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Value disciplines: measuring customer preferences.

  • Authors: Dannhauser, Z. , Roodt, G.
  • Date: 2001
  • Subjects: Customer services , Psychometrical properties
  • Type: Article
  • Identifier: uj:6306 , http://hdl.handle.net/10210/1054
  • Description: According to the World Competitiveness Report: 1999, South Africa ranks poorly in terms of delivering customer services (Garelli, 1999). In order to assist South African organisations to identify their customers' value preferences, three scales collectively called the Customer Preference Questionnaire (CPQ) were developed. The purpose was to assess the three value disciplines as conceptualised by Treacy and Wiersema (1993; 1995a; 1995b) by empirically evaluating the CPQ and determining the psychometrical properties of the various identified scales. A combined sample (N = 436), consisting of undergraduate (N = 281) and post-graduate (N = 155) students in the field of human resource management, were asked to assess the university from a customer's point of view. All three scales were subjected to factor analysis and iterative item analysis. The three scales yielded acceptable alpha coefficients, indicating that customers' preferences could be measured reliably. The implications of these findings are discussed.
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Critical competencies to promote a customer service care capability in a bank sector call centre.

  • Authors: Grobbelaar, R.L. , Venter, A. , Roodt, G.
  • Date: 2004
  • Subjects: Customer services , Information-intensive environment , Human Resource Call Centre , Qualitative research paradigm
  • Type: Article
  • Identifier: uj:6382 , http://hdl.handle.net/10210/1125
  • Description: In today’s information-intensive environment customer service is an important aspect that differentiates one organisation from another. This research focuses on those individual competencies which will lead to a customer service core capability in a Human Resources Call Centre. Data was obtained from Call Centre agents (n=18), supervisors (n=3) and customers (n=25) by means of five focus group-, three individual- and 25 telephonic interviews, respectively. The transcendental realism research procedure was applied within a qualitative research paradigm. Ten key competencies were identified by all groups of participants.
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ABSA'S implementation of mobile banking as a value-added mobile business offering

  • Authors: Muir, Clarissa
  • Date: 2008-06-13T09:34:19Z
  • Subjects: ABSA Bank , Mobile communication systems , Mobile banks and banking , Customer services
  • Type: Thesis
  • Identifier: uj:2791 , http://hdl.handle.net/10210/622
  • Description: A new economic order has developed that is referred to as the New Economy and has brought about a shift in focus from manufactured goods and services to an economy that places emphasis on knowledge and the application thereof within a specific context (Leung, 2002). Furthermore, this economy places emphasis on the saliency of information and how it can be used as a competitive and commercial tool. The New Economy is characterised by a unique consumer that functions within it called the New Consumer and this individual functions as a ubiquitous entity that is always on as this individual uses mobile devices that enables them to conduct business and communicate anywhere and at any time. The New Consumer is characterised by being individualistic, involved, independent and informed but also suffers from scarcities such as time, attention and trust. In view hereof, value has become a pivotal matter that all organisations should place emphasis on when delivering products and services to this consumer. Furthermore, Information and Communication Technologies (ICTs) has brought about a technological revolution in the New Economy and has changed the way in which the consumer works and conducts business. Mobile devices form an important component of the New Economy as it also offers organisations the opportunity to adopt new business models, using wireless technology, that enable mobile business (m-business) solutions. M-business refers to the purchasing of information, goods and services via a mobile device (Anon., 2000c) and organisations offering m-business in the New Economy are enabled to offer the advantages such as delivering just the right information, to just the right people at just the right time which means that convenient and personalised location-based information can be delivered to the individual. One industry that has adopted the m-business solution, as a value-added service, is the banking industry and various banks are offering the mobile financial solution to consumers meaning that they can access their accounts, pay their bills and make transfers using a mobile device. As many banks have adopted m-banking, as a value-added m-business offering, a credible source that elaborates on the implementation of m-banking and the industry requirements pertaining to the implementation process is Mobey Forum who has published the Mobey Forum White Paper (Anon., 2004p) that explains the implementation requirements of mobile financial services such as customer proposition, business priorities, technical issues and implementation issues. This study focuses on the industry requirements of m-banking, as set out by the Mobey Forum White Paper (Anon., 2004p). Absa, a South African bank, has been utilised as a one-shot case study todetermine how the industry requirements of mobile banking, as a value-added m-business offering, is implemented by the bank. , Ms. Andrea Crystal,
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An appreciative enquiry into customer service provided on an executive education programme at a South African business school

