The relationship between service quality, customer satisfaction and customer loyalty in the retail supermarket industry
- Authors: Ndhlovu, Thinkwell
- Date: 2014
- Subjects: Consumer satisfaction , Customer loyalty , Customer services -- Rating of , Customer services -- Quality control , Relationship marketing , Supermarkets -- South Africa -- Grahamstown
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1202 , http://hdl.handle.net/10962/d1013221
- Description: The increasingly competitive business environment has influenced contemporary organisations to build mutual beneficial relationships with their customers indicating a paradigm shift from transactional marketing. In order to compete in this intense competitive environment, organisations are creating competitive advantage over their rivals through service quality that will influence customer satisfaction which subsequently leads to customer loyalty. Service quality has been found to be the key strategy of success and survival for most organisations like retail supermarkets who want to win the loyalty of their customers because of its positive effect on customer satisfaction. The purpose of this research was to determine the relationship between service quality, customer satisfaction and customer loyalty in the retail supermarket industry. An empirical study was conducted in Grahamstown between two main supermarkets through a survey that determined customers’ perceptions on service quality, customer satisfaction and customer loyalty respectively. The empirical findings of this research study revealed that moderate to strong positive linear relationships exists between the dimensions of service quality (namely physical aspects, reliability, personal interaction, problem solving and policy) and customer satisfaction at the 5% level of significance. Furthermore, this study showed that dimensions of service quality (namely physical aspects, reliability, personal interaction and problem solving) have weak negative linear relationships with price sensitivity dimension of customer loyalty. The study further showed that the dimensions of service quality (namely physical aspects, reliability, personal interaction, problem solving and policy) have weak to moderate positive linear relationships with the purchase intentions dimension of customer loyalty. In addition, all the dimensions of service quality (namely physical aspects, reliability, personal interaction, problem solving and policy) showed moderate positive linear relationships with word of mouth communication dimension of customer loyalty. A weak negative linear relationship between price sensitivity dimension of customer loyalty and customer satisfaction was revealed in this study. Purchase intentions dimension of customer loyalty was also found to have a moderate positive linear relationship with customer satisfaction. In addition, word of mouth communication dimension of customer loyalty showed a strong positive linear relationship with customer satisfaction. There is sufficient evidence that the customers of the two supermarkets in this study have different perceptions on problem solving dimension of service quality. This study further provides sufficient evidence of the significant difference between gender on the levels of customer satisfaction. In addition, this study showed that customers of various levels of education and occupations differ in price sensitivity dimension of customer loyalty. The average scores for word of mouth communication, purchase intentions and price sensitivity dimensions of customer loyalty were found to be significantly different between the two supermarkets investigated in this study. Therefore, for supermarkets to compete effectively in the intense retail supermarket industry in South Africa they have to manage their service quality dimensions so as to influence customer satisfaction and customer loyalty respectively.
- Full Text:
- Date Issued: 2014
- Authors: Ndhlovu, Thinkwell
- Date: 2014
- Subjects: Consumer satisfaction , Customer loyalty , Customer services -- Rating of , Customer services -- Quality control , Relationship marketing , Supermarkets -- South Africa -- Grahamstown
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1202 , http://hdl.handle.net/10962/d1013221
- Description: The increasingly competitive business environment has influenced contemporary organisations to build mutual beneficial relationships with their customers indicating a paradigm shift from transactional marketing. In order to compete in this intense competitive environment, organisations are creating competitive advantage over their rivals through service quality that will influence customer satisfaction which subsequently leads to customer loyalty. Service quality has been found to be the key strategy of success and survival for most organisations like retail supermarkets who want to win the loyalty of their customers because of its positive effect on customer satisfaction. The purpose of this research was to determine the relationship between service quality, customer satisfaction and customer loyalty in the retail supermarket industry. An empirical study was conducted in Grahamstown between two main supermarkets through a survey that determined customers’ perceptions on service quality, customer satisfaction and customer loyalty respectively. The empirical findings of this research study revealed that moderate to strong positive linear relationships exists between the dimensions of service quality (namely physical aspects, reliability, personal interaction, problem solving and policy) and customer satisfaction at the 5% level of significance. Furthermore, this study showed that dimensions of service quality (namely physical aspects, reliability, personal interaction and problem solving) have weak negative linear relationships with price sensitivity dimension of customer loyalty. The study further showed that the dimensions of service quality (namely physical aspects, reliability, personal interaction, problem solving and policy) have weak to moderate positive linear relationships with the purchase intentions dimension of customer loyalty. In addition, all the dimensions of service quality (namely physical aspects, reliability, personal interaction, problem solving and policy) showed moderate positive linear relationships with word of mouth communication dimension of customer loyalty. A weak negative linear relationship between price sensitivity dimension of customer loyalty and customer satisfaction was revealed in this study. Purchase intentions dimension of customer loyalty was also found to have a moderate positive linear relationship with customer satisfaction. In addition, word of mouth communication dimension of customer loyalty showed a strong positive linear relationship with customer satisfaction. There is sufficient evidence that the customers of the two supermarkets in this study have different perceptions on problem solving dimension of service quality. This study further provides sufficient evidence of the significant difference between gender on the levels of customer satisfaction. In addition, this study showed that customers of various levels of education and occupations differ in price sensitivity dimension of customer loyalty. The average scores for word of mouth communication, purchase intentions and price sensitivity dimensions of customer loyalty were found to be significantly different between the two supermarkets investigated in this study. Therefore, for supermarkets to compete effectively in the intense retail supermarket industry in South Africa they have to manage their service quality dimensions so as to influence customer satisfaction and customer loyalty respectively.
