M.Com. (Business Management) / In the light of the ever increasing competition characterising today's global economy (Dale, 1995: 48) and the drastic changes brought about by the new South Africa, local businesses would have to make a conscious effort to prosper in future. Research organisations accustomed to being subsidised by the state have a particular challenge to face in the new South Africa where all subsidies are being shrunk. The reason for this is political pressure to redirect state spending towards social upliftment programmes. Quality and customer satisfaction are important topics that get attention world-wide. Well managed service organisations have the following common virtues [Kotler & Armstrong, 1991: 610]: • A history of top management commitment to quality; • High standards for service quality are set; • Service performance is well monitored - both their own and that of competitors; • Employees as well as customers are being satisfied. The distinction between service quality and customer satisfaction is that, perceived service quality is a global judgement relating to the superiority of the service, whereas satisfaction is related to a specific transaction [Parasuraman, et al., 1988: 16]. Incidents of satisfaction over time, result in perceptions of service quality. According to Cronin & Taylor [1992: 65] perceived quality may play a bigger role (in comparison with satisfaction) in customer-intimate companies who need to do more than simply meet customers' "minimum requirements". Customer-intimate companies (for example research organisations) continually tailor and shape products and services to fit an increasingly fine definition of the customer [Treacy &Wiersema, 1993: 87]...

Consumer generated product reviews is a tool growing in popularity among e-retailers. On account of its many benefits and as the internet is continuously taking over as a market place this may come as no surprise. However, deception has found its way in with the intention to further extend these benefits and as reviews keep growing as a go-to tool for the practitioners – so does the phenomenon of brand generated opinion spam. Since legal repercussions of opinion spamming is found in theory to be largely absent, the authors sought for other facets of a brand that could potentially be influenced by this phenomenon. Aiming straight for the heart of a brand, namely brand trust. Taking a foothold in theory on brand trust as a psychological variable, the present thesis aims to explore how revealed opinion spam activities can affect brand trust. Through a qualitative and embedded case study, this thesis thereby aims to explore how brand trust is affected by opinion spam activities unveiled within brands, and ultimately contribute with a deeper understanding of this affect. Data was collected through two focus groups consisting of 14 participants in total, and as found – being engaged in opinion spam activities is a risky business. Brand generated opinion spam is found to influence the antecedents of brand trust negatively. Further research is advised to examine the relationship between opinion spam and brand trust extending beyond an exploratory stage. As antecedents of brand trust can be derived from an array of different constructs, and since brand trust is not uniformly defined in literature - varying sets of findings can surface depending on how brand trust is conceptualized. Brand generated opinion spam itself and its supposed affects ought to be examined further as this contemporary phenomenon is certainly on the horizon for most retailers operating online.   "Dare to be true: nothing can need a lie; A fault which needs it most, grows two thereby." – George Herbert - 1633 / Konsumentgenererade produktrecensioner är ett verktyg som växer i popularitet bland internetbaserade återförsäljare. På grund av dess många fördelar och eftersom internet kontinuerligt växer som marknadsplats är detta kanske ingen överraskning. Dock, har bedrägeri letat sig in i syfte att ytterligare utöka dessa fördelar allteftersom kundrecensioner fortsätter att växa som ett verktyg bland utövare, så kommer opinion spam – fenomenet att växa i takt. Då de juridiska påföljderna av opinion-spamming lyser med sin frånvaro i den vetenskapliga litteraturen, sökte författarna till denna avhandling efter andra aspekter av ett varumärke som potentiellt kan påverkas av detta fenomen. Med siktet inställt på hjärtat av ett varumärke, nämligen varumärkesförtroendet. Avhandlingen tar avstamp i teorier om varumärkesförtroende som en psykologisk variabel i syfte att undersöka hur ett avslöjade opinion spam-aktiviteter kan påverka just varumärkesförtroende. Genom en kvalitativ och en ”embedded” fallstudie syftar denna avhandling därmed till att undersöka hur varumärkesförtroende är påverkat av opinion-spammande aktiviteter som avslöjats inom varumärken, och bidra med en djupare förståelse av denna påverkan. Datan samlades in genom två fokusgrupper bestående av totalt 14 deltagare, och som påvisat är opinion-spamming en riskabel verksamhet. Varumärkesgenererad opinion-spamming har visat sig påverka förtroendet för varumärken negativt. Ytterligare forskning rekommenderas att undersöka förhållandet mellan opinion spam och varumärkesförtroende bortom ett förberedande stadium. Då förtroende för varumärken kan härledas från en rad olika konceptualiseringar, och eftersom varumärkesförtroende som en vetenskaplig term inte är enhetligt definierat i litteraturen – kan varierande uppsättningar av resultat genereras beroende på hur varumärkesförtroende som koncept är uppbyggt. Varumärkesproducerad opinion-spam i sig, och dess påverkan på förtroendet till varumärken borde undersökas ytterligare, detta eftersom det som ett kontemporärt fenomen ligger i riktlinjen för de flesta återförsäljare som är verksamma på internet.

