Η παρούσα διπλωματική εργασία επιχειρεί να μελετήσει την διαδικασία της επαναπροσέλκυσης, ανάκτησης χαμένων πελατών από τις επιχειρήσεις. Η επαναπροσέλκυση έχει την έννοια της εκ νέου οικοδόμησης της σχέσης με τον πελάτη που έχει διακόψει οριστικά την συνεργασία του με την επιχείρηση. Η επαναπροσέλκυση πελατών είναι ένα στοιχείο κλειδί για την στρατηγική CRM που συνεπάγεται πολλά και σημαντικά οφέλη για την επιχείρηση. Με την κατάλληλη στρατηγική επαναπροσέλκυσης πελατών, η επιχείρηση αναγνωρίζει τα λάθη της και μαθαίνει τους λόγους για τους οποίους ο πελάτης σταμάτησε την συνεργασία του μαζί της. Μέσα από αυτή τη διαδικασία έχει τη δυνατότητα να βελτιώσει τις παρεχόμενες υπηρεσίες ή προϊόντα, την επικοινωνία με τους πελάτες της αλλά και να δημιουργήσει νέα προϊόντα-υπηρεσίες προσαρμοσμένα στις πραγματικές ανάγκες των πελατών της. Με αυτόν τον τρόπο δεν αποκαθιστά απλά την σχέση της μαζί τους, αλλά δημιουργεί πιο γερές συνεργασίες με πελάτες αφοσιωμένους και πιστούς. Με την έρευνά μας επιχειρούμε να καλύψουμε μερικώς το κενό που υπάρχει στην βιβλιογραφία για το τι γίνεται σε μια επιχείρηση μετά την διακοπή της συνεργασίας με τον πελάτη. Οι έρευνες που έχουν γίνει πάνω στο θέμα αυτό είναι λίγες σε αριθμό, χωρίς ποιοτική έρευνα σαν την δική μας. Σκοπός της έρευνας είναι ο εντοπισμός των παραγόντων που οδηγούν μια επιχείρηση-πελάτη να διακόψει τη συνεργασία με μια επιχείρηση πάροχο-προμηθευτή και ο καθορισμός των παραγόντων που επηρεάζουν την επιχείρηση-πελάτη ώστε να επιστρέψει σε μια συνεργασία με μια επιχείρηση προμηθευτή-πάροχο που έχει διακόψει στο παρελθόν. Τα αποτελέσματα της έρευνας θα μας δώσουν μια εικόνα για τις κινήσεις που πρέπει να κάνει μια εταιρία πάροχος-προμηθευτής ώστε να μπορέσει να επαναπροσελκύσει «χαμένους» πελάτες. Για τον σκοπό αυτό πραγματοποιήθηκε κατόπιν της βιβλιογραφικής επισκόπησης, εμπειρική-ποσοτική έρευνα ανάμεσα σε επιχειρήσεις που χρησιμοποιούν προϊόντα-υπηρεσίες που παρέχονται από άλλες εταιρίες παρόχους-προμηθευτές. Τα πρωτογενή στοιχεία αντλήθηκαν με τη συμπλήρωση 150 δομημένων ερωτηματολογίων, αποτελούμενων από συνολικά 27 ερωτήσεις το καθένα. Τη συλλογή των δεδομένων ακολούθησε η επεξεργασία τους με τη χρήση του στατιστικού πακέτου SPSS. Πιο συγκεκριμένα προχωρήσαμε σε ποιοτική, παραγοντική ανάλυση, συσχετίσεις, ανάλυση διακρίνουσας, crosstabs, t-test και anova. 8 Η ανάλυση των αποτελεσμάτων έδειξε ότι η επαναπροσέλκυση χαμένων πελατών επηρεάζεται θετικά από την βελτίωση της συνολικής αξίας των παρεχόμενων προϊόντων – υπηρεσιών της επιχείρησης ενός συνδυασμού δηλαδή καλύτερης τιμής, βελτιωμένης ποιότητας παρεχόμενων υπηρεσιών και βελτιωμένης εξυπηρέτησης. Αντίθετα δεν επηρεάζεται από ανάκτηση της εμπιστοσύνης προς την εταιρία πάροχο-προμηθευτή και την βελτίωση στην ευελιξία της. Επίσης από την έρευνα μας προκύπτει ότι η επαναπροσέλυση έχει εν μέρει σχέση με την συστηματική προσπάθεια που γίνεται από την επιχείρηση να ανακτήσει τους χαμένους πελάτες της. Σε κάθε περίπτωση θα πρέπει στο μέλλον να συνεχιστεί η ερευνητική προσπάθεια προκείμενου να διερευνηθεί ο τρόπος που θα πρέπει να κινηθούν οι επιχειρήσεις που θέλουν να ξανακερδίσουν τους χαμένους τους πελάτες. / The present assignment investigates on the process of re-attracting and recovering customers on behalf of a company. Customer WinBack includes the reconstructing of the relationship with the customer, who has definitely ended his collaboration with the company. Reattracting customers is a key point in the CRM strategy and results in multiple significant benefits for the company. By following the adequate WinBack strategy, each organization recognizes its mistakes and becomes aware of the reasons why the customer concluded the collaboration. Through this process, it is capable to improve the provided services or products, the communication with the customers and to generate new products or services adjusted to the real needs of the clients. In this way, the company not only restores the relationship with the customers, but also creates stronger collaborations with devoted customers. The below research attempts to cover the gap in the bibliography regarding the actions taken after discontinuing the cooperation with the customer. The already conducted researches on the particular issue are few in number, without proceeding in qualitative analysis, as presented below. The scope of the research is to track the factors leading a client-company to intercept the collaboration with a provider-company and to define the factors affecting a company-client to return on a discontinued collaboration with a provider-company. The results of the research will provide a clear picture of the actions need to be taken by a provider-company so as to reattract dissatisfied customers. For the particular reason, following a bibliographic review, a quantitative survey among companies exploiting products or services originating by provider-companies. The primary data were collected by filling 150 structured quaternaries, consisting of 27 questions in total. After collection, the data were processed using the statistic software SPSS. In particular, the conducted processes were quantitative and qualitative analysis, correlation, discriminant analysis, crosstabs, t-test and anova analysis. The result exploitation revealed that the WinBack of dissatisfied customers is positively affected by the improvement of the total value of the provided products-services of the company, meaning a combination of lower price, advanced quality and improved service. On the contrary, it is not affected by the recovering of trust towards the provider-company and the higher flexibility. Moreover, the below research shows that the re-attraction is partially 10 connected to the systematic effort on investigating the way the companies should act in terms of winning back their former customers. Κεφάλαιο 1 Θεωρητικό πλαίσιο