- Full Text:
- Date Issued: 2014
The role of experience in the development of bar managers' social competencies
- Authors: Dhaya, Jateen
- Date: 2008
- Subjects: Hospitality Industry -- Management , Bars (Drinking establishments) -- Management , Social skills , Executive ability , Interpersonal communication , Experience
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1177 , http://hdl.handle.net/10962/d1002794 , Hospitality Industry -- Management , Bars (Drinking establishments) -- Management , Social skills , Executive ability , Interpersonal communication , Experience
- Description: This research study analysed the role that experience played in the development of bar managers’ social competencies. Given the social nature of the bar environment, social competencies were perceived to be essential managerial competencies that enable bar managers to manage employees and consumers to ensure that employee and consumer satisfaction is maintained. The literature reviewed discussed the importance of managerial competencies and the composition of social competencies. Experience was conceptualized to develop an understanding of the informal learning method through which competency development occurs. Data was captured through face-to-face interviews, which were based on the Critical Incident Technique (CIT). The data was analysed using the open coding procedures of grounded theory. This research study proposed a process to explain how experience contributed to the development of social competencies. The proposed process, which is called the Social Competency Cache Development Process (SCCD Process), ultimately indicated that experience contributed to bar managers’ social competencies through a reflection process, the residues of experience, and through the familiarity of situations and results. This research study found that experience contributed to the development of bar managers’ social competencies within a process that established an awareness of unfamiliar social competencies or reinforced the effects of familiar effective social competencies. Experience was also found to promote the transition between novel situations and familiar situations, which in turn enabled bar managers to effectively assess social situations and select effective responses to social situations. Consequently, experience improved the probability of bar managers implementing effective social competencies to ensure employee and consumer satisfaction. In essence, experience shaped bar managers’ accumulation of social competencies by promoting the addition of new social competencies or the reinforcement of existing social competencies.
- Full Text:
- Date Issued: 2008
- Authors: Dhaya, Jateen
- Date: 2008
- Subjects: Hospitality Industry -- Management , Bars (Drinking establishments) -- Management , Social skills , Executive ability , Interpersonal communication , Experience
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1177 , http://hdl.handle.net/10962/d1002794 , Hospitality Industry -- Management , Bars (Drinking establishments) -- Management , Social skills , Executive ability , Interpersonal communication , Experience
- Description: This research study analysed the role that experience played in the development of bar managers’ social competencies. Given the social nature of the bar environment, social competencies were perceived to be essential managerial competencies that enable bar managers to manage employees and consumers to ensure that employee and consumer satisfaction is maintained. The literature reviewed discussed the importance of managerial competencies and the composition of social competencies. Experience was conceptualized to develop an understanding of the informal learning method through which competency development occurs. Data was captured through face-to-face interviews, which were based on the Critical Incident Technique (CIT). The data was analysed using the open coding procedures of grounded theory. This research study proposed a process to explain how experience contributed to the development of social competencies. The proposed process, which is called the Social Competency Cache Development Process (SCCD Process), ultimately indicated that experience contributed to bar managers’ social competencies through a reflection process, the residues of experience, and through the familiarity of situations and results. This research study found that experience contributed to the development of bar managers’ social competencies within a process that established an awareness of unfamiliar social competencies or reinforced the effects of familiar effective social competencies. Experience was also found to promote the transition between novel situations and familiar situations, which in turn enabled bar managers to effectively assess social situations and select effective responses to social situations. Consequently, experience improved the probability of bar managers implementing effective social competencies to ensure employee and consumer satisfaction. In essence, experience shaped bar managers’ accumulation of social competencies by promoting the addition of new social competencies or the reinforcement of existing social competencies.
