identifying a relationship between brand communication, service quality, brand satisfaction and brand loyalty, it is unclear whether such relationships exist in the South African TVET sector. Therefore, there is a need to examine Generation Y students' perceptions of brand communication, service quality and brand satisfaction on brand loyalty in TVET colleges in Gauteng. Consequently, this research study reports on the findings from a pilot study conducted to determine the legitimacy and reliability of the measuring instrument being employed to examine Generation Y students' perceptions of brand communication, service quality and brand satisfaction on brand loyalty in TVET colleges in Gauteng. Keywords: Brand Loyalty, Brand Communication, Service Quality, Brand Satisfaction

A Pilot Study of Brand Loyalty in Generation Y of Technical and Vocational Education Training Colleges

2021 ◽  
Vol 9 (4) ◽  
pp. 253-260
Author(s):  
Itani Listen Ramuthivheli ◽  
Dr Kirsty-Lee Sharp ◽  
Prof. Bongazana Dondolo
Keyword(s):  
Higher Education ◽  
Pilot Study ◽  
Service Quality ◽  
South African ◽  
Generation Y ◽  
Brand Loyalty ◽  
Correlation Coefficients ◽  
Communication Service ◽  
Brand Communication ◽  
Brand Satisfaction

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, thereseemsto 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.As a result, this paper summarises the findings of a pilot study to establish the validity and reliability of a questionnaire used to examine Generation Y students' perceptions of brand communication, brand satisfaction and service quality related to brand loyalty in Gauteng TVET colleges. 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. Additionally, there were questions concerning the quality of service, brand selection and brand loyalty. Finally, all scale items were modified to be more contextually relevant.The questionnaire used a six-point Likert scale, with 1 indicating strong disagreement and 6 indicating strong agreement. The questionnaire was piloted with a convenience sample of 50 students not included in the primary study's sampling frame. Finding - The overall number of respondents (46) was insufficient to undertake extensive statistical testing. As a result, only frequency and correlation coefficients were computed. 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 correlationsbetween 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. As a result, all construct items were kept for use in the main study. 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; Technical and Vocational Training JEL Classification: M31, I23, I29

scholarly journals PENGARUH BRAND COMMUNICATION, SERVICE QUALITY DAN BRAND PERSONALITY ANGGOTA DEWAN TERPILIH MELALUI BRAND TRUST TERHADAP BRAND LOYALTY PEMILIH (Studi Partai Politik Gerindra)

2017 ◽  
Vol 5 (2) ◽  
pp. 123
Author(s):  
Wuri Arenggoasih
Keyword(s):  
Service Quality ◽  
Brand Loyalty ◽  
Choice Theory ◽  
Brand Personality ◽  
Marketing Communications ◽  
The Political ◽  
Brand Trust ◽  
Communication Service ◽  
Brand Communication ◽  
Member Of Parliament

AbstractTalking about marketing communications today is not only to products but has penetrated into the political field. Indonesia as a democratic state which is to become the member of parliament needs to have as many voters and a strong loyalty to the sustainability of the council itself and the political parties. Brand Communication, Service Quality and Brand Personality emerged as a voter votes for member of parliament which gives the possibility of influence in building Brand Loyalty (loyalty) through Brand Trust (trust).The theory used is the Strategy Choice Theory suggests one of the forms Compliance Gaining which argued about strategies of verbal / non verbal and emphasized specific results loyalty.         This research has shown that Brand Communication, Service Quality and Brand Personality as a real form of strategies verbal / nonverbal become voter votes for member of parliament which influence the Brand Loyalty through Brand Trust as a mediating variable.Keyword : marketing communications, Brand Communication, Service Quality, Brand Personality, Brand Loyalty, Brand Trust

scholarly journals Factors affecting the adoption of activity-based costing at technical and vocational education and training colleges in KwaZulu-Natal, South Africa

2020 ◽  
Vol 13 (1) ◽  
Author(s):  
Mziwendoda C. Madwe ◽  
Lesley J. Stainbank ◽  
Paul Green
Keyword(s):  
Vocational Education ◽  
South African ◽  
Education And Training ◽  
Public Colleges ◽  
Vocational Education And Training ◽  
Management Support ◽  
Activity Based Costing ◽  
Kwazulu Natal ◽  
Technical And Vocational Education ◽  
And Training

Orientation: It is impossible to accurately determine the detailed costs of running courses offered at South African technical and vocational education and training (TVET) colleges, as none of them practises activity-based costing (ABC). The perceptions and knowledge of their finance staff regarding ABC adoption are unknown, making it impossible also to know their reasons for non-adoption.Research purpose: This article reports the awareness of and attitudes towards ABC held by finance staff at six TVET colleges in KwaZulu-Natal and proposes a novel model for its successful adoption.Motivation for the study: The lack of empirical studies demanded understanding of those factors that address ABC adoption at South African public TVET colleges. This study therefore assessed finance staff members’ perceptions of those factors that would support the introduction of this costing system.Research approach/design and method: This study ascertained these opinions and knowledge by surveying 30 members of the finance staff at six TVET colleges using a questionnaire.Main findings: The study’s population perceived that lack of top management support, the colleges’ cost structure and technical factors are barriers to the implementation of ABC in their institutions.Practical/managerial implications: South African public colleges should address those obstructing factors as the successful adoption of ABC will facilitate the accurate calculation of their operational costs.Contribution/value-add: The study identifies those factors that would facilitate the adoption of ABC and proposes a model that would assist in the implementation of this costing system in South African public colleges.

scholarly journals The shift to tertiary technical and vocational education and training and the demise of South Africa’s former ‘technikon’ system

2018 ◽  
Vol 1 (1) ◽  
pp. 13
Author(s):  
André Kraak
Keyword(s):  
South Africa ◽  
Vocational Education ◽  
South African ◽  
Education And Training ◽  
Vocational Education And Training ◽  
Anglo Saxon ◽  
The Past ◽  
Technical And Vocational Education ◽  
Path Dependent ◽  
And Training

Post-school systems of education and training have changed dramatically across the globe, including in South Africa, over the past two decades. It is ironic, however, that as many countries chose to renew and grow ‘polytechnic-type’ post-school education and training subsystems, South Africa (together with other countries from the Anglo-Saxon world) chose to reduce their role, largely through institutional mergers and processes of academic drift. Much of this difference in approach is path-dependent, shaped by the specific histories of capitalist evolution in each country. However, it also has to do with the faulty policy logic which has guided these changes over the past two decades. This article investigates the rise in significance of tertiary technical and vocational education and training (TVET) through brief case studies of two countries in Central and Northern Europe where the polytechnic sector has been expanded, not reduced. The discussion then shifts to South Africa, where graduation outcomes (in percentage terms) in the universities of technology have remained flat for more than two decades. The shift from secondary to tertiary TVET requires a significant expansion of enrolments and graduations in key applied technology fields, not the stasis we are seeing in South African universities of technology.

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