A critical analysis of the service quality dimensions of a mobile telecommunication service provider
- Authors: Crous, Pierre
- Date: 2018
- Subjects: Customer relations -- Management , Consumer satisfaction Telecommunication -- Customer services Cell phone services industry
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/21571 , vital:29582
- Description: In the current age, companies are redesigning the way they perform daily operations based on the principles of the Fourth Industrial Revolution. Industry 4.0 will lead to the integration of the Internet of Things (IoT), cloud computing and mobilisation into the daily operations of companies across various industries which stay connected to guidance software by means of 3G or 4G SIM cards. This increasing demand for mobilisation and communication technologies has encouraged more interest from investors to invest in the Mobile Telecommunication Industry (MTI). The aforementioned leads to heightened competition among Mobile Telecommunication Service Providers (MTSP), already competing in a fiercely contested market. For service providers to guarantee success in such a highly competitive market, companies should endeavour to provide superior quality and customer-centric services to retain and attract customers. Service providers that provide their customers with quality experiences gain a competitive advantage over rival firms and enjoy increased financial returns. Thus, companies measure their service quality (SQ) continuously to understand what consumers need and want as well as to ascertain how customers perceive the quality of service provision of the organisation. Therefore, this research study introduces and discusses various SQ measurement instruments and dimensions that may be relevant for a MTSP to consider when measuring SQ. This study further provides a broad overview of the latest techniques and best practices that popular service providers have applied globally, to enhance their SQ measurement In order to facilitate the SQ measurement process, researchers have designed different instruments, tailored for measuring SQ in various particular industries, by identifying and incorporating relevant industry-specific SQ dimensions. This enables the measurement of the customer perceived performance of each individual dimension for a particular service provided in a specific industry. In order to initiate a SQ measurement project, companies employ a variety of techniques to collect data. In this research study, the SQ data collection technique and resultant data set of a South African Mobile Telecommunication Service Provider (SAMTSP) were analysed to evaluate present service quality processes and provide guidelines to a SAMTSP on improved processes to implement to determine its service quality levels. Eight independent variables were identified from the quantitative data in the service quality data set provided by a SAMTSP for the purposes of this study. The dependent variable was identified as Performance which served as the unit of measurement for the independent variables. The qualitative data analysis applied to the qualitative data in the provided data set, revealed three Attitudes (key patterns) namely Positive, Neutral and Negative. Moreover, 14 themes were extracted from these Attitudes and which provide deeper insight into customer sentiments with regards to the overall performance of a SAMTSP. The results indicated that the SAMTSP may not have targeted the necessary SQ dimensions. It was also found that the data collection technique employed by the SAMTSP to create the SQ data set had certain limitations that might have negatively impacted upon the relevance and quality of the SQ data collected. The findings further suggest that the MTSP could follow a better SQ measurement process.
- Full Text:
- Date Issued: 2018
A critical analysis of the service quality dimensions of a mobile telecommunication service provider
- Authors: Crous, Pierre
- Date: 2018
- Subjects: Customer relations -- Management , Consumer satisfaction Telecommunication -- Customer services Cell phone services industry
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/21571 , vital:29582
- Description: In the current age, companies are redesigning the way they perform daily operations based on the principles of the Fourth Industrial Revolution. Industry 4.0 will lead to the integration of the Internet of Things (IoT), cloud computing and mobilisation into the daily operations of companies across various industries which stay connected to guidance software by means of 3G or 4G SIM cards. This increasing demand for mobilisation and communication technologies has encouraged more interest from investors to invest in the Mobile Telecommunication Industry (MTI). The aforementioned leads to heightened competition among Mobile Telecommunication Service Providers (MTSP), already competing in a fiercely contested market. For service providers to guarantee success in such a highly competitive market, companies should endeavour to provide superior quality and customer-centric services to retain and attract customers. Service providers that provide their customers with quality experiences gain a competitive advantage over rival firms and enjoy increased financial returns. Thus, companies measure their service quality (SQ) continuously to understand what consumers need and want as well as to ascertain how customers perceive the quality of service provision of the organisation. Therefore, this research study introduces and discusses various SQ measurement instruments and dimensions that may be relevant for a MTSP to consider when measuring SQ. This study further provides a broad overview of the latest techniques and best practices that popular service providers have applied globally, to enhance their SQ measurement In order to facilitate the SQ measurement process, researchers have designed different instruments, tailored for measuring SQ in various particular industries, by identifying and incorporating relevant industry-specific SQ dimensions. This enables the measurement of the customer perceived performance of each individual dimension for a particular service provided in a specific industry. In order to initiate a SQ measurement project, companies employ a variety of techniques to collect data. In this research study, the SQ data collection technique and resultant data set of a South African Mobile Telecommunication Service Provider (SAMTSP) were analysed to evaluate present service quality processes and provide guidelines to a SAMTSP on improved processes to implement to determine its service quality levels. Eight independent variables were identified from the quantitative data in the service quality data set provided by a SAMTSP for the purposes of this study. The dependent variable was identified as Performance which served as the unit of measurement for the independent variables. The qualitative data analysis applied to the qualitative data in the provided data set, revealed three Attitudes (key patterns) namely Positive, Neutral and Negative. Moreover, 14 themes were extracted from these Attitudes and which provide deeper insight into customer sentiments with regards to the overall performance of a SAMTSP. The results indicated that the SAMTSP may not have targeted the necessary SQ dimensions. It was also found that the data collection technique employed by the SAMTSP to create the SQ data set had certain limitations that might have negatively impacted upon the relevance and quality of the SQ data collected. The findings further suggest that the MTSP could follow a better SQ measurement process.
