Customer satisfaction of two market segments in Nelson Mandela Bay: a retail perspective
- Authors: Gwavu, Nontle
- Date: 2014
- Subjects: Consumer satisfaction -- South Africa -- Port Elizabeth , Retail trade -- South Africa -- Port Elizabeth
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: http://hdl.handle.net/10948/7825 , vital:24308
- Description: Retail industry in South Africa is witnessing fast growth in all cities in South Africa. Attracting customers become key to success in the increased industry competition. Keeping customers satisfied has never been more important than currently. Retailers need to know what customer needs and wants are, to be able to provide and constantly satisfy their needs. Growth in the industry is largely influenced by economic conditions. A stable economic environment allows customers to spend more, thereby increasing the value of retail trade sales. In South Africa, there is strong competition between the four major dominant firms in the retail industry, which include Pick n Pay Holdings Limited (30%), Shoprite Holdings Limited (34%), Spar Holdings Limited (24%), and Woolworths Holdings Limited (11%). For the firms to grow in South Africa, they must have a clear understanding of consumers’ needs and wants. Services rendered by retailers are of utmost importance to their level of success and ability to successfully cater for the market’s needs. The main purpose of this study is to investigate customer satisfaction of two retail stores in the Nelson Mandela Bay, namely Summerstrand and Cleary Park Pick n Pay stores. Three independent variables (employee empowerment, technology and customer relations) were identified and were tested against one dependent variable (customer satisfaction). A positivistic paradigm was used to conduct the research. The approach uses the quantitative method of research to establish the causal relationships. A null (Ho) and alternative (Ha) hypotheses were formulated in order to test relationships between variables. A five-point Likert scale enabled primary data to be sourced for 294 customers’ (respondents), who shared their customer satisfaction experience at Pick n Pay stores in the Nelson Mandela Bay. A statistical analysis of quantitative data compromised of three phases. Firstly, the data was subjected to a descriptive analysis to summarise the data. Secondly, reliability (internal consistency) for the research instrument was assessed by means of the Cronbach Alpha Reliability Coefficient. Finally, multiple linear regression analysis were used to test the hypothesis. The empirical findings show that the independent variable positively correlated with the dependent variables. This implies that a positive relationship between employee empowerment, technology, customer relations and customer satisfaction at Pick n Pay stores. Therefore, recommendations given by the researcher focused on all variables that have a relationship with customer satisfaction.
- Full Text:
- Date Issued: 2014
- Authors: Gwavu, Nontle
- Date: 2014
- Subjects: Consumer satisfaction -- South Africa -- Port Elizabeth , Retail trade -- South Africa -- Port Elizabeth
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: http://hdl.handle.net/10948/7825 , vital:24308
- Description: Retail industry in South Africa is witnessing fast growth in all cities in South Africa. Attracting customers become key to success in the increased industry competition. Keeping customers satisfied has never been more important than currently. Retailers need to know what customer needs and wants are, to be able to provide and constantly satisfy their needs. Growth in the industry is largely influenced by economic conditions. A stable economic environment allows customers to spend more, thereby increasing the value of retail trade sales. In South Africa, there is strong competition between the four major dominant firms in the retail industry, which include Pick n Pay Holdings Limited (30%), Shoprite Holdings Limited (34%), Spar Holdings Limited (24%), and Woolworths Holdings Limited (11%). For the firms to grow in South Africa, they must have a clear understanding of consumers’ needs and wants. Services rendered by retailers are of utmost importance to their level of success and ability to successfully cater for the market’s needs. The main purpose of this study is to investigate customer satisfaction of two retail stores in the Nelson Mandela Bay, namely Summerstrand and Cleary Park Pick n Pay stores. Three independent variables (employee empowerment, technology and customer relations) were identified and were tested against one dependent variable (customer satisfaction). A positivistic paradigm was used to conduct the research. The approach uses the quantitative method of research to establish the causal relationships. A null (Ho) and alternative (Ha) hypotheses were formulated in order to test relationships between variables. A five-point Likert scale enabled primary data to be sourced for 294 customers’ (respondents), who shared their customer satisfaction experience at Pick n Pay stores in the Nelson Mandela Bay. A statistical analysis of quantitative data compromised of three phases. Firstly, the data was subjected to a descriptive analysis to summarise the data. Secondly, reliability (internal consistency) for the research instrument was assessed by means of the Cronbach Alpha Reliability Coefficient. Finally, multiple linear regression analysis were used to test the hypothesis. The empirical findings show that the independent variable positively correlated with the dependent variables. This implies that a positive relationship between employee empowerment, technology, customer relations and customer satisfaction at Pick n Pay stores. Therefore, recommendations given by the researcher focused on all variables that have a relationship with customer satisfaction.
