Customer loyalty guidelines for independent financial advisers in South Africa

Abstract

Orientation: Independent financial advisers in South Africa can make a valuable contribution to the financial well-being of the country’s citizens and, through sound financial planning and education, assist them in becoming financially independent.

Research purpose: The purpose of this study was to develop guidelines for creating customer loyalty towards independent financial advisers in South Africa.

Motivation: To succeed, financial advisers need to build good relationships with clients and ensure they remain loyal to them in the long term.

Research design, approach and method: A convenience non-probability sampling technique was applied, and altogether 262 self-administered questionnaires were completed and used in the analysis. Descriptive and standard multiple regression analysis and the one-way analysis of variance (ANOVA) technique were used to test four hypotheses formulated for the study.

Main findings: Relationship commitment must be established in a trustworthy environment, regardless of the type of province where the business is operated.

Practical/managerial implications: In urban provinces (such as Gauteng) both trusting relationships and commitment could lead to customer loyalty; in semi-urban provinces (such as North-West) only the commitment variable might do so. Independent financial advisers in both provinces should explore additional factors that could foster customer loyalty.

Contributions: The research findings of this study challenge the seminal work of Morgan and Hunt (1994) by establishing that in South Africa, the extent to which trust and commitment predicts customer loyalty is specific to both industrial and geographical location. This study further provides customer loyalty guidelines for independent financial advisers in South Africa.