- Full Text:
- Date Issued: 2018
Dimensions of a memorable experience within a marine tourism context
- Authors: Jonas, Altouise Glowdean
- Date: 2018
- Subjects: Customer relations -- Management , Customer relations Relationship marketing Tourism -- Environmental aspects Coastal zone management -- Environmental aspects
- Language: English
- Type: Thesis , Doctoral , DPhil
- Identifier: http://hdl.handle.net/10948/30540 , vital:30958
- Description: Worldwide, businesses are operating in an environment which is continuously changing, forcing them to adapt their strategies in order to remain competitive. Two changes were of particular importance to this study. Firstly, businesses are faced with an increasing demand from consumers for experiences as opposed to products and services. Secondly, consumers are demanding experiences that are not just ordinary, but are unique and memorable. As one of the largest and most diverse industries globally, tourism offers a multitude of tourist activities. Marine tourism is one of the oldest, most popular and fastest developing types of tourism globally. Marine tourism has also become popular in South Africa. This popularity might be attributed to the country’s expansive coastline and to it being home to one of the most diverse marine systems in the world. Marine tourism makes significant contributions to South Africa’s economy. More benefits can be derived from this lucrative type of tourism if attention is given to the design and provision of marine tourism experiences that go beyond average experiences, and become memorable experiences. The reason for conducting this research was to provide the South African tourism industry, and marine tourism operators in particular, with information which might assist them in designing and staging memorable experiences. Such memorable experiences could result in a competitive advantage and enable the operators to attract more customers, which in turn, will benefit the individual operators, the industry as a whole, and ultimately, the South African economy. The study focused on three marine tourism activities, namely; shark-diving, visits to marine protected areas and whale-watching. Eight dimensions, namely; Delight, Hedonism, Involvement, Knowledge, Meaningfulness, Novelty, Refreshment and Social-Interaction were identified as prospective dimensions of a memorable experience within a marine tourism context. v The study employed purposive, convenience and snowball sampling to identify potential respondents. Primary data was collected by means of an online survey and paper-based self-administered questionnaires. Four hundred and forty-four useable responses were received. The results of the empirical study showed a positive correlation between all the dimensions and memorable experience for each of the three activities and for all the activities combined. A second order factor analysis showed that the eight dimensions loaded onto two factors. The resulting factors were named as the Affective Domain (consisting of Hedonism, Refreshment, Delight and Involvement) and the Cognitive Domain (consisting of Knowledge, Social- Interaction, Meaningfulness and Novelty). A positive relationship was found between the Affective Domain and Memorable Experience and also between the Cognitive Domain and Memorable Experience. The Cognitive domain showed a stronger relationship with Memorable Experience than what the Affective Domain did, for all the activities combined. The memorability of an experience in the case of all three activities combined can, firstly, be improved by Involvement. This is closely followed by the following dimensions in the Affective Domain; Delight, Hedonism and Refreshment. Under the Cognitive Domain the factor which is most important for improving memorability of all the activities combined is Meaningfulness, followed by Knowledge, Novelty and Social-Interaction. Finally, structural equation modelling confirmed a model representing the eight experience dimensions (Delight, Hedonism, Involvement, Knowledge, Meaningfulness, Novelty, Refreshment and Social-Interaction) and identified the relationships between the dimensions and Memorable Experience. This study makes four important contributions. Firstly, it contributes to the under-researched topic of marine tourism in South Africa. Secondly, it adds to the literature on memorable tourism experiences, specifically memorable marine tourism experiences and provides a measurement instrument and framework for further research. Thirdly, the study identifies and confirms that ‘delight’ is an important dimension of a memorable marine tourism experience. vi Lastly, a model was developed which can be used by marine tourism operators to enhance their strategies, operations and facilities which will enable operators to achieve a sustainable competitive advantage.
