Factors that contribute to an optimal omnichannel retail experience: A South African perspective
- Authors: Hopa, Tandazile
- Date: 2023-04
- Subjects: Business planning , Consumer satisfaction
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10948/61339 , vital:70374
- Description: The increase in the number of channels driven by technology trajectory over the years have led to a change in customer behaviour. Customers move around different retailer platforms during a single purchase; even so customers still expect a superior and seamless customer experience while navigating these channels. The present study built on studies conducted in countries such as China, Spain, India, United Kingdom amongst others to determine if the learnings from these countries can be applied in the South African context. This study used an interpretivist phenomenological approach and interviewed a qualitative sample of participants to gain insights on their experiences while shopping in these retailers. This study will assist Information Technology managers with prioritisation of their technology roadmaps. This study will also contribute to computer science studies because programmers will have a context of a customer’s perspective when developing omnichannel solutions. Lastly, the study can be used by governments and policy makers in developing national strategic plans relating to shared economy because the study highlights the need to omnichannel retailing in remote areas. The findings from the research were summarised into five themes customer experience, convenience, product, support, and security. The optimal South African omnichannel retail experience is one that allows the customer to seamlessly move across channels by integrating the retailing mix elements of product, place, promotion, price. To achieve this experience, retailers must integrate the customer’s profile information and ensure that the customer’s payment details are secure and are able to seamlessly login in all the retailer platforms. Contrary to the researcher’s expectations, South African customers do not expect an omnichannel support. They expect to keep online support separate from in-store support. , Thesis (MA) -- Faculty of Business and Economic Sciences, 2023
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- Date Issued: 2023-04
Customer experience in the grocery retail sector in South Africa
- Authors: Leander, Donovan
- Date: 2021-04
- Subjects: Customer services -- Management , Consumer satisfaction , Grocery trade-Case studies
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10948/51743 , vital:43368
- Description: Customer Experience (CX) is the measurement of interaction between a customer and an organisation over a long time. Customer Experience is a strategic marketing effort that aims to improve the customer journey and touchpoints with the organisations’ product and services. It involves the complete customer journey – starting with the search process, purchase and after-sale processes of the experience. Google Trends identified that online users from all over the world search the key words “Customer Experience” more, often than not. This study considered a reliable measure for Customer Experience. This study endeavours to explore Customer Experience in the grocery retail sector in South Africa to put customer needs at the centre of their business. Extensive research on Customer Experience exist, however Customer Experience in the grocery retail sector in South Africa has not been measured using Professor Phillip Klaus’s new scale in CX. A broad literature review was conducted and Factors influencing Customer Experience in the grocery retail sector were identified and explored. The academic literature selected for the study is founded in the academic theories of Experienced Utility and Service-Dominant (S-D) Logic. The literature formed the foundation for the conceptual model that included the proposed Brand Experience (BE), Service Experience (SE) and Post-purchase / Consumption Experience (PE) independent factors. This treatise formed part of a bigger study of Customer Experience undertaken, using a questionnaire distributed via email, which 858 respondents completed. The study was quantitative. Data analysis included the use of descriptive and inferential statistics, Exploratory Factor Analysis, Reliability and Validity of Measurement, One-Sample T-Tests and the measurement of relationship between the factors. There is a need for companies to explore and understand CX in order to differentiate themselves strategically and to improve the bottom line. This study contributes to the body of knowledge by using academic literature and theories to explore Customer Experience in the grocery retail sector in South Africa. BE involves the customers’ perception of the brand and influence the customer’s experience. Customers look for clues to help inform their SE and expect companies to know their product and basic service promise. The findings of the study identified that BE and SE had a positive and significant influence on each other. Customers will show signs of commitment to an organisation during a positive PE. Similarly, the findings concluded that PE and CX had a statistical and practical significant positive correlation. PE was highlighted as a key determinant of CX. A positive CX will lead to a repeat purchases. Marketing managers need to take into account these factors when formulating CX strategies to influence the bottom line of the organisation. This study concludes with managerial recommendations that the grocery retail sector can implement to influence CX. Some of the recommendations include the appointment of a professional to manage all social media content; training and development opportunities for employees to enhance customer and shopping experience; and the use of customer data from loyalty programmes to promote personalised offers. In summary, a continuous review of CX with the emphasis on PE is recommended, to understand the changing needs of customers in the grocery retail sector. , Thesis (MBA) -- Faculty of Business and Economic Sciences, Business Administration, 2021
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- Date Issued: 2021-04
An exploratory study of students’ expectations and perceptions of service quality in a South African higher education institution
- Authors: Williams, Alyssa Shawntay
- Date: 2018
- Subjects: SERVQUAL (Service quality framework) , Relationship marketing , Consumer satisfaction , Sampling (Statistics) , College students Attitudes , Universities and colleges South Africa
- Language: English
- Type: text , Thesis , Masters , MCom
- Identifier: http://hdl.handle.net/10962/63844 , vital:28496
- Description: Within the past few years, higher education institutions have come under an exorbitant amount of pressure to restructure, increase funding and grow student numbers, whilst still preserving the service quality they offer. The purpose of this study is to measure students’ expectations and perceptions in a higher education institution and establish how significant of a gap exists between what is expected and what is perceived. The instrument utilised within the present study is SERVQUAL. A convenience sampling approach was adopted, furthermore, both descriptive and inferential statistics were used to analyse the data pertaining to the objectives concerning students’ gap between expectations and perceptions and hypotheses regarding the gap between students’ differences in each faculty, respectively. The study found that there were gaps in all dimensions with the order being, from highest to lowest: Reliability – Responsiveness – Assurance – Empathy – Tangibility. In addition, the significant difference in means according to faculty was established and the only dimension with a significant difference was Empathy. These results were used to offer recommendations to management, faculties and departments of the higher education institution under study about where they are deficient, consequently, improving their services to enhance their service quality and increase their competitive advantage but without financial strain. Overall, the conclusions the present study reached was that students and higher education institutions need to have a mutual interest in their relations. This means that as much as higher education institutions need to provide high service quality to students, students need to be willing to provide feedback and interact.
