Relationships amongst extended internal marketing variables, brand recognition and brand recall in service organisations : a comparative study
- Conradie, Elizabeth Stephanie, Roberts-Lombard, Mornay
- Authors: Conradie, Elizabeth Stephanie , Roberts-Lombard, Mornay
- Date: 2017
- Subjects: Service organisations , Internal marketing , Brand recognition
- Language: English
- Type: Conference proceedings
- Identifier: http://hdl.handle.net/10210/255323 , uj:26781 , Citation: Conradie, E.S. & Roberts-Lombard, M. 2017. Relationships amongst extended internal marketing variables, brand recognition and brand recall in service organisations : a comparative study.
- Description: Abstract: This comparative study examined relationships among the extended internal marketing mix elements and brand recognition and recall in two South African service organisations. The internal marketing mix elements used to determine their influence on brand recognition and recall as perceived by customers of car rental companies and stakeholders of the Council for Medical Schemes (CMS), consisted of people, process, positioning and performance, while brand recall referred to trustworthiness, overall evaluation and loyalty. Structural equation modelling was used to analyse the data. The findings of the study indicated that process and performance are critical for car rental customers to recognise and recall the brand, compared to CMS stakeholders who perceived people, positioning and performance as important for recognising the brand and building trustworthy and loyal relationships. Hence, irrespective of the type of service organisation, the successful implementation of internal marketing programmes is essential to enhance the brand recognition and recall of these organisations.
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- Authors: Conradie, Elizabeth Stephanie , Roberts-Lombard, Mornay
- Date: 2017
- Subjects: Service organisations , Internal marketing , Brand recognition
- Language: English
- Type: Conference proceedings
- Identifier: http://hdl.handle.net/10210/255323 , uj:26781 , Citation: Conradie, E.S. & Roberts-Lombard, M. 2017. Relationships amongst extended internal marketing variables, brand recognition and brand recall in service organisations : a comparative study.
- Description: Abstract: This comparative study examined relationships among the extended internal marketing mix elements and brand recognition and recall in two South African service organisations. The internal marketing mix elements used to determine their influence on brand recognition and recall as perceived by customers of car rental companies and stakeholders of the Council for Medical Schemes (CMS), consisted of people, process, positioning and performance, while brand recall referred to trustworthiness, overall evaluation and loyalty. Structural equation modelling was used to analyse the data. The findings of the study indicated that process and performance are critical for car rental customers to recognise and recall the brand, compared to CMS stakeholders who perceived people, positioning and performance as important for recognising the brand and building trustworthy and loyal relationships. Hence, irrespective of the type of service organisation, the successful implementation of internal marketing programmes is essential to enhance the brand recognition and recall of these organisations.
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The interrelationship between internal marketing, employee perceived quality and customer satisfaction – a conventional banking perspective
- De Bruin, Leigh, Roberts-Lombard, Mornay, De Meyer-Heydenrych, Christine
- Authors: De Bruin, Leigh , Roberts-Lombard, Mornay , De Meyer-Heydenrych, Christine
- Date: 2021
- Subjects: Internal marketing , Service quality , Customer satisfaction
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/463768 , uj:41401 , Citation: De Bruin, L.. Roberts-Lombard, M., De Meyer-Heydenrych, C. 2021. The interrelationship between internal marketing, employee perceived quality and customer satisfaction – a conventional banking perspective, Cogent Business & Management, 8:1, 1872887 , DOI: https://doi.org/10.1080/23311975.2021.1872887
- Description: Abstract: This study explores how internal marketing influences employees’ perceived ability to deliver service quality in the conventional banking industry in Oman. The influence of employee perceived service quality on customer satisfaction is also established. Data was obtained from retail banking branch employees at the customer front line of conventional banks in Oman using electronic surveys. A total of 355 responses were obtained for data analysis. The measurement and structural models were measured through structural equation modelling. The findings reveal that internal price, internal promotion, and internal performance management are influencers of service quality, with the latter having a direct relationship with customer satisfaction. In addition, service quality has a positive influence on customer satisfaction in conventional banks in Oman. The findings can guide conventional banking management in Oman on how internal marketing can promote service quality, ultimately leading to positive customer satisfaction experiences.
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- Authors: De Bruin, Leigh , Roberts-Lombard, Mornay , De Meyer-Heydenrych, Christine
- Date: 2021
- Subjects: Internal marketing , Service quality , Customer satisfaction
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/463768 , uj:41401 , Citation: De Bruin, L.. Roberts-Lombard, M., De Meyer-Heydenrych, C. 2021. The interrelationship between internal marketing, employee perceived quality and customer satisfaction – a conventional banking perspective, Cogent Business & Management, 8:1, 1872887 , DOI: https://doi.org/10.1080/23311975.2021.1872887
- Description: Abstract: This study explores how internal marketing influences employees’ perceived ability to deliver service quality in the conventional banking industry in Oman. The influence of employee perceived service quality on customer satisfaction is also established. Data was obtained from retail banking branch employees at the customer front line of conventional banks in Oman using electronic surveys. A total of 355 responses were obtained for data analysis. The measurement and structural models were measured through structural equation modelling. The findings reveal that internal price, internal promotion, and internal performance management are influencers of service quality, with the latter having a direct relationship with customer satisfaction. In addition, service quality has a positive influence on customer satisfaction in conventional banks in Oman. The findings can guide conventional banking management in Oman on how internal marketing can promote service quality, ultimately leading to positive customer satisfaction experiences.
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Relationship building dimensions to strengthen customer loyalty – an Islamic banking perspective
- Els, Shandi, Roberts-Lombard, Mornay, Conradie, Elsabie
- Authors: Els, Shandi , Roberts-Lombard, Mornay , Conradie, Elsabie
- Date: 2017
- Subjects: Relationship marketing , Customer loyalty , Emerging
- Language: English
- Type: Conference proceedings
- Identifier: http://hdl.handle.net/10210/240285 , uj:24718 , Citation: Els, S., Roberts-Lombard, M. & Conradie, E. 2017. Relationship building dimensions to strengthen customer loyalty – an Islamic banking perspective.
- Description: Abstract: Please refer to full text to view abstract
- Full Text: false
- Authors: Els, Shandi , Roberts-Lombard, Mornay , Conradie, Elsabie
- Date: 2017
- Subjects: Relationship marketing , Customer loyalty , Emerging
- Language: English
- Type: Conference proceedings
- Identifier: http://hdl.handle.net/10210/240285 , uj:24718 , Citation: Els, S., Roberts-Lombard, M. & Conradie, E. 2017. Relationship building dimensions to strengthen customer loyalty – an Islamic banking perspective.
