Verbruikersklagtes en bestuursrespons : 'n verkennende studie
- Authors: Viviers, Pierre
- Date: 2012-09-11
- Subjects: Marketing , Consumer complaints , Consumers - Decision making , Consumer satisfaction , Consumer behavior
- Type: Thesis
- Identifier: uj:10043 , http://hdl.handle.net/10210/7432
- Description: M.Comm. , The goal of marketing is to supply customers with products and services that satisfies their needs at a profit to the organisation. Several products and services achieve this goal, but instances where the customers' needs are not satisfied do exist, which leads to customer dissatisfaction. Total customer satisfaction is a noble but unrealistic goal. Customer dissatisfaction is a reality and a result of the purchasing process. Defensive marketing, which aims to retain existing customers, is an inseparable part of the effort of delivering unparalleled customer satisfaction. The retention of an existing customer is as important as obtaining new customers for the organisation, and will ensure the long term survival of the organisation. Customers are becoming increasingly sophisticated about the purchasing of products and services. The increase of the level of dissatisfaction experienced by customers when purchasing goods and services is mainly due to the increase in sophistication. Dissatisfaction is a primary cause of customer complaints and an integral part of the marketing cycle. Effective resolutions of customer complaints hold advantages for both the customer and the organisation and is vital to the long term survival of any organisation. The broad goals of the study are: To determine the level of customer satisfaction with their purchases of products and services. To determine customers' complaint behaviour. To determine organisations' responses to customer complaints. The methodology of the study takes the form of two separate empirical research designs, the first design examines customer's attitude towards complaining, and the second researches organisations' response to customer complaints, which is superseded by the theoretical overview of the topic. The empirical research is both exploratory and descriptive in nature. Data was obtained by means of questionnaires that were posted to customer respondent's resident in Gauteng and delivered to organisations in Johannesburg and Pretoria. The major findings of the study include: Customer dissatisfaction is the norm rather than the exception with the purchase of products and services. Regardless of the dissatisfaction experienced by customers, customers do not complain. Customers are not satisfied with the organisations' attempts in resolving their complaints. Organisations are aware of customer goals when complaining. Customers and organisations differ regarding the most effective manner in which to voice a complaint. Differences exist regarding satisfaction levels between product categories. The findings of the study compare with similar studies undertaken in other markets around the world.
- Full Text:
- Authors: Viviers, Pierre
- Date: 2012-09-11
- Subjects: Marketing , Consumer complaints , Consumers - Decision making , Consumer satisfaction , Consumer behavior
- Type: Thesis
- Identifier: uj:10043 , http://hdl.handle.net/10210/7432
- Description: M.Comm. , The goal of marketing is to supply customers with products and services that satisfies their needs at a profit to the organisation. Several products and services achieve this goal, but instances where the customers' needs are not satisfied do exist, which leads to customer dissatisfaction. Total customer satisfaction is a noble but unrealistic goal. Customer dissatisfaction is a reality and a result of the purchasing process. Defensive marketing, which aims to retain existing customers, is an inseparable part of the effort of delivering unparalleled customer satisfaction. The retention of an existing customer is as important as obtaining new customers for the organisation, and will ensure the long term survival of the organisation. Customers are becoming increasingly sophisticated about the purchasing of products and services. The increase of the level of dissatisfaction experienced by customers when purchasing goods and services is mainly due to the increase in sophistication. Dissatisfaction is a primary cause of customer complaints and an integral part of the marketing cycle. Effective resolutions of customer complaints hold advantages for both the customer and the organisation and is vital to the long term survival of any organisation. The broad goals of the study are: To determine the level of customer satisfaction with their purchases of products and services. To determine customers' complaint behaviour. To determine organisations' responses to customer complaints. The methodology of the study takes the form of two separate empirical research designs, the first design examines customer's attitude towards complaining, and the second researches organisations' response to customer complaints, which is superseded by the theoretical overview of the topic. The empirical research is both exploratory and descriptive in nature. Data was obtained by means of questionnaires that were posted to customer respondent's resident in Gauteng and delivered to organisations in Johannesburg and Pretoria. The major findings of the study include: Customer dissatisfaction is the norm rather than the exception with the purchase of products and services. Regardless of the dissatisfaction experienced by customers, customers do not complain. Customers are not satisfied with the organisations' attempts in resolving their complaints. Organisations are aware of customer goals when complaining. Customers and organisations differ regarding the most effective manner in which to voice a complaint. Differences exist regarding satisfaction levels between product categories. The findings of the study compare with similar studies undertaken in other markets around the world.