Retail industry in South Africa is witnessing fast growth in all cities in South Africa. Attracting customers become key to success in the increased industry competition. Keeping customers satisfied has never been more important than currently. Retailers need to know what customer needs and wants are, to be able to provide and constantly satisfy their needs. Growth in the industry is largely influenced by economic conditions. A stable economic environment allows customers to spend more, thereby increasing the value of retail trade sales. In South Africa, there is strong competition between the four major dominant firms in the retail industry, which include Pick n Pay Holdings Limited (30%), Shoprite Holdings Limited (34%), Spar Holdings Limited (24%), and Woolworths Holdings Limited (11%). For the firms to grow in South Africa, they must have a clear understanding of consumers’ needs and wants. Services rendered by retailers are of utmost importance to their level of success and ability to successfully cater for the market’s needs. The main purpose of this study is to investigate customer satisfaction of two retail stores in the Nelson Mandela Bay, namely Summerstrand and Cleary Park Pick n Pay stores. Three independent variables (employee empowerment, technology and customer relations) were identified and were tested against one dependent variable (customer satisfaction). A positivistic paradigm was used to conduct the research. The approach uses the quantitative method of research to establish the causal relationships. A null (Ho) and alternative (Ha) hypotheses were formulated in order to test relationships between variables. A five-point Likert scale enabled primary data to be sourced for 294 customers’ (respondents), who shared their customer satisfaction experience at Pick n Pay stores in the Nelson Mandela Bay. A statistical analysis of quantitative data compromised of three phases. Firstly, the data was subjected to a descriptive analysis to summarise the data. Secondly, reliability (internal consistency) for the research instrument was assessed by means of the Cronbach Alpha Reliability Coefficient. Finally, multiple linear regression analysis were used to test the hypothesis. The empirical findings show that the independent variable positively correlated with the dependent variables. This implies that a positive relationship between employee empowerment, technology, customer relations and customer satisfaction at Pick n Pay stores. Therefore, recommendations given by the researcher focused on all variables that have a relationship with customer satisfaction.

Detpak South Africa is a subsidiary paper and board company of Mpact Limited, formally known as Mondi Packaging South Africa. The Mpact group of companies operates across 31 sites and employs more than 3 700 employees. Detpak South Africa specializes in three respective niche markets: international fast food packaging, industrial packaging and disposables packaging. The primary objective of this study is to propose an operational model for improving customer satisfaction levels within the disposables market for Detpak South Africa. Further, Detpak’s competitive position with respect to customer satisfaction was assessed and an empirical assessment was conducted to identify imperative attributes impacting on overall customer satisfaction. It is noted from marketing journals that providing a quality product at the right price no longer suffices as an adequate value proposition. Numerous authors have noted that there is no longer a difference between a goods market and a service market, in its purest form, and that manufacturers of goods must embrace the principles of service marketing to develop a competitive advantage within the market. A quantitative research was conducted to obtain data. The measuring instrument used to obtain data was a self-administered questionnaire. A total of 84 questionnaires were distributed nationally across South Africa. From the 84 questionnaires a total of 62 questionnaires were obtained from respondents, from which a final sample of n=59 was considered for capturing. Three questionnaires were excluded from the sample due to response error of non-completion. Correlation coefficient analysis was used to calculate the relationships between independent and dependant variables. It was found that all customer satisfaction attributes, listed below, had a positive relationship to overall customer satisfaction: Customer value; Product quality; Price; Communication; Reliability; Responsiveness; Customer service; Sales support. The hypothesized relationship between overall customer satisfaction and customer loyalty was measured and confirmed to be strongly positive. It can be concluded that a positive movement in overall customer satisfaction will be accompanied by a similarly positive movement in customer loyalty. Furthermore, through secondary review it was noted that the retention of existing customers costs much less and is more profitable than the acquisition of new business. The results presented within this study indicate a strong market position for Detpak South Africa in terms of product quality compared against competitive activity, which means a competitive advantage in the market for the company and which will assist in attaining its strategic objectives. The results also identified a number of customer satisfaction attributes which Detpak South Africa could improve to allow them to establish a firm position in the market through the overall improvement of customer satisfaction levels. Finally, an operational model integrating the important concepts identified within the literature study was proposed to assist Detpak South Africa in enhancing levels of perceived customer satisfaction. The model integrates the important business philosophies of customer relations, best practices, continuous improvement and, finally, customer satisfaction attributes.

