The influence of customer value On behavioural intention in the LGBT tourism sector
- Authors: Madinga, Nkosivile Welcome
- Date: 2022-04
- Subjects: LGBT community centers , Customer services
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10948/57737 , vital:58228
- Description: The potential economic implications of the LGBT tourism sector have received the attention of scholars, marketing practitioners and tourism destinations, highlighting the LGBT community as a lucrative sector, while also signifying their distinctive needs of the LGBT community. LGBT tourists spent approximately $218 billion on travel in 2018 and they account for approximately 6% of the global tourism market. The LGBT tourism sector is fast growing in South Africa, and it was predicted that by 2030, South Africa will attract approximately 21 million tourists. Within South Africa, Cape Town, Durban and Johannesburg have earned a reputation as LGBT friendly destinations, with LGBT tourists expected to contribute approximately R1.8 billion to the Cape Town economy annually. Furthermore, between 10% and 12% of tourists in Cape Town identified themselves as members of the LGBT community. As a result, South Africa – and notably Cape Town – has been named one of the world’s top destinations for LGBT travellers. A well-known characteristic of the LGBT community is that it is comprised of highincome individuals who travel more frequently compared with their heterosexual counterparts. As a result, it is critical for the tourism sector to gain a thorough understanding of this market to effectively target it. Although travel and tourism are critical aspects of the modern LGBT culture, and LGBT tourism represents a developing and lucrative industry (especially in South Africa), there is limited scholarly research that can assist marketers in better understanding the LGBT tourists and their needs. In addition, no research has been conducted on the relationship between customer value and behavioural intentions in the LGBT tourism sector in South Africa. A major challenge for the tourism sector is the ability to offer value to LGBT tourists; therefore, destinations targeting the LGBT market should ensure that they understand how to create value for their customers. v LGBT tourism is considered unique in that the LGBT tourist views value differently than other markets. It is important to understand the dimensions of value to the LGBT market, as LGBT tourists are likely to be discouraged from visiting destinations that do not provide value, which has a significant impact on behavioural intentions. This study, therefore, investigated the dimensions of customer value and their influence on the behavioural intentions of tourists in the South African LGBT tourism sector. A self-administered electronic questionnaire was used to collect data, and 406 usable questionnaires was received. SPSS version 27.0 and Analysis of Movement Structures (AMOS) version 27.0 statistical packages were used to analyse the collected data and test the relationships between the variables examined in this study. The empirical results of this study showed a positive correlation between most dimensions of customer value and behavioural intention while a negative correlation coefficient was observed between cognitive dissonance and dimensions of customer value. The results confirm a positive significant relationship between the independent variables - functional value, emotional value, reputational value, epistemic value, social value - and the dependent variable - customer value. These relationships imply that if functional value, emotional value, reputational value, epistemic value and/or social value, customer value would improve. Interestingly, the findings show a significant positive relationship between monetary and non-monetary sacrifice, and customer value dimensions. These relationships imply that if monetary sacrifice and non-monetary sacrifice increase, customer value would increase. The findings also reveal that customer value has an influence on behavioural intention. Lastly, customer value was not found to be a mediating factor between customer value dimensions and behavioural vi intentions outcomes, namely revisit intention, tourist loyalty, willingness to pay a premium price and word of mouth. Findings from this study could aid destination marketers to ensure that they provide functional, emotional, reputational, epistemic and social value to tourists to gain competitive advantage. LGBT tourists need a safe haven where they can relax and enjoy themselves without fear of societal discrimination, and destinations should do their best to make this happen. This might be accomplished by creating a space where travellers who identify as LGBT can gather and mingle freely. In addition, to improve revisit intention, positive word of mouth and loyalty, tourist destinations should provide unique experiences. Destination marketers should engage in a number of marketing initiatives, including promoting South African LGBT tourism destinations at tourism expos, LGBT music festivals and prides. Lastly, limitations of the study and future research directions are presented. , Thesis (PhD) -- Faculty of Business and Economic science, 2022
- Full Text:
- Date Issued: 2022-04
- Authors: Madinga, Nkosivile Welcome
- Date: 2022-04
- Subjects: LGBT community centers , Customer services
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10948/57737 , vital:58228
