This study investigates the customer-based brand equity of the major cellphone network service providers (Vodacom, MTN and Cell C) amongst principal estate agents registered with the Estate Agency Affairs Board in Gauteng. Secondary research covered the marketing environment of the major service providers. An extensive study of literature on branding, brand management and brand equity measurement was undertaken. An empirical study was conducted. Telephone interviews were used for initial contact and screening. An invitation to participate in the survey, with a link to a questionnaire, was e-mailed to qualified respondents. Cell C users were excluded from the quantitative analysis. There were several significant findings: Vodacom and MTN users are alike in terms of personal and estate agency-related demographics. With the exception of age and gender, the sample fits the stated descriptors of individuals in the LSM seven to LSM ten groups. Cronbach‘s alpha coefficient confirmed a high level of reliability (0.870) for the summated measurement scale developed as an indicator variable of customer-based brand equity and Vodacom and MTN‘s rating on the summated scale did not differ at a statistically significant level. The service provider used proved to be an important driver of loyalty, but overall satisfaction with the cellphone service does not differ statistically significantly between Vodacom and MTN users. Vodacom has established a much more favourable positioning on the brand association statements evaluated. Factor analysis identified five brand association dimensions that should be considered for measurement of brand associations. Multiple regression analysis identified the brand as a product dimension as the best predictor of customer-based brand equity. Vodacom received more favourable brand performance ratings than MTN. Factor analysis identified six brand performance dimensions that should be considered for inclusion when measuring brand performance. Multiple regression analysis identified the easy to use and one-stop-service dimensions as the best predictors of customer-based brand equity. The customer-based brand equity of the user group is moderate (16 out of 25, or 64%). / Business Management / D. Com. (Business Management)

Warum sind Reisekunden der DB AG spezielle Kunden, deren Loyalität vergleichsweise wenig belastbar und besonders leicht zu verletzen ist? Was unterminiert ihre Leidenschaft für das Bahnfahren? Warum ist selbst für den Quasimonopolisten DB AG die Förderung einer uneingeschränkten Loyalität seiner Reisekunden relevant? Was charakterisiert die Bindung des Loyalitätstypus alter Art? Und was kennzeichnet die Entwicklung und spezifische Funktionsweise der Bindung des Loyalitätstypus neuer Art? Mit diesen Fragen greift die Autorin das Schnittstellenthema ‚Kundenloyalität in Dienstleistungsbeziehungen‘ auf, das viele Disziplinen bewegt, jedoch bislang in erster Linie quantitativ und aus Marketingsicht beforscht wurde. Carolyn Koch-Falkenberg fragt danach, wann und warum sich Kunden emotional an ein Unternehmen binden und diesem loyal sind, in welcher Form ihre Loyalität zu Tage tritt, was diese konterkariert und welche Folgen die Art ihrer Loyalitätsform nach sich zieht. Im Mittelpunkt steht damit eine spezifische Form der Bindungsorientierung, welche die Autorin explorativ mittels qualitativer Methoden konsequent aus der Subjektperspektive der Kunden am Beispiel der Dienstleistungsbeziehung zwischen Reisekunden und dem Unternehmen DB AG sozialwissenschaftlich untersucht. / Why are travel customers of DB AG special customers with a comparatively less resilient loyalty which is particularly easy to be violated? What undermines their passion for going by train? Why is even the promotion of the unlimited loyalty of travel customers relevant to the quasimonopolist DB AG? What characterizes the attachment of the old fashioned loyalty type? And what characterizes the development and specific functioning of the binding of the ‚new‘ loyalty type? The author seizes the interdisciplinary topic of the interface theme 'customer loyalty in service relationships', which ocupy many science disciplines, but has so far been primarily researched quantitatively from a marketing perspective. Carolyn Koch-Falkenberg asks when and why clients are emotionally attached to their loyality for a company, how their loyalty is revealed, how it counteracts and illustrates the consequences of their natural loyalty form. The focus is on a specific form of attachment orientation. The author is using socially and scientifically qualitative methods in order to research consistently the subject perspective of the customer at the example of the service relationship between travel customers and the company DB AG.