- Description: Abstract: Please refer to full text to view abstract
- Full Text: false
Precursors and outcome of satisfaction in business-to-business relationship building: an information communication technology industry perspective in South Africa
- Hlefana, Mpho, Roberts-Lombard, Mornay, Stiehler-Mulder, E.
- Authors: Hlefana, Mpho , Roberts-Lombard, Mornay , Stiehler-Mulder, E.
- Date: 2020
- Subjects: B2B , Corporate image , Customisation
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/426280 , uj:36558 , Hlefana, M., Roberts-Lombard, M. & Stiehler-Mulder, B.E., 2020, ‘Precursors and outcome of satisfaction in business-to-business relationship building: An information communication technology industry perspective in South Africa’, Acta Commercii 20(1), a777. https://doi.org/10.4102/ac. v20i1.777
- Description: Abstract: Orientation: To secure a competitive business position, mobile business service providers need to explore the factors that, in predicting customer loyalty, will enable them to focus marketing efforts on improving their current customer management strategy, ultimately leading to enhanced satisfaction...
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- Authors: Hlefana, Mpho , Roberts-Lombard, Mornay , Stiehler-Mulder, E.
- Date: 2020
- Subjects: B2B , Corporate image , Customisation
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/426280 , uj:36558 , Hlefana, M., Roberts-Lombard, M. & Stiehler-Mulder, B.E., 2020, ‘Precursors and outcome of satisfaction in business-to-business relationship building: An information communication technology industry perspective in South Africa’, Acta Commercii 20(1), a777. https://doi.org/10.4102/ac. v20i1.777
- Description: Abstract: Orientation: To secure a competitive business position, mobile business service providers need to explore the factors that, in predicting customer loyalty, will enable them to focus marketing efforts on improving their current customer management strategy, ultimately leading to enhanced satisfaction...
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Opportunism and conflict as precursors of non-economic and economic satisfaction outcomes in Norwegian seller–customer business relationships
- Høgevold, Nils, Svensson, Göran, Roberts-Lombard, Mornay
- Authors: Høgevold, Nils , Svensson, Göran , Roberts-Lombard, Mornay
- Date: 2020
- Subjects: Business-to-business relationship , Opportunism , Conflict
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/459170 , uj:40813 , Citation: Høgevold, N., Svensson, G. & Roberts-Lombard, M. 2020. Opportunism and conflict as precursors of non-economic and economic satisfaction outcomes in Norwegian seller–customer business relationships.
- Description: Abstract: Purpose: The study explores a seller’s perspective of the influence of opportunism and conflict, which are negatively loaded constructs, on non-economic satisfaction as a positively loaded construct. It further established the influence of non-economic satisfaction on economic satisfaction as a positively loaded construct from a sales perspective in a supplier–business relationship. Design/methodology/approach: The study followed a quantitative and exploratory approach. An online survey was used to collect data of companies in Norway having a minimum of 50 employees in the Norwegian database of Sales Navigator at LinkedIn. To facilitate research on seller–business relationships, key informants who adhered to specific criteria were selected to participate in the study. These criteria included that the respondents designation were sales or marketing managers/directors or key account managers. In total 841 potential key informants were identified, who were subsequently contacted telephonically to verify whether they qualified to participate in the study. If they did not qualify, they were requested to identify an appropriate person at the same firm that adhered to the specified criteria stated above. A total of 523 respondents met the criteria to participate in the survey, but only 213 completed questionnaires were secured that could be used for data analysis...
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- Authors: Høgevold, Nils , Svensson, Göran , Roberts-Lombard, Mornay
- Date: 2020
- Subjects: Business-to-business relationship , Opportunism , Conflict
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/459170 , uj:40813 , Citation: Høgevold, N., Svensson, G. & Roberts-Lombard, M. 2020. Opportunism and conflict as precursors of non-economic and economic satisfaction outcomes in Norwegian seller–customer business relationships.
- Description: Abstract: Purpose: The study explores a seller’s perspective of the influence of opportunism and conflict, which are negatively loaded constructs, on non-economic satisfaction as a positively loaded construct. It further established the influence of non-economic satisfaction on economic satisfaction as a positively loaded construct from a sales perspective in a supplier–business relationship. Design/methodology/approach: The study followed a quantitative and exploratory approach. An online survey was used to collect data of companies in Norway having a minimum of 50 employees in the Norwegian database of Sales Navigator at LinkedIn. To facilitate research on seller–business relationships, key informants who adhered to specific criteria were selected to participate in the study. These criteria included that the respondents designation were sales or marketing managers/directors or key account managers. In total 841 potential key informants were identified, who were subsequently contacted telephonically to verify whether they qualified to participate in the study. If they did not qualify, they were requested to identify an appropriate person at the same firm that adhered to the specified criteria stated above. A total of 523 respondents met the criteria to participate in the survey, but only 213 completed questionnaires were secured that could be used for data analysis...
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Modelling green customer loyalty and positive word of mouth : can environmental knowledge make the difference in an emerging market?
- Issock Issock, Paul Blaise, Mpinganjira, Mercy, Roberts-Lombard, Mornay
- Authors: Issock Issock, Paul Blaise , Mpinganjira, Mercy , Roberts-Lombard, Mornay
- Date: 2020
- Subjects: Green customer loyalty , Positive word of mouth (PWOM) , Consumption values
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/463905 , uj:41418 , Citation: Issock Issock, P.B., Mpinganjira, M., Roberts-Lombard, M. 2020. Modelling green customer loyalty and positive word of mouth : can environmental knowledge make the difference in an emerging market? , DOI: DOI: 10.1108/IJOEM-09-2018-0489
- Description: Abstract: Purpose The purpose of this paper is to examine the influence of consumption values, green customer satisfaction and customer trust in energy-efficient labels on green customer loyalty and positive word of mouth (PWOM) towards energy-efficient products, and how environmental knowledge moderates these relationships. Design/methodology/approach A quantitative research approach was followed using a cross-sectional design. Data were collected from 440 consumers in South Africa, who used electronic home appliances that have energy efficiency labels. A structural equation model and a multigroup analysis were used to test the hypothesised relationships. Findings The results revealed that consumption values partially influence green customer satisfaction, which, in turn, affect green customer trust and loyalty, and PWOM. Environmental knowledge only marginally moderates the relationships in the model. Practical implications Green marketing practitioners should work on improving green customer satisfaction, which is central to a sustainable green consumption lifestyle. Originality/value The theoretical contribution of this study is through the application of a multidimensional approach to testing the impact of consumption values on green customer satisfaction. Moreover, this paper provides greater clarity on the specific determinants of PWOM and examines the interplay between green customer loyalty and positive word of mouth towards green products. Furthermore, the moderating effect of environmental knowledge on the relationships in the proposed model is explained.
