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respondents collectively. Frequencies were furthermore calculated for male and female respondents and the sample overall to provide insight into their cell phone patronage habits. Tables 3 and 4 provide the subsequent results.
To present the results of the Likert-type scale measuring brand loyalty, descriptive statistics (means and standard deviations) were calculated for male and female respondents. An overall mean score was also calculated for brand loyalty for each group once the reliability of the measurement scale was established. The results are presented in Table 5.
The researchers made use of a non-parametric and a parametric test to test the two hypotheses formulated for the study. In order to determine whether a significant association exists between two category scaled variables, the Pearson's chi-squared test (a non-parametric test) was used (Pallant, 2010: 219), and to determine significant differences in brand loyalty between males and females the Independent samples t-test (a parametric test) was used once it was established that the assumptions of using this test could be met (Pallant, 2010: 239). The researchers relied on a significance level of 0.05 to interpret the results of the abovementioned tests and the phi coefficient was used to determine the extent of the association between the two variables when the Pearson's chi-squared test was conducted.
RESULTS Reliability
Before the researchers proceeded with calculating an overall score for the brand loyalty measurement scale, the internal consistency reliability of the scale was assessed by calculating a Cronbach's alpha coefficient. According to Pallant (2010: 6), a Cronbach's alpha coefficient of 1 indicates the highest possible level of reliability, while a Cronbach's alpha coefficient of less than 0.7 indicates that the measurement scale is unreliable. Table 2 presents the Cronbach's alpha coefficient for the brand loyalty measurement scale.
TABLE 2: CRONBACH'S ALPHA COEFFICIENT
Measurement scale Brand loyalty (7 items)
Value 0.914
It is evident from Table 2 that the measurement scale is reliable to measure the study population's brand loyalty towards their current cell phone.
Demographic profile of respondents
Table 3 presents a demographic profile for the overall sample as well as for male and female respondents. TABLE 3: DEMOGRAPHIC PROFILE
Demographic characteristic
Gender Male Female
Males n
176 -
%
100 -
Females n - 195 A GENDER PERSPECTIVE OF BRAND LOYALTY IN THE SOUTH AFRICAN CELL PHONE INDUSTRY 346 % - 100