Purpose -- Given the enduring COVID-19 pandemic, this thesis set out to reveal an updated perspective of the service-oriented small business experience, particularly in their access and choice of financial resources to fund operations and adapt marketing strategy. By the time this study started, it was clear which businesses had been rising with the new tides of swelled categorical demand vs. those that were persevering like embers in a 'slow burn' state of low income against persistent expenses. Therefore, the research sought to compare the results of marketing experimentation with current plans for increasing resiliency, or enabling robust growth, coming out of the pandemic.  Methodology / Design / Approach -- As the quantitative understanding of the business impacts had been generalized, a closer look was needed into what entrepreneurs and small business leaders were thinking about in the present moment, by reflecting on factors for survival / thriving, until this point and going forward. To capture this wide range of perspectives and strategies in formulation, qualitative methods with a diverse set of businesses were selected. Theoretically, customer-centric marketing principles were employed, focusing on three intangible firm resources (of the resource-based view): 1) Stakeholder Relationships; 2) Brand Equity and 3) Knowledge / Capabilities. Findings -- With the realization that adequate financing is inaccessible and government support perceivably unreliable, small businesses naturally tested several emergent strategies within the limits of their available resources. During times of crisis and radical change, as entire industry ecosystems are reassuming their fundamentals, companies have the opportunity to maximize and develop their resources, in alignment with differing and changing customer demands.  Practical Implications -- While the recommendations are tailored for small business and optimistically many, cities are also suggested to take a resource-based VRIO (Value, Rarity, Imitability and Organizability) approach to supporting the economic value and potential of their retail, restaurant and service-oriented business communities.  Originality / Value -- Applying a modern customer-centric view for the small business resources most potentially valuable and developable, this research contributes a unique crisis-borne framework, which may be conceptually used as a hotbed -- by both internal and external (i.e. municipalities, partners and customers) stakeholders -- for ideating novel marketing strategies and supporting business growth / resilience.  Keywords: Adaptation, Crisis Management, Financial Liquidity, Access to Capital, Government Aid, Alternative Finance, Marketing Strategy, Resource-based View (RBV), Customer-Centric, Stakeholder View, Brand, Authenticity, Knowledge, Capabilities, Marketing Management, Marketing-Finance Interface, Paid Marketing, Organic Marketing, Customer Loyalty, Community and Decision-Making

Denna studie undersöker utvecklingen av digitala tjänster och integrationen av innovativ teknik hos försäkringsförmedlingsföretaget Portfolio Försäkra. Under de inledande diskussionerna med VD, Andreas Adolfsson, noterades att företaget hade vissa luckor i sitt digitala tjänsteutbud och saknade användning av innovativ teknik. Bristerna är inte unika för Portfolio Försäkra utan potentiellt förekommande inom hela försäkringssektorn, vilket innebär en stor inverkan på marknadens konkurrens.  I dagens digitala era är expertis inom teknik och innovativa metoder avgörande för försäkringssektorns framgång. Förbättrad digital tjänsteinnovation är nödvändig för att kunderna ska kunna använda information mer effektivt, vilket i slutändan leder till ökad kundlojalitet och kundnöjdhet. Därför är behovet av att förbättra de digitala tjänsterna inom försäkringssektorn absolut nödvändigt.  Syftet med denna undersökning är att fördjupa oss i de digitala möjligheter som finns tillgängliga för Portfolio Försäkra och andra försäkringsbolag som för närvarande saknar de senaste tekniska lösningarna. Vi antar rollen som forskare, genomför intervjuer och kommunicerar med anställda på Portfolio Försäkra. Vår dataanalys och våra intervjuer kommer att hjälpa oss att identifiera problemområden som kan hindra företagets utveckling och kundnöjdhet.  Resultaten tyder på att integrationen av innovation och digital teknik måste bli en integrerad del av Portfolio Försäkra företagskultur för att säkerställa en hållbar och långsiktig tillväxt. Resultaten av denna studie erbjuder värdefulla insikter för andra organisationer inom försäkringssektorn som vill förbättra sina digitaltjänsteinnovation och kundnöjdhet. / This study explores the digital service development and innovative technology integration of Portfolio Försäkra, an insurance brokerage firm. During the initial discussions with the CEO, Andreas Adolfsson, it was noted that the company faced gaps in its digital service offerings and lacked the adoption of innovative technologies. The observed shortcomings are not unique to Portfolio Försäkra but potentially prevalent across the insurance sector, signifying a major impact on market competition.  In today's digital age, expertise in technology and innovative practices is crucial to the success of the insurance sector. Improved digital service innovation is essential for the customers to utilize information more efficiently, ultimately leading to increased customer loyalty and satisfaction. Therefore, the need for digital service improvement in the insurance sector is imperative.  The aim of this research is to delve deeper into the digital opportunities available to Portfolio Försäkra and other insurance companies that currently lack the necessary technological advancements. We adopt the role of researcher, conducting interviews and communicating with Portfolio Försäkra's employees. Our data analysis and interviews will help identify problematic areas that could hinder the company's development and customer satisfaction.  The findings suggest that the integration of innovation and digital technology must become an integral part of Portfolio Försäkra's company culture to ensure sustainable and long-term growth. The results of this study offer valuable insights for other organizations in the insurance sector seeking to enhance their digital service offerings and customer satisfaction.