- Full Text:
- Date Issued: 2014
Attracting and retaining customers in South Adrica's banking sector
- Authors: Anani, Ajibola Plakunle
- Date: 2010
- Subjects: Banks and banking -- Customer services -- South Africa -- Port Elizabeth , Customer relations -- Management , Consumer satisfaction -- South Africa -- Port Elizabeth
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8575 , http://hdl.handle.net/10948/1532 , Banks and banking -- Customer services -- South Africa -- Port Elizabeth , Customer relations -- Management , Consumer satisfaction -- South Africa -- Port Elizabeth
- Description: The business environment and the economy of the society today are continuously witnessing the impact of globalisation. Telecommunication advancement and transportation has greatly made the impact of globalisation to be felt. Globalisation though argued to have its merits and its demerits have resulted in fierce competition amongst businesses. The banking industry is not isolated from these competitions. Any business wishing to survive and stay profitable in the recent world must be able to compete in the global economy. Hence, for any bank to sustain itself and remain profitable it must be able to withstand the competition in the environment it operates. To be able to compete in the banking industry means delivering better services to customers than competitors. This study presents how the South African banks can satisfy their customers and remain profitable in the face of competition. The South African banking industry consists of local and foreign banks and these banks compete for customers in the environment in which they are located. Increase in different branches by different banks has made the competition even fierce. In other to suggest recommendations for the South African banks to satisfy their customers and become profitable, the researcher identified some problem areas that need to be improved upon. These include customer loyalty, relationship banking and electronic banking. These variables were researched to understand how they affect the banks and the customers and where tested using both a qualitative and a quantitative analysis to ascertain if the customers were satisfied with the banks‟ approach of managing these variables. The results indicated that the customers were satisfied to a lesser extent. Any bank wishing to satisfy its customers and remain profitable in other to compete in the industry needs to satisfy the customer to a large extent. Therefore, recommendations where suggested based on the empirical results to help improve the banking industry‟s ways of attracting and retaining customers. The former will lead to customer satisfaction which again will lead to increased profitability.
- Full Text:
- Date Issued: 2010
- Authors: Anani, Ajibola Plakunle
- Date: 2010
- Subjects: Banks and banking -- Customer services -- South Africa -- Port Elizabeth , Customer relations -- Management , Consumer satisfaction -- South Africa -- Port Elizabeth
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8575 , http://hdl.handle.net/10948/1532 , Banks and banking -- Customer services -- South Africa -- Port Elizabeth , Customer relations -- Management , Consumer satisfaction -- South Africa -- Port Elizabeth
- Description: The business environment and the economy of the society today are continuously witnessing the impact of globalisation. Telecommunication advancement and transportation has greatly made the impact of globalisation to be felt. Globalisation though argued to have its merits and its demerits have resulted in fierce competition amongst businesses. The banking industry is not isolated from these competitions. Any business wishing to survive and stay profitable in the recent world must be able to compete in the global economy. Hence, for any bank to sustain itself and remain profitable it must be able to withstand the competition in the environment it operates. To be able to compete in the banking industry means delivering better services to customers than competitors. This study presents how the South African banks can satisfy their customers and remain profitable in the face of competition. The South African banking industry consists of local and foreign banks and these banks compete for customers in the environment in which they are located. Increase in different branches by different banks has made the competition even fierce. In other to suggest recommendations for the South African banks to satisfy their customers and become profitable, the researcher identified some problem areas that need to be improved upon. These include customer loyalty, relationship banking and electronic banking. These variables were researched to understand how they affect the banks and the customers and where tested using both a qualitative and a quantitative analysis to ascertain if the customers were satisfied with the banks‟ approach of managing these variables. The results indicated that the customers were satisfied to a lesser extent. Any bank wishing to satisfy its customers and remain profitable in other to compete in the industry needs to satisfy the customer to a large extent. Therefore, recommendations where suggested based on the empirical results to help improve the banking industry‟s ways of attracting and retaining customers. The former will lead to customer satisfaction which again will lead to increased profitability.
