Thesis (M.Tech - Marketing, Faculty of Management Sciences)--Vaal University of Technology, 2010 / This study provides a framework for customer-supplier relationships and service quality measurement in a precast concrete manufacturing firm with the use of the universally accepted SERVQUAL model. Within an increasingly competitive precast concrete market, customer satisfaction is a critical goal for manufacturers of all types. Customer-supplier relationships and service quality were therefore investigated in this study. A quantitative research approach was used in the study to analyse the data. This approach enabled the researcher to obtain an accurate measure of all constructs that relate to service quality improvement for the particular concrete manufacturing firm amongst contractors, civil consultants, government institutions and end users. A sample size of 246 respondents from Gauteng Province was used. Descriptive statistics were used to explain the characteristics of sample data. In addition, factor analysis was used to condense the variables into five factors in order to capture the essence of service quality within a cementitious products organisation. Five dimensions, responsiveness, problem- solving, physical aspects, service personnel and physical appearance were extracted to measure service quality. Results showed that satisfied customers tend to re-patronise suppliers who enhance their service outputs provided to the customers. Thus it is imperative to enhance customer satisfaction and ultimately customer loyalty. These results suggest that improved service qualities can be useful for building customer loyalty and long- lasting relationships. The reliability analysis produced a Cronbach alpha which ranged from 0.700 to 0.815 which were deemed acceptable. The Pearson correlation analysis showed that service quality is associated with customers' future buying behaviour in terms of their decisions to purchase and recommend the supplier to others. Customers felt that service personnel were friendly, courteous and possessed the knowledge to answer customer questions. They exhibited a favourable image of the company and its services. This service dimension was ranked first in terms of importance by the customers therefore, the precast concrete manufacturer ought not be complacent but rather seek innovative ways in maintaining the service personnel dimension of service quality. The overall mean score of expectation of service quality by customers was 4.71. This indicates that the service provided by this company is satisfactory. It therefore suggests that, it is necessary for managerial intervention to prioritise in all these areas to develop a strategy of service quality improvement. Training of personnel is an essential component of service quality enhancement especially with complaints and the complaints-handling procedures. The management team of the organisation needs to play an active role in ensuring that all personnel are adequately trained and highly motivated to understand the user‟s specific problems and in the process to provide competent solutions to problems. Based on literature and results emanating from the empirical survey, these findings may assist the organisation in the enhancement of its service-quality levels. Hence, service-quality levels should be monitored carefully on a continuous basis.

Despite considerable research that has focused on the attributes associated with evaluating and selecting advertising agencies, and an emerging body of literature emphasizing customer loyalty and retention, advertising agency-client investigations have often analysed these attributes in isolation. This created the need for models that represent the interrelated effects that engender retention and loyalty, especially for services, whereby evaluative as well as relational factors can influence buyer responses. Addressing this gap, this research developed and described the construct of buyer consideration sets to gain a better understanding of business relationships. This is with specific reference to advertising agency replacement considerations in the South African environment. This research contributes to the body of knowledge by providing a more complete, integrated view of customer retention and its determinants. A heuristic model was developed with consideration of theories that originate from the transactional cost theory, social exchange theory and economic and relational contract theories. This model was empirically tested using a mixed method approach. Data obtained from 116 respondents were subjected to factor and correlation analysis to explore the dimensionality of the retention construct. An important contribution of this study is the use of multi-item scales to measure and test retention. This research supports that retention is multidimensional and highlights the limitations of research that measure single factors related to retention. What started as a complex set of relationships has been defensibly and systematically simplified into a parsimonious model. This model postulates that retention is the result of a good working relationship between an advertiser and agency; service satisfaction; respect and support; clear terms of engagement; and conflict resolution. This work also offers insight into the nuances of each of these antecedents and offer new reliable scales for measurement of the items. In management practice, this model will provide advertisers with insights with regards to procurement decisions and supplier management. It can also provide valuable insight to agencies with regard to customer retention management. Findings of this study may also be extended to other high value professional service industries. / Business Management and Entrepreneurship / D. Com. (Business Management)

This dissertation is based on the hypothesis that a third dimension, namely investment time horizon, can add value to the more conventional two-dimensional methodology of assessing the relative risk and return attributes of various assets and portfolios in order to enhance investment decisions. This study shows that time horizons should be considered in the investment decision making process and provides concrete evidence that a methodology that is not cognizant of investment time horizon is prone to extensive long-term opportunity cost risk. In addition to providing evidence of investment time horizon relevance, the study makes suggestions as to how time horizons could be incorporated into the risk return assessments of various asset classes and also presents a framework for the more holistic assessment of asset class properties while incorporating time horizons. / Business Management / Thesis (M. Com. (Business Management))

Despite considerable research that has focused on the attributes associated with evaluating and selecting advertising agencies, and an emerging body of literature emphasizing customer loyalty and retention, advertising agency-client investigations have often analysed these attributes in isolation. This created the need for models that represent the interrelated effects that engender retention and loyalty, especially for services, whereby evaluative as well as relational factors can influence buyer responses. Addressing this gap, this research developed and described the construct of buyer consideration sets to gain a better understanding of business relationships. This is with specific reference to advertising agency replacement considerations in the South African environment. This research contributes to the body of knowledge by providing a more complete, integrated view of customer retention and its determinants. A heuristic model was developed with consideration of theories that originate from the transactional cost theory, social exchange theory and economic and relational contract theories. This model was empirically tested using a mixed method approach. Data obtained from 116 respondents were subjected to factor and correlation analysis to explore the dimensionality of the retention construct. An important contribution of this study is the use of multi-item scales to measure and test retention. This research supports that retention is multidimensional and highlights the limitations of research that measure single factors related to retention. What started as a complex set of relationships has been defensibly and systematically simplified into a parsimonious model. This model postulates that retention is the result of a good working relationship between an advertiser and agency; service satisfaction; respect and support; clear terms of engagement; and conflict resolution. This work also offers insight into the nuances of each of these antecedents and offer new reliable scales for measurement of the items. In management practice, this model will provide advertisers with insights with regards to procurement decisions and supplier management. It can also provide valuable insight to agencies with regard to customer retention management. Findings of this study may also be extended to other high value professional service industries. / Business Management and Entrepreneurship / D. Com. (Business Management)

