Customer relationship and its influence on customer loyalty at Liberty Life in South Africa
- Authors: Du Plessis, Leon
- Date: 2011-10-11T08:03:22Z
- Subjects: Customer relations management , Customer loyalty , Liberty Life (South Africa)
- Type: Thesis
- Identifier: uj:7243 , http://hdl.handle.net/10210/3897
- Description: M.Com. , South Africa exists, that focuses on Customer Relationship Management and Customer Loyalty. The study investigates Customer Relationship Management and its influence on Customer Loyalty at Liberty Life in South Africa. Over the past twenty years, the importance of the services industries to the world economy has grown. In the South African economy the services sector contributed 71.4% of South Africa’s total GDP in 2006. The world economy is struggling in the aftermath of the global financial crisis. Customers are cancelling their policies as they struggle to survive the down turn in investment and credit markets. Liberty Life experiences persistency problems as customers cancel their policies. Liberty Life is required to focus on its relationship with customers to increase customer loyalty. To establish the influence of trust, commitment, two-way communication and conflict handling on Customer Relationship Management and its influence on Customer Loyalty at Liberty Life in South African, an empirical investigation was conducted. The sample consisted on 254 customers visiting the customer walk-in-centres situated in Johannesburg, Cape Town, Pretoria and Durban. The study indicated that a significant positive relationship exists between trust, commitment and conflict handling, and Customer Relationship Management at Liberty Life. The study further revealed that a significant negative relationship exists between two-way communication and Customer Relationship Management at Liberty Life. In addition, the empirical investigation revealed that there is a significant positive relationship between Customer Relationship Management and Customer Loyalty at Liberty Life in South Africa. The study provided strategies for Liberty Life to improve and maintain its relationships between the organisation and customers if Liberty Life exhibits trustworthy behaviour, shows genuine commitment to service, communicates information to customers efficiently and accurately, thereby also listening to their iii customers and handling potential and manifested conflicts skilfully. This will ultimately, contributes to Customer Loyalty, which will ensure economic prosperity for Liberty Life.
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Customer relationship management (CRM) in a South African service environment : an exploratory study
- Authors: Roberts-Lombard, Mornay , Du Plessis, Leon
- Date: 2011-04
- Subjects: Long-term insurance organization , Customer loyalty , Conflict management , Customer relationship management
- Type: Article
- Identifier: uj:5966 , ISSN 2141-2421 , http://hdl.handle.net/10210/8221
- Description: The primary objective of the study was to investigate the influence of trust, commitment, two-way communication and conflict handling on customer loyalty through customer relationship management (CRM) as a mediating variable at a South African long-term insurance organization. Both a qualitative and quantitative research approach was followed in the study. The population included all the customers of a long-term insurance provider in South Africa who held a life-insurance policy at the time of the study. The sample consisted of 254 customers in four major centers in South Africa. Primary data was gathered using a structured questionnaire, with items on a 7-point Likert scale referring to trust, commitment, two-way communication, conflict handling, CRM and customer loyalty. The statistical analysis that was used in the study included multiple regression analysis to test the hypotheses. The findings stipulate that a significant positive relationship exists between trust, commitment and conflict handling, and CRM at a long-term insurance provider in South Africa. The study further revealed that a significant negative relationship exists between two-way communication and CRM at the insurance provider. In addition, it was found that there is a significant positive relationship between CRM and customer loyalty at the insurance provider in South Africa. Therefore, long-term insurance providers in South Africa can improve and maintain the relationships between themselves and their customers if they exhibit trustworthy behavior, show genuine commitment to service, communicate information to customers efficiently and accurately, thereby also listening to their customers and handling potential and manifested conflicts skilfully. This will ultimately contribute to customer loyalty, which will ensure economic prosperity for the long-term insurance provider.
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The availability of technically schooled manpower for utilisation in affirmative action programmes within the South African engineering industry.
- Authors: Du Plessis, Leon
- Date: 2012-08-13
- Subjects: Affirmative action programs-South Africa. , Engineering-Employees-Supply and demand-South Africa.
- Type: Thesis
- Identifier: uj:9051 , http://hdl.handle.net/10210/5514
- Description: M.Comm. , Due to frustration experienced in the development and implementation of affirmative action programmes, a definite need was identified for a working tool or document that would allow managers in the engineering industry to quantify and set reasonable achievable targets or goals with respect to the same. The general perception existed in industry that insufficient schooled manpower - like professional engineers - was available in the market to reach the almost arbitrarily chosen affirmative action goals (seemingly based on general group proportionality within the South African society).Quota based systems introduced in especially the public sector and para-statal organisations where it is required that up to 70 per cent previously disadvantaged personnel (all blacks, Asians, coloureds and white women) have to be appointed to management positions by the year 2000, motivated this perception. Due to the engineering industry's unique management structure which largely consists of technical staff climbing the corporate ladder, this proved to be an impossible objective in most instances giving rise to spiralling employment costs due to normal market forces and caused by demand far outstripping supply. This study therefore focuses on the numerical quantification of the available resources to allow affirmative action goals to be re-evaluated and adjusted according to the actual availability of resources. In conclusion it may be said that the process of affirmative action is a reality, but that the engineering industry should guard against accepting general yardsticks and requirements. Managers should make a proper study of the fields of application and their environment before setting any affirmative action goals. The existing shortages in the manpower resources that meets both schooling- and affirmative action requirements within the engineering industry, should be addressed through well designed training programmes and not through the setting of ill defined goals merely based on a general quota system.
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