- Description: The potential economic implications of the LGBT tourism sector have received the attention of scholars, marketing practitioners and tourism destinations, highlighting the LGBT community as a lucrative sector, while also signifying their distinctive needs of the LGBT community. LGBT tourists spent approximately $218 billion on travel in 2018 and they account for approximately 6% of the global tourism market. The LGBT tourism sector is fast growing in South Africa, and it was predicted that by 2030, South Africa will attract approximately 21 million tourists. Within South Africa, Cape Town, Durban and Johannesburg have earned a reputation as LGBT friendly destinations, with LGBT tourists expected to contribute approximately R1.8 billion to the Cape Town economy annually. Furthermore, between 10% and 12% of tourists in Cape Town identified themselves as members of the LGBT community. As a result, South Africa – and notably Cape Town – has been named one of the world’s top destinations for LGBT travellers. A well-known characteristic of the LGBT community is that it is comprised of highincome individuals who travel more frequently compared with their heterosexual counterparts. As a result, it is critical for the tourism sector to gain a thorough understanding of this market to effectively target it. Although travel and tourism are critical aspects of the modern LGBT culture, and LGBT tourism represents a developing and lucrative industry (especially in South Africa), there is limited scholarly research that can assist marketers in better understanding the LGBT tourists and their needs. In addition, no research has been conducted on the relationship between customer value and behavioural intentions in the LGBT tourism sector in South Africa. A major challenge for the tourism sector is the ability to offer value to LGBT tourists; therefore, destinations targeting the LGBT market should ensure that they understand how to create value for their customers. v LGBT tourism is considered unique in that the LGBT tourist views value differently than other markets. It is important to understand the dimensions of value to the LGBT market, as LGBT tourists are likely to be discouraged from visiting destinations that do not provide value, which has a significant impact on behavioural intentions. This study, therefore, investigated the dimensions of customer value and their influence on the behavioural intentions of tourists in the South African LGBT tourism sector. A self-administered electronic questionnaire was used to collect data, and 406 usable questionnaires was received. SPSS version 27.0 and Analysis of Movement Structures (AMOS) version 27.0 statistical packages were used to analyse the collected data and test the relationships between the variables examined in this study. The empirical results of this study showed a positive correlation between most dimensions of customer value and behavioural intention while a negative correlation coefficient was observed between cognitive dissonance and dimensions of customer value. The results confirm a positive significant relationship between the independent variables - functional value, emotional value, reputational value, epistemic value, social value - and the dependent variable - customer value. These relationships imply that if functional value, emotional value, reputational value, epistemic value and/or social value, customer value would improve. Interestingly, the findings show a significant positive relationship between monetary and non-monetary sacrifice, and customer value dimensions. These relationships imply that if monetary sacrifice and non-monetary sacrifice increase, customer value would increase. The findings also reveal that customer value has an influence on behavioural intention. Lastly, customer value was not found to be a mediating factor between customer value dimensions and behavioural vi intentions outcomes, namely revisit intention, tourist loyalty, willingness to pay a premium price and word of mouth. Findings from this study could aid destination marketers to ensure that they provide functional, emotional, reputational, epistemic and social value to tourists to gain competitive advantage. LGBT tourists need a safe haven where they can relax and enjoy themselves without fear of societal discrimination, and destinations should do their best to make this happen. This might be accomplished by creating a space where travellers who identify as LGBT can gather and mingle freely. In addition, to improve revisit intention, positive word of mouth and loyalty, tourist destinations should provide unique experiences. Destination marketers should engage in a number of marketing initiatives, including promoting South African LGBT tourism destinations at tourism expos, LGBT music festivals and prides. Lastly, limitations of the study and future research directions are presented. , Thesis (PhD) -- Faculty of Business and Economic science, 2022
- Full Text:
- Date Issued: 2022-04
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.
- Full Text:
- Date Issued: 2012
- 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.
- Full Text:
- 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.
- Full Text:
- Date Issued: 2011
- 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.
- Full Text:
- Date Issued: 2011
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.
- Full Text:
- Date Issued: 2009
- 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.
