Faculty of Commerce, Law and Management (ETDs)

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Subject: search.filters.subject.Customer Satisfaction

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Now showing 1 - 5 of 5
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    The Influence of Service Quality and Customer Satisfaction on Customer Loyalty in The South African Retail Petroleum Industry
    (University of the Witwatersrand, Johannesburg, 2024) Khaliphayo, Musawenkosi; Chalomba, Nakuze
    The South African petroleum products industry is a significant contributor to the South African economy. Like every other industry, its business environment is dynamic and prone to rapidly changing circumstances, thus companies must reinvent their operations to successfully deliver superior customer value. In today's competitive environment, businesses compete strategically based on marketing strategies to influence consumers to gain a competitive advantage. Retail petrol stations do not compete based on price or product qualities because these factors are regulated by the government. The uniformity of product and price means that there are other factors, or not, that consumers use to base their choice of petrol or diesel filling station. The purpose of this study was to evaluate the influence of service quality and customer satisfaction on customer loyalty in the South African retail petroleum industry, using empirical studies based on primary survey data and verifiable hypotheses. This study undertook a quantitative approach in which a questionnaire was distributed to explore the influence of service quality dimensions on customer satisfaction, the influence of customer satisfaction on customer loyalty, and lastly, the influence of perceived service quality directly on customer loyalty. The findings of the study supported all three proposed hypotheses. The findings of this study contribute to knowledge by providing an empirical exploration of the determinants of consumer preference regarding petrol station service outlet selection. This study also adds to existing literature on how service quality dimensions can be used as a lever to maintain customers and inadvertently grow company profits in the South African retail petroleum industry context. The findings of this study provide marketing practitioners with an understanding of strategies that can be employed to influence consumers buying behaviour through the design of an industry specific SERVQUAL model. This study outlines the strategies, methods and suggests further research that can explored by future researchers. This study also adds value by showing how structural equation modelling can be used as a statistical tool to model consumer behaviour in different industries
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    Switching Intentions in the Mobile Telecommunications Sector in Eswatini
    (University of the Witwatersrand, Johannesburg, 2021) Mazibuko, Nontsikelelo Ntombenhle; Penman, Neale
    This research study sought to establish factors that influence customer brand switching intention in the mobile telecoms sector in Eswatini. This was done through examining the effects that five key variables those being customer satisfaction perceived customer value, promotional activities, service quality and value-added services that literature has shown to have an effect on customer switching intention. This research study further examined the interrelationships between these variables and lastly determined how socio –economic variables impact customer switching intentions in the mobile telecoms sector in Eswatini. This research study was quantitative and used a survey method to collect primary data through an electronic questionnaire (designed on Google Forms). The population for this research study consisted of subscribers to the two mobile telecoms service providers in Eswatini and used a sample size of 342 respondents. Convenience sampling was utilised to collect data from respondents through sharing the participation invitation on Facebook. The study used a linear regression model to assess the influence of six variables; perceived customer value, value added services, promotional activities, perceived service quality, customer satisfaction and age. The model results showed that the perceived service quality, perceived customer value and customer satisfaction had a significant and positive influence on customers switching intentions. Whilst age had a negative and significant influence on customers switching intentions. The findings indicate that most respondents of the study were subscribers of the MTN network and were aged between 25-34 years, which is the youth age. Respondents reported that they did not fell valued by their network providers.
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    The Impact of Big Data in Customer Retention in Telecommunications within South Africa
    (University of the Witwatersrand, Johannesburg, 2023) Pereira, Clint; Chalomba, Nakuze
    The research methodology used a survey-based approach with a sample size of 123 individuals who are familiar with Big Data approaches. The survey employed a 7-point Likert scale to measure the impact of service quality, customer knowledge, advanced analytical techniques, and customer relationships on customer satisfaction and retention. Additionally, secondary research was conducted using data statistics to support the survey findings. The study found that personalized options and advanced analytics through Big Data approaches significantly impact customer retention and satisfaction. Service quality elements, such as dependability, tangibility, and assurance, positively correlated with customer satisfaction. However, improved customer service and relationships were not significantly correlated with customer retention. The research identified challenges in data management, security, and leadership skills, recommending organizations to address these issues through proper consent management, data security measures, and providing relevant training for executives. In summary, the study emphasizes the positive influence of Big Data techniques on customer retention and satisfaction in the South African telecommunication industry, providing valuable insights and implications for decision-makers
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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 impact of big data analytics on sales performance: the mediating role of customer performance
    (University of the Witswatersrand, Johannesburg, 2023) Mngomezulu, Thandolwethu Than; Mudau, Thanyani Norman
    Big Data Analytics (BDA) systems are used for gathering, storing, processing, and generating insights from large data sets. The volume, variety and veracity of the data cannot be collected and processed using traditional database engines, therefore advanced technology is used to capture this data. The outcomes from this data are used to assist stakeholders with making decisions and drive interactions on digital platforms. Organisations are making significant investment in implementing BDA, but the understanding of the impact that these systems have on sales performance (financial outcomes) and customer performance (non-financial outcomes) is limited. It is important to understand the direct and indirect impact BDA has on organisational outcomes because in cases where the impact is indirect, organisations ought to understand what capabilities are needed to mediate the desired outcomes. BDA has the potential to be used to enhance customer performance measures, such as customer satisfaction, customer retention and customer relationship management, through its use. This allows organisations to improve how their customers perceive them, the level of service they offer, customised products and experiences and keep customers making repeat purchases. This capability may translate into happier customers and increased sales performance. To address this problem, this study investigated the impact of BDA on sales performance. Furthermore, this study investigated if customer performance measures can mediate the improvement of sales performance through the adoption and use o f BDA. The data was collected using an online survey. 200 respondents were invited to participate. 126 responded to the survey and 100 responses were valid, leaving a final response rate of 50%. Descriptive statistics was used to show distribution of the data. Exploratory Factor Analysis, as well as Confirmatory Factor Analysis, were carried out to determine uni-dimensitonality. Structural Equation Modelling was then used to measure and analyse the relationships between the model concepts. This research found that the adoption of BDA does not have a direct impact on sales performance, however the adoption of BDA improves sales performance through mediating factors, i.e., customer satisfaction, customer retention, customer relationship management and market performance. This study gives a balanced view iv | P a g e of both financial (sales) and non-financial (customer) outcomes and contributes to the body of knowledge around big data. The report made several contributions. A theoretical contribution was made by extending the conceptual model of Shahbaz et al. (2020) to include customer performance measures as mediating factors. The customer performance factors include customer satisfaction, customer retention, customer relationship management and market performance. A contextual contribution was also made by conducting the study in the South African business context. Only studies about factors affecting adoption of big data analytics have been done in the South African context and not on the benefits therefore, therefore this is a new contribution in this context. In practical terms, sales and marketing professionals can get a better understanding of the customer performance measures that can be leveraged to increase sales. This can assist practitioners to achieve their key performance indicators in organisations where big data analytics have been adopted