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- Date Issued: 2018
Customer preferences with regard to milk packaging
- Authors: Herbst, Ruben Andreas
- Date: 2017
- Subjects: Consumer behavior Consumers' preferences , Consumer satisfaction
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10948/15967 , vital:28295
- Description: The milk industry in the Eastern Cape is very competitive and milk suppliers must use all means, including packaging, to influence buying behaviour. The aim of the study was to investigate customer preferences with regard to milk packaging in the Nelson Mandela Bay (NMB) area. The purpose was to develop a better understanding of customer preferences so that packaging could be designed to satisfy customer expectations and needs. The research design was based on a quantitative approach (non-experimental) and the study was descriptive in nature. The measuring instrument was a self-developed questionnaire, which was developed based on the literature study and previous empirical studies conducted by Adam and Ali (2014a) and Ahmed, Pumar and Amin (2014). The sample consisted of 199 adult shoppers in the Nelson Mandela Bay area, selected through snowball and quota sampling. Data was collected with the help of fieldworkers, coded into Microsoft Excel and processed with statistical software. Descriptive statistics and canonical correlation analysis were used to identify customer preferences and relationships between the different dimensions of milk packaging. The results revealed that size, materials, convenience in handing and product information (expiry date) were important. Colour and design were not regarded as important by the target group.
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- Date Issued: 2017
The influence of online travel agent performance on customer satisfaction levels at a selected hotel
- Authors: Le Roux, Ignus
- Date: 2015
- Subjects: Consumer satisfaction , Travel agents , Tourism -- South Africa -- Port Elizabeth
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/3105 , vital:20399
- Description: Tourism is an international industry; constant evolution is taking place in the marketing of tourism products and the expectation levels of hotel guests. Online Travel Agents have become more dominant in recent years. This dominance has been assisted by travellers’ more frequent use of the internet to search for information, by the bundling of heterogeneous products and by these agents’ use of the social media. Guest satisfaction levels and expectations are impacted by changes in lifestyle, reasons for travel and the information accessed prior to making their reservations. The basis of this study was establishing the impact of the information supplied by Online Travel Agents on guest satisfaction levels at The Monarch Hotel. The evolution and function of the tourism distribution channel and the factors affecting guest satisfaction and its measurement were explored.
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- Date Issued: 2015
An investigation of the expectations held by retail tenants with regards to the internal marketing function performed by their shopping centre landlord
- Authors: Bosman, Jiminy-Ann Ashurde
- Date: 2014
- Subjects: Shopping centers , Retail trade , Stores, Retail , Consumer satisfaction
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10948/3725 , vital:20458
- Description: While much has been written about retail stores and the retail environment, franchises and organisational marketing, not much can be found on “host” organisations such as shopping centres and their role within the marketing mix. A unique disparity exists within shopping centres in that not only are they an organisation with their own brand identity and culture, but they also play host to numerous retailers and franchises with very clear brands and messages of their own. The question that is often posed to the landlord is therefore whose message or what message is the correct one to market to the common consumer-base targeted by both the shopping centre (landlord) and the tenant (retailers). When considering this, it is important to understand that a symbiotic relationship exists between landlord and tenant within shopping centres in that if a tenant is successful this will result in greater rentals for the landlord and if the landlord’s property is successful, i.e. popular, this will result in greater revenue for the tenant. Both parties therefore actively engage in marketing of their businesses and whilst the message is often noticeably different, what is unique is that this is often to the same consumer-base. Tenants in many shopping centres contribute towards centre marketing expenses as part of their lease agreements and as a result have certain expectations in terms of what message is being marketed. Shopping centres varying in size and tenant numbers make the landlords marketing role that much more complex and often generic messaging is employed to umbrella the wide offering available. This study aims at investigating the expectations held by retail tenants of their shopping centre landlords through the internal communications function. Corporate communication theory as well as public relations theory was used as a grounding.
