In-Store Experience and Customer Loyalty of Topt (Pty) Ltd

The South African retail industry is characterised by intense competition and a wide variety of imported products from all over the world. The retail industry plays a vital role in the economy of the country. The South African retail company, TopT (PTY) Ltd, is positioning itself with a view to becoming a dominant player in the South African retail industry in the decades to come. The purpose of this study was to investigate in-store experience and customer loyalty in the retail sector, using TopT as a case study. The requisite data was collected from a sample of 385 customers of TopT in the Gauteng Province. The data was then analysed using descriptive statistics. The study revealed that the quality of services provided by TopT stores promotes customer loyalty, thus indicating a positive attitude on the part of the company's customers towards the company. In addition, the results revealed that promotional measures undertaken at the company's stores drive customer loyalty. The study findings gave rise to insights into both prevailing customer loyalty towards the company and store experiences at TopT stores. The implications of the study should also be of benefit to other retail companies in South Africa.