This dissertation focused on identifying personality traits, as measured by the Occupational Personality Questionnaire 32 (OPQ32r) that may act as job performance predictors for customer service centre (CSC) agents in the banking industry. The purpose of this research was to determine whether there are relationships between certain personality traits of customer service centre agents and their job performance. Purposeful sampling was used to involve the entire agent base as participants (N=89). A quantitative empirical study was conducted in which the relationship between the independent variable (personality) and dependent variable (job performance) was investigated. Several personality traits that predicted job performance were identified. Identifying the personality characteristics of individuals who are successful in a CSC environment should aid organisations in creating a better/suitable fit between employees and the requirements of such an environment, thereby improving organisational outcomes. This research adds to current literature gaps in establishing the relationship between personality traits and performance in the context of a customer relations management call centre environment. / Industrial and Organisational Psychology / M.Com. (Industrial and Organisational Psychology)

This dissertation focused on identifying personality traits, as measured by the Occupational Personality Questionnaire 32 (OPQ32r) that may act as job performance predictors for customer service centre (CSC) agents in the banking industry. The purpose of this research was to determine whether there are relationships between certain personality traits of customer service centre agents and their job performance. Purposeful sampling was used to involve the entire agent base as participants (N=89). A quantitative empirical study was conducted in which the relationship between the independent variable (personality) and dependent variable (job performance) was investigated. Several personality traits that predicted job performance were identified. Identifying the personality characteristics of individuals who are successful in a CSC environment should aid organisations in creating a better/suitable fit between employees and the requirements of such an environment, thereby improving organisational outcomes. This research adds to current literature gaps in establishing the relationship between personality traits and performance in the context of a customer relations management call centre environment. / Industrial and Organisational Psychology / M.Com. (Industrial and Organisational Psychology)