  • Authors: Schaap, Willem Gerard
  • Date: 2008-06-24T13:18:36Z
  • Subjects: Customer services , Universities and colleges' customer services , University of Cape Town
  • Type: Thesis
  • Identifier: uj:9825 , http://hdl.handle.net/10210/722
  • Description: In the ever increasing competitive market of executive education, providers not only need to deliver new and innovative courses on an ongoing basis, but also need to find a competitive edge to distinguish themselves from the rest. The consumers of executive education courses base their purchase decisions on more that just the academic excellence of the course. In addition to the academic excellence of the courses, the experience of the delegate attending such a course needs to be exceptional. The focus of this study was high calibre customer service which reinforces the excellent academic experience of the delegate. This would include an extraordinary experience before, during and after the programme. In order to capitalise on the strengths of an action research approach, a relatively new action research approach, Appreciative Inquiry was used in this study. The focus was on the development of new methods to improve customer service by building on the positive experiences of the past. In a planned and systematic way this study explored new methods of taking ordinary customer service to a level of extraordinary customer service. The result of this positive action research intervention resulted in a multitude of positive actions and provided UCT GSB with a method to open-up their thinking and actions and to become more innovative and resourceful. , Prof. Freddie Crous
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Functional requirements of eCRM solutions for the South African SME sector

  • Authors: Zaayman, Philip
  • Date: 2009-01-15T13:12:09Z
  • Subjects: Small business , Customer services , Customer relations management
  • Type: Thesis
  • Identifier: uj:14798 , http://hdl.handle.net/10210/1874
  • Description: M.Phil. , The issue of Customer Relationship Management (CRM) within organisations has gained importance over the last five years, and the trend is set to continue with new CRM software vendors entering the market regularly. For a business, it is cheaper to retain existing customers than to acquire new ones, therefore increased customer loyalty and interaction is important. The value that electronic CRM (eCRM) allows is that it increases customer interaction, by eliminating physical intervention and subsequent errors. The Internet has allowed this interaction to become more sophisticated, with service information instantly available to both the customer and the business. The number of channels for interaction has also increased. Specifically, small and medium enterprises (SMEs) need low cost eCRM solutions that adapt to their business models and IT structures. The South African SME is limited by certain budgeting, resource and time constraints, and the owner of the SME cannot always devote time in search of a suitable eCRM solution for his business. The multitudes of vendors, offering various levels of functionality with increased focus on the SME sector, allow the SME many choices. However, companies selecting eCRM software vendors often lack an objective basis due to a lack of alternative information sources. Vendors making unsubstantiated and incorrect claims about the functionality of their software, further complicate the problem. From an SME point of view, the functionality and cost criteria of the eCRM solution is the most important. However, the minimum functionality criteria that vendors’ software packages must adhere to, in order to be considered an eCRM suite are: Customer Analysis; Marketing Automation; Sales Automation; Customer Service and Support; and Web-centricity. The research problem lies therein that South African SME owners or managers are unsure which functionalities are available, and which to deem important when considering eCRM solutions for their businesses. The objective of this study is to formulate a matrix of functionality that eCRM solutions must adhere to in order to be successfully implemented by the SME. This matrix is not prescriptive, but will guide SME management by identifying criteria and functionality that the solution needs to contain. The aim is to help SMEs select the right software, not to select the software for them.
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The development of a service delivery index for municipalities

