M.Phil. (Business Management) / The purpose of the research was to explicate business competitive challenges through increasing scientific knowledge relating to the effect of Value Chain on the Customer Experience within the South African Mobile Telecommunications industry. Operators display a tendency of commoditised competition, offering little differentiation that Customers value. The qualitative and time bound study analysed the perspective of sixteen interviewees, representing the full Value Chain from respective operators. Following the aim to understand the participants’ perception of how the Value Chain impacts Customer Experience, the Content Analysis method of analysis was utilised for the gathering of insights. Findings reflect a lack of maturity in the understanding of Customer Experience and Value Chain, and a resulting incapability to maximise the effect of the Value Chain on the Customer Experience. Notwithstanding, there exists an opportunity to apply a Value Chain perspective in order to improve the Customer Experience and enhance mutual value.

National Dairy Equipment (Pty) Ltd (NDE) is a privately owned stockist and distributor of stainless steel products and is a respected player in the South African stainless steel industry. NDE operates from within all four major cities in South Africa namely, Johannesburg, Cape Town, Port Elizabeth, and Durban. The organisation, with its wide range of corrosion resistant products, serves industries such as the architecture and construction, automotive, catering, and food and beverage industry. With the stainless steel industry growing in terms of the number of competitors, NDE performs a number of functions in order to achieve customer satisfaction. The general purpose of the study was to indentify the attributes that would act as drivers of customer satisfaction at NDE. Five attributes were identified namely, Service quality, Trust and commitment, Product quality, Commercial aspects and Reliability. The results of this study could assist managers at NDE in improving service delivery to customers. The literature study provided an overview of overall customer satisfaction and possible measurement models for customer satisfaction. Measurement models included, SERVQUAL, SERVPERF, the Two-factor theory, the Kano model and the Three-factor model. The latter proved to be of particular importance to the study as the model was used to classify the identified drivers into basic, performance and excitement factors. Furthermore, a literature review was provided based on each of the identified potential drivers of customer satisfaction. The empirical data needed to complete the study was collected by means of a survey, using a self-administered questionnaire. The questionnaire was distributed by sales representatives at NDE. A total of 320 useable questionnaires were received. The study revealed the following: each of the five proposed attributes had a positive relationship with overall customer satisfaction,thus all five attributes were confirmed as drivers of customer satisfaction at NDE. Commercial aspects and Reliability were classified as basic satisfiers. Trust and commitment was classified as a performance satisfier, and Service quality was identified as the only excitement satisfier. Product quality did not receive any classification. All importance mean scores were higher than the corresponding satisfaction mean scores. This study contributed to the existing body of literature and is seemingly the first of its kind in the South African stainless steel industry. The study is also the first to attempt the measurement of overall customer satisfaction levels at NDE. The methodology used in the current study can be applied to stainless steel industries internationally, in order to verify whether the confirmed drivers would also act as drivers of satisfaction in a similar industry elsewhere in the world.

Tourism is an international industry; constant evolution is taking place in the marketing of tourism products and the expectation levels of hotel guests. Online Travel Agents have become more dominant in recent years. This dominance has been assisted by travellers’ more frequent use of the internet to search for information, by the bundling of heterogeneous products and by these agents’ use of the social media. Guest satisfaction levels and expectations are impacted by changes in lifestyle, reasons for travel and the information accessed prior to making their reservations. The basis of this study was establishing the impact of the information supplied by Online Travel Agents on guest satisfaction levels at The Monarch Hotel. The evolution and function of the tourism distribution channel and the factors affecting guest satisfaction and its measurement were explored.