- Full Text:
- Date Issued: 2010
An evaluation of product quality and consumer satisfaction in the FMCG market : Pick 'n Pay hypermarket, Port Elizabeth
- Authors: Hallam, Edward James
- Date: 2008
- Subjects: Quality of products -- Management , Quality of products -- Evaluation , Consumer satisfaction -- South Africa -- Port Elizabeth
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:9364 , http://hdl.handle.net/10948/974 , Quality of products -- Management , Quality of products -- Evaluation , Consumer satisfaction -- South Africa -- Port Elizabeth
- Description: In an intensely competitive retail market, keeping consumers satisfied has never been more important than currently. Retailers need to understand how to satisfy their customers in order to enhance their appeal and increase consumer loyalty. Globally people’s lifestyles are changing rapidly. Advances in technology, more flexi-time of customers, and the many other social and economic changes affecting family and home life are some of the reasons why, specifically in the Fast Moving Consumer Goods (FMCG) industry, it is important to act fast to service customers. In South Africa, there is indication of strong competition between the most dominant firms’ in the FMCG market, which include Pick ‘n Pay Holdings Limited (23.8 percent), Shoprite Holdings Limited (23.8 percent), the Spar Group Limited (14.9 percent), and Woolworths Holdings Limited (9.0 percent). As a result, it is unmistakable that in order for FMCG firms to grow and survive in the constantly changing, and competitive retail environment of South Africa, they must have a clear understanding of consumer’s expectations, as well as their actual shopping experiences. As stated, service quality for retailers of FMCG is of utmost importance to their level of success and ability to successfully cater for the market’s needs. Closely linked to this, is the focus of this study, namely to investigate consumers’ perceived levels of product quality, as well as the overall level of satisfaction experienced by customers. The purpose of this analytical research project is twofold: Firstly, to empirically test the hypothetical model and the associated hypotheses (as phrased in Section 1.4) by using confirmatory statistical techniques. Secondly, based on the findings of the research, to craft appropriate retail marketing strategies within the FMCG market that are suitable for implementation to address potential mismatches (gaps) of perceived product quality and consumers’ satisfaction. By the crafting of appropriate retail strategies, the potential to develop the FMCG industry in South Africa will be enhanced. Given the purpose and nature of the research in question, a positivistic research paradigm was adopted. The utilization of a Likert seven-point scale enabled primary data to be sourced from 301 consumers’ (respondents), who shared their perceptions on the expectations and actual experiences about the product quality of FMCG in South Africa. The statistical analysis of quantitative data comprised seven distinct phases. Firstly, the data was subjected to a confirmatory factor analysis to validate the measurement model by assessing the construct (convergent, discriminant and nomological) validity of the pre-specified (predicted) factors. Secondly, the reliability (internal consistency) of the research instrument was assessed by means of Cronbach alpha reliability coefficients. This phase was followed by a multiple linear regression analyses which were used to test the impact of independent variables on the intervening variable. In order to test the second set of hypotheses (null and alternative hypotheses dealing with consumers’ expected product quality and their actual experiences) matched paired t-tests were utilized. Additionally, mean scores and relative percentage ratings on consumers’ expected and perceived product quality levels were also calculated and interpreted. Finally, bivariate linear regression analyses were used to test the third set of hypotheses (impact of consumers perceived product quality on consumers overall level of satisfaction). The findings of the multiple linear regression analyses required that the hypothetical model be reconstructed. Two variables were removed from the hypothetical model, namely, ‘South African culture’ and ‘service promises’. The findings of the matched pair t-tests show that significant statistical differences do exist between the ‘expectations’ and ‘actual experiences’ of consumers’ perceived product quality to support the hypothesis H3.A, namely: “There are no perceived differences between consumers’ expectations and their perceptions (actual experience) of product quality”. Besides the matched pair t-tests, further descriptive statistical analyses were also performed to assess the magnitude of the “gap” between expectations and actual experiences of consumers on South African FMCG product quality, such as the values for Cohen’s d and relative percentage ratings. The findings reveal that the consumers’ were not completely satisfied with their actual experiences. Three sets of conclusions and recommendations were identified for this research. Firstly, conclusions emanating from secondary sources on product quality and consumers’ satisfaction literature were provided, such as consumer satisfaction is seen more as a psychological state, which reveals an overall feeling of consumers’ purchase and consumption experience with FMCG. Secondly, the conclusions linked to the interpretation of the empirical findings revealed significant statistical differences between the expectations and perceptions (actual experiences) of consumers’ on perceived product quality. Finally, recommendations on relevant FMCG retail marketing strategies can be grouped into five domains: To build customer-led firms which adhere to the principles of true marketing orientation where the focus is on consumers and their needs and wants. Identify and clearly define the FMCG market in South Africa which comprises different market segments that are of great importance for the retail firms. The decision on a proper positioning strategy entails the choice of the target market segments, which will determine where and how the FMCG firm competes and the choice of differential advantages. Retailers should apply suitable marketing strategies to benefit optimally from their FMCG retail marketing strategies. A sound feedback system is a necessary component in the strategic marketing plan to obtain proper feedback that would contribute to the “management by exception” principle. It further will facilitate performance evaluation of product quality and service delivery, as well as and enable corrective actions to be taken in the case of deviations from the norm.
