Investigating client relationship needs and wants within the banking industry in South Africa
- Authors: Eksteen, Jacques
- Date: 2011-11-30
- Subjects: Relationship marketing , Consumer satisfaction , Customer relations , Customer services , Customer loyalty , Banks and banking
- Type: Thesis
- Identifier: uj:1752 , http://hdl.handle.net/10210/4107
- Description: M.Comm.
- Full Text:
- Authors: Eksteen, Jacques
- Date: 2011-11-30
- Subjects: Relationship marketing , Consumer satisfaction , Customer relations , Customer services , Customer loyalty , Banks and banking
- Type: Thesis
- Identifier: uj:1752 , http://hdl.handle.net/10210/4107
- Description: M.Comm.
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Marketing guidelines based on quality service that secure customer added value
- Authors: De Clerq, Daniel Francois
- Date: 2011-11-24
- Subjects: Relationship marketing , Customer services , Customer relations , Consumer satisfaction
- Type: Thesis
- Identifier: uj:1737 , http://hdl.handle.net/10210/4086
- Description: M.Comm.
- Full Text:
- Authors: De Clerq, Daniel Francois
- Date: 2011-11-24
- Subjects: Relationship marketing , Customer services , Customer relations , Consumer satisfaction
- Type: Thesis
- Identifier: uj:1737 , http://hdl.handle.net/10210/4086
- Description: M.Comm.
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The influence of employee engagement on customer experience in a customer centric climate and culture
- Authors: Slabbert, H.O.
- Date: 2018
- Subjects: Financial institutions - Customer services , Consumer satisfaction , Customer services , Customer relations
- Language: English
- Type: Masters (Thesis)
- Identifier: http://hdl.handle.net/10210/292386 , uj:31773
- Description: M.Com. (Business Management) , Abstract: According to popular opinion, happy employees lead to happy customers. Many businesses are realising having great products and services are no longer enough. How organisations service their customers is as important as the products or services provided. Customer experience is therefore more than just managing customer interactions. It is putting customers at the centre of everything an organisation does, supported by a culture of engaged employees. Engaged employees are considered an important and influential factor in creating superior customer experiences. Despite of the increased attention, there is a lack of empirical research on customer experience and employee engagement in the academic literature on aspects relating to the drivers, measurement and value to organisations. This dissertation investigated the proposed relationship between employee engagement and customer experience in a South African financial services company. This study advances the current knowledge in the employee engagement and customer experience field of study by combining the constructs into a theoretical model. Employee engagement and the influence on customer experience of the service interaction are postulated to influence total customer experience and business success. Data was collected using two surveys from 386 customer respondents and 82 employee respondents. The collective data was empirically tested using Structural Equation Modelling. The conceptual model examines various pre-requisites of employee engagement, linking resources to customers' perceived level of service employees’ performance (service interaction). The model further examines employee engagement as a dynamic and important variable influencing total customer experience. The results indicate a positive relationship exists between climate and culture, employee engagement and customer experience of the service interaction.
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- Authors: Slabbert, H.O.
- Date: 2018
- Subjects: Financial institutions - Customer services , Consumer satisfaction , Customer services , Customer relations
- Language: English
- Type: Masters (Thesis)
- Identifier: http://hdl.handle.net/10210/292386 , uj:31773
- Description: M.Com. (Business Management) , Abstract: According to popular opinion, happy employees lead to happy customers. Many businesses are realising having great products and services are no longer enough. How organisations service their customers is as important as the products or services provided. Customer experience is therefore more than just managing customer interactions. It is putting customers at the centre of everything an organisation does, supported by a culture of engaged employees. Engaged employees are considered an important and influential factor in creating superior customer experiences. Despite of the increased attention, there is a lack of empirical research on customer experience and employee engagement in the academic literature on aspects relating to the drivers, measurement and value to organisations. This dissertation investigated the proposed relationship between employee engagement and customer experience in a South African financial services company. This study advances the current knowledge in the employee engagement and customer experience field of study by combining the constructs into a theoretical model. Employee engagement and the influence on customer experience of the service interaction are postulated to influence total customer experience and business success. Data was collected using two surveys from 386 customer respondents and 82 employee respondents. The collective data was empirically tested using Structural Equation Modelling. The conceptual model examines various pre-requisites of employee engagement, linking resources to customers' perceived level of service employees’ performance (service interaction). The model further examines employee engagement as a dynamic and important variable influencing total customer experience. The results indicate a positive relationship exists between climate and culture, employee engagement and customer experience of the service interaction.