- Full Text:
- Date Issued: 2009
Customer relations management in SMMEs: an integrated approach
- Authors: Sandekela, Lindela Prince
- Date: 2008
- Subjects: Customer relations -- Management , Small business -- South Africa -- Management , Customer services
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8725 , http://hdl.handle.net/10948/889 , Customer relations -- Management , Small business -- South Africa -- Management , Customer services
- Description: The research study was conducted to cover the Buffalo City Municipality (BCM) retail industry with direct emphasis on the supermarket industry. The research problem is as a result of the retail businesses in the BCM that continue to consider that if they have large data warehouses with masses of customer information, they have all what it takes to run a profitable business. Their failure to understand the organizational implications of moving towards a customer-centric approach often results in high costs from bad customer service and handling of customer complaints. The main problem was stated and sub-problems introduced from the main problem to address them by way of qualitative and quantitative research. Related literature was reviewed on Redefining the Customer, Customer Satisfaction and Customer Relationship Management and a Customer Management Model was proposed. During empirical survey, a questionnaire based on literature reviewed was designed for the survey. A pilot study was conducted to identify and rectify problems and shortcomings relating to the questionnaire. The pilot study indicated that the data likely to be collected will address the main and sub-problems of the research. A total of thirty five questionnaires which contained closed-ended and open-ended questions were distributed to the population sample as selected. Results of the study were critically analysed and interpreted quantitatively and qualitatively by means of tables and discussion for the development of an Integrated Model for managing customers. The analysis of the study which was based on the literature reviewed and the findings from the empirical survey were concluded to present a solution to the problem. In view of the shortcomings identified by the literature review and integration thereof with the results of the empirical study, an Integrated Customer Management Model was developed.
- Full Text:
- Date Issued: 2008
- Authors: Sandekela, Lindela Prince
- Date: 2008
- Subjects: Customer relations -- Management , Small business -- South Africa -- Management , Customer services
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8725 , http://hdl.handle.net/10948/889 , Customer relations -- Management , Small business -- South Africa -- Management , Customer services
- Description: The research study was conducted to cover the Buffalo City Municipality (BCM) retail industry with direct emphasis on the supermarket industry. The research problem is as a result of the retail businesses in the BCM that continue to consider that if they have large data warehouses with masses of customer information, they have all what it takes to run a profitable business. Their failure to understand the organizational implications of moving towards a customer-centric approach often results in high costs from bad customer service and handling of customer complaints. The main problem was stated and sub-problems introduced from the main problem to address them by way of qualitative and quantitative research. Related literature was reviewed on Redefining the Customer, Customer Satisfaction and Customer Relationship Management and a Customer Management Model was proposed. During empirical survey, a questionnaire based on literature reviewed was designed for the survey. A pilot study was conducted to identify and rectify problems and shortcomings relating to the questionnaire. The pilot study indicated that the data likely to be collected will address the main and sub-problems of the research. A total of thirty five questionnaires which contained closed-ended and open-ended questions were distributed to the population sample as selected. Results of the study were critically analysed and interpreted quantitatively and qualitatively by means of tables and discussion for the development of an Integrated Model for managing customers. The analysis of the study which was based on the literature reviewed and the findings from the empirical survey were concluded to present a solution to the problem. In view of the shortcomings identified by the literature review and integration thereof with the results of the empirical study, an Integrated Customer Management Model was developed.
- Full Text:
- Date Issued: 2008
Creating value through customer relationships in the services sector
- Authors: Allie, Hisham
- Date: 2007
- Subjects: Customer services , Value added
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8740 , http://hdl.handle.net/10948/790 , Customer services , Value added
- Description: Many academic studies in the past have focussed on how to create value for businesses in terms of adding profit to the bottom line through performance, and many argue that adding value for the client is also viewed as a profitable business strategy. This strategy translates as a win-win business relationship since long-term relationships ensure customer loyalty, customer retention and repeat business. In the services sector, it is difficult to quantify the worth or value that a particular service has since services are intangible products. The perception of value of such a service is known as “perceived value” since value recognition rests with the consumer who attempts to quantify the worth of that service. It is generally accepted in the services sector that establishing long-term, mutually beneficial, meaningful business relationships add value for the client and helps them to attach a value to the services that company provides. A company cannot establish such relationships without the help of its employees who represents the face of the organisation and implements the value adding strategy on the organisation’s behalf. Recent studies have begun to address this, examining value creation in business relationships in the context of the sale of tangible goods. The process of value creation for customers in services relationships remains underresearched. Perceived value explains why customers choose one particular service over another, why service companies gain competitive advantage by maintaining genuine longterm customer relationships, and why “the personal touch”, created through emotional attributes such as trust, caring and empathy, adds value from customers’ perspective. This dissertation presents a study of perceived value from the perspective of the customer within the context of the delivery of a credence product in a services relationship model. Using grounded theory methodology; following in-depth interviews with consumers of general insurance, a number of customer-value creation dimensions for businesses have been identified. Parallel interviews with members of staff from the supplier company add a further perspective. This research demonstrates how organisations or suppliers in the services industry can add value when delivering a credence product in a services relationship context. It is believed that an understanding of the value-adding dimensions can be implemented to create opportunities to build value for customers, with commensurate benefits for suppliers. Following analysis of the interviews held with each buyer, a total of six value dimensions are identified in the findings chapter. Each dimension is individually described, discussed, and illustrated with quotations from customers and supplier’s staff. Other issues relating to value arising from the interviews are examined in the discussion chapter. Three areas for further research are proposed in the conclusion.