  • Authors: Van der Walt, Tjaart Andries
  • Date: 2009-02-27T06:04:02Z
  • Subjects: Local government evaluation , Customer services
  • Type: Thesis
  • Identifier: uj:8187 , http://hdl.handle.net/10210/2191
  • Description: D.Phil. , Performance management has become legislative requirement for municipalities in South Africa. Unfortunately, not many tools exist to measure and monitor municipal service delivery effectively. Municipal managers and politicians require accurate information to ensure that their decisions are not based on emotions and assumptions but that the information with regards to municipal service delivery is accurate and relevant. Descriptions and terminology used to describe engineering services are sometimes complex and confusing. To aggravate the situation, technical and non-technical people seem unable to communicate effectively about township engineering services. The development of the Service Delivery Index is a helpful tool in providing decision makers with accurate information. The index translate engineering services and service delivery aspects into numerical data that can also be represented graphically. The Service Delivery Index for municipalities comprises four components of engineering services being delivered in residential areas. The components are infrastructure quality, delivery efficiency, access to services and affordability. Each component comprises specific elements that are measured on a regular basis such as payment levels, proportion of household income to service charges, service interruptions, response times to outages and service levels. Not only can services be measured and represented graphically, they can also be compared and over time to establish trends. Desegregation of the index is easy. The index system allows municipalities to provide service delivery information to communities effectively and transparently and in an easily comprehensible manner. Components of the index can also be linked to a GIS system to display different aspects of service delivery geographically. The index system in combination with services costs graphs can also be utilised to make instant and accurate assessments of upgrading costs for township services. The data used for the compilation of the index is normally readily available form Census data, financial statements and departmental job evaluation reports. The index also effectively addresses the issue of communication between technical and non-technical people with the aid of graphical presentations.
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Internal marketing in a customer service centre

  • Authors: Naidoo, Logantheran Perumall
  • Date: 2009-03-31T09:45:14Z
  • Subjects: Relationship marketing , Customer services
  • Type: Thesis
  • Identifier: uj:8277 , http://hdl.handle.net/10210/2386
  • Description: M.B.A. , Building relationships with various groups of stakeholders is critical to an organisation’s success. One critical group of stakeholders are the organisation’s employees – the Internal Market. Internal Marketing is the key to superior service and the result is external marketing success. Internal Marketing can be defined as the promoting of the organisation and its product(s) or product line(s) to the organisation’s employees. Internal marketing as a term evolves from the notion that employees constitute an internal market within the organisation. This market needs to be informed, educated, trained, rewarded and motivated to meet external customers' needs and expectations. Understanding customer expectations is a prerequisite for delivering superior service. In order to achieve customer and organisation alignment, the organisations have to ensure that their internal processes, systems and employees are aligned to their common objectives of retaining customers and delivering superior service. Internal Marketing (IM) and Customer Service Centre (CSC) employees was chosen as the subject for this research to determine and establish the nature and perceptions of internal marketing in the service delivered by the Customer Service Centre employees from this specific Bank. IM has wide application in the service sector, but there is little empirical evidence that shows how Customer Service Centre employees perceive it. IM comprises of five components. Customer orientation and customer satisfaction involves leveraging customer relationships and their associated in-depth customer knowledge, which guides an organisation’s strategy towards meeting customer objectives. The implementation of specific corporate or functional strategies relates to the alignment, education and motivation of employees so that they can deliver on customer expectations, whilst meeting the organisation’s objectives. Employee motivation and employee satisfaction relates to attracting, developing, motivating and retaining qualified employees through job products that satisfy their needs. Inter-functional co-ordination and integration involves internal cross-functional relationships or co-operation to deliver effective service to the customers. The marketing-like approach refers to internal marketing-like activities that can influence employees to become customer-conscious and marketoriented. It is critical that employees within an organisation understand their impact and influence on other employees who are part of the complete value-chain that renders a service to the customer. This is important as employees within an organisation provide a service or support to other employees who deliver the end product or service to the customer. This study identified the employees’ perceptions of the internal marketing components within a Customer Service Centre of a leading Bank. The Customer Service Centre provides first level telephonic support to the Bank’s employees. This is a key function in order to ensure that all problems are resolved quickly so that the employees can deliver service to their customers. This research contains a background to the study, a literature review that was researched to clearly define and understand IM, it concepts, as well as related subjects to IM and call centre environments. A survey was then conducted with the CSC employees and the findings were then analysed and proposed recommendations were then concluded. The outcomes of the research identified that four of the five IM components are present in a CSC environment.
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An assessment of internet banking service quality