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- Date Issued: 2014
The relationship between service quality, customer satisfaction and customer loyalty in the retail supermarket industry
- Authors: Ndhlovu, Thinkwell
- Date: 2014
- Subjects: Consumer satisfaction , Customer loyalty , Customer services -- Rating of , Customer services -- Quality control , Relationship marketing , Supermarkets -- South Africa -- Grahamstown
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1202 , http://hdl.handle.net/10962/d1013221
- Description: The increasingly competitive business environment has influenced contemporary organisations to build mutual beneficial relationships with their customers indicating a paradigm shift from transactional marketing. In order to compete in this intense competitive environment, organisations are creating competitive advantage over their rivals through service quality that will influence customer satisfaction which subsequently leads to customer loyalty. Service quality has been found to be the key strategy of success and survival for most organisations like retail supermarkets who want to win the loyalty of their customers because of its positive effect on customer satisfaction. The purpose of this research was to determine the relationship between service quality, customer satisfaction and customer loyalty in the retail supermarket industry. An empirical study was conducted in Grahamstown between two main supermarkets through a survey that determined customers’ perceptions on service quality, customer satisfaction and customer loyalty respectively. The empirical findings of this research study revealed that moderate to strong positive linear relationships exists between the dimensions of service quality (namely physical aspects, reliability, personal interaction, problem solving and policy) and customer satisfaction at the 5% level of significance. Furthermore, this study showed that dimensions of service quality (namely physical aspects, reliability, personal interaction and problem solving) have weak negative linear relationships with price sensitivity dimension of customer loyalty. The study further showed that the dimensions of service quality (namely physical aspects, reliability, personal interaction, problem solving and policy) have weak to moderate positive linear relationships with the purchase intentions dimension of customer loyalty. In addition, all the dimensions of service quality (namely physical aspects, reliability, personal interaction, problem solving and policy) showed moderate positive linear relationships with word of mouth communication dimension of customer loyalty. A weak negative linear relationship between price sensitivity dimension of customer loyalty and customer satisfaction was revealed in this study. Purchase intentions dimension of customer loyalty was also found to have a moderate positive linear relationship with customer satisfaction. In addition, word of mouth communication dimension of customer loyalty showed a strong positive linear relationship with customer satisfaction. There is sufficient evidence that the customers of the two supermarkets in this study have different perceptions on problem solving dimension of service quality. This study further provides sufficient evidence of the significant difference between gender on the levels of customer satisfaction. In addition, this study showed that customers of various levels of education and occupations differ in price sensitivity dimension of customer loyalty. The average scores for word of mouth communication, purchase intentions and price sensitivity dimensions of customer loyalty were found to be significantly different between the two supermarkets investigated in this study. Therefore, for supermarkets to compete effectively in the intense retail supermarket industry in South Africa they have to manage their service quality dimensions so as to influence customer satisfaction and customer loyalty respectively.
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- Date Issued: 2014
Factors affecting customer retention at an automative manufacturing organisation
- Authors: Yam, Bonga Sherperd Elvis
- Date: 2013
- Subjects: Consumer satisfaction , Customer relations , Automobile industry and trade -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8809 , http://hdl.handle.net/10948/d1018573
- Description: South African vehicle manufacturers are under immense competition from vehicle manufactures from India and China. The global financial crises also put these organisations under intense pressure and this resulted in these organisations having to start seeing the need to focus on issues that affect customer retention. The way that business is done in the 21st Century is forcing organisations to implement strategies that are geared towards increasing customer retention and growing the business. Organisations need to build relationships with their customers with the hope that these customers will in turn extend their stay with the organisation when an opportunity to replace their vehicles arises or keep on servicing with them. In order to establish a good relationship with customers, organisations need to understand customer expectations by being customer orientated and by providing customers with value. The primary objective of this study is to improve customer retention for a selected vehicle manufacturer after the warranty and service plans have expired, by investigating the relationship between customer service quality, customer loyalty, and customer retention. The results obtained from the 64 respondents who participated in the survey revealed that although all the above-mentioned variables play a role in increasing customer retention, customer service quality exerts the most influence. The study also highlights areas that should be improved, as well as recommendations on how to improve them. Recommendations for future research are also provided.
