Factors influencing customer loyalty in Africa: evidence from literature

In recent times, customer loyalty has received serious attention from organizations, researchers, scholars and the academia. This is due to the importance of customer loyalty in achieving sustainability in organisations. There have been reports in Africa of companies that suffer from poor customer loyalty. Various authors and researchers have suggested factors to address this phenomenon that are tagged as critical in increasing customer loyalty in the continent. To this end, this study analyzed the customer loyalty literature in Africa with the primary aim of reaching a conclusion on the most important predictors of customer loyalty in Africa. Based on literature review, this study suggests that price, service quality, consumer satisfaction and brand image are critical in ensuring high levels of customer loyalty are achieved by organizations in Africa. Therefore, this study recommends that companies in Africa take these variables into account and make adjustments where possible to ensure customer loyalty and greater retention of customers.