  • Authors: Molapo, Masopha Nehemia
  • Date: 2010-11-09T06:46:40Z
  • Subjects: Internet banking , Customer services
  • Type: Thesis
  • Identifier: uj:6964 , http://hdl.handle.net/10210/3472
  • Description: M.Comm. , Extensive studies have been done in the past on measuring service quality where the service is delivered on a face-to-face encounter. This study assesses and measures online service quality where there is no face-to-face encounter. The service quality measures are particularly on Internet Banking service. The research problem has been stated as the lack of insight into customer perceptions on Internet Banking service quality by management in South African banks. The purpose of this study was to explore customers’ perceptions on key electronic service dimensions or factors of Internet Banking service quality. The primary objective of the study was to have an insight into how Internet Banking customers in South Africa perceive their respective banks’ performance on pre-defined electronic service quality dimensions. The secondary objective was to determine if there was any difference in Internet Banking service quality perception based on age, gender, or primary bank offering the service (service provider). Even though online shopping and Internet Banking are online services there are subtle differences between the two services. With online shopping there is a physical item that gets traded and in Internet Banking only services are traded. It is for this reason that the original E-S-Q instrument was slightly adjusted. Some of the dimensions that were excluded from the original E-S-Q instrument include flexibility, price knowledge and customization Given the purpose and objectives of the study a quantitative approach was taken as the major research approach for the study. The sampling design was a nonprobability sampling one because the convenience method of sampling was used. The survey population was all online banking users, utilizing services from South African banks. A slightly revised electronic service quality (E-S-Q), a service quality measurement instrument, was used in this study. Data was collected via a web based self administered survey. The original E-S-Q instrument measured customer service quality from an online shopping experience point of view. This study aimed at gleaning respondents’ perceptions on key Internet Banking service dimensions.
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Marketing guidelines based on quality service that secure customer added value

Investigating client relationship needs and wants within the banking industry in South Africa

Emotional intelligence as determinant of the ideal characteristics to deliver the best service to customers

  • Authors: Vermeulen, Elizabeth Maria
  • Date: 2012-08-13
  • Subjects: Emotional intelligence , Customer services
  • Type: Thesis
  • Identifier: uj:9097 , http://hdl.handle.net/10210/5556
  • Description: M.B.A. , Applications of Emotional Intelligence in the workplace are almost infinite. Emotional Intelligence is instrumental in resolving a sticky problem with a coworker, closing a deal with a difficult customer, criticising your boss, staying on top of a task until it is completed, and in many other challenges affecting your success. Emotional Intelligence is used both interpersonally (helping yourself) and interpersonally (helping others) (Weisinger, 1998:xvi). One of the most difficult and rewarding practices of emotional intelligence is to help others help themselves (Weisinger, 1998:181). A work organisation is an integrated system that depends upon the interrelationship of the individuals who are part of it. How each person performs affects the company as a whole. That's why it is important to the success of the company not only that all employees perform to the best of their abilities but that they also help others do the same (Weisinger, 1998:183). A general attitude toward one's job; the difference between the amount of rewards workers receive and the amount they believe they should receive. A person's job is more than just the obvious activities — it requires interaction with co-workers and bosses, following organisational rules and policies, meeting performance standards, living with working conditions that are often less than ideal. Therefore job satisfaction is not straight forward (Robbins 1996: 190). Service variability refers to the unwanted or random levels of service quality customers receive when they patronise a service. Variability is primarily caused by the human element, although machines may malfunction causing a variation in the service. Various service employees will perform the same service differently and even the same service employees will provide varying levels of service from one time to another. Unfortunately, because of the variability characteristic of services, standardisation and quality control are more difficult (Kurtz & Clow 1998: 14). To ensure quality at the source refers to the philosophy of making each worker responsible for the quality of his work. This incorporates the notions of do it right. Workers are expected to provide goods or services that meet specifications and to find and correct mistakes that occur. Each worker becomes a quality inspector for his own work (Stevenson 1996: 103). This dissertation is therefore looking at the different viewpoints of experts on emotional intelligence and to identify characteristics important to render quality client service.
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The impact of staff turnover on client service in the employee benefit industry