Understanding customers’ views on service quality is important for any business providing service and interested in making sure that they are being responsive to customers. Continuous evaluation of customer satisfaction is an important factor in the service sector. To date, most attempts have focused on what determines customer satisfaction in services rendered by organisations. The primary objective of the current study was to identify the determinants of customer satisfaction with services at Government Employees Pension Fund. The study investigated how customer satisfaction (the dependent variable) is influenced by the different elements, namely service quality, perceived value, and customer expectations, which represented the independent variables. The significance of the study hinges on three area i.e. management, policy makers and stakeholders. The study will also provide a justifiably valid and reliable guide to designing workable service delivery improvement strategies for creating and delivering customer value, achieving customer satisfaction and achieving sustainable business growth of Government Employees Pension Fund. The data collection was made using the questionnaire. A total of 150 questionnaires was distributed and 108 were completed and returned. This translated to a response rate of 72 percent. The empirical results showed that service quality and perceived value have a positive impact on customer satisfaction. On the other hand, the results revealed that customer expectations do not have a positive influence on customer satisfaction.

The need for successful management of a guest house in the increasingly competitive hospitality industry in South Africa, compels guest house owners to understand their customers’ needs and deliver service of acceptable quality. The objective of the research is to find out what business travellers expect from a guest house and how these expectations compare with the perceptions of guest house owners in Port Elizabeth. Conclusions drawn from this research would also benefit guest house owners in other parts of the country. A literature review was conducted to provide an understanding of the nature of service and the role “evidence of service” can play in the perception of quality. The empirical study aimed at comparing business travellers’ expectations of guest house service with guest house owners’ perceptions of their guests’ expectations. The empirical findings showed that business travellers deemed secure parking and professionalism of staff as the most important attributes, while guest house owners thought it would be friendliness of front desk staff and efficient handling of complaints. Moreover, both groups indicated that cleanliness of rooms and services performed by staff adequately the first time, were of particular importance. It was also found that the importance rating of the different service dimensions were not significantly influenced by the business travellers’ gender, managerial position, nights of stay or by the guest house grading. The study proposes that guest house owners continue to focus on strategies for training and developing competent employees, simplify the steps of service delivery and improve on the standards of the servcie to ensure that business facilities are in line with the expectations of business travelers.

Customers have become the lifeblood of any organisation. Without customers, or-ganisations would not exist let alone survive in this competitive global environment (Grigoroudis, Politis and Siskos, 2002). Banks depend on sufficient and sustaining profitability to survive in the global business world. Customers are the source of banks‟ profitability. By satisfying the customer, the bank is able to retain the custom-er and reap maximum benefits from the relationship which ultimately leads to higher profitability. Customer satisfaction has therefore evolved as a strategic business ini-tiative which banks cannot ignore. Retention of the bank customer has become one of the most important objectives of the overall marketing strategy of any bank. In Kenya, the term „customer service‟ came to the fore just over fifteen years ago when banks started acquiring customer service departments. Since then, many cus-tomer training programs for staff have been put in place to transform the image of the customer as not just a profit-maker for the banks but as a human being with needs, which if not fulfilled will cause the customer to look for alternatives in the market. Training has focused on the bank staff whose customer handling skills have been sharpened. In spite of this, no empirical study has attempted to find out if the intended satisfaction of the customer has been achieved or not, which is indicative of little or no attention being given to this important phenomenon. In Africa, with the ex-ception of South Africa, empirical studies on customer satisfaction in the banking in-dustry are few. This gap presented the motivation for this study. The primary objective was to establish the determinants of customer satisfaction and retention in the Kenyan banking industry. The secondary objectives were to establish the relationship between socio-economic factors and customer satisfaction in Ken-yan banks; secondly, to determine whether bank-related factors influence customer satisfaction in Kenyan banks; thirdly, to identify the various strategies known to cus-tomers and employed by Kenyan banks to ensure customer satisfaction and customer retention and finally, to analyse the relationship between customer satisfaction and customer retention in Kenyan banks. The study adopted a descriptive survey design to suit the target population which was dispersed over a wide geographical region spanning the entire Kenya. The tar-get population included every bank customer in Kenya. Both qualitative and quantita-tive data were used. The data collection instrument was a self-administered ques-tionnaire that contained both closed and open-ended questions. Statistical tests were done using Pearson, Chi Square, Anova, Pearson Correlation and Multi-linear re-gression. Data were presented using frequency distribution tables, percentages, cross tabulation and pie charts. The findings indicated a positive relationship be-tween bank-related factors and customer satisfaction and retention. The conclusion was that if banks improved on factors like quality service, staff orientation towards customers, availability of management and ATM uptimes just to name a few, propor-tionately, customer satisfaction and retention would be enhanced. Finally, recommendations based on the findings were made to the Kenyan banks highlighting antecedents which would enhance the customers‟ satisfaction and reten-tion in the Kenyan banking industry.

