Faculty of Commerce, Law and Management (ETDs)

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    Assessing the performance of Passenger Rail Agency of South Africa on the South African Economy
    (University of the Witwatersrand, Johannesburg, 2024) Mathaba, Thembinkosi Rodney; Horvey, Sylvester
    This study assessed the Passenger Rail Agency of South Africa's (PRASA) performance and its economic impact. Using a qualitative approach, the research evaluated PRASA's current state, explored turnaround strategies, and examined economic consequences. Semi-structured interviews with key stakeholders and document analysis were employed, with data analyzed through thematic analysis. The main findings reveal that significant operational challenges, including infrastructure deterioration and service disruptions, are exacerbated by COVID-19. Financial sustainability issues, governance instabilities, and systemic problems like skills gaps and procurement delays were identified as major impediments. PRASA's decline has increased transportation costs for commuters, negatively impacting local economies and businesses. Based on these findings, the study recommends prioritizing infrastructure modernization, enhancing security, restructuring funding models, and improving governance. Policy implications involve better aligning subsidies, strengthening oversight, and fostering collaborative partnerships for local economic development. These insights aim to support PRASA's revitalization and promote inclusive economic growth in South Africa.
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    Corporate social responsibility and corporate image of Telkom SA SOC Limited
    (University of the Witwatersrand, Johannesburg, 2024) Nevondo, Immanuel Mboniseni; Ligaraba, Neo
    State-owned enterprises are organisations owned by the government and they operate within government regulations. There are different factors that these organisations are obligated to account for in daily operations when making decisions; these factors define how state-owned enterprises (SOEs) differ from the private corporations in building their corporate image. The SOEs’ environment remains in distress as the public regularly complain about their levels of service delivery and do not trust the SOEs, due to their perceived bad image. However, South African SOEs have the obligation to create special economic and social zones to improve the lives of South Africans. Purpose The use of corporate image in the private sector is increasing significantly, as it is a driver of brand loyalty, and scholars are increasingly researching branding using various theoretical frameworks. The purpose of this study is to research the impact of corporate reputation as a mediator of corporate image for a state-owned enterprise (SOE). Further, the research assesses the indirect impact of corporate social responsibility on SOE corporate image and examines other major dependable variables that may have an influence relationship on corporate reputation. Design/methodology/approach To assess the study, a quantitative research method was employed, using the data obtained from Telkom customers; questionnaires were sent to individuals, using an electronic self-administered close-ended questionnaire. The data of a hundred and ninety (190) valid responses were analysed using SEM AMOS 28 and SPSS 28. Findings The outcome of the study revealed that out of nine hypotheses tested, five hypotheses were found insignificant and not supported, while the remaining four were significant and supported. Practical implications It is important for the company to priorities its service quality and marketing factors to align them with the corporate reputation, and corporate image by means of the company’s corporate social responsibility efforts. By focusing on this area, the company can enhance its corporate image, ii reputation, and stakeholder perception, ultimately contributing to the long-term sustainability of the business. Companies should reassess their CSR initiatives to ensure they align with stakeholders' expectations and contribute meaningfully to corporate reputation building. Originality The study contributes to understanding the impact of service quality dimensions, marketing factors and corporate reputation on corporate image. Corporate image, as a dependent variable, is influenced by different variables, including dimensions of service quality, such as reliability, responsiveness, assurance and empathy, marketing factors, namely, CSR, advertising exposure, social media marketing activities and website quality. Corporate repution plays a mediating role between these variables.