Final draft report presented to the Graduate School of Business Leadership, University of South Africa / The main purpose of this study is to ascertain the major service quality variables that determine customer satisfaction for the Carbonated Soft Drink market which is dynamic and is also part of the highly competitive impulse beverage industry in South Africa. Amalgamated Beverages Industry (aka Coca Cola) still holds the lion’s share of the market although its share has fallen in the last 5 years presumably due to the growth in the consumption of substitutes such as bottled water, 100% fruit juices, energy drinks and dairy juice blends. The proliferation of “diet conscious” consumers has exacerbated the situation. These alternatives are the primary growth areas in the impulse beverage market. This has obviously threatened the viability and profitability of major players in this industry. To date the performance of Carbonated Soft Drinks (CSDs) has been less than satisfactory. There are other key players which have penetrated this market namely Pepsi, trading as Pioneer Foods, Royal, Pioneer Foods, California Cola, Pick ‘n Pay and Quality Beverages. For purposes of this study the three key players were chosen namely ABI, Pepsi and Quality Beverages. These key players have made huge investments in this industry at the level of production and distribution. In addition heavy investments go towards advertising and promotional campaigns. This research is exploratory in nature and makes way for further research in order to reach a more logical conclusion. This study is conducted within the confines of Gauteng region and more specifically Johannesburg North and Central. These two regions were chosen because the researcher resides close to these regions and wanted to minimize the costs involved in this study. The researcher also assumed the findings are a true representation of the broader picture of the South African scenario. Before collecting information the researcher initially consulted recent articles, books, magazines, company reports and even the internet in order to develop a clear understanding of the industry. This also helped the researcher to make logical decisions in the course` of undertaking the research. To that effect the researcher adopted the service quality SERVQUAL and the Gaps models in coming up with a measurement instrument for the research. The CSD companies have two broad categories of customers namely the trader and the end user or consumer. The trader purchases the product for purposes of research whilst the end user buys for consumption. This research focused on the trade customer. According to research experts a sample of more than 5% of the total population does not compromise validity. However the researcher opted for more than 10% of the total population in order to increase reliability of the results. Thus from the population size of 965 trade outlets the researcher arrived at a sample of 100. The traders were classified into four major categories namely retail outlets, wholesalers, restaurants and service stations. Information was collected from these 100 traders using personal interviews. The researcher is the one who conducted all the interviews. Information was gathered from buyers, managers and owners. The researcher took advantage of the Statistical Package for Social Scientists in order to make a meaningful analysis of the data collected. Many service oriented recommendations have been promulgated by this research. They are neither exhaustive nor prescriptive given the time constraint within which this research was conducted.

Final draft report presented to the Graduate School of Business Leadership, University of South Africa / The main purpose of this study is to ascertain the major service quality variables that determine customer satisfaction for the Carbonated Soft Drink market which is dynamic and is also part of the highly competitive impulse beverage industry in South Africa. Amalgamated Beverages Industry (aka Coca Cola) still holds the lion’s share of the market although its share has fallen in the last 5 years presumably due to the growth in the consumption of substitutes such as bottled water, 100% fruit juices, energy drinks and dairy juice blends. The proliferation of “diet conscious” consumers has exacerbated the situation. These alternatives are the primary growth areas in the impulse beverage market. This has obviously threatened the viability and profitability of major players in this industry. To date the performance of Carbonated Soft Drinks (CSDs) has been less than satisfactory. There are other key players which have penetrated this market namely Pepsi, trading as Pioneer Foods, Royal, Pioneer Foods, California Cola, Pick ‘n Pay and Quality Beverages. For purposes of this study the three key players were chosen namely ABI, Pepsi and Quality Beverages. These key players have made huge investments in this industry at the level of production and distribution. In addition heavy investments go towards advertising and promotional campaigns. This research is exploratory in nature and makes way for further research in order to reach a more logical conclusion. This study is conducted within the confines of Gauteng region and more specifically Johannesburg North and Central. These two regions were chosen because the researcher resides close to these regions and wanted to minimize the costs involved in this study. The researcher also assumed the findings are a true representation of the broader picture of the South African scenario. Before collecting information the researcher initially consulted recent articles, books, magazines, company reports and even the internet in order to develop a clear understanding of the industry. This also helped the researcher to make logical decisions in the course` of undertaking the research. To that effect the researcher adopted the service quality SERVQUAL and the Gaps models in coming up with a measurement instrument for the research. The CSD companies have two broad categories of customers namely the trader and the end user or consumer. The trader purchases the product for purposes of research whilst the end user buys for consumption. This research focused on the trade customer. According to research experts a sample of more than 5% of the total population does not compromise validity. However the researcher opted for more than 10% of the total population in order to increase reliability of the results. Thus from the population size of 965 trade outlets the researcher arrived at a sample of 100. The traders were classified into four major categories namely retail outlets, wholesalers, restaurants and service stations. Information was collected from these 100 traders using personal interviews. The researcher is the one who conducted all the interviews. Information was gathered from buyers, managers and owners. The researcher took advantage of the Statistical Package for Social Scientists in order to make a meaningful analysis of the data collected. Many service oriented recommendations have been promulgated by this research. They are neither exhaustive nor prescriptive given the time constraint within which this research was conducted.