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- Authors: Issock Issock, Paul Blaise , Mpinganjira, Mercy , Roberts-Lombard, Mornay
- Date: 2020
- Subjects: Green customer loyalty , Positive word of mouth (PWOM) , Consumption values
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/463905 , uj:41418 , Citation: Issock Issock, P.B., Mpinganjira, M., Roberts-Lombard, M. 2020. Modelling green customer loyalty and positive word of mouth : can environmental knowledge make the difference in an emerging market? , DOI: DOI: 10.1108/IJOEM-09-2018-0489
- Description: Abstract: Purpose The purpose of this paper is to examine the influence of consumption values, green customer satisfaction and customer trust in energy-efficient labels on green customer loyalty and positive word of mouth (PWOM) towards energy-efficient products, and how environmental knowledge moderates these relationships. Design/methodology/approach A quantitative research approach was followed using a cross-sectional design. Data were collected from 440 consumers in South Africa, who used electronic home appliances that have energy efficiency labels. A structural equation model and a multigroup analysis were used to test the hypothesised relationships. Findings The results revealed that consumption values partially influence green customer satisfaction, which, in turn, affect green customer trust and loyalty, and PWOM. Environmental knowledge only marginally moderates the relationships in the model. Practical implications Green marketing practitioners should work on improving green customer satisfaction, which is central to a sustainable green consumption lifestyle. Originality/value The theoretical contribution of this study is through the application of a multidimensional approach to testing the impact of consumption values on green customer satisfaction. Moreover, this paper provides greater clarity on the specific determinants of PWOM and examines the interplay between green customer loyalty and positive word of mouth towards green products. Furthermore, the moderating effect of environmental knowledge on the relationships in the proposed model is explained.
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An experiential perspective on the continuum customer green satisfaction –green trust – positive word-of-mouth
- Issock, Paul Blaise, Mpinganjira, Mercy, Roberts-Lombard, Mornay
- Authors: Issock, Paul Blaise , Mpinganjira, Mercy , Roberts-Lombard, Mornay
- Date: 2018
- Language: English
- Type: Conference proceedings
- Identifier: http://hdl.handle.net/10210/277319 , uj:29712 , Citation: Issock, P.B., Mpinganjira, M. & Roberts-Lombard, M. 2018. An experiential perspective on the continuum customer green satisfaction –green trust – positive word-of-mouth. Academy of World Business, Marketing and Management Development, 8(1)1.
- Description: Abstract: Providing customers with memorable experiences and environmentally friendly offers have become the new mantra for many firms. Resulting from pleasant experiences, customer satisfaction, trust and positive word-of-mouth (WOM) are pivotal levers for building strong relationships with customers. The purpose of this study is to investigate the linkages between customer green satisfaction, green trust and positive WOM from an experiential perspective, and examine whether environmental consciousness moderates these relationships. A selfadministrated survey was used to collect the data from a sample of 440 South African owners of eco-friendly appliances. The results confirmed that positive WOM is impacted by levels of experiential green satisfaction and experiential green trust. Experiential green satisfaction was found to strongly affects experiential green trust. Further, the findings revealed that these relationships are not moderated by the customer’s level of environmental consciousness. Theoretical and managerial implications of the study are presented in the paper.
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- Authors: Issock, Paul Blaise , Mpinganjira, Mercy , Roberts-Lombard, Mornay
- Date: 2018
- Language: English
- Type: Conference proceedings
- Identifier: http://hdl.handle.net/10210/277319 , uj:29712 , Citation: Issock, P.B., Mpinganjira, M. & Roberts-Lombard, M. 2018. An experiential perspective on the continuum customer green satisfaction –green trust – positive word-of-mouth. Academy of World Business, Marketing and Management Development, 8(1)1.
- Description: Abstract: Providing customers with memorable experiences and environmentally friendly offers have become the new mantra for many firms. Resulting from pleasant experiences, customer satisfaction, trust and positive word-of-mouth (WOM) are pivotal levers for building strong relationships with customers. The purpose of this study is to investigate the linkages between customer green satisfaction, green trust and positive WOM from an experiential perspective, and examine whether environmental consciousness moderates these relationships. A selfadministrated survey was used to collect the data from a sample of 440 South African owners of eco-friendly appliances. The results confirmed that positive WOM is impacted by levels of experiential green satisfaction and experiential green trust. Experiential green satisfaction was found to strongly affects experiential green trust. Further, the findings revealed that these relationships are not moderated by the customer’s level of environmental consciousness. Theoretical and managerial implications of the study are presented in the paper.
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An application of stages of change to the household waste separation programs in South Africa : a practical guide for social marketing
- Issock, Paul Blaise Issock, Mpinganjira, Mercy, Roberts-Lombard, Mornay
- Authors: Issock, Paul Blaise Issock , Mpinganjira, Mercy , Roberts-Lombard, Mornay
- Date: 2019
- Subjects: Social marketing , Household waste separation , Stages of change
- Language: English
- Type: Conference proceedings
- Identifier: http://hdl.handle.net/10210/402413 , uj:33674 , Citation: Issock, P.B.I., Mpinganjira, M. & Roberts-Lombard, M. 2019. An application of stages of change to the household waste separation programs in South Africa : a practical guide for social marketing.
- Description: Abstract: To preserve the environment and prevent the landfills from getting full, South African households are urged to separate their domestic waste before disposal. Drawing from the transtheoretical model behaviour of change, the purpose of this study is to identify and understand the stages of change that best describe the level of engagement in domestic waste in South Africa. A survey questionnaire was administered to collect data from 350 households residing in the city of Johannesburg that is currently implementing a mandatory recycling program and 349 households from the city of Tshwane that is not. The findings of this study reveal that most households are in the pre-contemplation phase of change, and that there are no significant differences in proportion of households in each stage of change between the two cities. This study is of importance to social marketers and municipality managers in the sense that it recommends actionable strategies to facilitate progress from one stage of change to another.
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- Authors: Issock, Paul Blaise Issock , Mpinganjira, Mercy , Roberts-Lombard, Mornay
- Date: 2019
- Subjects: Social marketing , Household waste separation , Stages of change
- Language: English
- Type: Conference proceedings
- Identifier: http://hdl.handle.net/10210/402413 , uj:33674 , Citation: Issock, P.B.I., Mpinganjira, M. & Roberts-Lombard, M. 2019. An application of stages of change to the household waste separation programs in South Africa : a practical guide for social marketing.
