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.
- Full Text:
- Date Issued: 2018
- 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.
- Full Text:
- Date Issued: 2018
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.
- Full Text:
- Date Issued: 2014
- 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.
- Full Text:
- Date Issued: 2014
Facebook as a tool for social customer relationship marketing
- Authors: Puffett, Lauren
- Date: 2012
- Subjects: Facebook (Electronic resource) , Internet marketing , Customer relations , Online social networks , Relationship marketing
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:8415 , http://hdl.handle.net/10948/d1012083 , Facebook (Electronic resource) , Internet marketing , Customer relations , Online social networks , Relationship marketing
- Description: This study aimed to provide public relations professions with insight into the use of Social Customer Relationship Marketing as a marketing 2.0 tool which delivers the potential to elicit the opportunity for organisations to monitor, engage and manage conversations and relationships through Facebook. Drawing on literature from the fields such as new media, public relations, social customer relationship marketing, and public relations, a qualitative content analysis of case studies of selected organisations was conducted including 10 South African organisations that have incorporated Facebook into their Social Customer Relationship Marketing strategies. The content analysis was conducted to determine the amount of communications taking place on each fan page in order to support the data and provide additional insight into the research question, primary data was collected through two survey questionnaires of, firstly, social media users who subscribe to an organisation‘s Facebook page and, secondly, a survey conducted among the social organisations. Surveys were conducted to firstly determine the social organisations interactions with Facebook as secondly, to determine the social media users‘ interactions with the Facebook. The study found that the majority of the organisations under study in the content analysis successfully elicited user generated conversations about the brand, through content that was advocated by the organisations Facebook administrator. It is also evident as seen in the minority of organisations that these platforms are only likely to elicit consumer- driven dialogue on Facebook if the platform is managed effectively through initiated daily conversations about the brand. The continuous involvement by the administrator in encouraging conversations was necessary, as well as response to all wall posts by the social customer, participation in all conversations by providing accurate information to customers and potential customers about the brand. Conclusions from the survey questionnaires among the social identified the social customers need to be communicated with pro-actively by an organisations who can provide, through collaborative conversations, information pertaining to the brand in real time conversation, while the survey among the social organisation concluded the need for an organisation to not only create a social media footprint, but to allow for a space in which through conversation with the social customer, conversations can turn into relationships.
- Full Text:
- Date Issued: 2012
- Authors: Puffett, Lauren
- Date: 2012
- Subjects: Facebook (Electronic resource) , Internet marketing , Customer relations , Online social networks , Relationship marketing
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:8415 , http://hdl.handle.net/10948/d1012083 , Facebook (Electronic resource) , Internet marketing , Customer relations , Online social networks , Relationship marketing
- Description: This study aimed to provide public relations professions with insight into the use of Social Customer Relationship Marketing as a marketing 2.0 tool which delivers the potential to elicit the opportunity for organisations to monitor, engage and manage conversations and relationships through Facebook. Drawing on literature from the fields such as new media, public relations, social customer relationship marketing, and public relations, a qualitative content analysis of case studies of selected organisations was conducted including 10 South African organisations that have incorporated Facebook into their Social Customer Relationship Marketing strategies. The content analysis was conducted to determine the amount of communications taking place on each fan page in order to support the data and provide additional insight into the research question, primary data was collected through two survey questionnaires of, firstly, social media users who subscribe to an organisation‘s Facebook page and, secondly, a survey conducted among the social organisations. Surveys were conducted to firstly determine the social organisations interactions with Facebook as secondly, to determine the social media users‘ interactions with the Facebook. The study found that the majority of the organisations under study in the content analysis successfully elicited user generated conversations about the brand, through content that was advocated by the organisations Facebook administrator. It is also evident as seen in the minority of organisations that these platforms are only likely to elicit consumer- driven dialogue on Facebook if the platform is managed effectively through initiated daily conversations about the brand. The continuous involvement by the administrator in encouraging conversations was necessary, as well as response to all wall posts by the social customer, participation in all conversations by providing accurate information to customers and potential customers about the brand. Conclusions from the survey questionnaires among the social identified the social customers need to be communicated with pro-actively by an organisations who can provide, through collaborative conversations, information pertaining to the brand in real time conversation, while the survey among the social organisation concluded the need for an organisation to not only create a social media footprint, but to allow for a space in which through conversation with the social customer, conversations can turn into relationships.