While much has been written about retail stores and the retail environment, franchises and organisational marketing, not much can be found on “host” organisations such as shopping centres and their role within the marketing mix. A unique disparity exists within shopping centres in that not only are they an organisation with their own brand identity and culture, but they also play host to numerous retailers and franchises with very clear brands and messages of their own. The question that is often posed to the landlord is therefore whose message or what message is the correct one to market to the common consumer-base targeted by both the shopping centre (landlord) and the tenant (retailers). When considering this, it is important to understand that a symbiotic relationship exists between landlord and tenant within shopping centres in that if a tenant is successful this will result in greater rentals for the landlord and if the landlord’s property is successful, i.e. popular, this will result in greater revenue for the tenant. Both parties therefore actively engage in marketing of their businesses and whilst the message is often noticeably different, what is unique is that this is often to the same consumer-base. Tenants in many shopping centres contribute towards centre marketing expenses as part of their lease agreements and as a result have certain expectations in terms of what message is being marketed. Shopping centres varying in size and tenant numbers make the landlords marketing role that much more complex and often generic messaging is employed to umbrella the wide offering available. This study aims at investigating the expectations held by retail tenants of their shopping centre landlords through the internal communications function. Corporate communication theory as well as public relations theory was used as a grounding.

Guesthouse accommodation plays an important role in Ghana’s hospitality industry and was therefore the focus of this study as little research dealing with guesthouses in Ghana could be found. The number of guesthouses in Ghana continues to grow and they thus represent an important alternative to hotels. However, these establishments seem to perform poorly and face several challenges such as lack of managerial knowledge, insufficiently skilled employees, poor interaction with customers, and criticisms of the provision of low quality service. The main reason for undertaking this research was to provide guesthouse managers in Ghana with information that might assist them in making decisions about the experience they offer. Such knowledge could make this type of accommodation more competitive and eventually help the hospitality sector in Ghana attract tourists and grow. It is imperative that guesthouses focus on the experience they offer, because contemporary tourism and hospitality literature suggest that successful businesses require a shift from functional and financial interests to a more profound focus on total experiences which embody emotional aspects. It is thus argued that, if guesthouse managers in Ghana do not know how their guests perceive their guesthouse experience, they might make costly mistakes and allocate resources to aspects that already provide quality and value in a functional sense, instead of those elements perceived as providing quality and value in the total experience. Two dominating concepts, namely experience quality and experience value, formed the basis of the examination of guests’ experience with the guesthouses in Ghana. In addition, the relationships between the experience and satisfaction were also investigated. Four experience quality dimensions, namely hedonics, peace of mind, involvement, and recognition, and seven value dimensions were examined. The experience value dimensions included atmospherics, enjoyment, entertainment, efficiency, excellence, escape, and economic value. A proportional stratified random sampling procedure was followed to select the guesthouses for the study. Thereafter, a structured questionnaire was distributed to the guesthouse guests selected by means of convenience sampling. Five hundred and forty one useable questionnaires were received. The guesthouse guests formed the primary sampling unit for this study. The results of the empirical study showed a strong positive correlation between all the dimensions of experience quality and experience value, while the factor analysis confirmed that all these dimensions loaded on a single factor. Therefore, experience quality and experience value cannot be separated, and the resulting single multi-dimensional factor was subsequently renamed, overall experience. The results also indicated a positive relationship between hedonics, peace of mind, involvement, recognition, atmospherics, enjoyment, entertainment, efficiency, excellence, escape, economic value, and overall satisfaction. The inferentially established rank-order of the dimensions contributing to satisfaction can guide managers when allocating resources. Overall, atmospherics was ranked first, followed by economic value. Escape was the lowest ranked dimension. In addition, it was found that, except for escape, all the experience dimensions were perceived as basic satisfiers. This implies that guests will be dissatisfied when provision of these dimensions is inadequate. With regard to escape, listed as a performance factor, guests will be satisfied when performance is improved and dissatisfied when performance is low. A positive relationship was also found between overall experience and overall satisfaction. The latter include the likelihood of return and recommending the guesthouse to others. Finally, structural equation modelling confirmed a model representing the 11 experience dimensions (hedonics, peace of mind, involvement, recognition, atmospherics, enjoyment, entertainment, escape, efficiency, excellence, and economic value) and the relationships between overall experience and overall satisfaction pertaining to guesthouses in Ghana.