- Full Text:
- Date Issued: 2008
A case study of the strategic nature of DaimlerChrysler South Africa's corporate social investment programmes in the local communities of the Border-Kei region in the Eastern Cape Province
- Authors: Mak'ochieng, Alice Atieno
- Date: 2004
- Subjects: DaimlerChrysler , Automobile industry and trade -- South Africa , Economic development -- South Africa -- Eastern Cape , Community development -- South Africa -- Eastern Cape , Economic development projects -- South Africa -- Eastern Cape , Industries -- Social aspects -- South Africa -- Eastern Cape , Social responsibility of business -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1165 , http://hdl.handle.net/10962/d1002781 , DaimlerChrysler , Automobile industry and trade -- South Africa , Economic development -- South Africa -- Eastern Cape , Community development -- South Africa -- Eastern Cape , Economic development projects -- South Africa -- Eastern Cape , Industries -- Social aspects -- South Africa -- Eastern Cape , Social responsibility of business -- South Africa -- Eastern Cape
- Description: Corporate social responsibility has become the business issue of the 21st century. Heightened expectations of the business sector, globalisation and increased media attention on the role of business in society are casting an intense spotlight on this issue. As a result, pressure has built on business to play a larger role in bringing about socio-economic development to many local communities where they operate. While for a long time companies have been involved in the community on a philanthropy basis, many companies today are reassessing the manner in which they conduct their corporate social responsibility programmes. Many companies are including corporate social responsibility issues into their strategic planning process and overall corporate strategy. Emphasis is given to certain strategic indicators that must be present in order for a company to be said to have taken a strategic approach to corporate social responsibility. This study adopted a critical-realist approach using a case study method to evaluate DaimlerChrysler South Africa’s corporate social investment programmes in the local community of the Border-Kei region against these strategic indicators. This new form of engagement is even challenging for a multinational corporation, which may feel that it is only obliged to assist the local community where its corporate headquarters is located. But as companies derive an everlarger share of revenue and profits from international operations, multinational companies are being called upon to redefine “community”, by looking beyond local, domestic and geographical communities to include those in regions where they have factories or factories operated by key suppliers. This study found that DCSA was strategically involved and had a good relationship with its local community. However, the company needs to be more connected with the rural communities to make local projects more successful especially after handover.
- Full Text:
- Date Issued: 2004
- Authors: Mak'ochieng, Alice Atieno
- Date: 2004
- Subjects: DaimlerChrysler , Automobile industry and trade -- South Africa , Economic development -- South Africa -- Eastern Cape , Community development -- South Africa -- Eastern Cape , Economic development projects -- South Africa -- Eastern Cape , Industries -- Social aspects -- South Africa -- Eastern Cape , Social responsibility of business -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1165 , http://hdl.handle.net/10962/d1002781 , DaimlerChrysler , Automobile industry and trade -- South Africa , Economic development -- South Africa -- Eastern Cape , Community development -- South Africa -- Eastern Cape , Economic development projects -- South Africa -- Eastern Cape , Industries -- Social aspects -- South Africa -- Eastern Cape , Social responsibility of business -- South Africa -- Eastern Cape
- Description: Corporate social responsibility has become the business issue of the 21st century. Heightened expectations of the business sector, globalisation and increased media attention on the role of business in society are casting an intense spotlight on this issue. As a result, pressure has built on business to play a larger role in bringing about socio-economic development to many local communities where they operate. While for a long time companies have been involved in the community on a philanthropy basis, many companies today are reassessing the manner in which they conduct their corporate social responsibility programmes. Many companies are including corporate social responsibility issues into their strategic planning process and overall corporate strategy. Emphasis is given to certain strategic indicators that must be present in order for a company to be said to have taken a strategic approach to corporate social responsibility. This study adopted a critical-realist approach using a case study method to evaluate DaimlerChrysler South Africa’s corporate social investment programmes in the local community of the Border-Kei region against these strategic indicators. This new form of engagement is even challenging for a multinational corporation, which may feel that it is only obliged to assist the local community where its corporate headquarters is located. But as companies derive an everlarger share of revenue and profits from international operations, multinational companies are being called upon to redefine “community”, by looking beyond local, domestic and geographical communities to include those in regions where they have factories or factories operated by key suppliers. This study found that DCSA was strategically involved and had a good relationship with its local community. However, the company needs to be more connected with the rural communities to make local projects more successful especially after handover.
