Faculty of Commerce, Law and Management (ETDs)

Permanent URI for this communityhttps://hdl.handle.net/10539/37778

Browse

Subject: search.filters.subject.Customer experience

Search Results

Now showing 1 - 7 of 7
  • Thumbnail Image
    Item
    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
  • Thumbnail Image
    Item
    The potential impact of digital transformation adoption on customer experience and customer value in the South African mobile telecommunications sector
    (University of the Witwatersrand, Johannesburg, 2024) Sigamoney, Nadine; Magida, Ayanda
    This research study investigated the impact of the adoption of digital transformation by customers of South African mobile network operators (MNOs) on their perceived customer experience and customer value. Prior studies qualitatively investigate the maturity of digital transformation in South African entities yet there is limited insight on the measurable impact of digital transformation, particularly from the consumer-facing perspective. The study adopted a quantitative, positivist, and deductive approach, using an online survey to collect data from 181 respondents who use mobile connectivity services from South African MNOs and MVNOs. The study adapted the Diffusion of Innovations theory as the theoretical framework and tested four hypotheses using regression analysis and confirmatory factor analysis. The results showed that the adoption of digital transformation, measured by the relative advantage characteristic from the theory, had a positive impact on both customer experience and customer value. The results also indicated that digital transformation had a positive impact on digital literacy, yet digital literacy did not have a mediating effect on the relationship between digital transformation adoption and customer experience, nor on digital transformation and customer value. The study contributed to the academic knowledge on digital transformation in South Africa, particularly in the consumer-focused telecommunications industry, and provided practical implications for telecommunications practitioners on how to leverage digital transformation initiatives to enhance customer experience and customer value in the South African market. Recommendations for future studies included studying a broader sample of the South African market, adopting a mixed-method approach to obtain rich customer sentiment insights and increasing focus on studying the effects of digital literacy
  • Thumbnail Image
    Item
    Customer experience and engagement in the South African retail sector
    (University of the Witwatersrand, Johannesburg, 2022) Munsamy, Nadine; Penman, Neale
    Context The aim of this study was to conceptualise and validate a customer experience framework within the South African retail industry. A considerable amount of literature has focused on conversion rather than long-term loyalty and engagement outcomes. The South African retail industry is a mature one in which increasing competition and empowered customers require firms to create sustainable competitive advantage. The shift in power to consumers may be a potential threat or opportunity to firms, making it important to understand customer engagement. In light of this, this study endeavoured to understand the customer experience holistically, from the customers’ perspective, and its effect on the customer perceived value-customer satisfaction-customer loyalty model and how this may affect customer engagement. • A brief statement of the problem Customer experience is not clear in its conceptualisation. Studies that have been undertaken are primarily in the service environment. Customers’ experiences in their decision-making journeys within the purchase funnel are a key component of their experience of the organisation. Technology is reducing both consumer decision-making journeys as well as the loyalty funnel, giving firms fewer opportunities to engender loyalty. Producing a superior value proposition to acquire and retain customers is an important goal for marketing practitioners. In order to do this, they need a clearer understanding of customer journeys. • The method of the data collection A total of 792 respondents participated in the data collection process. The sample was collected from the University of the Witwatersrand database of students. Confirmatory factor analysis was used to check the efficacy of the data, and multiple regression analysis was then conducted. • The key findings The study validates that there is a strong positive effect of customer experience on customer perceived value-customer satisfaction-customer loyalty. Online customer experience has a greater effect on customer perceived value than offline customer experience. The study also validates the causality of the relationships within the South African retail context. There is a strong positive relationship between customer perceived value and customer satisfaction, validating that these are separate constructs. The final hypothesis proposes that customer loyalty may have a positive effect on customer engagement, but the results show a negative and inverse relationship between these constructs. • The key message The results of this study further strengthen the exigency for further conceptualisation and validation of customer experience frameworks in order to manage customer experiences optimally. The results also show that the combined effect of customer experiences in both the online and offline realms is important as these experiences have a strong positive effect on loyalty outcomes, thus validating the importance of the evolution of retail within this context into an omnichannel. Further research needs to be undertaken to assess the effect of customer experience on customer engagement, as this is increasingly becoming an essential element of customer acquisition goals for firms. Results of this study reinforce the importance of the assessment of customer perceived value as a concept separate from customer satisfaction, as literature has called for a holistic framework in which customer experience and customer perceived value may be evaluated.
