- Title
- Creating a value proposition in the optometry industry: perceptions of customers
- Creator
- Mmamogobo, Maleage Jacob
- Subject
- Optometry--Economic aspects
- Subject
- Optometry--Practice
- Subject
- Consumer behavior -- South Africa
- Subject
- Corporate image -- Management
- Date Issued
- 2023-12
- Date
- 2023-12
- Type
- Doctoral theses
- Type
- text
- Identifier
- http://hdl.handle.net/10948/65782
- Identifier
- vital:74237
- Description
- The highly competitive environment in the optometry healthcare industry, the over-serviced urban market and the cost of keeping businesses operating with little knowledge of how a profitable business operates lead most independent business owners to employ inappropriate strategies to manage situations that arise, and the optometry industry, particularly standalone practices, are particularly vulnerable to these challenges. As a result, creating a value proposition for customers has become a common approach to operations and ensuring service providers’ survival in new and existing practices. Therefore, the limitations under which service providers operate need to be investigated to determine which competencies are lacking. The study aimed to create a value proposition in the optometry industry in South Africa by exploring optometry customers’ perceptions. Through a qualitative research approach a total of 17 telephone interviews and eight mask-to-mask interviews were conducted with participants (five per chosen service provider from all nine provinces). The participants were drawn from all service providers’ current customers, including those whom in the past three months used the services or products, purchased an optical frame temple or full pair of spectacles, underwent an eye examination, and others. The qualitative data analysis employed content and thematic analyses, focusing on key elements such as the importance of creating a value proposition, developing a value proposition process, and the challenges associated with its creation. The five building blocks for creating a value proposition are visibility, service and product, price and value, reputation management and communication. This study’s findings will assist individual service providers to evaluate themselves against customers’ expectations and benefit customers and researchers. The main recommendations are 24-hour online access to a website, quality of services or products, full standard optometry service, affordable health care products or services, a short turnaround time for complete products, and acquired management skills to grow and generate sales.
- Description
- Thesis (PhD) -- Faculty of Business and Economic Sciences, School of Management Sciences, 2023
- Format
- computer
- Format
- online resource
- Format
- application/pdf
- Format
- 1 online resource (xxii, 243 pages)
- Format
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- Nelson Mandela University
- Rights
- All Rights Reserved
- Rights
- Open Access
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NMU School of Management Sciences
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | Mmamogobo, M.pdf | 2 MB | Adobe Acrobat PDF | View Details Download |