- Full Text:
- Date Issued: 2012
An international comparative study on the relationship marketing and customer retention of retail banks : lessons for South Africa
- Authors: Rootman, Chantal
- Date: 2011
- Subjects: Banks and banking -- Customer services , Relationship marketing , Customer relations
- Language: English
- Type: Thesis , Doctoral , PhD
- Identifier: vital:9358 , http://hdl.handle.net/10948/1376 , Banks and banking -- Customer services , Relationship marketing , Customer relations
- Description: Despite the extensive research undertaken in the subject area of services marketing, much is still unknown to service providers of specific services in terms of firm-client relationships and how customer retention rates can be increased. This study attempts to address this limitation. The study revolves around the relationship marketing and customer retention of banks in South Africa, Canada and the United Kingdom (UK). Service firms, including banks, are vitally important to the economy of any country as they contribute to its Gross Domestic Product (GDP) (for example a 74 percent contribution in South Africa) and its employment rate. However, to survive in a complex, competitive business environment, service firms are required to focus on their clients’ needs. Banks can focus on their relationships with clients and measure their institutions’ success by considering their customer retention rates. When considering firm-client relationships and customer retention rates, it is important to gather and link the viewpoints of both clients and managers in order to ensure that firms perform according to clients’ needs. In order to establish the influence of selected variables on the relationship marketing and customer retention of banks, from the perspectives of both banking clients and managers, an empirical investigation was conducted. The primary aim of this study was to quantify significant relationships among selected variables; therefore the positivistic research paradigm was used. In addition, in designing the measuring instruments for the empirical investigation, the phenomenological paradigm was used. Thus, in order to use multiple sources of data, the strategy of methodological triangulation was adopted for this study. The samples consisted of banking clients and bank managers in South Africa, Canada and the UK. The empirical investigation conducted among banking clients revealed that significant positive relationships exist between six of the seven identified independent variables, namely communication, personalisation, empowerment, ethics, fees and technology, and banks’ relationship marketing. These relationships imply that, according to banking clients, if each of these aspects in banks improves, bank-client relationships would improve. The empirical investigation conducted among bank managers showed that managers only regard communication and fees as influencers of relationship marketing in banks. This result clearly indicated a difference in the viewpoints of banking clients and bank managers. In addition, the empirical investigation revealed that relationship marketing positively influences the customer retention of banks. This relationship implies that if a bank successfully maintains relationships with its clients, the bank’s customer retention rates will increase. Additionally, the empirical investigation revealed that the population group, education level and country of residence of banking client respondents exerted an influence on the perceptions clients have regarding banks’ relationship marketing and customer retention levels. If banking clients are African or are not educated with a qualification beyond secondary school level or are from Canada, they consider the relationship marketing of a bank to be more important and are more likely to be retained by banks. Generally, the study indicated that Canadian banking clients are more positive regarding the empowerment strategies and personalisation efforts of Canadian banks than South Africans are about those of South African banks. In addition, banking clients in the UK are more satisfied with the communication, fees and use of technology of UK banks than South Africans are about these aspects in South African banks. The study indicated that strategies to improve banks’ communication, personalisation, empowerment, ethics, fees and technology should be implemented by banks in ways to positively influence their relationship marketing and ultimately their customer retention. Strategies relating to each of these areas, successfully implemented by banks in Canada and the UK, are recommended to South African banks. In effect, these strategies will contribute to retail banks’ success, the competiveness in the banking industry, banking client benefits as well as the economic stability and prosperity of South Africa.