  • Authors: Vanrenen-Goldman, Evette
  • Date: 2012-08-15
  • Subjects: Labor turnover , Customer services
  • Type: Thesis
  • Identifier: uj:9370 , http://hdl.handle.net/10210/5808
  • Description: M.Comm. , In today's business environment client service can lead to the success or failure of any business. The client is "king" and should be treated as such. In the employee benefits industry a relationship is created between the employee of the company and that person's clients. This study will investigate if there is a link between the services rendered to client and staff turnover in the employee benefits in this try in South Africa. The question this study aimed to answer is what happens if that person decides to leave the organisation or company. Does this have any impact on clients and the level of service the clients receive from the company or organisation.
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An analysis of customer service in an optometric practice

  • Authors: Meyer, Erwin Martin
  • Date: 2012-08-16
  • Subjects: Customer services , Optometry -- Practice -- Customer services
  • Type: Thesis
  • Identifier: uj:9453 , http://hdl.handle.net/10210/5886
  • Description: M.Comm. , The importance of service is constantly increasing in most economies (Gronroos 1988), and service is becoming exceedingly vital to success for manufacturers of goods as well. Service is very frequently referred to as the definitive competitive tool (Kyj 1987; Coppett 1988) and some writers (Quinn and Gagnon 1986) have warned that services if not managed suitably could follow manufacturing into decline, as inattention to quality, emphasis on scale economies, and short-term orientation predominates. Indeed Levitt (1981) has questioned the services-goods dichotomy, and states that all products, whether they are services or goods, possess a certain amount of intangibility perhaps the fundamental difference between the two referred to by most other writers. It is this intangibility which is seen as being the fundamental distinguishing characteristic of services.
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Bestuurs- en klantpersepsie rakende dienslewering in die supermarkbedryf

  • Authors: Ehlers, L.
  • Date: 2012-08-16
  • Subjects: Customer services , Consumer satisfaction , Supermarkets -- Customer services
  • Type: Thesis
  • Identifier: uj:9441 , http://hdl.handle.net/10210/5873
  • Description: M.Comm. , Gegewe die agtergrond en die probleemstelling kan die studie soos volg geformuleer word: Die primere doelwit van die studie is om die gaping tussen die persepsie van supermarkbestuurders oor die diens wat gelewer word in hulle ondernemings en die persepsie van hul klante oor die diens wat werklik gelewer is, te ondersoek. Daarbenewens sou die studie ook bepaalde sekondere doelwitte he: 1.3.1. Om die belangrikheid van bestuursdeelname by die lewering van kwaliteit diens aan te dui. 1.3.2. Om aan te dui hoe belangrik goeie klantediens vir die algehele beeld en bemarking van die ondememing is. 1.3.3. Om vas te stel of bestuur die behoeftes van die klant in ag neem by die daarstel van 'n klantediensbeleid. 1.3.4. Om te bepaal of bestuur werklik bewus is van water kwaliteit klantediens in sy ondememing gelewer word. 1.3.5 Om te bepaal wat die verwagtinge is wat die klant koester met betrekking tot klantediens.
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The importance of demand planning in the management of a fast moving consumer goods supply chain