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- Date Issued: 2013
Factors influencing customer retention in the financial planning industry
- Authors: Dippenaar, Hendrik
- Date: 2013
- Subjects: Consumer satisfaction , Financial planning industry
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:9323 , http://hdl.handle.net/10948/d1020809
- Description: As financial planners operate in a competitive business environment, it is important to identify how financial planners can apply relevant industry aspects to positively influence their customer satisfaction and customer retention levels. Although models of customer satisfaction and subsequently customer retention have been well researched for consumer products and services, there has been limited research in regards to financial planning. Previous research in the financial planning industry focussed on specific elements of financial planner-client relationships, for example trust, integrity and ethics. This research study reviews existing literature on customer satisfaction and customer retention, as relevant to the financial planning industry. Thus the primary objective of this study is to investigate the extent to which the four predetermined independent variables; namely, two-way communication, ethical responsibility, clients’ financial knowledge and commission fees can possibly influence the intervening variable customer satisfaction and ultimately the dependent variable customer retention in the financial planning industry. An empirical investigation was undertaken to establish whether the independent variables; namely, two-way communication, ethical responsibility, clients’ financial knowledge and commission fees can possibly influence customer satisfaction and ultimately customer retention in the financial planning industry. A positivistic research paradigm was followed for this study. Quantitative data was gathered by distributing questionnaires to a sample of financial planning clients. The sample size consisted of 250 financial planning clients in the Nelson Mandela Metropolitan area. A response rate of 76.40 percent was achieved. The usable questionnaires were statistically analysed using the computer programmes Microsoft Excel and Statistica Version 10. The validity of the study was confirmed by utilising EFA. Cronbach’s alpha coefficients were calculated to confirm the reliability and the internal consistency of the measurement instrument of this study. Data was analysed in four phases. Descriptive statistics were calculated for this study. The validity of the measuring instrument was tested by performing EFA to consider construct validity. Thereafter the internal reliability of the data was assessed using Cronbach’s alpha coefficients. Pearson’s product moment correlation coefficients and multiple regression calculations were calculated and discussed. Through multiple regression calculations, the factors that emerged were used to analyse the relationships predicted by the five hypotheses. Finally t-tests and analysis of variance (ANOVA) tests were conducted and discussed. The empirical investigation revealed that significant relationships exist between the independent variables two-way communication, ethical responsibility, commission fees and the intervening variable customer satisfaction as well as the dependent variable customer retention. The empirical investigation revealed that if a financial planner communicates financial information accurately and understandably to clients while acting in an ethical manner, clients are likely to be satisfied with the products/services of the financial planner and be retained by the financial planner. This study established and confirmed the significant positive relationship that exists between customer satisfaction and customer retention in the financial planning industry. Recommendations have been provided based on the main empirical findings. All financial planners in South Africa, including all the regulatory bodies, will benefit from the empirical findings as well as the recommendations of this study on how to improve customer satisfaction and customer retention which will ultimately increase service delivery of financial planners in the financial planning industry.
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- Date Issued: 2013
The influence of motivational factors on corporate performance and customer satisfaction
- Authors: Potgieter, Adéle
- Date: 2013
- Subjects: Consumer satisfaction , Employee motivation
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:9312 , http://hdl.handle.net/10948/d1019738
- Description: South Africa is ranked 44th place out of 53 countries (IMD 2011). It would seem imperative for the South African Government and the private sector to pay close attention to studies of this nature that indicate the importance of certain factors on the motivation of employees. In essence this study could assist Government and the private sector in understanding the importance of different factors that influence motivation of employees and the profitability of organisations. Should organisations re-align their focus on motivation of employees by taking cognisance of the elements addressed in this study, it could have a positive effect on the productivity of individual firms as well as on national productivity. The purpose of this study was to establish which motivational factors have an effect on the motivation of employees that would affect their individual, the organisational performance and customer satisfaction. The study aimed at firstly identifying motivational factors that has an influence on organisational performance. Secondly, investigating the effect of employee performance on organisational performance and thirdly investigating the impact of employee performance on customer satisfaction. The primary objective of this study was to establish which motivational factors have an effect on the motivation of employees thus affecting their individual and organisational performance and customer satisfaction. The relationship between work motivation, performance and productivity is complex. Although work motivation seems to have a significant impact on performance and productivity, it is certainly not the only influencing factor (Fisher, Katz, Miller & Thatcher 2003:82). Research has indicated that besides motivation, productivity is influenced by a variety of factors which could include the employee’s ability, skills, training, and availability of resources, management practices and economic conditions. In the light of the above, this study endeavoured to establish which dominant motivational factors have an influence on employee, corporate performance and customer satisfaction. Different motivational factors including hygiene factors, such as attitude, job satisfaction, rewards, leadership styles and communication were discussed as well as their influence on employee and organisational performance Information was gathered through secondary research. The investigation also included an exploration of different research methodologies, methods of data collection and analysis for this specific study. The main empirical research findings indicated that there is a positive relationship between motivator factors and employee performance as well as between management communication and employee performance. It is recommended that a policy and control manual should be compiled and distributed to new employees as part of their induction programme. The policies should be updated annually to incorporate changes in the organisation and to indicate to employees that management is serious about creating positive relationships between employees and employers. There is also a positive relationship between employee performance and organisational performance. It is recommended that organisations implement employee performance management systems that link to organisational performance goals in order to be able to critically access the performance of the employee in relation to the broader goals and results of an organisation. The relationship between motivational factors and customer satisfaction should however be investigated further. There seems to be different views in the literature on whether customer satisfaction surveys (or other measurements) should be used to support this relationship.
