Faculty of Commerce, Law and Management

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    Students’ perceptions of service at a distance learning support centre in South Africa
    (2014-01-14) Diko, Mpho
    From a service quality perspective, customer satisfaction has emerged as a new means for assessing customers’ perceptions of services offered by an organisation. One of the reasons for concentrating on customer satisfaction is to gain a sustainable competitive advantage through offering differentiated and superior services. Institutions of higher learning in South Africa, realising the necessity for enhancing students’ learning experiences, have begun to search for alternative ways and means to satisfy students on the basis of service quality. This research report, therefore, attempts to investigate students’ perceptions of the service offered at a student support centre within a distance learning institution of higher education in South Africa. The focus is on understanding the structure and the definition of the service quality dimensions and the extent of the relationship between the existing service quality dimensions and students’ overall satisfaction. The initial problem is to identify the underlying service quality structure as perceived by students. A suitable instrument is used to solicit students’ perceptions of support services offered at the centre. Due to the exploratory nature of the study, exploratory factor analysis is used to identify the underlying service quality structure within the centre from the students’ perspectives. The main theme in this research report is the determination of the predictive and explanatory relationship between service quality dimensions and students’ overall satisfaction with the centre. Multiple linear regression analysis is identified as a tool that best predicts students’ overall satisfaction with service quality dimensions.
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    THE CHALLENGE OF CUSTOMER SERVICE MANAGEMENT IN MUNICIPAL REVENUE ENHANCEMENT
    (2014-01-14) Phakathi, Nompumelelo Goodness
    This research study attempts to prove that better customer service management can assist in raising levels of payment in municipalities. Data was gathered from interviews, field observations and the review of documents. Although the literature reveals that good customer service management improves revenue in the private sector, it is difficult to establish whether this is true for the public sector. This research study showed that good customer service management without the implementation of credit control policies does not have a significant impact as the habit of non-payment for services is deeply rooted and there are still customers who afford to pay but would not pay. The research concludes that a customer service management strategy should be aimed at transforming the organisation at large and breaking the culture of working in silos. Credit control should be part of this strategy.
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    Service Quality of Advertising and Promotions Agencies in South Africa
    (2014-01-09) Quebra, Bruno
    To build a sustainable business, it is vitally important for service providers to develop profitable, long-term relationships with their customers. In order to do so, service providers need to ensure their clients are continuously satisfied with their service encounters, and that they perceive the service to be of superior quality. This is especially true for advertising and promotions agencies. The purpose of this study is to assess perceptions of the service quality offered by agencies in South Africa, and to identify the most important service attributes of the agency offerings. The study considers the industry as a whole, and focuses on specific agency types – Above the Line services (referred to as ATL agencies), Below the Line services (BTL agencies), and Full Service (FS agencies). Data was gathered through an online questionnaire based survey of 105 individuals within clients’ buying centres. The study used INDSERV, a measurement instrument specifically designed for business-to-business services (Gounaris, 2005). INDSERV is a second-order model with four quality dimensions underpinned by twenty-two service attributes. Through quantitative analysis, the study identified the relative strengths and weaknesses of agencies’ services. It also identified the more important service attributes and dimensions. While all agency types display relative strength in Soft Process quality, clients assign little importance to this dimension and its constituent service attributes. Instead, clients assign greater importance to Hard Process quality and Output quality, dimensions agencies display relative weakness in. This is true regardless of the agency type. The study also included a qualitative component aimed at identifying service attributes specific to the agency offering (i.e. not included in the generic INDSERV instrument). Several attributes were identified, and it is recommended that further research be carried out to determine whether the INDSERV instrument can be customised to include industry-specific attributes, as has been proposed for the SERVQUAL instrument.
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    Corporate Customer Relationship Management in the South African Payment Card Industry
    (2012-10-02) Coetzee, Jason Boyd
    Payment card industry players remain challenged, both globally and within South Africa, to differentiate their value offering from that of their payments industry competitors who all offer similar, “commoditised” products and services. In 2004 therefore, product-driven MasterCard embarked on a strategic organisational “CRM” implementation in order to evolve into a customer-centric entity, thereby ensuring its long-term sustainability and competitiveness. This research report identifies and evaluates the factors critical to the success of the implementation of a corporate Customer Relationship Management (CRM) approach within the South African payments industry. It also verifies the relative order of importance of these factors as well as key differences extant between a corporate and consumer CRM approach. It aims to provide an informed understanding of MasterCard‟s ongoing CRM intervention in South Africa in order to enable the organisation to better optimise and leverage its CRM programme. The research made use of the case study method to assimilate data gathered from a total of 14 respondents from MasterCard (both South Africa and International) and South African MasterCard issuing banks. Respondents were selected based on their involvement with the MasterCard CRM implementation in South Africa - either as implementers or recipients thereof. Key findings include the substantiation of a more formalised and structured engagement approach and the role of Key Account Management (KAM) in corporate CRM as opposed to consumer CRM. The research also confirmed that the corporate CRM critical success factors include broader management, employee and customer buy-in; in-depth customer knowledge and differentiation; CRM measurement and performance monitoring; continuity and consistency in CRM application; organisational culture and process change as well as CRM-related training and tools.