- Full Text:
- Date Issued: 2008
- Authors: Hallam, Edward James
- Date: 2008
- Subjects: Quality of products -- Management , Quality of products -- Evaluation , Consumer satisfaction -- South Africa -- Port Elizabeth
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:9364 , http://hdl.handle.net/10948/974 , Quality of products -- Management , Quality of products -- Evaluation , Consumer satisfaction -- South Africa -- Port Elizabeth
- Description: In an intensely competitive retail market, keeping consumers satisfied has never been more important than currently. Retailers need to understand how to satisfy their customers in order to enhance their appeal and increase consumer loyalty. Globally people’s lifestyles are changing rapidly. Advances in technology, more flexi-time of customers, and the many other social and economic changes affecting family and home life are some of the reasons why, specifically in the Fast Moving Consumer Goods (FMCG) industry, it is important to act fast to service customers. In South Africa, there is indication of strong competition between the most dominant firms’ in the FMCG market, which include Pick ‘n Pay Holdings Limited (23.8 percent), Shoprite Holdings Limited (23.8 percent), the Spar Group Limited (14.9 percent), and Woolworths Holdings Limited (9.0 percent). As a result, it is unmistakable that in order for FMCG firms to grow and survive in the constantly changing, and competitive retail environment of South Africa, they must have a clear understanding of consumer’s expectations, as well as their actual shopping experiences. As stated, service quality for retailers of FMCG is of utmost importance to their level of success and ability to successfully cater for the market’s needs. Closely linked to this, is the focus of this study, namely to investigate consumers’ perceived levels of product quality, as well as the overall level of satisfaction experienced by customers. The purpose of this analytical research project is twofold: Firstly, to empirically test the hypothetical model and the associated hypotheses (as phrased in Section 1.4) by using confirmatory statistical techniques. Secondly, based on the findings of the research, to craft appropriate retail marketing strategies within the FMCG market that are suitable for implementation to address potential mismatches (gaps) of perceived product quality and consumers’ satisfaction. By the crafting of appropriate retail strategies, the potential to develop the FMCG industry in South Africa will be enhanced. Given the purpose and nature of the research in question, a positivistic research paradigm was adopted. The utilization of a Likert seven-point scale enabled primary data to be sourced from 301 consumers’ (respondents), who shared their perceptions on the expectations and actual experiences about the product quality of FMCG in South Africa. The statistical analysis of quantitative data comprised seven distinct phases. Firstly, the data was subjected to a confirmatory factor analysis to validate the measurement model by assessing the construct (convergent, discriminant and nomological) validity of the pre-specified (predicted) factors. Secondly, the reliability (internal consistency) of the research instrument was assessed by means of Cronbach alpha reliability coefficients. This phase was followed by a multiple linear regression analyses which were used to test the impact of independent variables on the intervening variable. In order to test the second set of hypotheses (null and alternative hypotheses dealing with consumers’ expected product quality and their actual experiences) matched paired t-tests were utilized. Additionally, mean scores and relative percentage ratings on consumers’ expected and perceived product quality levels were also calculated and interpreted. Finally, bivariate linear regression analyses were used to test the third set of hypotheses (impact of consumers perceived product quality on consumers overall level of satisfaction). The findings of the multiple linear regression analyses required that the hypothetical model be reconstructed. Two variables were removed from the hypothetical model, namely, ‘South African culture’ and ‘service promises’. The findings of the matched pair t-tests show that significant statistical differences do exist between the ‘expectations’ and ‘actual experiences’ of consumers’ perceived product quality to support the hypothesis H3.A, namely: “There are no perceived differences between consumers’ expectations and their perceptions (actual experience) of product quality”. Besides the matched pair t-tests, further descriptive statistical analyses were also performed to assess the magnitude of the “gap” between expectations and actual experiences of consumers on South African FMCG product quality, such as the values for Cohen’s d and relative percentage ratings. The findings reveal that the consumers’ were not completely satisfied with their actual experiences. Three sets of conclusions and recommendations were identified for this research. Firstly, conclusions emanating from secondary sources on product quality and consumers’ satisfaction literature were provided, such as consumer satisfaction is seen more as a psychological state, which reveals an overall feeling of consumers’ purchase and consumption experience with FMCG. Secondly, the conclusions linked to the interpretation of the empirical findings revealed significant statistical differences between the expectations and perceptions (actual experiences) of consumers’ on perceived product quality. Finally, recommendations on relevant FMCG retail marketing strategies can be grouped into five domains: To build customer-led firms which adhere to the principles of true marketing orientation where the focus is on consumers and their needs and wants. Identify and clearly define the FMCG market in South Africa which comprises different market segments that are of great importance for the retail firms. The decision on a proper positioning strategy entails the choice of the target market segments, which will determine where and how the FMCG firm competes and the choice of differential advantages. Retailers should apply suitable marketing strategies to benefit optimally from their FMCG retail marketing strategies. A sound feedback system is a necessary component in the strategic marketing plan to obtain proper feedback that would contribute to the “management by exception” principle. It further will facilitate performance evaluation of product quality and service delivery, as well as and enable corrective actions to be taken in the case of deviations from the norm.
- Full Text:
- Date Issued: 2008
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