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- Date Issued: 2013
Improving customer retention at a selected medical fund through internal service quality and customer relationship management
- Authors: Xaluva, Bongiwe Lumka
- Date: 2012
- Subjects: Customer relations -- Management , Customer services , Consumer satisfaction
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8638 , http://hdl.handle.net/10948/d1008118 , Customer relations -- Management , Customer services , Consumer satisfaction
- Description: In today’s competitive arena, organisations need strategically to shift their focus from primarily concentrating on new customer acquisitions and rather to realise the importance of improving customer defections, thus looking at strategically retaining the existing customer base. Customer retention to all intents and purposes reflects the core of any service offering organisation and drives the competitiveness and viability of the business. Customer retention is a concern for all sector organisations including the medical aid schemes industry. It has been proven that retaining customers is less costly than attracting new ones and through a satisfied customer a business can elevate its competitiveness in the market. The significance of the study hinges on the importance of each business having comprehensive knowledge of why customers remain loyal patrons or why they choose to defect. It is important to note that the financial resources and time the business expends on improving service to the customer become futile if not matched by the high performance of the internal business units’ strategies. Having an understanding of customer movement will assist the organisation in properly addressing such issues and employing strategic processes that will enable the business to improve its retention strategies and curb defections. The primary objective of the current study was to investigate the impact internal service quality and customer relationship management have on customer retention. The study employed the SERVQUAL model as a measuring tool in establishing the relationship. The study investigated how customer retention (the dependent variable) is influenced by the different elements of internal service quality, namely assurance, empathy, service reliability, responsiveness, tangibles and elationship management, which represented the independent variables. The sample comprised eighty-one (81) out of a possible 130 AA Medical Scheme participants through the organisation’s four national offices. The empirical results showed that of all the variables relationship management, responsiveness and the tangibles have a positive impact on customer retention in medical aid schemes.
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- Date Issued: 2012
The impact of customer relationship management on retail banking using self-service channels
- Authors: Bothma, Tracy
- Date: 2012
- Subjects: Banks and banking -- Customer services , Service industries -- Technological innovations , Customer relations -- Management , Consumer satisfaction
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:9346 , http://hdl.handle.net/10948/d1013654
- Description: If you do not own the latest technology today it is thought that you are left behind in this technology driven age. More businesses use Self- Service channels to accommodate the increasing demands of customers. It has been said that the use of self-service channels can reduce input costs, increase efficiency and improve customer service. Unfortunately, many customers are left unsatisfied because retail banks are moving away from the human interaction when visiting a branch or advise customers to use their self-service channels, sometimes without any assistance. This causes customers to move banks, complain and in so doing reduce profits and customer relationships with their banks.This research’s main objective was to determine the impact of customer relationship management on retail banks that make use of self-service channels. A theoretical overview of self-service channels and customer relationship management was given. Advantages and disadvantages of each option were explored. The researcher wanted to explore the relation between customers using self-service channels and the assistance and protection provided by retail banks. The customer experience questionnaire used in this research asked retail banking customers from the South African population to determine how customers perceive and experience their banks’ self-service channels and customer service. Many questions relating to their needs and wants with regards to banking have been explored. The results show that most customers are satisfied with their banks in general but do feel that the banks can improve their customer service and assistance with regards to using self-service channels like ATM’s, online and telephone banking and E-Wallet. It has concluded that most customers choose their banks based on advertisements and other media, not customer service, product range or word-of-mouth. The general perception is that customers say that their bank charges do justify the customer service received.
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- Date Issued: 2012
Customer relationship management practiced by KOSAB
- Authors: Felix, Amoah
- Date: 2011
- Subjects: Customer relations , Customer services , Consumer satisfaction , Customer loyalty
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:8635 , http://hdl.handle.net/10948/d1008046 , Customer relations , Customer services , Consumer satisfaction , Customer loyalty
- Description: Customer relationship management (CRM) presents a new paradigm shift to the old traditional marketing strategies that are known and practiced by many organisations in South Africa and across the globe. Competition is not an excuse for failure anymore. Organisations that do not have any concrete strategies in dealing with the customer will not survive in the market. The ultimate goal of CRM is to enable organisations to forge closer ties with the customer so that a solid bond can be created to enhance loyalty and satisfaction. The goal for this research was to identify the CRM strategies used by a single organisation and thereafter suggest improvements to enhance customer loyalty. The results of the study could assist the management of the organisation to improve the CRM strategies which will hopefully enhance retention and prevent customer attrition. A literature review was conducted to unveil various elements of CRM, and strategies that can attract and retain customers. It helped in identifying themes for the empirical study. An in-depth interview was conducted with the general manager of the organisation to gauge his perception, and CRM practices in the organisation. An interview guide was used during the interview process. Four main topics namely: implementation of CRM, customer loyalty, customer complaints and conflict, and employees training and motivation were utilised for the interview guide and followed by further probing. Based on the responses obtained, analyses were made by comparing the responses to what literature revealed so that shortcomings could easily be identified.The study revealed that there were several inconsistencies with what was practised by the organisation and what the literature study revealed. Bearing in mind the shortcomings identified in the empirical study, the researcher made the following recommendations. The CRM implementation approach needs to be carefully planned with a clear defined vision and mission statement that focus on customer centredness. The organisation needs to invest in modern and innovative channels of communication and strategic partnership to reach the right customer. The organisation has to develop effective market segmentation and targeting to know the customer well. Consistent and highly relevant customer experiences should be drawn-on to fulfill the organisation’s promise of trust and reliability. The organisation should adopt competitive pricing strategy to limit customer sensitivity on price. The organisation should invest in employees’ development and welfare. Further research can be conducted to investigate the perception of other food retailers on the CRM strategies practiced. Further research can also be conducted in the organisation to investigate the perception of employees and customers on the CRM strategies practised.