This dissertation is based on the hypothesis that a third dimension, namely investment time horizon, can add value to the more conventional two-dimensional methodology of assessing the relative risk and return attributes of various assets and portfolios in order to enhance investment decisions. This study shows that time horizons should be considered in the investment decision making process and provides concrete evidence that a methodology that is not cognizant of investment time horizon is prone to extensive long-term opportunity cost risk. In addition to providing evidence of investment time horizon relevance, the study makes suggestions as to how time horizons could be incorporated into the risk return assessments of various asset classes and also presents a framework for the more holistic assessment of asset class properties while incorporating time horizons. / Business Management / Thesis (M. Com. (Business Management))

The purpose of this research was to explore how management explains the difference between the overall service quality ratings of staff at Company X versus the overall service quality ratings of Company X. The organisation conducts customer service measurements on a regular basis to monitor their customers overall service experience regarding the staff and the organisation. The results of the research identified a discrepancy regarding customer perceptions of the service they receive from the staff versus the service Company X is providing. Management was the focus of the study due to management having a direct or indirect influence on service gaps in the organisation. The SERVQUAL model, together with systems theory, was applied as a framework to explore management perceptions as to why a service quality gap exists. In-depth face-to-face interviews were conducted with management staff of Company X who are responsible for customer service. Thematic analysis was used to analyse the interviews and through content analysis six main themes were identified with various subthemes. The theoretical and empirical objectives were addressed and it was concluded that inconsistent practices within the organisation specifically the lack of consistent performance management can create an inconsistent service experience. The findings also revealed that Company X have various focus areas to improve the overall customer experience of the organisation. / Psychology / M.A. (Psychology (Research consultation))

This study investigates relationship marketing by estate agencies in the residential property market of South Africa. In determining the residential estate agency's knowledge of relation­ ship marketing, an extensive literature study was undertaken on the marketing environment and broader market, marketing concept, market segmentation and target marketing, the marketing mix and expansion thereof, as well as customer service and internal marketing. An empirical study was conducted to determine the residential estate agency's present knowledge and practices of the basic components of relationship marketing. In the study a structured questionnaire was mailed to all residential estate agencies which are members of the Estate Agency Affairs Board. The most significant findings are that: the majority of respondents do not have mission statements and do not know what a mission statement is; they set marketing objectives which are communicated to the agents; when appointing new agents they consider the agent's service orientation and ability to work with clients, but qualifications and previous experience are not viewed as important; they train estate agents themselves and emphasise after-sales contact and building of long-term relationships, but do not stress customer behaviour influences; a large percentage do not conduct competitor analyses and view marketing research as unimportant, but are of the opinion that they have superior market knowledge and offer the best service quality; they regard the principles of the marketing concept as important; they engage in a large number of after-sales services, although few realise that contact after occupation is important; they regard the buyer's financial means as important and engage in activities to ensure customer service, but do not have formalised feedback systems to test customer satisfaction; they engage in internal marketing activities, strive to create a positive corporate culture and try to retain good agents. In conclusion it can be said that there is evidence that the principles of relationship marketing are followed by residential estate agencies in South Africa. There are, however, concerns about the long-term commitment of estate agencies towards their clients because of the lack of feedback systems and the lack of in-depth knowledge of the market. / Business Management / D. Comm (Business Management)

This study investigates relationship marketing by estate agencies in the residential property market of South Africa. In determining the residential estate agency's knowledge of relation­ ship marketing, an extensive literature study was undertaken on the marketing environment and broader market, marketing concept, market segmentation and target marketing, the marketing mix and expansion thereof, as well as customer service and internal marketing. An empirical study was conducted to determine the residential estate agency's present knowledge and practices of the basic components of relationship marketing. In the study a structured questionnaire was mailed to all residential estate agencies which are members of the Estate Agency Affairs Board. The most significant findings are that: the majority of respondents do not have mission statements and do not know what a mission statement is; they set marketing objectives which are communicated to the agents; when appointing new agents they consider the agent's service orientation and ability to work with clients, but qualifications and previous experience are not viewed as important; they train estate agents themselves and emphasise after-sales contact and building of long-term relationships, but do not stress customer behaviour influences; a large percentage do not conduct competitor analyses and view marketing research as unimportant, but are of the opinion that they have superior market knowledge and offer the best service quality; they regard the principles of the marketing concept as important; they engage in a large number of after-sales services, although few realise that contact after occupation is important; they regard the buyer's financial means as important and engage in activities to ensure customer service, but do not have formalised feedback systems to test customer satisfaction; they engage in internal marketing activities, strive to create a positive corporate culture and try to retain good agents. In conclusion it can be said that there is evidence that the principles of relationship marketing are followed by residential estate agencies in South Africa. There are, however, concerns about the long-term commitment of estate agencies towards their clients because of the lack of feedback systems and the lack of in-depth knowledge of the market. / Business Management / D. Comm (Business Management)