Wits Business School (ETDs)

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Subject: search.filters.subject.Customer satisfaction

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Now showing 1 - 8 of 8
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    Antecedents of Customer Loyalty in the South African Life Insurance Industry
    (University of the Witwatersrand, Johannesburg, 2024) Mkhize, Basil; Dlamini, Siphiwe
    ii ABSTRACT Retaining existing customers is currently the most significant challenge in the competitive life insurance market (Lakshmi & Santhi, 2015). Yet, previous studies on the factors influencing customer loyalty and repeat purchases have primarily been conducted in industries other than life insurance. Customer loyalty has been widely explored in marketing; however, empirical research on this subject within the life insurance sector in South Africa is scarce (Minta, 2018). Furthermore, there is a notable increase in lapse rate as the source of customer dissatisfaction in the life insurance sector (Sivesan (2019). Thus, the study explored the antecedents of customer loyalty in South Africa’s life insurance industry. It examined the impact of service quality, complaint handling, customer satisfaction, and trust on customer loyalty to South African life insurance. Additionally, it investigated the mediating factors affecting customer loyalty in the South African life insurance industry using the expectancy-confirmation theory. The methodology involved a self-administered questionnaire from 303 life insurance policy owners in South Africa. Structural equation modelling was used to test eight hypotheses, including two mediating effects. IBM SPSS 27, AMOS 27, and SmartPLS 3 software were used to analyse and interpret the dataset. The study found that six of the eight tested hypotheses were supported and significant, with service quality having the greatest impact on customer satisfaction. Furthermore, customer satisfaction was found to mediate the relationship between service quality and customer loyalty partially, and customer trust partially mediated the relationship between complaint handling and customer loyalty. This suggests that marketing managers in South African Life Insurance could use these results to enhance their service delivery strategies to maximise customer satisfaction and ultimately increase their retention goals. This study contributes to the literature on customer loyalty to life insurance companies by investigating its antecedents, including the mediating roles of customer satisfaction and trust, which have been under- researched. Furthermore, several future research directions which marketers and scholars could undertake are highlighted.
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    Examining antecedents, mediators and moderators of consumer behavioural outcomes of mobile banking
    (University of the Witwatersrand, Johannesburg, 2024) Khoza, Fhatani; Saruchera, Fanny
    Over the last two decades, the majority of research on mobile banking has concentrated extensively on understanding the factors influencing the adoption of this platform, indicating persistent behavioural stability even in mature markets. Recognising the limited scholarly attention given to the post-adoption phase within the context of mobile banking, the study adopts a comprehensive approach by integrating both attitudinal and behavioural drivers to comprehend the dynamics of usage, customer satisfaction levels, and resulting behavioural outcomes. The research methodology consists of two main phases. Firstly, a conceptual framework was synthesised, drawing from the unified theory of acceptance and use of technology, the innovation diffusion theory, the DeLone and McLean model of information systems success, and constructs derived from existing literature. This framework delineates the antecedents, mediators, and moderators of the proposed behavioural outcomes. Secondly, the research blueprint was implemented using a systematic approach. Adhering to a post-positivist research paradigm and deductive approach, a descriptive research design was operationalised. The survey method, employing paper-based self-administered questionnaires, was used to collect cross-sectional primary data. The target population was comprised of individual bank customers aged 18 and older in Gauteng and Mpumalanga provinces of South Africa. Purposive sampling was employed due to the absence of a banking population sampling frame. Data collected from a final sample of 453 participants underwent descriptive statistical analysis and was further subjected to partial least squares structural equation modelling (PLS-SEM), to test the proposed hypotheses. Empirical results validated the theoretical framework, confirming that quality dimensions, compatibility, performance expectancy, social influence, system use, and customer satisfaction are antecedents of mobile banking behavioural outcomes (loyalty, continuity, word of mouth). System use and customer satisfaction were identified as mediators, while perceived trust emerged as a moderator. This study transcends mere empirical model validation, illuminating the pivotal role of customer satisfaction in shaping behavioural outcomes. It highlights a refined understanding by unveiling the intricate impact of service and system quality as precursors to both usage and satisfaction, while revealing the dominance of information quality’s antecedent role. As such, practitioners are urged to adopt strategic initiatives prioritising information quality and elevating customer satisfaction to unlock the full potential of mobile banking platforms. This would lead to enriched overall customer experiences and better organisational value propositions.