- Description: Abstract: To preserve the environment and prevent the landfills from getting full, South African households are urged to separate their domestic waste before disposal. Drawing from the transtheoretical model behaviour of change, the purpose of this study is to identify and understand the stages of change that best describe the level of engagement in domestic waste in South Africa. A survey questionnaire was administered to collect data from 350 households residing in the city of Johannesburg that is currently implementing a mandatory recycling program and 349 households from the city of Tshwane that is not. The findings of this study reveal that most households are in the pre-contemplation phase of change, and that there are no significant differences in proportion of households in each stage of change between the two cities. This study is of importance to social marketers and municipality managers in the sense that it recommends actionable strategies to facilitate progress from one stage of change to another.
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E-service usage and satisfaction in Botswana
- Jaiyeoba, Olumide Olasimbo, Chimbise, Totwana Tito, Roberts-Lombard, Mornay
- Authors: Jaiyeoba, Olumide Olasimbo , Chimbise, Totwana Tito , Roberts-Lombard, Mornay
- Date: 2018
- Subjects: Electronic service usage , Satisfaction , Health insurance
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/270252 , uj:28722 , Citation: Jaiyeoba, O.O., Chimbise, T.T. & Roberts-Lombard, M. 2018. E-service usage and satisfaction in Botswana.African Journal of Economic and Management Studies, 9(1)2-13. , Link to Published Version: https://doi.org/10.1108/AJEMS-03-2017-0061
- Description: Abstract: Purpose: The study seeks to establish the level of usage of e-services (websites and email) by Botswana Public Officers Medical Aid Scheme (BPOMAS) and PULA Medical Aid (PULA) customers; the level of satisfaction; perceived value; and benefits derived from the website and email services. Design/methodology/approach: 200 BPOMAS members and 100 PULA members were sampled. Systematic sampling technique was used to select the participants. A questionnaire mainly guided by the E-S-QUAL and E-RecS-QUAL scales was designed to gain an in-depth understanding of customers’ perceptions and experiences of e-service quality. Findings: It was established that there is a positive and significant relationship between the usage of e-services and benefits derived from e-services and between the usage of e-services and satisfaction. In addition, a nexus of relationship was observed between perceived value of the eservices and satisfaction...
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- Authors: Jaiyeoba, Olumide Olasimbo , Chimbise, Totwana Tito , Roberts-Lombard, Mornay
- Date: 2018
- Subjects: Electronic service usage , Satisfaction , Health insurance
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/270252 , uj:28722 , Citation: Jaiyeoba, O.O., Chimbise, T.T. & Roberts-Lombard, M. 2018. E-service usage and satisfaction in Botswana.African Journal of Economic and Management Studies, 9(1)2-13. , Link to Published Version: https://doi.org/10.1108/AJEMS-03-2017-0061
- Description: Abstract: Purpose: The study seeks to establish the level of usage of e-services (websites and email) by Botswana Public Officers Medical Aid Scheme (BPOMAS) and PULA Medical Aid (PULA) customers; the level of satisfaction; perceived value; and benefits derived from the website and email services. Design/methodology/approach: 200 BPOMAS members and 100 PULA members were sampled. Systematic sampling technique was used to select the participants. A questionnaire mainly guided by the E-S-QUAL and E-RecS-QUAL scales was designed to gain an in-depth understanding of customers’ perceptions and experiences of e-service quality. Findings: It was established that there is a positive and significant relationship between the usage of e-services and benefits derived from e-services and between the usage of e-services and satisfaction. In addition, a nexus of relationship was observed between perceived value of the eservices and satisfaction...
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Measuring the attitude and intention to purchase different cohorts towards a fast food retailer
- Madiba, Glen, Roberts-Lombard, Mornay
- Authors: Madiba, Glen , Roberts-Lombard, Mornay
- Date: 2011
- Subjects: Fast food retail outlets - South Africa - Johannesburg - Marketing , Extended marketing mix , Market surveys , Customers attitudes
- Type: Article
- Identifier: uj:5867 , ISSN 1993-8233 , http://hdl.handle.net/10210/7964
- Description: The elements of the extended marketing mix play a crucial role in assisting a business to gain a competitive advantage over competitors. A combination of the elements of the extended marketing mix is considered by consumers when making a decision to purchase at a fast-food outlet. The article attempts to emphasise whether race, gender and age groups experience the influence of the extended marketing mix elements differently on their intention to purchase at a fast-food retailer. The target population for this study included all visitors to a fast food retail brand in the greater Johannesburg Metropolitan region in Gauteng from which a convenience sample of 209 was selected. Respondents participated through personal interviews in the completion of questionnaires. The Independent sample T-test and the Pearson chi-square test was used to determine whether significant differences exist between the responses of the different gender and age groups in the study. The study established that there is a difference in the relationship between the elements of the extended marketing mix and consumers’ intention to purchase from a KFC fast food retailer based on race, gender and age. These differences require consideration by KFC fast food retail management to ensure that their marketing strategy encompasses biographical variables such as race, gender and age. This will ensure that the needs of the target market are addressed according to these biographical variables, resulting in increased customer satisfaction and market share growth.
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- Authors: Madiba, Glen , Roberts-Lombard, Mornay
- Date: 2011
- Subjects: Fast food retail outlets - South Africa - Johannesburg - Marketing , Extended marketing mix , Market surveys , Customers attitudes
- Type: Article
- Identifier: uj:5867 , ISSN 1993-8233 , http://hdl.handle.net/10210/7964
- Description: The elements of the extended marketing mix play a crucial role in assisting a business to gain a competitive advantage over competitors. A combination of the elements of the extended marketing mix is considered by consumers when making a decision to purchase at a fast-food outlet. The article attempts to emphasise whether race, gender and age groups experience the influence of the extended marketing mix elements differently on their intention to purchase at a fast-food retailer. The target population for this study included all visitors to a fast food retail brand in the greater Johannesburg Metropolitan region in Gauteng from which a convenience sample of 209 was selected. Respondents participated through personal interviews in the completion of questionnaires. The Independent sample T-test and the Pearson chi-square test was used to determine whether significant differences exist between the responses of the different gender and age groups in the study. The study established that there is a difference in the relationship between the elements of the extended marketing mix and consumers’ intention to purchase from a KFC fast food retailer based on race, gender and age. These differences require consideration by KFC fast food retail management to ensure that their marketing strategy encompasses biographical variables such as race, gender and age. This will ensure that the needs of the target market are addressed according to these biographical variables, resulting in increased customer satisfaction and market share growth.