  • Authors: Müller, Gert Hendrik
  • Date: 2012-08-20
  • Subjects: Delivery of goods - Management , Business logistics , Customer services , Sales forecasting , Supply and demand - Forecasting
  • Type: Thesis
  • Identifier: uj:2761 , http://hdl.handle.net/10210/6202
  • Description: M.Comm. , As part of supply chain management, the handling of market demand information forms one of the most important concepts in any supply chain. One of the specific goals of supply chain management is to manage and co-ordinate the flow of information from the original source to the final customer. If consumer demand forms the activating element in the supply chain, it becomes clear that the process of demand planning can play an active role in improving the effectiveness of a supply chain. The correct management of information can thus greatly influence the level of integration, the responsiveness, level of customer service and value added to the end product. This is however not a one-sided approach where demand planning can be used as the tool to facilitate supply chain synchronization. The opposite effect can also be found that certain efforts to synchronize the supply chain can greatly improve the demand planning process. The fast moving consumer goods (FMCG) industry relies heavily on forecasted demand figures due to the structure of this industry 5. Developing demand forecasts forms a great part of the demand planning process and the accuracy, timely flow, interpretation and final format of the information is of the utmost importance. A well controlled forecasting process can form a solid foundation to address supply chain problems, reduce the level of wastage, increase the product value to the customer and improve the level of supply chain agility. With this background, the aim of this study will be: To explore the subject of Demand Planning in the synchronization of a FMCG supply chain. It will aim to show how an effective demand planning process can positively influence the supply chain management process and form an active element in supply chain synchronization. To investigate certain supply chain strategies on demand planning to indicate the level of integration between these two processes. In order to do this, a theoretical study needs to be done on Demand Planning and into the elements thereof. Within this structure it will be possible to formulate a structure to evaluate the concept of Demand Planning.
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Service quality expectations and perceptions of staff and customers at travel agencies, Gauteng

  • Authors: Beedassy, Ray
  • Date: 2012-08-28
  • Subjects: Customer services , Travel agents - Customer services
  • Type: Thesis
  • Identifier: uj:3274 , http://hdl.handle.net/10210/6680
  • Description: M.B.A. , In recent years South African travel industry has been facing ferocious competition. The competitive business environment has driven managers to consider the performance of their organizations in order to increase market share, or in other words, improve the quality of service as the ultimate weapon for achieving high performance. The delivery of service quality to customers requires a congruence in the perceptions of the customers and the providers of service. The aim of this research is to examine if there are any statistically significant differences in the perceptions of received service between the three major groups i.e. the customers, the staff and the managers of travel agencies. The information was gathered by means of a mail survey. A questionnaire was developed (based on SERVQUAL), where all possible answers of respondents were pre-specified and standardized, in order to ease the comparison of responses. The findings of the research revealed significant differences between the perceptions of customers and staff and that of managers and staff of the travel agencies but not between managers and customers. Of most concern, were the differences in the perceptions of the dimension of reliability, which was considered the most important dimension by the customers. Therefore, the managers of travel agencies in South Africa need to devise strategies and seriously consider the issue of internal marketing to achieve this alignment in the perceptions
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The effect of supply chain optimisation on the sales and profitability of RS Components SA Ltd.