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- Date Issued: 2011
The impact of electronic service quality dimension on customer satisfaction
- Authors: Van der Merwe, Samatha Michelle
- Date: 2010
- Subjects: Electronic commerce , Consumer satisfaction
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8652 , http://hdl.handle.net/10948/1367 , Electronic commerce , Consumer satisfaction
- Description: Online purchasing is becoming increasingly common as a purchasing mode. At the onset of e-commerce it was thought that success was guaranteed merely by being present on the internet and offering low prices. Currently customer service has proved itself to be a key element for achieving good results in a website (Zeithaml, Parasuraman & Malhotra, 2002b). In this context, the study of commercial website quality has emerged as an area of strategic importance. As in traditional stores, service quality and customer satisfaction seem to play vital roles in the success and survival of Internet sites.
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- Date Issued: 2010
Investigating customer service excellence at Lakeside Spar
- Authors: Meyer, Warren Carlo
- Date: 2009
- Subjects: Consumer satisfaction , Customer services , Customer relations management
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8700 , http://hdl.handle.net/10948/1016 , Consumer satisfaction , Customer services , Customer relations management
- Description: Service delivery is critical to the customer’s perception of value and is core to the success of an organisation. Excellent customer service incorporates the critical aspects of: expedient service delivery; open and honest communication; individual, personalised service; engendering customer loyalty; problem-solving; under-promising and over-delivering; meeting and exceeding expectations; efficient use of infrastructure, systems and procedures to facilitate efficient operations and, in particular, effective use of knowledge management with a focus on customer lifecycle care (Kingstone, 2004, 2005; Zarbock, 2006). Best-practice organisations now use Customer Relationship Management (CRM) programmes that are customer-centric based in order to ensure excellent customer service delivery. Recently, organisations such as Tesco and Nordstrom have adopted customer-centric CRM successfully, providing concrete proof that this CRM model is sustainable and that it produces the highly lucrative win-win benefits which organisations seek (Beasty, 2005; Hallberg, 2001:19; Gratehouse, 2002; Rowe, 2002). 5 Glossary • Continuous improvement: an approach to improving performance which assumes more and smaller incremental improvement steps (Pycraft, Singh, Phihlela, Slack, Chambers, Harland, Harrison, & Johnston, 2002); • Connectivity: the ability to communicate with another system or piece of hardware or software, or with an internet site (Encarta World English Dictionary); • Customer-centric: the use of every touch-point to stimulate interest, close business, satisfy a need or demonstrate commitment to the customer relationship (Gianforte, 2005); • Customer expectations: the customer's perception of the quality of service (LeBoeuf, 1991) and value (Thompson, 2004); • Customer Experience Management: managing customer interactions to build brand equity and long-term profitability (Thompson, 2006a); • Customer lifecycle care: to ensure that every touch-point fulfils its value-potential, regardless of whether the interaction happens in marketing, sales or customer service (Gianforte, 2005); • Customer loyalty: customer’s attitudes and behaviour relating to their perception of value at every touch-point where they feel welcome, important and valued (Thompson, 2004); • Customer Relationship.
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- Date Issued: 2009
How the internet supports the consumer decision process: the case study of McCarthy Call-a-Car
- Authors: Limbada, Suhayl
- Date: 2006
- Subjects: McCarthy Call-a Car , Automobile dealers -- South Africa , Automobile industry and trade , Internet marketing , Consumer behavior , Customer services , Consumer satisfaction
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1171 , http://hdl.handle.net/10962/d1002787 , McCarthy Call-a Car , Automobile dealers -- South Africa , Automobile industry and trade , Internet marketing , Consumer behavior , Customer services , Consumer satisfaction
- Description: This thesis aims to provide a better understanding of the ways in which the Internet supports the consumer decision process of potential customers in an online car retail environment. The thesis is mainly focused on how this can be done in South Africa. A case study approach was adopted in investigating the case of McCarthy Call-a-Car. Interviews were carried out with McCarthy Call-a-Car employees and documents and the Call-a-Car website, were analysed. It was revealed that Call-a-Car focuses on using the Internet to support customers in the pre-purchase phase only. The purchase and post-purchase phases are carried out offline at its dealership network and Club McCarthy respectively. The findings showed that Call-a-Car views the Internet as a marketing tool that provides convenience to customers searching for product information in the pre-purchase phase. The interviews revealed that due to Call-a-Car's strategy, as well as practical problems of selling online, the customer will still have to visit a dealership to conclude a purchase and for post-purchase support. From this research it appears that there are three main issues arising out of Call-a-Car's usage of the Internet in the customer buying process: firstly, the research revealed that instead of cutting out the middle-man, the Internet has created new types of intermediaries called "cybermediaries" and that Call-a-Car is one such intermediary. Secondly, it was revealed that trust is crucial in the online environment and that Call-a-Car builds trust through branding. Thirdly, the Internet has not affected prices online, despite theoretical estimations that the Internet would induce lower prices. The main recommendations for future research are empirical studies to investigate if the cybermediary model is unique to the car industry and whether this business model could be applied to other look and feel industries such as real estate. Future studies could also investigate the mechanics of trust-building and brand-building in the online environment and finally, studies from the customer perspective considering what Internet tools the customer would like to see online to support them during their buying decision process.
