Impact of Black Friday Rituals on Customer Value and Loyalty among Generation Y Customers in Botswana: A Stimulus-organism-response Perspective

Researchers and brand/marketing managers are keen in Generation Y’s purchasing behaviours since
it has an impact on customer value and loyalty. A survey was conducted on a sample of 384 tertiary
students at five Botswana Universities. Confirmatory factor analysis was conducted, while structural
equation modelling was performed to test the three hypothesised relationship. Findings of the paper
includes the fact that Black Friday rituals among Generation Y customers in Botswana involve
commodity exchange, utilitarian insight, hedonic experience, social value gift giving and sharing with a
view to comprehensively articulate affective, conative and relational desires of Generation Y
customers that constitute 60% of Botswana’s population. Managers need to appreciate the use of
narrowcast driven social media to reach out to Generation Y customers by using guerrilla marketing
and extensive seasonal pre-emptive strategies to reach out to Generation Y customers in Botswana.
The present study attempts to fill the gap in literature, in the context of cognitive, social and relational
capital dimensions and provides a telescopic or novel insight into the antecedents of customer value
perception and customer loyalty among Generation Y customers in Botswana with regard to Black
Friday rituals, which has not been investigated before.