- Full Text:
- Date Issued: 2011
- Authors: Rootman, Chantal
- Date: 2011
- Subjects: Banks and banking -- Customer services , Relationship marketing , Customer relations
- Language: English
- Type: Thesis , Doctoral , PhD
- Identifier: vital:9358 , http://hdl.handle.net/10948/1376 , Banks and banking -- Customer services , Relationship marketing , Customer relations
- Description: Despite the extensive research undertaken in the subject area of services marketing, much is still unknown to service providers of specific services in terms of firm-client relationships and how customer retention rates can be increased. This study attempts to address this limitation. The study revolves around the relationship marketing and customer retention of banks in South Africa, Canada and the United Kingdom (UK). Service firms, including banks, are vitally important to the economy of any country as they contribute to its Gross Domestic Product (GDP) (for example a 74 percent contribution in South Africa) and its employment rate. However, to survive in a complex, competitive business environment, service firms are required to focus on their clients’ needs. Banks can focus on their relationships with clients and measure their institutions’ success by considering their customer retention rates. When considering firm-client relationships and customer retention rates, it is important to gather and link the viewpoints of both clients and managers in order to ensure that firms perform according to clients’ needs. In order to establish the influence of selected variables on the relationship marketing and customer retention of banks, from the perspectives of both banking clients and managers, an empirical investigation was conducted. The primary aim of this study was to quantify significant relationships among selected variables; therefore the positivistic research paradigm was used. In addition, in designing the measuring instruments for the empirical investigation, the phenomenological paradigm was used. Thus, in order to use multiple sources of data, the strategy of methodological triangulation was adopted for this study. The samples consisted of banking clients and bank managers in South Africa, Canada and the UK. The empirical investigation conducted among banking clients revealed that significant positive relationships exist between six of the seven identified independent variables, namely communication, personalisation, empowerment, ethics, fees and technology, and banks’ relationship marketing. These relationships imply that, according to banking clients, if each of these aspects in banks improves, bank-client relationships would improve. The empirical investigation conducted among bank managers showed that managers only regard communication and fees as influencers of relationship marketing in banks. This result clearly indicated a difference in the viewpoints of banking clients and bank managers. In addition, the empirical investigation revealed that relationship marketing positively influences the customer retention of banks. This relationship implies that if a bank successfully maintains relationships with its clients, the bank’s customer retention rates will increase. Additionally, the empirical investigation revealed that the population group, education level and country of residence of banking client respondents exerted an influence on the perceptions clients have regarding banks’ relationship marketing and customer retention levels. If banking clients are African or are not educated with a qualification beyond secondary school level or are from Canada, they consider the relationship marketing of a bank to be more important and are more likely to be retained by banks. Generally, the study indicated that Canadian banking clients are more positive regarding the empowerment strategies and personalisation efforts of Canadian banks than South Africans are about those of South African banks. In addition, banking clients in the UK are more satisfied with the communication, fees and use of technology of UK banks than South Africans are about these aspects in South African banks. The study indicated that strategies to improve banks’ communication, personalisation, empowerment, ethics, fees and technology should be implemented by banks in ways to positively influence their relationship marketing and ultimately their customer retention. Strategies relating to each of these areas, successfully implemented by banks in Canada and the UK, are recommended to South African banks. In effect, these strategies will contribute to retail banks’ success, the competiveness in the banking industry, banking client benefits as well as the economic stability and prosperity of South Africa.
- Full Text:
- Date Issued: 2011
A study of the development of partner relationships associated with the chinese travel trade to South Africa
- Lin, Bin
- Authors: Lin, Bin
- Date: 2006
- Subjects: Travel agents -- South Africa , Tourism -- China , Travel agents -- China , Tourism -- South Africa , Relationship marketing
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:9336 , http://hdl.handle.net/10948/414 , Travel agents -- South Africa , Tourism -- China , Travel agents -- China , Tourism -- South Africa , Relationship marketing
- Description: The Chinese inbound tourism market to SA has been acknowledged as an emerging market. However, South African tour operators experience difficulties in establishing and developing viable partner relationships with Chinese travel agents. Recognizing the size, importance and complexity of this market, the major purpose of this research is to explore and investigate the crucial process of developing Sino-South African partnership relationships in the tourism industry, to facilitate the establishment of business relationships with Chinese travel agents. This study is draws on applied marketing, management and cross-cultural theories on networking to explore the process of developing partnership relationships in the Chinese inbound tourism market to SA. The literature on networking, the development of networking relationships, and the effect of guanxi (connection), a key feature of Chinese business networking on partnership relations are reviewed. Given the limited research conducted on this topic and its cross-country nature, a quantitative research method was adopted for this study. Specifically, this study utilized e-mail survey techniques to explore the relationships between South African inbound tour operators and Chinese travel agents. This study identifies that the process of developing partnership relationships between Chinese travel agents and South African inbound tour operators is culturally embedded. They are giving rise to communication problems that affect partnership relationships. A new stage model of the development of partnership relationships between South African inbound tour operators and Chinese travel agents is therefore developed. In particular, the study identifies important factors in the process of developing business relationships. For example, mutual commitment, the pricing issue, word-of-mouth, and quality of services are all considered crucial in attaining long-term stable partnership relationships. Guanxi plays a significant, but not decisive role in the process of developing partnership relationships between Chinese travel agents and South African inbound tour operators. However, guanxi relationships can provide added value to the partnership relationships.