  • Authors: Pretorius, Nadine
  • Date: 2012-08-28
  • Subjects: Business logistics -- South Africa , Delivery of goods -- South Africa , Customer services , Consumer satisfaction , Customer loyalty
  • Type: Thesis
  • Identifier: uj:3338 , http://hdl.handle.net/10210/6739
  • Description: M.Comm. , The methodology of supply chain optimisation is a fairly new concept in the field of logistics management and is also referred to as value chain optimisation. This short dissertation explores and describes the effects of a national improvement in supply chain processes on the sales and profitability of RS Components SA. The study contains discussions from various theoretical disciplines and includes topics such as customer service, customer satisfaction, customer loyalty, logistics management and supply chain methodology. The link between the performance of the logistics processes and perceived customer service levels is also discussed in detail. Finally the study will show how improved logistical performance can lead to improved levels of customer satisfaction, which in turn leads to customer loyalty and increased profitability. In order to improve the organisation's national supply chain, RS Components SA decided to open a new Trade Counter in the Cape Town sales region. Before the opening of this Trade Counter however, improvements were made to the national logistical network to ensure seamless integration of the new sales branch as a fully operational warehouse. Various financial indicators were measured for the year after the opening of the new Trade Counter in Cape Town, in order to compare such figures to the year prior to the opening of said Trade Counter. The primary results were as follows: Sales for the Cape Town sales region have increased by a greater margin than originally budgeted for. The sales growth target was exceeded by 30.21%. The number of invoices generated for the year after the opening of the Trade Counter in Cape Town has increased steadily while the average invoice value has shown no mentionable growth. This indicates that the Trade Counter in Cape Town has spurned a greater percentage of repeat purchases and that sales have not merely increased due to bigger sales orders. Growth in the number of individual purchasing customers for the Cape Town region also reached a staggering growth of 71.71% compared to the growth target of 45%. Substantial growth was also achieved throughout the year for the number of Trade Counter visits to the Cape Town Trade Counter. Whilst staggering growth rates were achieved in all of the above-mentioned categories, overhead expenses came in lower than was originally budgeted for the Cape Town sales region. A saving of 3.65% was achieved against a sales growth of 75.21%. In conclusion, this study indicated an increase in sales and profitability in the Cape Town sales region. Based on the success achieved through supply chain optimisation, both in terms of increased revenue as well as perceived levels of customer satisfaction, a recommendation is made for further expansion of the supply chain network of RS Components SA through the opening of a new Trade Counter in Durban.
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An investigation of customer switching/defection behaviour in a selected segment of Standard Bank retail division

  • Authors: Ngcobo, Philisani David
  • Date: 2012-09-12
  • Subjects: Customer loyalty. , Customer services
  • Type: Thesis
  • Identifier: uj:10317 , http://hdl.handle.net/10210/7682
  • Description: M.B.A. , Increasing customer longevity in branch banking is a difficult process, with the average bank loosing fifteen (15%) to twenty (20%) percent of its customers each year, any help a bank can get in holding on to them is welcome (Power, 2000: 19). Central to these concerns is researchers and practitioners realization that: Not all customers should be targeted with retention and loyalty efforts and, Some of the most satisfied and loyal customers might still switch / defect for reasons beyond the control of the bank and at times even beyond the control of the customer. Although it is encouraging to note the increasing awareness that not all customers are alike (Blattenberg and Deighton; Reichheld, 1993), little is known about how and why they differ. Simple put, if important attitudinal and behavioural differences can be identified among various customer groups, service providers can efficiently identify and target customers as part of a broader acquisition, value assessment, and retention strategy. This, in essence is the focus of the current study.
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The influence of internal marketing on internal customers within retail banking