Increasing attention to sustainability and environmental concerns implies changes in consumer preferences, whereof companies need to provide offerings characterized with a focus on sustainability laden concepts such as the Circular Economy (CE), aligning with these changes. How to communicate sustainability has therefore become a focus of attention when formulating marketing strategies. However, sustainability is a complex concept and it could therefore be questioned whether everyone irrespective of, for instance, gender, age, education and other personal attributes perceive it similarly and display similar attitudes toward the concept. Based on a quantitative online survey with 1010 participants, this study examines the impact of personal attributes on the receptiveness of sustainability communication and customer loyalty in the context of Peer to Peer (P2P) marketplace platforms, and discerns how sustainability communication and customer loyalty are interrelated. Also, it explores whether sustainability communication from providers of P2P marketplace platforms can be considered to play a role in accelerating the transition to a CE. Findings suggest that personal attributes affect the receptiveness of sustainability communication and loyalty intentions, this was particularly evident for females and individuals living a sustainable lifestyle. The findings also reveal a positive relation between sustainability communication and customer loyalty, where environmental engagement, consistency between preferences for a certain appeal and actions made on the basis of the same preference, along with trustworthy content seem to strengthen that relationship. Lastly, the findings conclude that sustainability communication from P2P marketplace platforms providers can increase the number of individuals trading pre-owned items which implies for more people participating in resource-efficient activities, which ultimately fosters a CE. / Ökad uppmärksamhet kring begreppet hållbarhet och miljöfrågor innebär förändrade konsumentpreferenser med högre krav på hållbara lösningar, varav företag behöver erbjuda produkter och/eller tjänster som präglas av hållbarhet för att möta kundernas behov. Hur man kommunicerar hållbarhet har således blivit en viktig aspekt när företag utformar sina marknadsföringsstrategier. Hållbarhet är däremot ett komplext begrepp, varav det kan ifrågasättas om alla oavsett kön, ålder, utbildningsnivå och andra personliga egenskaper har en liknande attityd gentemot hållbarhet, och uppfattar hållbarhetskommunikation på samma sätt. Baserat på en kvantitativ onlineundersökning med 1 010 deltagare undersöker denna studie effekterna av personliga egenskaper på mottagligheten av hållbarhetskommunikation och kundlojalitet i kontexten peer-to-peer (P2P) marknadsplattformar, samt hur hållbarhetskommunikation och kundlojalitet står i relation till varandra. Studien undersöker också om hållbarhetskommunikation kan anses påskynda övergången till en cirkulär ekonomi. Resultaten från studien ger en indikation på att personliga egenskaper påverkar mottagligheten för hållbarhetskommunikation och konsumentens intentioner att vara lojal. Detta var särskilt påtagligt för kvinnor och individer som lever en hållbar livsstil. Resultaten visar även på en positiv relation mellan hållbarhetskommunikation och kundlojalitet, varav högre miljöengagemang, preferenser som går i linje med handlingar, och trovärdigt innehåll tenderar att stärka denna relation. Slutligen kan det konstateras att hållbarhetskommunikation kommunicerat av P2Pmarknadsplattformar kan öka antalet personer som säljer och köper begagnade föremål, varav fler människor deltar i resurseffektiva aktiviteter, vilket främjar övergången till en cirkulär ekonomi.

