The role of social media as an information source in the decision making of students when selecting a university

ABSTRACT A university as an institution has a distinct identity and has a meaningful role to play in society. A university in its entirety is a system comprising of many sub-systems. The university 's stakeholders represent various systems, viz. students, parents, government, donors, public, etc

Firstly I would like to thank our Heavenly Father that gave me the strength to carry on in times when it was very difficult to manage between my work and studies. I want to thank my mother who is my role model in life and all her motivational messages, encouragement and believing in me every step of the way. Mom I am dedicating this study to you for the most precious love you always shown me. You are truly a remarkable person and you just refused to be put down by the troubles that the world throws you with. My fiancé, JP de Beer, all your support is much appreciated. Thank you for your encouragement, unconditional love and patience during my studies. I am lucky to have you in my life. To the most precious friend, Chantel van Zyl, I want to thank you for your contribution in my studies especially with the encouragement and help. Chantel you will always be my person. Thank you for always listening and assisting me whenever I needed your help. To my work colleagues, Sharon Gordon, Lisinta Botes and Shaun Nieuwenhuizen, who always showed understanding and compassion towards my studies. Thank you for my study leader, Prof Martinette Kruger. You are my inspiration and I would not be able to complete the dissertation without your help. You always just had the right words to motivate me and to do my best. Thank you Wim Venter and the management team of the Nampo Harvest Day for giving me the opportunity to conduct the research. Thank you Dr. Suria Ellis for your assistance with the statistical chapter.

Notwithstanding the increasing researches on consumer behaviour, there is a dearth of studies that have investigated the influence of customer satisfaction on customer trust, loyalty and repurchase intention in the African retailing context. Therefore, using a data set of 151 from athletes in Gauteng Province of South Africa, this study examines these relationships. All the posited four hypotheses are supported. The results indicate that the relationship between customer satisfaction and their trust, customer satisfaction and their loyalty, customer trust and their loyalty, customer loyalty and their repurchase intention are positive in a significant way. The research paper discusses both academic and managerial implications of the results and future research directions are suggested.

Abstract not found