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Application of the Technology Acceptance Model and the Technology–Organisation–Environment Model to examine social media marketing use in the South African tourism industry
- Matikiti, Rosemary, Mpinganjira, Mercy, Roberts-Lombard, Mornay
- Authors: Matikiti, Rosemary , Mpinganjira, Mercy , Roberts-Lombard, Mornay
- Date: 2018
- Subjects: Social media marketing , South Africa , Tourism industry
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/270262 , uj:28723 , Citation: Matikiti, R., Mpinganjira, M. & Roberts-Lombard, M., 2018, ‘Application of the Technology Acceptance Model and the Technology– Organisation–Environment Model to examine social media marketing use in the South African tourism industry’, South African Journal of Information Management 20(1), a790. https://doi.org/10.4102/ sajim.v20i1.790 , ISSN: 1560-683X (Online) , ISSN: 2078-1865 (Print)
- Description: Abstract: Background: In tourism globally there is a growing interest in social media marketing research. However, most previous research on social media marketing has focused on large tourism enterprises such as chain hotels, leaving out small tourism businesses such as travel agencies and tour operators. Objective: The aim of this research was to establish factors that influence attitude towards the use of social media marketing by travel agencies and tour operators in South Africa. Method: The study adopted a quantitative approach through the use of questionnaires. Data used in the analysis was collected from a total of 150 travel agencies and tour operators by means of a structured questionnaire. Multiple regression analysis and one‐way ANOVA were used for data analysis...
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- Authors: Matikiti, Rosemary , Mpinganjira, Mercy , Roberts-Lombard, Mornay
- Date: 2018
- Subjects: Social media marketing , South Africa , Tourism industry
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/270262 , uj:28723 , Citation: Matikiti, R., Mpinganjira, M. & Roberts-Lombard, M., 2018, ‘Application of the Technology Acceptance Model and the Technology– Organisation–Environment Model to examine social media marketing use in the South African tourism industry’, South African Journal of Information Management 20(1), a790. https://doi.org/10.4102/ sajim.v20i1.790 , ISSN: 1560-683X (Online) , ISSN: 2078-1865 (Print)
- Description: Abstract: Background: In tourism globally there is a growing interest in social media marketing research. However, most previous research on social media marketing has focused on large tourism enterprises such as chain hotels, leaving out small tourism businesses such as travel agencies and tour operators. Objective: The aim of this research was to establish factors that influence attitude towards the use of social media marketing by travel agencies and tour operators in South Africa. Method: The study adopted a quantitative approach through the use of questionnaires. Data used in the analysis was collected from a total of 150 travel agencies and tour operators by means of a structured questionnaire. Multiple regression analysis and one‐way ANOVA were used for data analysis...
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Social media in tourism : establishing factors influencing attitudes towards the usage of social networking sites for trip organisation
- Matikiti, Rosemary, Mpinganjira, Mercy, Roberts-Lombard, Mornay
- Authors: Matikiti, Rosemary , Mpinganjira, Mercy , Roberts-Lombard, Mornay
- Date: 2017
- Subjects: Tourism - Marketing - South Africa , Tourism - Social aspects - South Africa , Social media , Internet marketing - South Africa , Hospitality industry - Social aspects - South Africa
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/226848 , uj:22946 , Citation: Matikiti, R., Mpinganjira, M. & Roberts-Lombard, M. 2017. Social media in tourism : establishing factors influencing attitudes towards the usage of social networking sites for trip organisation.
- Description: Abstract: The main aim of this study was to determine the attitude towards the use of social networking sites for trip organisation and its precursors. Problem investigated: Tourism organisations and destination policy makers need to understand factors that influence tourist use of social networking sites for trip organisation in order for them to be able to effectively utilise social networking sites. Methodology: The methodological approach followed was exploratory and quantitative in nature. Data was collected from a total of 340 respondents using a structured questionnaire. Structural equation modelling through the use of Partial Least Squares was for data analysis. Findings and Implications: The results show that attitude towards the use of social networking sites for trip organisation is affected by perceived benefits, subjective norm and perceived behavioural control, with perceived usefulness having the greatest influence. The implication is that managers of tourism organisations need to ensure that their sites are informative, easy to use, and able to safeguard users’ online privacy if they are to attract more and loyal users to their sites. Value of the research: Very little research in the South African context exists with specific reference to how social networking sites are being utilised for trip organisation. This article contributes by unravelling factors which influence the usage of social networking sites for trip organisation. Conclusion: Perceived usefulness measured by functional benefits and social benefits is the key factor which influences attitude towards the use social networking sites for trip organisation. It is the responsibility of destination marketers to provide all the necessary or valuable information on their social networking site accounts, in order to encourage travellers to use social networking sites.
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- Authors: Matikiti, Rosemary , Mpinganjira, Mercy , Roberts-Lombard, Mornay
- Date: 2017
- Subjects: Tourism - Marketing - South Africa , Tourism - Social aspects - South Africa , Social media , Internet marketing - South Africa , Hospitality industry - Social aspects - South Africa
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/226848 , uj:22946 , Citation: Matikiti, R., Mpinganjira, M. & Roberts-Lombard, M. 2017. Social media in tourism : establishing factors influencing attitudes towards the usage of social networking sites for trip organisation.
- Description: Abstract: The main aim of this study was to determine the attitude towards the use of social networking sites for trip organisation and its precursors. Problem investigated: Tourism organisations and destination policy makers need to understand factors that influence tourist use of social networking sites for trip organisation in order for them to be able to effectively utilise social networking sites. Methodology: The methodological approach followed was exploratory and quantitative in nature. Data was collected from a total of 340 respondents using a structured questionnaire. Structural equation modelling through the use of Partial Least Squares was for data analysis. Findings and Implications: The results show that attitude towards the use of social networking sites for trip organisation is affected by perceived benefits, subjective norm and perceived behavioural control, with perceived usefulness having the greatest influence. The implication is that managers of tourism organisations need to ensure that their sites are informative, easy to use, and able to safeguard users’ online privacy if they are to attract more and loyal users to their sites. Value of the research: Very little research in the South African context exists with specific reference to how social networking sites are being utilised for trip organisation. This article contributes by unravelling factors which influence the usage of social networking sites for trip organisation. Conclusion: Perceived usefulness measured by functional benefits and social benefits is the key factor which influences attitude towards the use social networking sites for trip organisation. It is the responsibility of destination marketers to provide all the necessary or valuable information on their social networking site accounts, in order to encourage travellers to use social networking sites.