  • Thumbnail Image
    Item
    The Importance of Robotic Process Automation (RPA) on Customer Experience in the South African Financial Sector
    (University of the Witwatersrand, Johannesburg, 2023) Mndebele, Thandekile; Chalomba, Nakuze
    Robotic process automation (RPA) is a technology that enables businesses to automate repetitive business functions that are considered mundane in order to boost productivity and reduce expenses. Digital transformation, more specifically RPA, has received increased attention in the financial sector because of its potential to improve user and customer satisfaction. This study investigates how RPA affects customer experience in the financial sector in South Africa. A quantitative research approach was used in the study, which included an analysis of the data collected from 215 South African participants against a review of the current existing literature on the RPA subject matter. According to the results, the variables that drive RPA adoption can enhance the customer experience by increasing perceived usefulness, boosting reliability and availability, increasing perceived security, and enhancing perceived ease of use. However, RPA adoption is still in the early stages in the South African financial sector, and there are a number of obstacles to it, including concerns about data and job security. Additionally, to increase the adoption rates in order for financial services providers to fully gain the benefits of RPA, the businesses will need to confront the adoption barriers and make the necessary investments in infrastructure and resources. This study adds to the understanding of how RPA can enhance the customer experience within the financial sector and offers insightful intelligence to any South African business already making use of or considering to use RP
  • Thumbnail Image
    Item
    The perceived value of data analytics in the South African banking sector
    (University of the Witwatersrand, Johannesburg, 2023) Khedama, Thembela; Munkuli, Bongani
    Big data analytics is a technological process that covers the processing, arranging, categorization, and analysing of large voluminous data for purposeful usage by organizations. Big data analytics has in recent times become a buzz word as it proliferates exponentially within the banking sector in South Africa due to the maturity of storage, information technology and human skills within the domain of data. Despite this, there is little literature on big data analytics within the South African banking industry. It is evident that there is utilization of big data analytics tools and processes in the banking sector, but one question remains, is there value in South African banks derive from integrating big data analytics. The objective of this study is to understand the perception on the value of big data analytics held by South African banking senior management and executives. The researcher aims to understand if big data analytics is a mere tool to perform basic analysis with little to no power to add value in business outcomes. The perception of seeing BDA as an analysis tool has led to the undervaluing of big data analytics within the South African banking industry as there are no group executive seats with data or analytics titles. To achieve the intended research outcome of this study this research adopts the qualitative approach method. The data is collected through unstructured interviews across four major banks in South Africa. A purposive sampling strategy was employed in selecting the respondents. Data analysis is conducted through thematic analysis. This study found three global themes banking executives perceived to be valuable from adopting big data analytics. These were: (1) The state of big data analytics in banking, (2) Data Skills, (3) Driver of insights. The sub themes from the state of big data analytics in banking were: (1) Processing of the right data, (2) High volumes of data in the repository, (3) advanced analytics and the right tools to analyse data. The sub themes from data skills were: (1) resources, (2) technical skills. Lastly, the sub themes from the driver of insights were: (1) organization’s performance, (2) competitiveness in banking, (3) fighting fraud and financial crime.
  • Thumbnail Image
    Item
    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
  • Thumbnail Image
    Item
    Future business models of automotive OEMs in South Africa
    (2023) Govender, Jheronisa
    This report considers the influence of technology on the automotive OEM business model and looks at the business model options that exist for OEMs in South Africa in the future. A qualitative research methodology was utilised, and the research found that technology has a profound impact on the business model. New technology such as electric vehicles and autonomous vehicles are rapidly entering the automotive environment. As a result, sustainability and protection of the environment is a massive topic for the industry. Additionally, the impact of new technology and disruption to the automotive world will result in new business models, new customers and new ways of operating