This study examines customer service in selected restaurants in the Tshwane area. It is aimed at establishing criteria for excellent customer service in restaurants, which can serve as the basis for building good relationships with customers. An extensive literature study was undertaken and aspects that were discussed in the secondary research include the various components of customer service, as well as the marketing environment of restaurants in South Africa and the Tshwane Area. An empirical study was conducted to namely to investigate customer service in selected restaurants in the Tshwane Area, with the aim to establish criteria for excellent customer service as a benchmark for establishing relationships with customers, by means of an exploratory study. A self-administered survey was conducted whereby questionnaires were handed to restaurant patrons with the restaurant bill folder. Based on the research results, criteria were developed for excellent customer service which can be used as a benchmark for establishing relationships with customers, by providing customer satisfaction, which leads to customer retention, loyalty and ultimately profitability for an organisation. / Business Management / M. Com. (Business Management)

In the light of the global competitive markets, firms are motivated to reduce costs and increase benefits derived from collaboration. As a result of this, customers reduce the number of suppliers and rather focus on establishing strategic relationships with fewer suppliers. Relationship marketing, which results in relationship value, is a fairly new concept which originated during the 1980s; as various academic authors have noted, this subject has not yet been fully explored. Value is a subjective concept, conceptualised as a trade-off between benefits and sacrifices, and can be multifaceted. Perceptions regarding value are relative to the competition. This research determined which relationship value constructs can be classified as antecedents and which of those are mediators within the South African automotive supply chain and if relationship value can lead towards retention. This research further determined what Tier 1 suppliers value most from their Tier 2 suppliers. This is important as it is crucial to retain business for Tier 2 suppliers who are usually of South African descent. The primary objective of the research was achieved, that is, to “develop a relationship value model for the South African automotive B2B supply chain”. The secondary objectives were also achieved, namely:  Objective 1: Determine RVM (relationship value model) constructs in the relationship between Tier 1 and Tier 2 suppliers.  Objective 2: Determine how trust and commitment relate to relationship value iii  Objective 3: Determine the antecedents for the perception of relationship value by Tier 1 suppliers.  Objective 4: Determine the relationship between relationship value and business retention. From this study, it is self evident that relationship quality is perceived as being more significant than the actual product in the South African automotive supply chain since it demands a high regard for quality in general. Added to this, Tier 2 suppliers should take cognisance of trust as being of utmost importance to establish relationship value, which in return results in business retention. With the introduction of sufficient relationship value strategies, Tier 2 suppliers should be enabled to mitigate competition based on pricing. Also, with added relationship value, Tier 2 suppliers could establish themselves in a desirable position in order to retain, and even expand, business prospects in the future. / Business Management / D.B.L.

This study examines customer service in selected restaurants in the Tshwane area. It is aimed at establishing criteria for excellent customer service in restaurants, which can serve as the basis for building good relationships with customers. An extensive literature study was undertaken and aspects that were discussed in the secondary research include the various components of customer service, as well as the marketing environment of restaurants in South Africa and the Tshwane Area. An empirical study was conducted to namely to investigate customer service in selected restaurants in the Tshwane Area, with the aim to establish criteria for excellent customer service as a benchmark for establishing relationships with customers, by means of an exploratory study. A self-administered survey was conducted whereby questionnaires were handed to restaurant patrons with the restaurant bill folder. Based on the research results, criteria were developed for excellent customer service which can be used as a benchmark for establishing relationships with customers, by providing customer satisfaction, which leads to customer retention, loyalty and ultimately profitability for an organisation. / Business Management / M. Com. (Business Management)

