Corporate sustainability and customer loyalty: the case of the railway industry

Abstract

Introduction of the mass rapid transit railway system through the Gautrain has not only addressed the transport issue in South Africa but has also motivated and promoted the country’s economic growth by creating employment. Despite the increase in research focusing on the importance of the Gautrain to the South African economy, the influence of perceived convenience, image and safety on commuter satisfaction and loyalty in the South African mass rapid transit railway system context is still limited. This paper used a data collected from 206 Gautrain commuters in the Gauteng province of South Africa to examine the interplay between perceived convenience, image, safety, commuter satisfaction and loyalty. Smart PLS software technique was used to statistically analyse the measurement and structural models. The results revealed that perceived convenience, image and safety positively influenced commuter satisfaction, which, in turn, influenced commuter loyalty. These results may be used by marketers in mass public railway systems to initiate strategies intended to increase both commuter satisfaction and loyalty