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Supply chain responsiveness as a means to a sustainable competitive advantage in the manufacturing sector
- Authors: Mailula, Onicca
- Date: 2016
- Subjects: Business logistics - Management , Customer services , Consumer satisfaction , Production management , Just-in-time systems
- Language: English
- Type: Masters (Thesis)
- Identifier: http://hdl.handle.net/10210/225753 , uj:22809
- Description: M.Com. (Business Management) , Abstract: The aim of this study is to determine if supply chain responsiveness, or the ability for an organisation to respond to customer needs or market signals, has an impact on competitive advantage in the manufacturing sector. The case study is conducted at company GSC which is a supplier with market dominance in the carbohydrate sector. A survey was distributed to the employees to gauge their perception of responsiveness in the organisation. A different survey was distributed among customers to gauge their perceptions about the responsiveness of company GSC. The study also investigates drivers and attributes that enable responsiveness in the organisation. Improved production reliability is an important driver for supply chain responsiveness at company GSC according to the findings of the study. Production reliability impacts product availability which in turn influences the ability of the organisation to meet customer needs. The major source of competitive advantage for company GSC is local market presence and the ability to meet customer needs, which defines supply chain responsiveness and will provide a barrier for competition. The study also indicates that if customer needs are met in all dimensions of quality, quantity and timeliness, supply chain responsiveness criteria is achieved.
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- Authors: Mailula, Onicca
- Date: 2016
- Subjects: Business logistics - Management , Customer services , Consumer satisfaction , Production management , Just-in-time systems
- Language: English
- Type: Masters (Thesis)
- Identifier: http://hdl.handle.net/10210/225753 , uj:22809
- Description: M.Com. (Business Management) , Abstract: The aim of this study is to determine if supply chain responsiveness, or the ability for an organisation to respond to customer needs or market signals, has an impact on competitive advantage in the manufacturing sector. The case study is conducted at company GSC which is a supplier with market dominance in the carbohydrate sector. A survey was distributed to the employees to gauge their perception of responsiveness in the organisation. A different survey was distributed among customers to gauge their perceptions about the responsiveness of company GSC. The study also investigates drivers and attributes that enable responsiveness in the organisation. Improved production reliability is an important driver for supply chain responsiveness at company GSC according to the findings of the study. Production reliability impacts product availability which in turn influences the ability of the organisation to meet customer needs. The major source of competitive advantage for company GSC is local market presence and the ability to meet customer needs, which defines supply chain responsiveness and will provide a barrier for competition. The study also indicates that if customer needs are met in all dimensions of quality, quantity and timeliness, supply chain responsiveness criteria is achieved.
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Evaluation of a process- and product-innovation framework in decentralised international organisations
- Authors: Van Wyk, Anne-Marie
- Date: 2018
- Subjects: New products , Consumer satisfaction , Customer services , Corporate culture
- Language: English
- Type: Doctoral (Thesis)
- Identifier: http://hdl.handle.net/10210/293722 , uj:31944
- Description: D.Phil. (Engineering Management) , Abstract: The availability of big data, supported by advanced technologies, has given rise to a more informed and empowered global consumer, resulting in extreme pressure on organisations to continuously find new innovative ways to serve these clients. When operating under tough economic conditions companies tend to challenge the timing of innovative initiatives. The truth is that they simply have no choice. Clients now have more information and more choices than ever and an ever-growing list of demands and expectations. Simultaneously, there is increased competition for the same share of wallet. They must rise to the challenge, gear up for the battle and understand that they need to innovate and operate differently to survive. The journey to client centricity through structured innovation has a beginning but no end. It starts with the conceptualisation of an idea, develops through organisational alignment and iterations of implementation, learning and improvement. Client centricity has proven to be an elusive goal for many organisations. Agile disruptive innovation is required to remain relevant in the areas in which they operate. A paradigm shift is required and organisations need to change the strategies from being product centric to focusing on client centricity instead. The biggest issue and major challenge typically faced by organisations attempting to make this shift, is the organisational culture. Above and beyond client-centric innovation, the organisation needs to enhance more disruptive thinking around the development of radical new client-value propositions that move beyond the traditional confines of their current capabilities and commercial models and address client demands in other industries. Qualitative research, combined with action-based research, was conducted to assess the technical and non-technical enablers required to implement a generic product- and process-innovation framework to establish a client-centric culture in a diverse and decentralised international logistics solutions organisation. The intended contribution of this study to the academic body of knowledge is to create a new paradigm that proves that client-led disruption should be countered by innovation driven by client requirements instead of the traditional product driven innovation...