En fastighetsförmedlingsprocess skiljer sig markant mellan Sverige och Frankrike, vilket kan påverka uppfattningen hos köpare och säljare. I Sverige betonas transparens och trygghet genom en opartisk fastighetsmäklare, medan Frankrike använder sig av separata köp- och säljmäklare, med en notarie som hanterar den slutgiltiga affären. Skillnader i dessa processer skulle kunna leda till varierande kundupplevelser och därmed direkt påverka kundens nöjdhet. Att förstå dessa skillnader och anpassa tjänsterna därefter är avgörande för fastighetsmäklarens framgång och för att upprätthålla ett fungerande mäklarsystem i landet. Denna studie syftar till att undersöka och mäta kundupplevelsen från förmedlingsprocesserna i Sverige och Frankrike för att förstå vilken process som uppskattas mest av kunden.  I studien har en kvalitativ metod valts där semistrukturerade intervjuer har använts för att samla in material. Den grundar sig i teorier om kundens upplevelse, nöjdhet, upplevda servicekvalitet och lojalitet samt olika mätinstrument som kan fånga upp de olika aspekterna. Arbetet har belyst kundernas perception utifrån skillnaderna i de olika processerna enligt sju olika dimensioner från mätinstrumentet RESERV. Dessa är pålitlighet, beredskap, säkerhet, empati, materiella tillgångar, professionalism och tillgänglighet.  Studien har visat att kundens upplevelse påverkas av de olika förmedlingsprocesserna. Områden som säkerhet, beredskap och professionalism har dominerat de insamlade svaren och har ansetts ha en stor betydelse för kundens upplevelse. Sverige utmärker sig inom områdena beredskap och professionalism och Frankrike inom säkerhet. Studien konstaterar att olika processer föredras utifrån ett sälj- och ett köpperspektiv. Vidare går det att konstatera att kunderna värderade beredskapen mer än säkerheten eftersom de inte upplevde något av länderna som direkt osäkert. Studien resulterade i att den svenska processen var mer omtyckt än det franska i helhet - men att en kombination av de båda hade varit det bästa alternativet. Detta där en förmedlingsprocess både innehåller hög säkerhet men även hög beredskap som gör processen smidig och snabb. / The mediation process differs significantly between Sweden and France, which can affect the perception of buyers and sellers. In Sweden, transparency and security are emphasised through an impartial Real Estate Broker, while France uses separate buyer and seller Brokers, with a Notary handling the final transaction. Differences in these processes could lead to varying customer experiences and thus directly impact customer satisfaction. Understanding these differences and adapting services accordingly is crucial for a Broker's success and to maintain a functioning Brokerage system in the country. This study aims to investigate and measure the customer experience from the mediation processes in Sweden and France to understand which process is most appreciated by the customer.  In the study, a qualitative method was chosen where semi-structured interviews were used to collect material. It is based on theories of customer experience, satisfaction, perceived service quality, and loyalty, as well as various measurement instruments that can capture these different aspects. The work has highlighted customers' perceptions based on the differences in the processes according to seven different dimensions from the RESERV measurement instrument. These are reliability, responsiveness, assurance, empathy, tangibles, professionalism, and availability.  The study has shown that the customer experience is influenced by the different mediation processes. Areas such as security, readiness, and professionalism have dominated the collected responses and have been considered to have a significant impact on the customer experience. Sweden stands out in the areas of readiness and professionalism, and France in security. The study concludes that different processes are preferred from a seller and buyer perspective. Furthermore, it can be noted that customers valued readiness more than security because they did not perceive any of the countries as directly unsafe. The study results in Sweden being considered to have a somewhat more preferred process overall - but that a combination of the two would have been the best option. This meaning that the process contains both a high level of security but also a high level of readiness for a smooth and fast process.