  • Authors: Reynolds-De Bruin, Leigh
  • Date: 2014-06-19
  • Subjects: Bank marketing , Relationship marketing , Customer services
  • Type: Thesis
  • Identifier: uj:11550 , http://hdl.handle.net/10210/11257
  • Description: M.Com. (Marketing Management) , Despite the extensive research undertaken in the subject area of services marketing, not much research has been conducted in the internal marketing area, specifically in the South African context. This study attempted to address this subject and focused on seven internal marketing mix elements (internal product, internal price, internal promotion, internal distribution, internal people, internal process and internal physical evidence) and their influence on the satisfaction of graduate development employees within retail banks in South Africa. Further to this, the link between employee satisfaction and affective commitment was explored due to its impact on employee productivity. The growth of the service sector worldwide has led to services being considered as one of the most important sectors in the world. The contribution of the South African service sector to GDP was 68.1% in 2012, where the financial services sector in South Africa has already overtaken the manufacturing sector as the largest contributor to GDP. The financial service sector contributed 22% in 2008. Given the homogeneity within the retail banking industry, there is very little differentiating the banks, and imitation of any innovation is inevitable. For this reason a market-driven strategy that enables retail banks to deliver superior quality is essential as service quality is the only real differentiator and key to building a competitive advantage. Given its employees who create the service experience, the employee as the internal customer becomes the organisation’s most valuable asset. For this reason, retail banks in South Africa have been placing an increased focus on recruiting at the graduate level leading to the establishment of Graduate Development Programmes (GDPs). These banking GDPs are specifically designed to help graduates succeed in complex environments and to build the talent pipeline by providing an in-depth training programme. However one of the biggest challenges faced by banks is the satisfaction and retention of their GDP employees. Banks generally experience high attrition rates amongst this group of employees mainly due to job dissatisfaction which impacts service quality provided to external customers, and which increases the organisation’s costs. An internal marketing programme aimed at employees could enhance employee satisfaction which in turn could enhance employee levels of affective commitment resulting in higher retention rates. Satisfied employees will go the extra mile to serve external customers and in this manner service quality can be improved. In order to investigate the influence of the internal marketing mix on employee satisfaction and test the relationship between employee satisfaction and affective commitment, an empirical investigation was conducted. The primary research objective of the study was to investigate the influence of the internal marketing mix on employee satisfaction from GDP employees’ perspective in order to enhance their satisfaction at retail banks with graduate development programmes in South Africa. In addition to this, the relationship between satisfaction and affective commitment was explored. A census approach was applied to the study using a person administered and an electronic survey method. All retail banks with graduate development programmes were invited to participate in the study of which three agreed to participate. Of the 360 graduates, 64 employees agreed to participate in the study. Regression analysis was used to test the relationships proposed in the study. The internal promotion and internal physical evidence scales were discarded due to poor construct validity, internal distribution emerged as a two-factor solution and was split into collaborative culture and organisational structure, and the internal price element was not regarded as statistically significant. From the study, the internal marketing mix elements that influenced employee satisfaction to come to fore included internal product, collaborative culture, organisational structure, internal people and internal process. The outcome of the regression analysis showed that employee satisfaction is influenced by internal product, collaborative culture, organisational structure, internal people and internal process. In addition to this, it was concluded that employee satisfaction influences affective commitment. Based on these outcomes, recommendations were made to retail banks for the implementation of a formal internal marketing mix through for example the implementation of the internal people element. Retail banks would be able to ensure that supervisors are easily accessible and providing constant ongoing feedback, a benefit which was identified as the most important contributor to GDP job satisfaction.
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Service quality expectations and perceptions of home loan customers

  • Authors: Molokomme, Nare Sylvia
  • Date: 2014-06-21
  • Subjects: Customer services , Mortgage loans , Banks and banking - Customer services
  • Type: Thesis
  • Identifier: uj:11574 , http://hdl.handle.net/10210/11283
  • Description: M.Com. (Business Management) , Over the years, the competitive banking market had forced banks to be innovative in their products. However, regardless of how innovative banking products were, ‘service’ remained the backbone of banking products. With increasing access to information and alternative products, banking customers had more choices as to where to do business, based on the level of service they receive. They expected an exceptional delivery of customer service and were less tolerant of bad service. Customers usually compared the service they 'experienced' to the service they 'expected' when walking into a bank. When the two did not match, a gap arose. This study was undertaken to determine whether customers of a ‘home loan’ division of a South African bank perceived the bank’s service quality to be different to what they expected. It also sought to establish if there was a difference in how customers, in different demographics, evaluate the bank’s service quality. An online survey was used to gather information from banking customers on their judgment of the bank’s service quality, after which statistical tests were done to analyze the data. The study revealed that a gap indeed exists between the service quality customers expected and the service quality they actually received from the bank. Customers reported a dissatisfaction of the bank’s service quality with regards to their provision of reliability, responsiveness, assurance and empathy in their service delivery. With regards to the evaluation of the bank’s service quality of customers in different demographics, it was discovered that the 40-59 customer age group received the most empathy in service encounters with the bank, customers using property insurance and repayment related services perceived the bank’s service quality across all dimensions to be positive. Lastly, a positive correlation between the number of years customers have been with the bank and their perceptions of the bank’s provision of empathy was established.
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