- Full Text:
- Authors: Van Wyk, Anne-Marie
- Date: 2018
- Subjects: New products , Consumer satisfaction , Customer services , Corporate culture
- Language: English
- Type: Doctoral (Thesis)
- Identifier: http://hdl.handle.net/10210/293722 , uj:31944
- Description: D.Phil. (Engineering Management) , Abstract: The availability of big data, supported by advanced technologies, has given rise to a more informed and empowered global consumer, resulting in extreme pressure on organisations to continuously find new innovative ways to serve these clients. When operating under tough economic conditions companies tend to challenge the timing of innovative initiatives. The truth is that they simply have no choice. Clients now have more information and more choices than ever and an ever-growing list of demands and expectations. Simultaneously, there is increased competition for the same share of wallet. They must rise to the challenge, gear up for the battle and understand that they need to innovate and operate differently to survive. The journey to client centricity through structured innovation has a beginning but no end. It starts with the conceptualisation of an idea, develops through organisational alignment and iterations of implementation, learning and improvement. Client centricity has proven to be an elusive goal for many organisations. Agile disruptive innovation is required to remain relevant in the areas in which they operate. A paradigm shift is required and organisations need to change the strategies from being product centric to focusing on client centricity instead. The biggest issue and major challenge typically faced by organisations attempting to make this shift, is the organisational culture. Above and beyond client-centric innovation, the organisation needs to enhance more disruptive thinking around the development of radical new client-value propositions that move beyond the traditional confines of their current capabilities and commercial models and address client demands in other industries. Qualitative research, combined with action-based research, was conducted to assess the technical and non-technical enablers required to implement a generic product- and process-innovation framework to establish a client-centric culture in a diverse and decentralised international logistics solutions organisation. The intended contribution of this study to the academic body of knowledge is to create a new paradigm that proves that client-led disruption should be countered by innovation driven by client requirements instead of the traditional product driven innovation...
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Supply chain performance and customer service in the mining explosives industry
- Buthelezi, Thandeka Zamashenge
- Authors: Buthelezi, Thandeka Zamashenge
- Date: 2018
- Subjects: Business logistics , Risk management , Customer services , Explosives industry , Consumer satisfaction
- Language: English
- Type: Masters (Thesis)
- Identifier: http://hdl.handle.net/10210/292134 , uj:31742
- Description: Abstract: In the mining industry that is plagued with increased competition and low profitability, gaining a competitive advantage is a mammoth task as the mining customers are faced with decreasing profit margins due to declining commodity prices and increases in critical cost drivers. Thus, there has been increased focus on more profitable production, which has meant an increased focus on a reliable supply of cost effective input materials such as explosives. Therefore, an explosives supplier should aim to offer a product and service which will optimise the mine’s costs. However, there is limited competitive advantage that can be derived from cost strategies (Naoui, 2014), thus many have opted to look for differentiation strategies through enhanced customer experience (Gonzalez, 2017). This research is aimed at investigating how the supply chain performance of an explosives supplier affects the quality of service rendered to mining customers. The study is also aimed at determining what supply chain risk mitigation strategies can be used to improve the performance of the supply chain and the customer service thereafter. The research hypothesis is that “Supply chain risk management leads to a positive customer service experience” The hypothesis was to be proved by showing the effective management of supply chain risk increased supply chain performance which leads to an improvement in customer service experience. The research was conducted using a single method qualitative approach, where the qualitative primary data was derived from interviews with personnel from four distinct groupings within the explosives supply chain, which consisted of production and supply chain personnel, sales representative and customers. The interviews were aimed at determining the critical customer service attributes that represented the various service quality elements that the customers deem important to their business performance. The reader will benefit from the research as it highlights the risks that are inherent in the supply chain and shows how these risks can be mitigated with the implementation of supply chain performance measures to drive improved customer service experience. It provides insights into how to ensure improved customer service in stringent, highly regulated, supply chains and ultimately achieve competitive advantage. , M.Com. (Business Management)
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- Authors: Buthelezi, Thandeka Zamashenge
- Date: 2018
- Subjects: Business logistics , Risk management , Customer services , Explosives industry , Consumer satisfaction
- Language: English
- Type: Masters (Thesis)
- Identifier: http://hdl.handle.net/10210/292134 , uj:31742
- Description: Abstract: In the mining industry that is plagued with increased competition and low profitability, gaining a competitive advantage is a mammoth task as the mining customers are faced with decreasing profit margins due to declining commodity prices and increases in critical cost drivers. Thus, there has been increased focus on more profitable production, which has meant an increased focus on a reliable supply of cost effective input materials such as explosives. Therefore, an explosives supplier should aim to offer a product and service which will optimise the mine’s costs. However, there is limited competitive advantage that can be derived from cost strategies (Naoui, 2014), thus many have opted to look for differentiation strategies through enhanced customer experience (Gonzalez, 2017). This research is aimed at investigating how the supply chain performance of an explosives supplier affects the quality of service rendered to mining customers. The study is also aimed at determining what supply chain risk mitigation strategies can be used to improve the performance of the supply chain and the customer service thereafter. The research hypothesis is that “Supply chain risk management leads to a positive customer service experience” The hypothesis was to be proved by showing the effective management of supply chain risk increased supply chain performance which leads to an improvement in customer service experience. The research was conducted using a single method qualitative approach, where the qualitative primary data was derived from interviews with personnel from four distinct groupings within the explosives supply chain, which consisted of production and supply chain personnel, sales representative and customers. The interviews were aimed at determining the critical customer service attributes that represented the various service quality elements that the customers deem important to their business performance. The reader will benefit from the research as it highlights the risks that are inherent in the supply chain and shows how these risks can be mitigated with the implementation of supply chain performance measures to drive improved customer service experience. It provides insights into how to ensure improved customer service in stringent, highly regulated, supply chains and ultimately achieve competitive advantage. , M.Com. (Business Management)
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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.