- Full Text:
- Date Issued: 2007
- Authors: Allie, Hisham
- Date: 2007
- Subjects: Customer services , Value added
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8740 , http://hdl.handle.net/10948/790 , Customer services , Value added
- Description: Many academic studies in the past have focussed on how to create value for businesses in terms of adding profit to the bottom line through performance, and many argue that adding value for the client is also viewed as a profitable business strategy. This strategy translates as a win-win business relationship since long-term relationships ensure customer loyalty, customer retention and repeat business. In the services sector, it is difficult to quantify the worth or value that a particular service has since services are intangible products. The perception of value of such a service is known as “perceived value” since value recognition rests with the consumer who attempts to quantify the worth of that service. It is generally accepted in the services sector that establishing long-term, mutually beneficial, meaningful business relationships add value for the client and helps them to attach a value to the services that company provides. A company cannot establish such relationships without the help of its employees who represents the face of the organisation and implements the value adding strategy on the organisation’s behalf. Recent studies have begun to address this, examining value creation in business relationships in the context of the sale of tangible goods. The process of value creation for customers in services relationships remains underresearched. Perceived value explains why customers choose one particular service over another, why service companies gain competitive advantage by maintaining genuine longterm customer relationships, and why “the personal touch”, created through emotional attributes such as trust, caring and empathy, adds value from customers’ perspective. This dissertation presents a study of perceived value from the perspective of the customer within the context of the delivery of a credence product in a services relationship model. Using grounded theory methodology; following in-depth interviews with consumers of general insurance, a number of customer-value creation dimensions for businesses have been identified. Parallel interviews with members of staff from the supplier company add a further perspective. This research demonstrates how organisations or suppliers in the services industry can add value when delivering a credence product in a services relationship context. It is believed that an understanding of the value-adding dimensions can be implemented to create opportunities to build value for customers, with commensurate benefits for suppliers. Following analysis of the interviews held with each buyer, a total of six value dimensions are identified in the findings chapter. Each dimension is individually described, discussed, and illustrated with quotations from customers and supplier’s staff. Other issues relating to value arising from the interviews are examined in the discussion chapter. Three areas for further research are proposed in the conclusion.
- Full Text:
- Date Issued: 2007
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.
- Full Text:
- Date Issued: 2006
- 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.
- Full Text:
- Date Issued: 2006
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.
- Full Text:
- Date Issued: 2002
- 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.
- Full Text:
- Date Issued: 2002
The identification of operations strategies based on business principles that will enhance the public sector's ability to retain its client departments
- Authors: Davids, Shahied
- Date: 2001
- Subjects: Eastern Cape (South Africa) -- Public Works Department , Customer services
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:10941 , http://hdl.handle.net/10948/d1006192 , Eastern Cape (South Africa) -- Public Works Department , Customer services
- Description: The research problem addressed in this study was to identify operational strategies that will enhance the ability of National Public Works Department (NPWD) of the Eastern Cape to retain its Client Departments. Privatisation has lead to performance management becoming essential to satisfy the client departments needs and requirements. In order to identify operational strategies which will enhance NPWD’s operation’s performance, questionnaires with relevant operation questions were used as well as a brain-writing session. The findings of the literature survey clearly highlight the specific areas where attention is required for improvements.
- Full Text:
- Date Issued: 2001
- Authors: Davids, Shahied
- Date: 2001
- Subjects: Eastern Cape (South Africa) -- Public Works Department , Customer services
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:10941 , http://hdl.handle.net/10948/d1006192 , Eastern Cape (South Africa) -- Public Works Department , Customer services
- Description: The research problem addressed in this study was to identify operational strategies that will enhance the ability of National Public Works Department (NPWD) of the Eastern Cape to retain its Client Departments. Privatisation has lead to performance management becoming essential to satisfy the client departments needs and requirements. In order to identify operational strategies which will enhance NPWD’s operation’s performance, questionnaires with relevant operation questions were used as well as a brain-writing session. The findings of the literature survey clearly highlight the specific areas where attention is required for improvements.
- Full Text:
- Date Issued: 2001
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