創新是否能有助於企業成長與績效提升從過去以來一直是各文獻致力於探討的議題，隨著近年來服務業在各國產值比重有明顯上升的趨勢，許多學者更開始把較無型、較屬於服務業的創新從創新中獨立出來，並稱之為「服務創新」。每家企業的服務創新程度都會隨著企業內部資源與外部環境因素的不同而有所差異，因此本研究將著重在探討企業內外部有哪些因素可能會影響企業發展服務創新，以及在發展服務創新後是否真的能對企業績效表現有著正面的影響。 本研究透過質化的方法對四家台灣的銀行進行深入的訪談，從訪談結果和過去文獻中找出許多影響企業服務創新的因素，這些因素可以被歸納為資源基礎理論所稱的資源，企業透過強化這些內外部的資源將將可在市場上獲得競爭優勢，進而獲得較多的利潤。歸納結果後本研究做出以下論述：就企業內部資源而言（１）企業策略、組織資源與企業網絡、企業風險忍受程度、領導、市場導向皆對企業發展服務創有正面的幫助。（２）資訊科技整合平台應用在銀行業對於服務創新的幫助並不大。（３）就外部因素而言，政府因素、競爭對手模仿創新的能力將不利於企業發展服務創新。（４）企業發展服務創新將可提升整體企業形象與客戶忠誠度，這些都會促使企業績效成長。 　　最後，本研究根據訪談結果與次級資料發現企業內部因素中的組織資源與企業網絡是目前台灣銀行業要發展服務創新致勝的重要關鍵。此外，就企業外部因素來說，台灣目前銀行業的外部環境是不是很有利於服務創新發展，銀行應與政府主管機關多溝通協調，以改善發展環境。 / Whether innovation can affect firm’s performance is an important issue from past literature review. Since service industry become higher share in GDP in many countries, Scholars has departed service innovation from innovation. Every firms have different service innovation level because of different inner and outside resources. Therefore, this research will emphasize on discussing what kind of factors might affect firm to develop service innovation, and whether service innovation can really contribute to firm’s performance. In this research I collect many factors which might affect firms to develop service innovation from deep interviews four banks in Taiwan and past literature review. With those factors, firms can create competitive advantage and earn more profit. And I sort out few proposition as below: (1) If one firm do well at Company Strategy , Network of organizations , Leadership , Risk Tolerance , Market Orientation, then it will develop service innovation better than others firms. (2) IT Integration is not an important factor for developing service innovation in Taiwan’s bank industry. (3) Government Regulation , Competitor Imitate will make disadvantage for developing service innovation. (4) Service innovation will lead better Company Image and Customer Loyalty. Finally, according to the result from interviews and secondary data, I find that Network of organizations is the most important element for bank to get advantage in service innovation. And banks should be more emphasize on reduce disadvantage from external factors.

The primary purpose of this study was to determine consumers’ perceptions of loyalty programmes offered by cosmetic retailers in Durban and on the KwaZulu-Natal North Coast, South Africa. A broad and in-depth literature review of loyalty programmes as tools for retaining consumers, as well as the different types of loyalty programmes currently available in South Africa, was conducted. An empirical study was conducted by using an interviewer-administered questionnaire to collect data from consumers who were members of cosmetic retailers’ loyalty programmes. A quantitative approach was followed in order to satisfy the research objectives of the study. Loyalty programmes are an integral part of many retail businesses as they allow retailers to reward returning consumers with (amongst others) discounts or special promotional offers when the loyalty programme is used at the point of sale. The rapid advancements in technology has also enabled retailers to maintain databases containing valuable information on consumers’ spending patterns, which informs retailers about products consumers prefer buying. Retailers all over the world have been using loyalty programmes to retain existing consumers by rewarding loyalty and win over new consumers. Although many South African retailers have introduced loyalty programmes into their businesses, consumers’ perceptions of loyalty programmes offered by cosmetic retailers have not been investigated here. The results of this research study indicate that consumers perceived loyalty programmes as easy to use at the point of sale when making purchases. Consumers also felt that loyalty programmes helped them to save money through the redemption of vouchers or points. Overall, consumers were satisfied as members of cosmetic retailers’ loyalty programmes. / Business Management / M. Com. (Business Management)