South African vehicle manufacturers are under immense competition from vehicle manufactures from India and China. The global financial crises also put these organisations under intense pressure and this resulted in these organisations having to start seeing the need to focus on issues that affect customer retention. The way that business is done in the 21st Century is forcing organisations to implement strategies that are geared towards increasing customer retention and growing the business. Organisations need to build relationships with their customers with the hope that these customers will in turn extend their stay with the organisation when an opportunity to replace their vehicles arises or keep on servicing with them. In order to establish a good relationship with customers, organisations need to understand customer expectations by being customer orientated and by providing customers with value. The primary objective of this study is to improve customer retention for a selected vehicle manufacturer after the warranty and service plans have expired, by investigating the relationship between customer service quality, customer loyalty, and customer retention. The results obtained from the 64 respondents who participated in the survey revealed that although all the above-mentioned variables play a role in increasing customer retention, customer service quality exerts the most influence. The study also highlights areas that should be improved, as well as recommendations on how to improve them. Recommendations for future research are also provided.

Customer relationship management (CRM) presents a new paradigm shift to the old traditional marketing strategies that are known and practiced by many organisations in South Africa and across the globe. Competition is not an excuse for failure anymore. Organisations that do not have any concrete strategies in dealing with the customer will not survive in the market. The ultimate goal of CRM is to enable organisations to forge closer ties with the customer so that a solid bond can be created to enhance loyalty and satisfaction. The goal for this research was to identify the CRM strategies used by a single organisation and thereafter suggest improvements to enhance customer loyalty. The results of the study could assist the management of the organisation to improve the CRM strategies which will hopefully enhance retention and prevent customer attrition. A literature review was conducted to unveil various elements of CRM, and strategies that can attract and retain customers. It helped in identifying themes for the empirical study. An in-depth interview was conducted with the general manager of the organisation to gauge his perception, and CRM practices in the organisation. An interview guide was used during the interview process. Four main topics namely: implementation of CRM, customer loyalty, customer complaints and conflict, and employees training and motivation were utilised for the interview guide and followed by further probing. Based on the responses obtained, analyses were made by comparing the responses to what literature revealed so that shortcomings could easily be identified.The study revealed that there were several inconsistencies with what was practised by the organisation and what the literature study revealed. Bearing in mind the shortcomings identified in the empirical study, the researcher made the following recommendations. The CRM implementation approach needs to be carefully planned with a clear defined vision and mission statement that focus on customer centredness. The organisation needs to invest in modern and innovative channels of communication and strategic partnership to reach the right customer. The organisation has to develop effective market segmentation and targeting to know the customer well. Consistent and highly relevant customer experiences should be drawn-on to fulfill the organisation’s promise of trust and reliability. The organisation should adopt competitive pricing strategy to limit customer sensitivity on price. The organisation should invest in employees’ development and welfare. Further research can be conducted to investigate the perception of other food retailers on the CRM strategies practiced. Further research can also be conducted in the organisation to investigate the perception of employees and customers on the CRM strategies practised.

The purpose of this exploratory descriptive study was to determine orthopedic patients' perceptions of satisfying and/or dissatisfying nursing care behaviours during their emergency room experience. The conceptual framework selected for this study was based on Risser's (1975) criterion to evaluate patient satisfaction with nursing care. Risser's evaluative criterion consists of four dimensions which include: technical-professional behaviour, trusting relationship, inter-intrapersonal relationship, and educational relationship. The study was conducted in a large metropolitan hospital in the Vancouver area. The sample consisted of seven men and three women. Their ages ranged from 23 to 81 years. All subjects were admitted to the emergency room and subsequently transferred to an orthopedic ward as a result of an orthopedic injury and/or illness. An interview guide was designed by the researcher to collect retrospective data of subjects' perceptions of their emergency room experience. Data were collected through taped semi-structured interviews with all the subjects during their stay on the orthopedic ward. Data were analyzed by categorizing the identified nursing care behaviours under the four dimensions of Risser's (1975) evaluative criterion. The findings indicated that subjects were able to recall satisfying or dissatisfying nursing care behaviours. They appraised and/or commented on the nursing care behaviours which met their basic physical and psychosocial needs. The nursing care behaviours related to the trusting relationship dimension were an integral component of patient satisfaction. The role of the triage nurse was significant in influencing subjects' perceptions of satisfaction or dissatisfaction with nursing care. Overall, subjects expressed satisfaction with the nursing care behaviours in each of the four dimensions. / Applied Science, Faculty of / Nursing, School of / Graduate