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- Date Issued: 2006
Service quality perceptions among different cultures in the Nelson Mandela Metropole
- Authors: Müller, Otto
- Date: 2006
- Subjects: Service industries -- South Africa -- Nelson Mandela Metropole -- Quality control , Service industries -- Customer services -- South Africa -- Nelson Mandela Metropole , Consumer satisfaction , Service industries -- South Africa -- Nelson Mandela Metropole -- Cross cultural studies
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8763 , http://hdl.handle.net/10948/d1011687 , Service industries -- South Africa -- Nelson Mandela Metropole -- Quality control , Service industries -- Customer services -- South Africa -- Nelson Mandela Metropole , Consumer satisfaction , Service industries -- South Africa -- Nelson Mandela Metropole -- Cross cultural studies
- Description: Managing cultural differences in today’s work environment has received the attention of researchers all over the world. What has received far less attention is the managing of the cultural differences between service provider workers and customers and how this is perceived to lead to achieving great service quality. This research project focuses on the cultural differences between culturally diverse South African service provider workers and South African customers, with some reference to international customers. The questionnaire used in this research includes questions embodying the service quality instruments developed by Parasuraman, Zeithaml, and Berry (1988) and Hofstede’s (1991) cultural dimensions. The questionnaire was completed by 81 students of the East Cape Midland College in the Nelson Mandela Metropole. A Pearson’s correlation coefficient was calculated for each service quality instrument and each cultural dimension. The resulting correlation coefficients were analysed and a positive or negative correlation between each service quality instrument and each cultural dimension is shown. The implications of each positive and negative correlation are shown and how it impacts on perceived service quality delivery. The implications for service quality management are shown, followed by recommendations for the management of a culturally diverse workforce.
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- Date Issued: 2006
A qualitative analysis of the need-satisfying experiences of the customers of a niche-restaurant
- Authors: Burger, John Michael
- Date: 2003
- Subjects: Consumer satisfaction , Diners restaurant -- Marketing , Customer loyalty
- Language: English
- Type: Thesis , Doctoral , DTech (Marketing)
- Identifier: vital:10767 , http://hdl.handle.net/10948/260 , Consumer satisfaction , Diners restaurant -- Marketing , Customer loyalty
- Description: Tradition dictates that marketing decision-makers remain accurately aligned with the dynamic and vacillating need structures of the target markets they serve. To comply with this caveat, a time-honoured and largely unchallenged philosophy of customer orientation has been applied. Theory further strongly contends that if such a business stance is vigilantly and diligently applied, any firm is bound to gain a competitive edge in the market place. A weakness in the above marketing mindset is the perception that when a spectrum of business elements are orchestrated and focussed on customers, target audience members will automatically be satisfied and return their patronage. This so-called marketing concept has undergone major reevaluations over the past decades, and it is now becoming ever more prevalent to witness varied permutations of new marketing architecture evolving in literature and practice. The unit of analysis selected for this research study is a niche restaurant that flouts many of the rudimentary traditional rules of marketing and iconoclastically succeeds despite all counter-logic. What such organisations have been practicing, albeit unknown to themselves, is a new way of business - a stance that has only recently been taken seriously by academics, writers and marketing professionals. These intuitive marketers are succeeding in niche businesses, despite going against the tide of the ingrained paradigm mindsets of conventional marketing stalwarts. Such niche business people have discovered is that there is more to satisfying consumer needs than simply honing in and understanding what the basic needs of designated audiences are. A growing band of new age marketers have been challenging orthodox marketing philosophy. Tofler, the visionary futurist, alluded to a host of unarticulated psychic consumer needs that would emerge as society drifted into a clinical and dispassionate ‘new’ millennium. In a world geared to instant gratification, fast-paced living and mechanistic social interactions, jaded consumers seek recognition as individuals (Tofler, 1970). They quest for inclusion rather than exclusion. They need a place to feel safe and find solace. Hence, it is now clear that simply attempting to satisfy the fundamental dimensions of consumers’ needs is no longer sufficient. Consumers rather seek the fulfilment of an holistic band of experience dimensions. Increasingly, phrases such as “winning consumer hearts and minds” are entering the vocabulary of marketers on a regular basis. The present vogue is to isolate and then include a range of intangible elements that are embodied in the process of satisfying customers needs. However, despite a growing awareness of the significance of mental-need satisfiers, in the specific domain of this investigation there is sparse evidence in literature of the mechanics of such novel thinking. The study unit is a second generation restaurant where many of the hollowed cornerstones of conventional marketing are inadvertently flouted. Different sets of rules of engagement seem to apply to their customers, who are also their most ardent advocates. A unique philosophy and