An investigation of the expectations held by retail tenants with regards to the internal marketing function performed by their shopping centre landlord
- Authors: Bosman, Jiminy-Ann Ashurde
- Date: 2014
- Subjects: Shopping centers , Retail trade , Stores, Retail , Consumer satisfaction
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10948/3725 , vital:20458
- Description: While much has been written about retail stores and the retail environment, franchises and organisational marketing, not much can be found on “host” organisations such as shopping centres and their role within the marketing mix. A unique disparity exists within shopping centres in that not only are they an organisation with their own brand identity and culture, but they also play host to numerous retailers and franchises with very clear brands and messages of their own. The question that is often posed to the landlord is therefore whose message or what message is the correct one to market to the common consumer-base targeted by both the shopping centre (landlord) and the tenant (retailers). When considering this, it is important to understand that a symbiotic relationship exists between landlord and tenant within shopping centres in that if a tenant is successful this will result in greater rentals for the landlord and if the landlord’s property is successful, i.e. popular, this will result in greater revenue for the tenant. Both parties therefore actively engage in marketing of their businesses and whilst the message is often noticeably different, what is unique is that this is often to the same consumer-base. Tenants in many shopping centres contribute towards centre marketing expenses as part of their lease agreements and as a result have certain expectations in terms of what message is being marketed. Shopping centres varying in size and tenant numbers make the landlords marketing role that much more complex and often generic messaging is employed to umbrella the wide offering available. This study aims at investigating the expectations held by retail tenants of their shopping centre landlords through the internal communications function. Corporate communication theory as well as public relations theory was used as a grounding.
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- Date Issued: 2014
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.
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- Date Issued: 2014