- Full Text:
- Date Issued: 2018
- Authors: Jonas, Altouise Glowdean
- Date: 2018
- Subjects: Customer relations -- Management , Customer relations Relationship marketing Tourism -- Environmental aspects Coastal zone management -- Environmental aspects
- Language: English
- Type: Thesis , Doctoral , DPhil
- Identifier: http://hdl.handle.net/10948/30540 , vital:30958
- Description: Worldwide, businesses are operating in an environment which is continuously changing, forcing them to adapt their strategies in order to remain competitive. Two changes were of particular importance to this study. Firstly, businesses are faced with an increasing demand from consumers for experiences as opposed to products and services. Secondly, consumers are demanding experiences that are not just ordinary, but are unique and memorable. As one of the largest and most diverse industries globally, tourism offers a multitude of tourist activities. Marine tourism is one of the oldest, most popular and fastest developing types of tourism globally. Marine tourism has also become popular in South Africa. This popularity might be attributed to the country’s expansive coastline and to it being home to one of the most diverse marine systems in the world. Marine tourism makes significant contributions to South Africa’s economy. More benefits can be derived from this lucrative type of tourism if attention is given to the design and provision of marine tourism experiences that go beyond average experiences, and become memorable experiences. The reason for conducting this research was to provide the South African tourism industry, and marine tourism operators in particular, with information which might assist them in designing and staging memorable experiences. Such memorable experiences could result in a competitive advantage and enable the operators to attract more customers, which in turn, will benefit the individual operators, the industry as a whole, and ultimately, the South African economy. The study focused on three marine tourism activities, namely; shark-diving, visits to marine protected areas and whale-watching. Eight dimensions, namely; Delight, Hedonism, Involvement, Knowledge, Meaningfulness, Novelty, Refreshment and Social-Interaction were identified as prospective dimensions of a memorable experience within a marine tourism context. v The study employed purposive, convenience and snowball sampling to identify potential respondents. Primary data was collected by means of an online survey and paper-based self-administered questionnaires. Four hundred and forty-four useable responses were received. The results of the empirical study showed a positive correlation between all the dimensions and memorable experience for each of the three activities and for all the activities combined. A second order factor analysis showed that the eight dimensions loaded onto two factors. The resulting factors were named as the Affective Domain (consisting of Hedonism, Refreshment, Delight and Involvement) and the Cognitive Domain (consisting of Knowledge, Social- Interaction, Meaningfulness and Novelty). A positive relationship was found between the Affective Domain and Memorable Experience and also between the Cognitive Domain and Memorable Experience. The Cognitive domain showed a stronger relationship with Memorable Experience than what the Affective Domain did, for all the activities combined. The memorability of an experience in the case of all three activities combined can, firstly, be improved by Involvement. This is closely followed by the following dimensions in the Affective Domain; Delight, Hedonism and Refreshment. Under the Cognitive Domain the factor which is most important for improving memorability of all the activities combined is Meaningfulness, followed by Knowledge, Novelty and Social-Interaction. Finally, structural equation modelling confirmed a model representing the eight experience dimensions (Delight, Hedonism, Involvement, Knowledge, Meaningfulness, Novelty, Refreshment and Social-Interaction) and identified the relationships between the dimensions and Memorable Experience. This study makes four important contributions. Firstly, it contributes to the under-researched topic of marine tourism in South Africa. Secondly, it adds to the literature on memorable tourism experiences, specifically memorable marine tourism experiences and provides a measurement instrument and framework for further research. Thirdly, the study identifies and confirms that ‘delight’ is an important dimension of a memorable marine tourism experience. vi Lastly, a model was developed which can be used by marine tourism operators to enhance their strategies, operations and facilities which will enable operators to achieve a sustainable competitive advantage.
- Full Text:
- Date Issued: 2018
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