business ethos also appears to prevail. In the study, the idiosyncratic characteristics which socially and competitively differentiate such a business were identified, explored and expiated. The constituents were then harmonised in an effort to establish what ‘it’ was that magnetically attracted patrons back despite the owner’s unintentional dismissive predisposition towards fundamental theory. As a result of this in-depth qualitative study, an holistic model encompassing all of the dimensions of a dining out experience at a niche restaurant have been proposed. Consequently the pillars upon which a sustained, enduring, loyal staunch customer base can be bed-rocked have been identified. Further, for the study unit, a typology of its diner corpse has been developed. The owners of the establishment under investigation have succeeded to provide an intimate family haven for their patrons. They, and their diners have collectively given strong, descriptive voice to the psychogenic need satisfying elements that have always existed, but to date have been unarticulated and unrecorded. This thesis brings the milieu of the iconoclast niche restaurant marketing practitioner to life.
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- Date Issued: 2003
The use of strategies to promote and market products and services online as well the use of customer relationship management to attract and retain customers
- Authors: Cohen, Howard
- Date: 2003
- Subjects: Internet marketing , Customer relations -- Management , Consumer satisfaction , Customer loyalty
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:10862 , http://hdl.handle.net/10948/270 , Internet marketing , Customer relations -- Management , Consumer satisfaction , Customer loyalty
- Description: The Internet has provided marketing with many new tools and given old tools new or improved meanings. The Net poses tremendous challenges for scholars in many lines of research, from usability studies and consumer behaviour research to marketing and advertising research. Because the World Wide Web (the Web) presents a fundamentally different environment for marketing activities than traditional media, conventional marketing activities are being transformed, as they are often difficult to implement in their present form. This means that in many cases these marketing activities have to be reconstructed in forms more appropriate for the new medium. A lot of technological changes have affected the marketing environment of today. Companies must adapt to these changes in order to improve their marketing strategies. This has, among other things, resulted in an emphasis on relationship marketing. The purpose of this thesis is to explore what strategies are used in practice by companies in order to market and promote their products and services by using their Web sites as well as to build effective Customer Relationship Management (CRM). In order to fulfil the research purpose, interviews were conducted at a number of companies (medium and large), and questionnaires were mailed to various companies in the motor retail industry. The result shows that a company can use traditional as well as online marketing and promotion strategies when conducting business. This can also help companies to gain better relations with their customers. The different marketing and promotion strategies are useful for attracting new business as well as maintaining and stimulating existing relations. The research problem addressed in this study was to determine the factors that are effective in marketing and promoting of Web sites as well as the methods used in building CRM.
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- Date Issued: 2003
The relationship between the leadership, internal quality, and customer satisfaction levels of dealerships in a South African motor vehicle organisation
- Authors: Botha, Jennifer
- Date: 2002
- Subjects: Consumer satisfaction , Automobile dealers -- South Africa , Industrial productivity , Customer services
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1185 , http://hdl.handle.net/10962/d1002802 , Consumer satisfaction , Automobile dealers -- South Africa , Industrial productivity , Customer services
- Description: This research investigates the relationship between the leadership, internal quality, and customer satisfaction levels in the dealerships of a South African motor vehicle organisation. The Service Profit Chain provides the background theory to this relationship, by suggesting that various factors within the service delivery system of an organisation affect the level of customer satisfaction. From the Service Profit Chain, it is established that two of the prevalent factors affecting customer satisfaction, are leadership and internal quality. The Full Range Leadership Development Theory provides the backdrop for analysing the leadership style of each dealership by using the Multifactor Leadership Questionnaire. The Competence Process forms the theoretical construct against which the internal quality of these dealerships is assessed using the Organisation Competence Analysis Questionnaire. Information was gathered, using these two instruments, from a sample of 85 motor vehicle dealerships within South Africa. The customer satisfaction levels at each of these dealerships, is measured by the motor vehicle organisation’s own instrument, known as the Customer Satisfaction Index. Data obtained from each instrument, for the respective dealerships, was then statistically analysed. However, due to the low reliability of the instruments used in this research, the results of this study indicate that there is no relationship between the leadership, internal quality, and customer satisfaction levels within a South African motor vehicle organisation. Therefore we can conclude that the null hypotheses can not be rejected.
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- Date Issued: 2002