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Antecedents and outcomes of positive disconfirmation after service failure and recovery
- Matikiti, Rosemary, Mpinganjira, Mercy, Roberts-Lombard, Mornay
- Authors: Matikiti, Rosemary , Mpinganjira, Mercy , Roberts-Lombard, Mornay
- Date: 2018
- Subjects: Service failure , Service recovery , Disconfirmation
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/395351 , uj:32777 , Citation: Matikiti, R., Mpinganjira, M. & Roberts-Lombard, M. 2019. Antecedents and outcomes of positive disconfirmation after service failure and recovery.
- Description: Abstract: The main purpose of this study was to identify the precursors of disconfirmation and examine the influence of disconfirmation on customer satisfaction in the airline industry of an emerging economy. The target population was airline travellers who had previously experienced service failure with a South African airline. Data was collected from a total of 300 respondents and analysed using structural equation modelling (SEM). The results revealed that positive disconfirmation is influenced by service recovery expectations and the perceived quality of recovery performance; that recovery expectation is positively related to the perceived quality of recovery performance; that service failure severity influences customer service recovery expectations; and that disconfirmation influences customer recovery satisfaction, which in turn affects customer loyalty. The study recommends that airlines establish in advance their customer expectations after service failure so that they can craft appropriate service recovery strategies.
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- Authors: Matikiti, Rosemary , Mpinganjira, Mercy , Roberts-Lombard, Mornay
- Date: 2018
- Subjects: Service failure , Service recovery , Disconfirmation
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/395351 , uj:32777 , Citation: Matikiti, R., Mpinganjira, M. & Roberts-Lombard, M. 2019. Antecedents and outcomes of positive disconfirmation after service failure and recovery.
- Description: Abstract: The main purpose of this study was to identify the precursors of disconfirmation and examine the influence of disconfirmation on customer satisfaction in the airline industry of an emerging economy. The target population was airline travellers who had previously experienced service failure with a South African airline. Data was collected from a total of 300 respondents and analysed using structural equation modelling (SEM). The results revealed that positive disconfirmation is influenced by service recovery expectations and the perceived quality of recovery performance; that recovery expectation is positively related to the perceived quality of recovery performance; that service failure severity influences customer service recovery expectations; and that disconfirmation influences customer recovery satisfaction, which in turn affects customer loyalty. The study recommends that airlines establish in advance their customer expectations after service failure so that they can craft appropriate service recovery strategies.
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The influence of perceived justice on recovery satisfaction in the airline industry
- Matikiti, Rosemary, Roberts-Lombard, Mornay, Mpinganjira, Mercy
- Authors: Matikiti, Rosemary , Roberts-Lombard, Mornay , Mpinganjira, Mercy
- Date: 2018
- Subjects: Perceived justice , Customer satisfaction , Customer delight
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/270245 , uj:28721 , Citation: Matikiti, R., Roberts-Lombard, M. & Mpinganjira, M. 2018. The influence of perceived justice on recovery satisfaction in the airline industry. , Link to Published Version: https://doi.org/10.1080/15228916.2018.1475784
- Description: Abstract: This study examines the influence of perceived justice on customer satisfaction with service recovery and on the future behavioural intentions of customers in the airline industry. The study uses an exploratory research design that is quantitative in nature. Questionnaires were used to collect data, and structural equation modelling was used for hypothesis testing. The study revealed that the three dimensions of perceived justice, namely interactional, distributive and procedural justice, influence satisfaction with service recovery in the South African airline industry. However, only interactional and distributive justice had a positive influence on future behavioural intention.
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- Authors: Matikiti, Rosemary , Roberts-Lombard, Mornay , Mpinganjira, Mercy
- Date: 2018
- Subjects: Perceived justice , Customer satisfaction , Customer delight
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/270245 , uj:28721 , Citation: Matikiti, R., Roberts-Lombard, M. & Mpinganjira, M. 2018. The influence of perceived justice on recovery satisfaction in the airline industry. , Link to Published Version: https://doi.org/10.1080/15228916.2018.1475784
- Description: Abstract: This study examines the influence of perceived justice on customer satisfaction with service recovery and on the future behavioural intentions of customers in the airline industry. The study uses an exploratory research design that is quantitative in nature. Questionnaires were used to collect data, and structural equation modelling was used for hypothesis testing. The study revealed that the three dimensions of perceived justice, namely interactional, distributive and procedural justice, influence satisfaction with service recovery in the South African airline industry. However, only interactional and distributive justice had a positive influence on future behavioural intention.
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Perceived Guest House brand value : the influence of web interactivity on brand image and brand awareness
- Matikiti-Manyevere, Rosemary, Roberts-Lombard, Mornay, Mpinganjira, Mercy
- Authors: Matikiti-Manyevere, Rosemary , Roberts-Lombard, Mornay , Mpinganjira, Mercy
- Date: 2020
- Subjects: Web interactivity , Brand awareness , Brand image
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/463913 , uj:41419 , Citation: Matikiti-Manyevere, R., Roberts-Lombard, M., Mpinganjira, M. 2020. Perceived Guest House brand value : the influence of web interactivity on brand image and brand awareness. , DOI: 10.1080/10496491.2020.1829770
- Description: Abstract: The purpose of the study was to examine the influence of web interactivity and brand experience on the perceived brand value of guest houses, and ultimately, affective commitment towards guest houses. A questionnaire was used to collect data from guest house customers, yielding a total of 300 responses suitable for analysis. Structural Equation Modelling was used to test the hypotheses. The results revealed that web interactive elements of social interactivity, active control and synchronicity positively influence brand awareness, however, both social interactivity and active control influence brand image. Results also confirmed that brand awareness influences brand image. Brand experience and brand image also had an influence on perceived brand value, with the latter influencing affective commitment. Guesthouses owners are recommended to have websites that allow two-way communication. Websites should also have embedded features such as effective navigation tools which allow for active control.