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    Investigating the influence of chatbots on customer experience and frustrations in self-help functions in South Africa
    (University of the Witwatersrand, Johannesburg, 2023) Raphela, Lesego Jerminah Mmakgopa; Anning, Thomas Dorson
    Organisations must provide responsive, efficient, and 24/7 customer service in the ever-evolving digital era. Chatbots have emerged as the preferred Artificial Intelligence (AI) technology, offering self-help functions to users in need of various digital services. This study addressed the scarcity of empirical studies on the use of chatbots as self-service agents in South African companies, particularly in exploring their contribution to customer experiences, both positive and negative. The study extended the Technology Acceptance Model (TAM) to investigate the antecedents of customer chatbot engagement and their subsequent impact on customer satisfaction and frustration within the context of self-help functions. Utilising a quantitative approach, data was collected through online survey questionnaires from a sample of 258 participants who had interacted with chatbots. Multiple linear regression analysis was employed for data analysis. Results revealed that perceived ease of use, performance expectancy, compatibility, and social influence positively influenced customer chatbot engagement. Additionally, customer engagement with chatbots had a significant positive correlation with satisfaction and a negative correlation with frustration. These results suggested that enhancing user-friendly interfaces, ensuring optimal performance, aligning with user preferences, and leveraging social influence could foster increased engagement. This study stressed the significance of understanding and optimising customer chatbot engagement for a positive user experience.
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    Customer experience, satisfaction and loyalty at South African hair salons and spas
    (University of the Witwatersrand, Johannesburg, 2023) Lemena, Boitumelo; Penman, Neale
    In today's highly competitive marketing landscape, the importance of customer experience has become increasingly pressing for businesses globally. To succeed in the service industry, companies must strategically manage the factors that impact customer experience. Hair salon and spa owners face the challenge of understanding the effects of customer experience, satisfaction, and loyalty and how these concepts affect their business growth. Previous research has identified discrepancies in the relationship between customer experience, satisfaction, and loyalty. Management of these elements gives businesses a competitive edge, differentiation, and overall success. A paucity of research analyses the influence of customer experience on satisfaction and loyalty within the beauty industry from a customer standpoint. This research endeavours to appraise the significance of customer experience on satisfaction and loyalty in South African hair salons and spas as customers perceive. The present study used a quantitative methodology, employing a survey strategy to gather data from individuals aged between 18 and 45 years residing in the Gauteng province. 347 responses were collected using an online questionnaire and analysed using Statistical Package for Social Sciences (SPSS) and AMOS software to draw conclusive results. The data indicates that a strong and positive correlation exists between customer experience and satisfaction, and that satisfaction positively impacts loyalty. No significant variations in perception of experience, satisfaction, and loyalty were found among customers based on gender or years of experience. Hair salon and spa owners can significantly impact customer perception by recruiting skilled beauticians, effectively managing time, and upholding the necessary standards for the servicescape to deliver the required services. The manipulation of elements that influence the customer experience can lead to increased satisfaction, which in turn can foster loyalty to hair salons and spas
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    Social Media Marketing and Brand Awareness and its effect on online shopping customer loyalty
    (University of the Witwatersrand, Johannesburg, 2022) Sumani, Srishti
    The main research problem is examining the influence of Social Media Marketing and Brand Awareness and its effect on online shopping customer loyalty. Research Methodology: This research will use the method of deriving data and analysing the data through the Quantitative method of study. There are many research designs, however this study uses the cross-sectional research design method (Bryman, 2012). Surveys form a part of cross-sectional designs. This research will use the method of deriving data and analysing the data through the Quantitative method of study. This research uses a non – probability method of sampling. Cross sectional research design is a type of statistical technique where information is gathered through many cases at a time, to gather quantitative data and show a sense of alliance within the different case variables (Bryman, 2016g). There are many quantitative methods in relation to data analysis, however this study will use the Descriptive Statistics, Structural Equation Model (SEM) as well as the Confirmatory Factor Analysis (CFA) to study the responses and consolidate the conclusion (Bryman, 2012). Research Results: A detailed study was conducted to study the concept of customers, customer loyalty, customer satisfaction as well as customer relationship management strategies with reference to brand referrals. The survey was distributed to the customers of Sixty60. This survey was insightful because the questions outlined various questions that were in sync with the influence of social media. The survey determined that social media indeed has an influence on brand awareness; social media brand awareness through Facebook and Instagram leads to customer loyalty and whether this loyalty leads to brand referrals. The managerial and policy implications states that this research can be used by companies to understand Social Media Marketing and Brand Awareness and its effect on online shopping customer loyalty. The results can be used by companies in order to understand how they can use social media for their business as well as whether social media affects their business type. The theoretical implication of this theory is the fact that social media influences brand awareness and customer loyalty in the online shopping sector, thus the results are aligned with these implications