- Full Text:
- 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 feedback in an omni channel environment
- Authors: Naidoo, Karmen Natalie
- Date: 2017
- Subjects: Teleshopping , Teleshopping - Public opinion , Customer services , Consumer satisfaction
- Language: English
- Type: Masters (Thesis)
- Identifier: http://hdl.handle.net/10210/271900 , uj:28927
- Description: M.Com. (Information Technology Management) , Abstract: Online shopping has become popular in the 21st century. Consumers often face extremely busy schedules. Some do not even have the time to stop at a physical retail store to purchase essentials. Many consumers prefer to purchase items online and have them delivered to them at their homes or at their places of work. Online shopping is a convenient, and sometimes more accessible method of purchasing goods. Consumers expect the same level of experience in both an online store and a physical retail store. It is important for online shoppers to have the same variety of options online as they would in a physical retail store. Therefore, the use of consumer feedback will assist an organisation to ensure that consumers are satisfied with the service they receive. It is important to ensure that consumers have an excellent experience while shopping online so that they can return to the online store and purchase more products. This will also allow the organisation to gain a competitive advantage in an Omni Channel environment. Most often, organisations have a primary focus which is to outclass their competitors by gaining more consumers. Attracting new consumers means that an organisation has the competitive edge which makes them unique and sets them apart from their competitors. In order to ensure that an organisation improves their consumer experience, it is recommended that they gather feedback from consumers on an annual basis. However, gathering consumer feedback has been a challenge for numerous organisations. In this study, the researcher investigates how an organisation can obtain consumer feedback to gain a competitive advantage; how an organisation can determine what consumer feedback will assist them in obtaining a competitive advantage; what the major factors are that affect a consumer’s experience while shopping online; and to determine if consumer feedback is necessary to improve the consumer’s experience. A mixed method approach will be used to obtain the necessary data. The researcher will make use of a qualitative approach by conducting semi-structured focus groups interviews at organisations who already gather data from their consumers. The quantitative approach will be conducted through structured questionnaires which will be distributed to consumers. Consumers who are part of this study support the organisations who were interviewed in the semi-structured focus groups. The data collected from both...
- Full Text:
- Authors: Naidoo, Karmen Natalie
- Date: 2017
- Subjects: Teleshopping , Teleshopping - Public opinion , Customer services , Consumer satisfaction
- Language: English
- Type: Masters (Thesis)
- Identifier: http://hdl.handle.net/10210/271900 , uj:28927
- Description: M.Com. (Information Technology Management) , Abstract: Online shopping has become popular in the 21st century. Consumers often face extremely busy schedules. Some do not even have the time to stop at a physical retail store to purchase essentials. Many consumers prefer to purchase items online and have them delivered to them at their homes or at their places of work. Online shopping is a convenient, and sometimes more accessible method of purchasing goods. Consumers expect the same level of experience in both an online store and a physical retail store. It is important for online shoppers to have the same variety of options online as they would in a physical retail store. Therefore, the use of consumer feedback will assist an organisation to ensure that consumers are satisfied with the service they receive. It is important to ensure that consumers have an excellent experience while shopping online so that they can return to the online store and purchase more products. This will also allow the organisation to gain a competitive advantage in an Omni Channel environment. Most often, organisations have a primary focus which is to outclass their competitors by gaining more consumers. Attracting new consumers means that an organisation has the competitive edge which makes them unique and sets them apart from their competitors. In order to ensure that an organisation improves their consumer experience, it is recommended that they gather feedback from consumers on an annual basis. However, gathering consumer feedback has been a challenge for numerous organisations. In this study, the researcher investigates how an organisation can obtain consumer feedback to gain a competitive advantage; how an organisation can determine what consumer feedback will assist them in obtaining a competitive advantage; what the major factors are that affect a consumer’s experience while shopping online; and to determine if consumer feedback is necessary to improve the consumer’s experience. A mixed method approach will be used to obtain the necessary data. The researcher will make use of a qualitative approach by conducting semi-structured focus groups interviews at organisations who already gather data from their consumers. The quantitative approach will be conducted through structured questionnaires which will be distributed to consumers. Consumers who are part of this study support the organisations who were interviewed in the semi-structured focus groups. The data collected from both...
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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.
- Full Text:
- 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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