- Full Text:
- Date Issued: 2004
Attitudes to affirmative action and the perceived impact of affirmative action programmes in the South African business environment : a comparative study based on race and gender
- Authors: Wright, Sarah-Ann L
- Date: 1994
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:3250 , http://hdl.handle.net/10962/d1015715
- Description: Affirmative action is a sensitive and controversial topic evoking a host of emotional reactions regarding tokenism, reverse discrimination, lowering of standards, quota systems and a disregard for meritocracy (Gatherer & Erikson, 1992). It is also a topic receiving considerable attention in the context of a changing South Africa and will be one of the first steps taken in the labour arena under a new government (Charoux, 1991 ). The goals of the research were firstly, to detail and compare the attitudes of men and women, black and white to affirmative action and secondly, to examine the perceived impact of an affirmative action programme on beneficiaries as well as non-beneficiaries. The research was of a quantitative and qualitative nature, so as to provide the scope and depth desired in such an investigation. A survey was conducted using the data collection techniques of a mail questionnaire (quantitative focus) and individual in-depth interviews (qualitative focus). A pilot study was conducted. The majority of the questions in the questionnaire conformed to the conventions of the Likert Scale (Oppenheim, 1992) and data was analysed using percentile frequencies. Data from the interviews was analysed using the qualitative methods of noting themes and patterns, and clustering as proposed by Miles and Hubem1an (1984). The research was conducted in one large organisation in the infomation services industry, situated in the PWV area. Four key sample groups of white men, white women, black men and black women were used. The results of the research indicate that respondents perceive affirmative action as a policy to primarily address the educational disadvantages of black people in South Africa. Initial attitudes to affirmative action reflected a negative orientation amongst whites but a positive orientation amongst blacks. However, probing into the issues indicated that whilst there is an acceptance of the philosophy of and the need for affirmative action for black people, disagreement existed over which implementation methods of affirmative action (preferential treatment and quota systems) were acceptable and at what interfaces (hiring, training and development, promotion), implementation was acceptable. Attitudes on these various issues were often not divided along racial or gender lines and considerable divergence of attitudes also existed within the sample groups. Gender in affirmative action received less consideration by all four sample groups. Results also indicate that beneficiaries of affirmative action do not perceive affirmative action policies and programmes as stigmatising or negatively affecting their self-esteem. Nonbeneficiaries communicated that affirmative action could result in white resentment if blacks benefit at the expense of whites. Low levels of resentment were evident in the research. The organisation's affirmative action programme was seen to be ineffective due to the lack of communication about the programme, no evidence of its progress in terms of significant representation of blacks at senior levels in company XXX and the inequities that were seen to be still pervading the organisation.
- Full Text:
- Date Issued: 1994
- Authors: Wright, Sarah-Ann L
- Date: 1994
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:3250 , http://hdl.handle.net/10962/d1015715
- Description: Affirmative action is a sensitive and controversial topic evoking a host of emotional reactions regarding tokenism, reverse discrimination, lowering of standards, quota systems and a disregard for meritocracy (Gatherer & Erikson, 1992). It is also a topic receiving considerable attention in the context of a changing South Africa and will be one of the first steps taken in the labour arena under a new government (Charoux, 1991 ). The goals of the research were firstly, to detail and compare the attitudes of men and women, black and white to affirmative action and secondly, to examine the perceived impact of an affirmative action programme on beneficiaries as well as non-beneficiaries. The research was of a quantitative and qualitative nature, so as to provide the scope and depth desired in such an investigation. A survey was conducted using the data collection techniques of a mail questionnaire (quantitative focus) and individual in-depth interviews (qualitative focus). A pilot study was conducted. The majority of the questions in the questionnaire conformed to the conventions of the Likert Scale (Oppenheim, 1992) and data was analysed using percentile frequencies. Data from the interviews was analysed using the qualitative methods of noting themes and patterns, and clustering as proposed by Miles and Hubem1an (1984). The research was conducted in one large organisation in the infomation services industry, situated in the PWV area. Four key sample groups of white men, white women, black men and black women were used. The results of the research indicate that respondents perceive affirmative action as a policy to primarily address the educational disadvantages of black people in South Africa. Initial attitudes to affirmative action reflected a negative orientation amongst whites but a positive orientation amongst blacks. However, probing into the issues indicated that whilst there is an acceptance of the philosophy of and the need for affirmative action for black people, disagreement existed over which implementation methods of affirmative action (preferential treatment and quota systems) were acceptable and at what interfaces (hiring, training and development, promotion), implementation was acceptable. Attitudes on these various issues were often not divided along racial or gender lines and considerable divergence of attitudes also existed within the sample groups. Gender in affirmative action received less consideration by all four sample groups. Results also indicate that beneficiaries of affirmative action do not perceive affirmative action policies and programmes as stigmatising or negatively affecting their self-esteem. Nonbeneficiaries communicated that affirmative action could result in white resentment if blacks benefit at the expense of whites. Low levels of resentment were evident in the research. The organisation's affirmative action programme was seen to be ineffective due to the lack of communication about the programme, no evidence of its progress in terms of significant representation of blacks at senior levels in company XXX and the inequities that were seen to be still pervading the organisation.
- Full Text:
- Date Issued: 1994
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