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    A theoretical analysis of how the enhancement of social media utilization can improve customer experience in South African retail banks
    (University of the Witwatersrand, Johannesburg, 2020) Rapitsi, Lebohang
    Purpose: The banking industry has seen a rapid shift with the emergence of digital banks and non-direct competitors, as a result banks have responded with increased focus on the use of technology in efforts to defend market share. There is currently a lack of empirical evidence which relates to how the enhancement of social media usage by South African retail banks can improve customer experience. The purpose of this study is to examine empirical evidence to support the predictor effects of customer perception, service quality, customer satisfaction, with the aim of enhancing customer experience in retail banks by utilizing social media platforms. Design/Methodology/ Approach: The empirical study was of a quantitative nature, whereby factors pertaining to customer perceptions, service quality, customer satisfaction and customer experience were assessed accordingly. The sample consisted of 62 respondents from the various retail banks in South African. Various statistical tests were initiated in order to understand the relationships between the abovementioned variables. Findings: The results from the study indicate a positive relationship between customer satisfaction as a predictor of customer experience on social media platforms. The findings also suggest although there may be associations between service quality and customer perceptions with customer experience, they are however not significant. Implications: It is critical for retail banks to continue to seek innovative ways to improve customer experience. The benefit of utilizing social media platforms is that it allows for banks to establish valuable interactions with customers whilst leveraging information in order to understand the needs of their customers
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    Customer customer satisfaction and the determinants of firm value: a case for JSE listed firms
    (2023) Nteyi, Busisiwe
    This study examines the relationship of the South African Customer Satisfaction Index (SACSI) and the determinants of firm value for South African listed firms. The American Customer Satisfaction Index (ACSI) has been a subject for research for over two decades in the United States, yet the effect of the SACSI created from adopting the ACSI methodology has not been examined. The study is intended to contribute to marketing literature in South Africa by being the first to examine the SACSI. The study aims to establish if there are relationships between the SACSI and determinants of firm value presented by return on assets, future cash flow, financial leverage, and Tobin’s Q. The study adopted a quantitative method using longitudinal data of Johannesburg Stock Exchange listed firms. The customer satisfaction index scores and financial and stock market data were collected for eight years from 2013 to 2020 and analysed using Stata, a statistical software package. The sample size consisted of 25 listed firms. The findings reveal that customer satisfaction has no effect on the determinants of firm value in the South African context. Implication and suggestions for future research are discussed
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    The impact of digitalisation on e-service quality: study of internet banking in South Africa
    (2020) Theko, Mandisa Charlene
    This study focuses on examining and analysing the impact of Digitalisation of banking on driving customer satisfaction through e-service quality measurements. Through literature review of existing digital transformation in banking research as well as looking at e-service quality models such as servqual. The study will measure how Digitalisation of traditional banking has shaped customer experiences by focusing on one bank, Standard Bank South Africa. The focus of this study will be limited to the banking sector. The research paper aims to develop a general understanding of changes in the banking industry by analysing literature on both technology, banking organisations and service delivery in order offer guidance for further research development For this research paper and adapted version for internet, banking SERVQUAL will be used to deal with customer satisfaction concerning internet banking. The approach will be to use the modified SERVQUAL instrument on the study sample and then validate data using the measurement model and the structural equation model. The relationship between internet banking and, customer satisfaction will be investigated, and the research hypotheses were tested. The sample consisted of 207 participants who were all Standard Bank customers. The survey was targeted and about Standard Bank Internet Banking platform, and therefore the research was ringfenced to customers who banked with Standard Bank and had used Standard Bank Internet Banking in the last 12 Months. The study went and tested the theory against several factors, such as the adoption of internet banking and its effect on e-service quality. The study also examined the impact of service quality on customer satisfaction and retention. Lastly, the effect of customer satisfaction on customer retention. Based on the results, we can conclude that Digitalisation of traditional banking, into internet banking, had a positive effect on e-service quality.