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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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    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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    Service quality, customer satisfaction and customer retention: a case of private banking in South Africa
    (University of the Witwatersrand, Johannesburg, 2022) Phakathi, Nyameka; Saruchera, Fanny
    While significant studies exist on service quality, customer satisfaction and customer retention in private banking, little focus has been placed on young professionals within private banking in South Africa. Using the SERVQUAL model, guided by the study’s objectives, the study aimed to assess the impact service quality has on customer satisfaction, examine the impact of service quality on customer retention and establish service quality perceptions held by customers in relation to the value of private banking. Furthermore, the study sought to examine the relationships between customer satisfaction and customer retention in the context of private banking in South Africa. The integrative nature of the research strategy, design and philosophy prompted using quantitative research methodologies, drawing theoretical constructs from extant literature on service quality, customer satisfaction and customer retention. Quantitative analysis was used to determine the impact of service quality on customer satisfaction and customer retention, collecting data through self-administered questionnaires distributed to 281 private bank customers. The study found that while service quality is a significant determinant of customer satisfaction, tangibles and empathy have the most negligible impact and that service experience positively impacts customer satisfaction. In addition, while digital adoption is highest amongst young professional customers, the study found that human factors linked to three service quality dimensions, i.e., responsiveness, reliability, and assurance, significantly affect customer satisfaction and require particular focus in private banking. The study’s findings have significant repercussions for re- shaping service quality in private banking for young professionals. The study offers a framework that integrates three service quality theories that can be utilised as a guide for improving service quality in private banking in South Africa and other countries, thereby increasing the knowledge base in the area of young professional banking. Future research could focus on the impact of employee competency, loyalty and brand image on customer satisfaction and retention.
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    The effect of loyalty programmes on customer loyalty in the retail banking sector in South Africa
    (University of the Witwatersrand, Johannesburg, 2021) Olifant, Daniella; Dlamini, Siphiwe
    It is estimated that there are more than 100 loyalty programmes in operation in South Africa, with retail programmes dominating the loyalty landscape. However the banking sector has seen many of its banks embark on this journey and introduce loyalty programmes as part of their service offering. While there has been a great amount of research on loyalty programmes, little has been done to see if indeed a loyalty programme, in the traditional sense, has resulted in customer retention and loyalty in the banking sector. This study therefore examines the effect of loyalty programmes on the South African retail banking sector by assessing whether the usage of these programmes has had a direct influence on customer satisfaction, perceived service quality, brand reputation, and ultimately loyalty towards the bank. The methodology used a self-administered questionnaire and data was collected from 220 participants who have an active bank account in South Africa and are currently making use of their bank loyalty programme. The study tested eight hypotheses using the Structural Equation Modelling (SEM).The software used was the SPSS version 21 and Amos version 21 for analysis. The findings of the study reveal that loyalty programmes have a positive influence on service quality and customer satisfaction. This study contributes to the literature on loyalty programmes in the banking sector. It can assist marketers in developing sound loyalty programmes aimed at the banking sector. A discussion on the limitations and directions on future research is provided
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    Employee perceptions of internal marketing and service quality at a South African University
    (2021) Zuma, Buhle N
    Research into service quality suggests that internal marketing is a solution that companies can use to deliver consistent service quality and maintain a competitive edge. However, studies have presented varying findings into the effectiveness of internal marketing in enhancing employee behaviour (Altarifi, 2014) which determine service quality. This study examines four elements of internal marketing–namely leadership, communication, training, rewards and recognition, and their influence on employee satisfaction, organisational commitment which are drivers of service quality. The study provides insight into the perceptions of professional administrative staff, a group of employees, whose job-related attitudes are overlooked by research focusing in higher education (Pitman, 2000). The study involved a sample of 254 staff members at a University in South Africa. Data was collected using a self-administered survey distributed electronically. The hypothesised relationships were tested using Amos-based structural equation modelling. The study found that the correlation between internal marketing and service quality is positive but weak. This means the internal marketing programme at the institution is not highly effective. Negative job satisfaction is recorded and yet the results also show positive organisational commitment. The study concludes that organisations should evaluate the impact of their internal marketing elements regularly to assess their impact in building the desired employee attitudes and work outcomes. The study also contributes to discussions about service quality in higher education and the findings are useful for practitioners who wish to promote service quality