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- Authors: Matikiti-Manyevere, Rosemary , Roberts-Lombard, Mornay , Mpinganjira, Mercy
- Date: 2020
- Subjects: Web interactivity , Brand awareness , Brand image
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/463913 , uj:41419 , Citation: Matikiti-Manyevere, R., Roberts-Lombard, M., Mpinganjira, M. 2020. Perceived Guest House brand value : the influence of web interactivity on brand image and brand awareness. , DOI: 10.1080/10496491.2020.1829770
- Description: Abstract: The purpose of the study was to examine the influence of web interactivity and brand experience on the perceived brand value of guest houses, and ultimately, affective commitment towards guest houses. A questionnaire was used to collect data from guest house customers, yielding a total of 300 responses suitable for analysis. Structural Equation Modelling was used to test the hypotheses. The results revealed that web interactive elements of social interactivity, active control and synchronicity positively influence brand awareness, however, both social interactivity and active control influence brand image. Results also confirmed that brand awareness influences brand image. Brand experience and brand image also had an influence on perceived brand value, with the latter influencing affective commitment. Guesthouses owners are recommended to have websites that allow two-way communication. Websites should also have embedded features such as effective navigation tools which allow for active control.
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Validating the relationship between trust, commitment, economic and non-economic satisfaction in South African buyer-supplier relationships
- Mpinganjira, Mercy, Roberts-Lombard, Mornay
- Authors: Mpinganjira, Mercy , Roberts-Lombard, Mornay
- Date: 2017
- Subjects: Consumer satisfaction , Consumer behaviour , Trust , Marketing research
- Language: English
- Type: Article
- Identifier: http://ujcontent.uj.ac.za8080/10210/383824 , http://hdl.handle.net/10210/226860 , uj:22947 , Citation: Mpinganjira, M. & Roberts-Lombard, M. 2017. Validating the relationship between trust, commitment, economic and non-economic satisfaction in South African buyer-supplier relationships.
- Description: Abstract: The paper validates the relationship between satisfaction, trust and commitment in South African business buyer–supplier relationships. Satisfaction was looked at from the dual perspective of economic and non-economic satisfaction. Design/methodology/approach – A research model showing hypothesized relationships between the constructs was tested using data collected from 250 large companies in South Africa. Structural equation modelling using AMOS software was used to analyse the data. The results provide support for the distinctiveness of both economic and non-economic satisfaction and the mediating effect of trust. Findings – The findings show that economic satisfaction exerts a direct influence on trust, which in turn has a direct influence on commitment. Trust and commitment were both found to have a positive influence on non-economic satisfaction. Research implications – The tested nomological network of business relationship quality dimensions validates some of the recent findings by Ferro et al. (2015) in the South African context of buyer–supplier relationships. Originality/value – The study contributes to a better understanding of satisfaction and its relationship with other relationship quality constructs, especially in the context of large companies in South Africa.
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- Authors: Mpinganjira, Mercy , Roberts-Lombard, Mornay
- Date: 2017
- Subjects: Consumer satisfaction , Consumer behaviour , Trust , Marketing research
- Language: English
- Type: Article
- Identifier: http://ujcontent.uj.ac.za8080/10210/383824 , http://hdl.handle.net/10210/226860 , uj:22947 , Citation: Mpinganjira, M. & Roberts-Lombard, M. 2017. Validating the relationship between trust, commitment, economic and non-economic satisfaction in South African buyer-supplier relationships.
- Description: Abstract: The paper validates the relationship between satisfaction, trust and commitment in South African business buyer–supplier relationships. Satisfaction was looked at from the dual perspective of economic and non-economic satisfaction. Design/methodology/approach – A research model showing hypothesized relationships between the constructs was tested using data collected from 250 large companies in South Africa. Structural equation modelling using AMOS software was used to analyse the data. The results provide support for the distinctiveness of both economic and non-economic satisfaction and the mediating effect of trust. Findings – The findings show that economic satisfaction exerts a direct influence on trust, which in turn has a direct influence on commitment. Trust and commitment were both found to have a positive influence on non-economic satisfaction. Research implications – The tested nomological network of business relationship quality dimensions validates some of the recent findings by Ferro et al. (2015) in the South African context of buyer–supplier relationships. Originality/value – The study contributes to a better understanding of satisfaction and its relationship with other relationship quality constructs, especially in the context of large companies in South Africa.
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Measurement properties of the construct of the code of ethics content : the South African experience
- Mpinganjira, Mercy, Roberts-Lombard, Mornay, Svensson, Goran, Wood, Greg
- Authors: Mpinganjira, Mercy , Roberts-Lombard, Mornay , Svensson, Goran , Wood, Greg
- Date: 2018
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/276413 , uj:29577 , Citation: Mpinganjira, M., Roberts- Lombard, M., Svensson, G. & Wood, G., 2018, ‘Measurement properties of the construct of the code of ethics content: The South African experience’, South African Journal of Business Management 49(1), a197. https://doi.org/10.4102/ sajbm.v49i1.197 , ISSN: 2078-5976 (Online) , ISSN: 2078-5585 (Print)
- Description: Abstract: Many organisations develop codes of ethics to help guide business conduct. However, not much is known about the contents of codes of ethics. Objectives: This article aims at investigating the code of ethics content construct and its measurement properties using a sample of firms from South Africa. Method: The study followed a quantitative research approach. The sampling frame consisted of the top 500 companies in South Africa. A structured questionnaire was administered using the telephone survey method. The respondents consisted of company secretaries and heads or managers responsible for ethics in the respective companies. At the end of the data collection period, a total of 222 usable responses were obtained.
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Measurement properties of the construct of the code of ethics content : the South African experience
- Authors: Mpinganjira, Mercy , Roberts-Lombard, Mornay , Svensson, Goran , Wood, Greg
- Date: 2018
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/276413 , uj:29577 , Citation: Mpinganjira, M., Roberts- Lombard, M., Svensson, G. & Wood, G., 2018, ‘Measurement properties of the construct of the code of ethics content: The South African experience’, South African Journal of Business Management 49(1), a197. https://doi.org/10.4102/ sajbm.v49i1.197 , ISSN: 2078-5976 (Online) , ISSN: 2078-5585 (Print)
- Description: Abstract: Many organisations develop codes of ethics to help guide business conduct. However, not much is known about the contents of codes of ethics. Objectives: This article aims at investigating the code of ethics content construct and its measurement properties using a sample of firms from South Africa. Method: The study followed a quantitative research approach. The sampling frame consisted of the top 500 companies in South Africa. A structured questionnaire was administered using the telephone survey method. The respondents consisted of company secretaries and heads or managers responsible for ethics in the respective companies. At the end of the data collection period, a total of 222 usable responses were obtained.
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Exploring the relationship between trust, commitment and customer loyalty through the intervening role of customer relationship management (CRM).