- Full Text:
- Date Issued: 2006
- Authors: Lin, Bin
- Date: 2006
- Subjects: Travel agents -- South Africa , Tourism -- China , Travel agents -- China , Tourism -- South Africa , Relationship marketing
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:9336 , http://hdl.handle.net/10948/414 , Travel agents -- South Africa , Tourism -- China , Travel agents -- China , Tourism -- South Africa , Relationship marketing
- Description: The Chinese inbound tourism market to SA has been acknowledged as an emerging market. However, South African tour operators experience difficulties in establishing and developing viable partner relationships with Chinese travel agents. Recognizing the size, importance and complexity of this market, the major purpose of this research is to explore and investigate the crucial process of developing Sino-South African partnership relationships in the tourism industry, to facilitate the establishment of business relationships with Chinese travel agents. This study is draws on applied marketing, management and cross-cultural theories on networking to explore the process of developing partnership relationships in the Chinese inbound tourism market to SA. The literature on networking, the development of networking relationships, and the effect of guanxi (connection), a key feature of Chinese business networking on partnership relations are reviewed. Given the limited research conducted on this topic and its cross-country nature, a quantitative research method was adopted for this study. Specifically, this study utilized e-mail survey techniques to explore the relationships between South African inbound tour operators and Chinese travel agents. This study identifies that the process of developing partnership relationships between Chinese travel agents and South African inbound tour operators is culturally embedded. They are giving rise to communication problems that affect partnership relationships. A new stage model of the development of partnership relationships between South African inbound tour operators and Chinese travel agents is therefore developed. In particular, the study identifies important factors in the process of developing business relationships. For example, mutual commitment, the pricing issue, word-of-mouth, and quality of services are all considered crucial in attaining long-term stable partnership relationships. Guanxi plays a significant, but not decisive role in the process of developing partnership relationships between Chinese travel agents and South African inbound tour operators. However, guanxi relationships can provide added value to the partnership relationships.
- Full Text:
- Date Issued: 2006
Relationship marketing in retail banks: superannuated concept?
- Authors: Tait, Madele
- Subjects: Relationship marketing , Banks and banking , f-sa
- Language: English
- Type: text , Lectures
- Identifier: http://hdl.handle.net/10948/20923 , vital:29418
- Description: All business is based on relationships. The firm only has to make them meaningful for its customers – provided that the customers want this (Grönroos 1994). Relationship marketing concerns the facilitation and managing of the relationships between the business and its customers and was developed as a response to the realisation that businesses were spending vast resources in time and money to attract new customers but very little on retaining existing ones. Relationship marketing is particularly relevant when a customer has alternative service providers to choose from, when the customer makes the selection decision and when there is an ongoing desire or need for a product or service, such as in the banking industry (Morgan & Hunt 1999).
- Full Text:
- Authors: Tait, Madele
- Subjects: Relationship marketing , Banks and banking , f-sa
- Language: English
- Type: text , Lectures
- Identifier: http://hdl.handle.net/10948/20923 , vital:29418
- Description: All business is based on relationships. The firm only has to make them meaningful for its customers – provided that the customers want this (Grönroos 1994). Relationship marketing concerns the facilitation and managing of the relationships between the business and its customers and was developed as a response to the realisation that businesses were spending vast resources in time and money to attract new customers but very little on retaining existing ones. Relationship marketing is particularly relevant when a customer has alternative service providers to choose from, when the customer makes the selection decision and when there is an ongoing desire or need for a product or service, such as in the banking industry (Morgan & Hunt 1999).
- Full Text:
- «
- ‹
- 1
- ›
- »