The purpose of this thesis was two-fold: first, to develop a Patient Satisfaction Questionnaire which reflects patient satisfaction with dressings used in the care of ulcerating metastatic skin lesions; and second, to evaluate patient satisfaction and patient preference with two types of dressings: Mesalt dressings and continuous wet saline dressings. The Patient Satisfaction Questionnaire was developed to measure patient satisfaction with dressing performance. Patients with ulcerating metastatic skin lesions were asked to identify important characteristics for evaluating patient satisfaction with dressings. These questions were validated and reviewed for clarity by the patients. A visual analogue scale was used as the response scale. Testing for reliability was limited. Mesalt dressings were compared to continuous wet saline dressings by evaluating patient satisfaction with pre-defined criteria. The criteria for evaluation included ease of application and removal, discomfort during and between dressing changes, control of odor, and patient preference. The study used a cross-over design in which each patient used one dressing for a month and the other dressing for the next month. Although 14 patients were involved in the study, only 10 were statistically analyzed. The remaining four patients were excluded because they were unable to complete a portion of each treatment. Two major findings were identified. First, regarding the Patient Satisfaction Questionnaire, patients with ulcerating metastatic skin lesions had numerous ideas about what should be asked to evaluate patient satisfaction with dressings. They considered the questionnaire to be an appropriate format and the questions generated by the investigator to be both important and understandable. Second, the findings of the study indicated that the Mesalt dressings received significantly more positive ratings when compared with continuous wet saline dressings for ease of application and odor control. Mesalt dressings were also significantly preferred to continuous wet saline dressings. The knowledge gained through this study is useful when helping patients decide which dressings to use in the care of ulcerating metastatic skin lesions. The Mesalt dressing appears to be a favorable choice, particularly when ease of application and odor control is important. / Applied Science, Faculty of / Nursing, School of / Graduate

This research makes a case for treating an electronic commerce web site as a social actor and argues that LT-enabled support for personalization systems and virtual communities has a significant impact on the perceived communication characteristics of a web site. This research studied the impact of two communication characteristics - adaptiveness and connectivity of a web site. Adaptiveness indicates the extent to which a web site adapts itself to support the needs of its customers whereas connectivity refers to the ability of a web site to link potential customers with other visitors. Further, synthesizing research from communication, media choice and technology adoption literatures, this thesis proposes social presence as the experiential construct and perceived usefulness as the utilitarian construct that will mediate the relationship between communication characteristics of a medium and customer loyalty. A survey and a laboratory experiment were conducted to test the linkages proposed above. The survey showed that while adaptiveness impacted on both social presence and perceived usefulness, connectivity had an impact only on social presence and an insignificant impact on perceived usefulness. Social presence did not influence perceived usefulness while both social presence and perceived usefulness had a significant impact on customer loyalty. By filtering Amazon.com real-time, the lab experiment was conducted to specifically study the causal impact of a web site's support for personalization and virtual communities. Support for personalization had a strong impact on adaptiveness, whereas support for consumer reviews had strong effect on connectivity. Interestingly, support for personalization had a weaker, but significant effect on connectivity and support for consumer reviews had a similar effect on adaptiveness. Data from the experiment was also analyzed using mediation analyses as well as partial least square analysis to show that the general pattern of results observed were consistent across methods thus improving the confidence in the research model proposed. This research by proposing social presence as a crucial experiential predictor of customer loyalty has addressed an important gap that exists in our current understanding of web users' behavior. It also makes a key contribution by empirically showing that a web site's support for IT-enabled personalization and virtual communities do have a significant impact not only on the perceived communication characteristics, but also on customer loyalty through social presence and perceived usefulness. / Business, Sauder School of / Graduate