- Title
- Customer relations management in SMMEs: an integrated approach
- Creator
- Sandekela, Lindela Prince
- Subject
- Customer relations -- Management
- Subject
- Small business -- South Africa -- Management
- Subject
- Customer services
- Date Issued
- 2008
- Date
- 2008
- Type
- Thesis
- Type
- Masters
- Type
- MBA
- Identifier
- vital:8725
- Identifier
- http://hdl.handle.net/10948/889
- Identifier
- Customer relations -- Management
- Identifier
- Small business -- South Africa -- Management
- Identifier
- Customer services
- Description
- The research study was conducted to cover the Buffalo City Municipality (BCM) retail industry with direct emphasis on the supermarket industry. The research problem is as a result of the retail businesses in the BCM that continue to consider that if they have large data warehouses with masses of customer information, they have all what it takes to run a profitable business. Their failure to understand the organizational implications of moving towards a customer-centric approach often results in high costs from bad customer service and handling of customer complaints. The main problem was stated and sub-problems introduced from the main problem to address them by way of qualitative and quantitative research. Related literature was reviewed on Redefining the Customer, Customer Satisfaction and Customer Relationship Management and a Customer Management Model was proposed. During empirical survey, a questionnaire based on literature reviewed was designed for the survey. A pilot study was conducted to identify and rectify problems and shortcomings relating to the questionnaire. The pilot study indicated that the data likely to be collected will address the main and sub-problems of the research. A total of thirty five questionnaires which contained closed-ended and open-ended questions were distributed to the population sample as selected. Results of the study were critically analysed and interpreted quantitatively and qualitatively by means of tables and discussion for the development of an Integrated Model for managing customers. The analysis of the study which was based on the literature reviewed and the findings from the empirical survey were concluded to present a solution to the problem. In view of the shortcomings identified by the literature review and integration thereof with the results of the empirical study, an Integrated Customer Management Model was developed.
- Format
- ix, 78 leaves
- Format
- Publisher
- Nelson Mandela Metropolitan University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- Nelson Mandela Metropolitan University
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