Examining the link between the antecedents of relationship commitment and loyalty within the road transport industry of South Africa

Purpose - The study investigates the extent to which the relationship commitment by customers of road transport service providers is influenced by trust, communication, shared values and the attractiveness of alternatives. In turn, the influence of the extent of their commitment towards future loyalty is determined. Design/methodology/approach - An explanatory research design was followed and data was collected from road transport service provider customers using self-administered questionnaires. A total of 120 responses were suitable for analysis. Multiple regression analysis as well as the one-way analysis of variance (ANOVA) technique was used to analyse the results and to uncover the interrelationships between constructs. Findings - Trust, shared values and attractiveness of alternatives can be regarded as predictors of both customer commitment and customer loyalty and must become the key elements in a business relationship building strategy in the bulk road transport industry in South Africa Research implications - The model tested confirms the hypothesised relationships between trust, communication, shared values, the attractiveness of alternatives commitment and loyalty of road transport customers. Customer commitment is linked to three of its four antecedents (trust, shared values and the attractiveness of alternatives) and their outcome, loyalty. Managerial implications - The findings assist bulk road transport service providers in South Africa that if they become more trustworthy, communicates effectively, shares in the same values as their customers and offers a superior service at exceptional prices, customer commitment will be the result, which directly and positively influences customer loyalty. Originality/value - An understanding of the factors that could assist bulk road transport providers in fostering customer loyalty within a business environment might assist them in maintaining their client base, and develop strategies to strengthen business service need requirements. Few research studies, however, have examined how customer commitment and customer loyalty relate to the antecedents and outcome in the South African transport industry.