- Full Text:
A multidimensional customer value model for the high fashion retail industry
- Authors: Strydom, Elmarie
- Date: 2015-05-14
- Subjects: Marketing , Retail trade , Consumer satisfaction , Fashion merchandising
- Type: Thesis
- Identifier: uj:13601 , http://hdl.handle.net/10210/13747
- Description: Ph.D. (Marketing Management) , As more retailers gain access to similar technologies, information and processes, it is becoming increasingly difficult to establish a sustainable competitive advantage in the marketplace, ensure customer satisfaction and encourage repurchase intention. This is especially true for high fashion retailers, since their higher margin customers have greater expectations to receive value from these high fashion retailers. To succeed in a highly competitive marketplace, high fashion retailers must become adept not just at providing quality products, but also at providing value to their customers. Only those businesses that truly offer the value that customers want and expect, remain competitive in the long term and are able to increase customer satisfaction levels. Higher levels of customer satisfaction leads to improved repurchase intention. It is therefore important for high fashion retailers to ensure that they offer value to their customers. Despite research undertaken in customer value, much debate still exists as to what contributes to customer value and what the relevant customer value dimensions are. Customer value is of managerial interest to high fashion retailers, as these retailers need to identify the dimensions they should focus on to increase the value they are delivering to their customers in order to obtain or retain a sustainable competitive advantage. Customer value leads to customer satisfaction and customer satisfaction in turn is a strong indicator of repurchase intention. This study therefore focuses on uncovering the concept of customer value, with specific emphasis on determining the underlying customer value dimensions from the perspective of the customer shopping at high fashion retail stores. The aim of this study is to propose a multidimensional model of customer value for high fashion retailers, including the interrelationship between customer value, customer satisfaction and repurchase intention.....
- Full Text:
- Authors: Strydom, Elmarie
- Date: 2015-05-14
- Subjects: Marketing , Retail trade , Consumer satisfaction , Fashion merchandising
- Type: Thesis
- Identifier: uj:13601 , http://hdl.handle.net/10210/13747
- Description: Ph.D. (Marketing Management) , As more retailers gain access to similar technologies, information and processes, it is becoming increasingly difficult to establish a sustainable competitive advantage in the marketplace, ensure customer satisfaction and encourage repurchase intention. This is especially true for high fashion retailers, since their higher margin customers have greater expectations to receive value from these high fashion retailers. To succeed in a highly competitive marketplace, high fashion retailers must become adept not just at providing quality products, but also at providing value to their customers. Only those businesses that truly offer the value that customers want and expect, remain competitive in the long term and are able to increase customer satisfaction levels. Higher levels of customer satisfaction leads to improved repurchase intention. It is therefore important for high fashion retailers to ensure that they offer value to their customers. Despite research undertaken in customer value, much debate still exists as to what contributes to customer value and what the relevant customer value dimensions are. Customer value is of managerial interest to high fashion retailers, as these retailers need to identify the dimensions they should focus on to increase the value they are delivering to their customers in order to obtain or retain a sustainable competitive advantage. Customer value leads to customer satisfaction and customer satisfaction in turn is a strong indicator of repurchase intention. This study therefore focuses on uncovering the concept of customer value, with specific emphasis on determining the underlying customer value dimensions from the perspective of the customer shopping at high fashion retail stores. The aim of this study is to propose a multidimensional model of customer value for high fashion retailers, including the interrelationship between customer value, customer satisfaction and repurchase intention.....
- Full Text:
- «
- ‹
- 1
- ›
- »