- Authors: Roberts-Lombard, Mornay
- Date: 2012
- Subjects: Customer relationship management , CRM , Short-term insurance industry - South Africa - Gauteng , Customer loyalty , Trust , Commitment
- Type: Article
- Identifier: uj:5865 , ISSN 1993-8233 , http://hdl.handle.net/10210/7962
- Description: The purpose of the study is to investigate customer relationship management (CRM) and its influence on customer loyalty at selected short-term insurance providers in the Gauteng province of South Africa. The target population included all South Africans who currently have a policy with at least one of the selected short-term insurance providers in the study. The convenience sampling method was applied, and a sample of 500 respondents was selected. An interview administered questionnaire was used for the gathering of data. The study indicated that a significant negative relationship existed between commitment and CRM. It was evident that no significant relationship existed between trust and CRM. The study also revealed that a strong positive relationship existed between CRM and customer loyalty at the four selected short-term insurance providers in South Africa. Strategies were also provided for ways in which the four selected short-term insurance providers can maintain and improve their relationships with their customers in order to encourage loyalty, and therefore increase profitability.
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- Authors: Roberts-Lombard, Mornay
- Date: 2012
- Subjects: Customer relationship management , CRM , Short-term insurance industry - South Africa - Gauteng , Customer loyalty , Trust , Commitment
- Type: Article
- Identifier: uj:5865 , ISSN 1993-8233 , http://hdl.handle.net/10210/7962
- Description: The purpose of the study is to investigate customer relationship management (CRM) and its influence on customer loyalty at selected short-term insurance providers in the Gauteng province of South Africa. The target population included all South Africans who currently have a policy with at least one of the selected short-term insurance providers in the study. The convenience sampling method was applied, and a sample of 500 respondents was selected. An interview administered questionnaire was used for the gathering of data. The study indicated that a significant negative relationship existed between commitment and CRM. It was evident that no significant relationship existed between trust and CRM. The study also revealed that a strong positive relationship existed between CRM and customer loyalty at the four selected short-term insurance providers in South Africa. Strategies were also provided for ways in which the four selected short-term insurance providers can maintain and improve their relationships with their customers in order to encourage loyalty, and therefore increase profitability.
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The relevance of social media as information source when selecting private schools in South Africa
- Authors: Roberts-Lombard, Mornay
- Date: 2017
- Subjects: School marketing , Consumer behaviour , Information sources
- Language: English
- Type: Article
- Identifier: http://ujcontent.uj.ac.za8080/10210/378782 , http://hdl.handle.net/10210/249282 , uj:25933 , Citation: Roberts-Lombard, M. 2017. The relevance of social media as information source when selecting private schools in South Africa.
- Description: Abstract: Parents are considering many sources of information when selecting a private school in South Africa. The aim of this paper is to determine these sources of information and the relevant importance thereof. The research methodology was exploratory and quantitative in nature with respondents from thirty private schools surveyed in the study with a total of six hundred and sixty nine respondents. The analysis used was descriptive statistics as well as factor analysis. Nineteen (19) information sources were identified with social media indicated as a less preferred choice of information source. The opportunity however for private schools lies in social media as marketing tool.
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- Authors: Roberts-Lombard, Mornay
- Date: 2017
- Subjects: School marketing , Consumer behaviour , Information sources
- Language: English
- Type: Article
- Identifier: http://ujcontent.uj.ac.za8080/10210/378782 , http://hdl.handle.net/10210/249282 , uj:25933 , Citation: Roberts-Lombard, M. 2017. The relevance of social media as information source when selecting private schools in South Africa.
- Description: Abstract: Parents are considering many sources of information when selecting a private school in South Africa. The aim of this paper is to determine these sources of information and the relevant importance thereof. The research methodology was exploratory and quantitative in nature with respondents from thirty private schools surveyed in the study with a total of six hundred and sixty nine respondents. The analysis used was descriptive statistics as well as factor analysis. Nineteen (19) information sources were identified with social media indicated as a less preferred choice of information source. The opportunity however for private schools lies in social media as marketing tool.
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Customer retention through customer relationship management : the exploration of two-way communication and conflict handling
- Authors: Roberts-Lombard, Mornay
- Date: 2011
- Subjects: Customer relationship management , CRM , Conflict management , Customer retention , Two-way communication , Short-term insurance industry - South Africa
- Type: Article
- Identifier: uj:5866 , ISSN 1993-8233 , http://hdl.handle.net/10210/7963
- Description: Organisations such as banks and short-term insurance organisations become more aware of the importance of customer relationship management (CRM) and its potential to help them acquire new customers, retain existing ones and maximise their lifetime value. A close relationship with customers will require a strong coordination between information technology (IT) and marketing departments to provide a long-term retention of selected customers. The primary objective of this study is to investigate the influence of selected independent variables, two-way communication and conflict handling on intentional customer loyalty via CRM as the intervening variable at a South African shortterm insurance organisation. Primary data were gathered using a questionnaire, with items referring to CRM, customer loyalty, two-way communication and conflict handling. The sample consisted of 254 customers in four major centres in South Africa. Data were factor-analysed. One independent variable, conflict handling exerted a statistically significant positive influence on the intervening variable (CRM), while two-way communication exerted a statistically significant negative influence on the intervening variable (CRM). The intervening variable (CRM) positively influenced the dependent variable (Customer Loyalty). If short-term insurance organisations communicate timeously and accurately, and are skilled in conflict handling, greater loyalty will be created among customers.
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- Authors: Roberts-Lombard, Mornay
- Date: 2011
- Subjects: Customer relationship management , CRM , Conflict management , Customer retention , Two-way communication , Short-term insurance industry - South Africa
- Type: Article
- Identifier: uj:5866 , ISSN 1993-8233 , http://hdl.handle.net/10210/7963
- Description: Organisations such as banks and short-term insurance organisations become more aware of the importance of customer relationship management (CRM) and its potential to help them acquire new customers, retain existing ones and maximise their lifetime value. A close relationship with customers will require a strong coordination between information technology (IT) and marketing departments to provide a long-term retention of selected customers. The primary objective of this study is to investigate the influence of selected independent variables, two-way communication and conflict handling on intentional customer loyalty via CRM as the intervening variable at a South African shortterm insurance organisation. Primary data were gathered using a questionnaire, with items referring to CRM, customer loyalty, two-way communication and conflict handling. The sample consisted of 254 customers in four major centres in South Africa. Data were factor-analysed. One independent variable, conflict handling exerted a statistically significant positive influence on the intervening variable (CRM), while two-way communication exerted a statistically significant negative influence on the intervening variable (CRM). The intervening variable (CRM) positively influenced the dependent variable (Customer Loyalty). If short-term insurance organisations communicate timeously and accurately, and are skilled in conflict handling, greater loyalty will be created among customers.
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