- Title
- Customer experience at the East London fresh produce market
- Creator
- Matyobeni, Akhona
- Subject
- Produce trade -- South Africa -- East London -- Marketing
- Subject
- Consumer satisfaction -- South Africa -- East London
- Date Issued
- 2021-12
- Date
- 2021-12
- Type
- Master's theses
- Type
- text
- Identifier
- http://hdl.handle.net/10948/54069
- Identifier
- vital:46217
- Description
- Fresh Produce Markets are an important sector in the agricultural value chain. The discussions on land expropriation, food security and job creation all demonstrate the potential that still exists within agriculture. The Fresh Produce Markets remain a solution to the distribution of food in South Africa and their existence remains relevant. Fresh Produce Markets in South Africa combined, generate about R15 billion, by distributing about 3 million tons of fresh produce. The main contributors to this success are the customers who are loyal to Fresh Produce Markets, regardless of distances these customers travel to get to Fresh Produce Markets. This study intends to understand how the East London Fresh Produce Market can put customer needs at the centre of their business, resulting in good Customer Experience. Positive customer experience promotes customer loyalty and assists organisations in encouraging brand advocacy. While customer experience has been explored in several contexts, regions and industries, customer experience at the East London Fresh Produce Market has not been measured. The literature review conducted investigated the field of customer experience. This literature review assisted in developing a conceptual model for customer experience for the East London Fresh Produce Market. This study follows a positivistic research approach, using quantitative methods of analysis. Exploratory factor analysis was conducted using data gathered from a questionnaire disseminated in hard copies and via e-mail. The sample of this study was selected at random using convenience and snowball sampling. A sample size of n = 210 was used in this study. Descriptive and inferential statistical analysis were conducted. The primary contribution of this study was the presentation and statistical assessment of an exploratory factor analysis of factors influencing customer experience at the East London Fresh Produce Market. This study found that the independent factors of Brand Experience, Service Experience and Post-purchase/Consumption Experience all have a positive effect on the overall customer experience and on each other. Furthermore, the statistical assessment suggested new factors of Product Quality and Range(s), Brand Experience(s), Empathy(s), Communication(s) and Facilities(s), which all are found to have a positive effect on customer experience and on each other. The study developed two models that presented the determinants of Customer Experience at the East London Fresh Produce Market. The models should assist managers, organisational leaders and marketers to improve their customer experience-related strategies and to gain competitive advantage. The results and insights obtained, resulted in understanding the factors that provide good customer experience at the East London Fresh Produce Market.
- Description
- Thesis (MBA) -- Faculty of Business and Economic Sciences, 2021
- Format
- computer
- Format
- online resource
- Format
- Format
- 1 online resource (xviii, 159 pages)
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- rights holder
- Rights
- All Rights Reserved
- Rights
- Open Access
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | Matyobeni, A.pdf | 2 MB | Adobe Acrobat PDF | View Details Download |