In the light of the global competitive markets, firms are motivated to reduce costs and increase benefits derived from collaboration. As a result of this, customers reduce the number of suppliers and rather focus on establishing strategic relationships with fewer suppliers. Relationship marketing, which results in relationship value, is a fairly new concept which originated during the 1980s; as various academic authors have noted, this subject has not yet been fully explored. Value is a subjective concept, conceptualised as a trade-off between benefits and sacrifices, and can be multifaceted. Perceptions regarding value are relative to the competition. This research determined which relationship value constructs can be classified as antecedents and which of those are mediators within the South African automotive supply chain and if relationship value can lead towards retention. This research further determined what Tier 1 suppliers value most from their Tier 2 suppliers. This is important as it is crucial to retain business for Tier 2 suppliers who are usually of South African descent. The primary objective of the research was achieved, that is, to “develop a relationship value model for the South African automotive B2B supply chain”. The secondary objectives were also achieved, namely:  Objective 1: Determine RVM (relationship value model) constructs in the relationship between Tier 1 and Tier 2 suppliers.  Objective 2: Determine how trust and commitment relate to relationship value iii  Objective 3: Determine the antecedents for the perception of relationship value by Tier 1 suppliers.  Objective 4: Determine the relationship between relationship value and business retention. From this study, it is self evident that relationship quality is perceived as being more significant than the actual product in the South African automotive supply chain since it demands a high regard for quality in general. Added to this, Tier 2 suppliers should take cognisance of trust as being of utmost importance to establish relationship value, which in return results in business retention. With the introduction of sufficient relationship value strategies, Tier 2 suppliers should be enabled to mitigate competition based on pricing. Also, with added relationship value, Tier 2 suppliers could establish themselves in a desirable position in order to retain, and even expand, business prospects in the future. / Business Management / D.B.L.

Les métiers du tourisme emploient un actif sur dix dans l’économie mondiale et affichent une croissance forte. L’hôtellerie doit faire face aujourd’hui à une forte turbulence du marché avec l’apparition de nouveaux acteurs tel que Airbnb, qui concurrencent les groupes hôteliers multinationaux. La complexité croissante de l’environnement exige des chaînes hôtelières une capacité accrue d’adaptation. Les demandes des touristes se diversifiant vers davantage d’expériences et d’authenticité, les hôteliers fondent leurs stratégies sur ces concepts et les diffusent dans les métiers du front office. Ces salariés, qui doivent réaliser un travail émotionnel pour répondre aux attentes organisationnelles d’un service de qualité, se voient prescrire des injonctions parfois paradoxales qui peuvent déboucher sur des comportements de retrait et des cas de déséquilibre émotionnel. Une meilleure compréhension du travail émotionnel et de l’équilibre émotionnel individuel et collectif peut-elle permettre d’optimiser la capacité adaptative dans ces métiers de contact ? Nous proposons un apport original dans la littérature en sciences de gestion en reliant l’équilibre de l’être humain dans son univers de travail à l’équilibre organisationnel dans son environnement concurrentiel. Notre analyse qualitative, multiniveau et transdisciplinaire, guidée par l’approche épistémologique de la pensée complexe d’Edgar Morin, repose sur soixante entretiens d’employés et de managers du front office, et nous éclaire sur les comportements et les vécus émotionnels dans ces métiers à travers la perception de leurs rôles de travail exposés à l’évolution des normes organisationnelles issues de la stratégie des firmes. / Tourism employs one out of ten workers in the global economy and is showing very strong growth. The hotel industry is now facing strong market turbulence with the emergence of new players such as Airbnb, who compete with multinational hotel groups. The increasing complexity of the environment requires hotel chains to improve their ability to adapt. The demands of tourists are diversifying more towards experiences and authenticity, and hoteliers are basing their strategies on these concepts and transmitting them to front office jobs. These employees, who must perform emotional labor in order to meet the organizational expectations of a quality service, are prescribed paradoxical injunctions that lead to a multiplication of cases of emotional imbalance among these employees. The same phenomenon is observed among managers who, in addition to monitoring emotional management within their teams, must manage their own emotions. Can a better understanding of emotional labor as well as individual and collective emotional balances serve to optimize the adaptive capacity in these contact teams? We propose an original contribution in the management science literature by linking the balance of the human being in his workplace to the organizational balance in his competitive environment. Guided by Edgar Morin's epistemology of complex thought, we conducted a multilevel and transdisciplinary analysis based on the hoteliers' strategic issues, which are reflected in the organizational norms and in the work roles and experiences of the employees and managers.