The study is on the influence of comprehensive servicescape on shopping behaviour of road and rail travelling shoppers. The comprehensive servicescape is referred to as synchronization of the multidimensional servicescape dimensions, which are the physical environment, social environment, socially symbolic and the natural dimensions into one entity that the travellers encounter during the shopping exercise. The servicescape cues that include shoppers and the physical set-up of the service firm are important in influencing service quality evaluation and consumer satisfaction. The aim of this study was to establish the impact of servicescape on travelling shoppers’ buying behaviour and shopping motivations amongst different shoppers that were identified within the South African bus and railway stations. The bus and railway station environment induces an interesting type of shopping behaviour amongst the travelers. The purpose of the study was also to explore the travelling shoppers’ expectations and perceptions on the comprehensive servicescape within the bus station’s retail environment. Additionally the study attempted to address important gaps in the South African literature in respect of the influence of socialservicescape on the buyer behaviour and hedonic motivation of travelling shopper. The questionnaires used in the study were constructed along five dimensions of service quality containing statements linked to a five-point Likert-type interval scale anchored by “strongly agree” and “strongly disagree. Self administered questionnaires were used for data collection from the travelling shoppers through “mall intercept technique” and 300 questionnaires were collected from respondents. The academia benefits from this study from the comprehensive servicescape model of the South African bus and railway stations that was developed. The study built on literature by nvestigating the influence of the comprehensive servicescapes as perceived by travelling shoppers within the South African retail environment. Additionally it was shown both theoretically and empirically, that, that service quality in high contact service environment like the bus and railway station can best be explained by an analysis of the comprehensive servicescape or the multidimensional and hierarchical model. As a result of this study retailers will have a full picture on the specific needs, perception and expectations of road and rail travellers in relation to the quality of the stations’ servicescape, which retailers have to improve in order to increase customer patronage. It is assumed that retailers will be aware that store image and the store ambience should meet the challenges of the perceptions, motivations and consumer behaviour of travellers within the comprehensive servicescape of the station. This study provides a trigger effect to spatial planners to design high quality servicescape that will attract travellers for both hedonic and utilitarian shopping. Hirschman and Holbrook (1982) believed that shoppers derive pleasure from the experience of shopping itself, regardless of the joy from acquiring goods, this more so with travelling shoppers. A bus station can be both a growth node and a tourist attraction, if its features are attractive, therefore planners can benefit from this study. In this study theory that forms the bases of the influence of social servicescape on the behaviour of travelling shoppers that frequently visit and participate in shopping at various South African bus station retail outlets is provided. Additionally, this study provided empirical information on the relationships that exist amongst the characteristics of the South African Park Stations’ physical retail environments, user perceptions and interpersonal encounters. The behaviour of shopping travellers was extensively discussed to provide the background of theories and various models concerning shopping behaviour of travellers. Through this work, clarity on consumer behavioural trends of travelling shoppers in the South African retail sector is provided, which assist in differentiating retail products, services and segmentation of markets in a way that could enhance marketing effectiveness amongst the travelling shopping segment. Special attention was paid to factors that motivate road travellers’ choice of stores; the type of products they purchase and their decision making processes. Effort were made to identify, categorize and segment shopper typologies and their shopping behaviours. Effort was also made to discuss extensively the social and physical influences of environments in a retail environment such as that of the bus and railway station. The discussions in this study focussed on describing the comprehensive servicescape model dimensions which shoppers encountered during their shopping activity. The study also indicated the significance of the interaction of service staff with the customers in determining the service quality, customer satisfaction and the future intention of travelers. Additionally this study emphasised the importance of social encounters and perceptiveness to cues within the station, which determine whether they actively or passively are involved in the shopping encounter. The research findings reveal that, travellers perceive the servicescape within the bus station as unattractive and lack appropriate facilities. Furthermore travelers considered the two dimensions (store image and store ambience) of the store’s servicescape as one composite unit of the servicescape. This position is supported in literature, where it is argued that people respond to their environment holistically, rather than to individual stimuli. The travelling shoppers reveal that although they always find the shops from the bus station clean and neat, consumers expect a certain level of ambient environmental conditions to be present. The empirical findings in this study indicate that travelling shoppers are not interested in visiting the stores at the bus and railway station for shopping because merchandise from the bus station stores is poor in quality and unreliable; the surroundings at the station as unpleasant and the bus and railway station stores are congested. Thus, hasty shopping and spending more time or stay longer than planned for shopping at the bus and railway station is not useful to travelling shoppers. Therefore, travellers feel strongly that the shopping environment of the station is not conducive to shopping. These facilities (stations) are only used for travelling purposes; therefore there is a need for improvement in the retail and station facilities in order to increase shopping activities within this servicescape. The research findings reveal that shopping at the bus station seems to be driven by traditional needs such as functional and experiential motivations as well as travelrelated needs such as busstation-atmosphere-related and bus station-infrastructurerelated motivations. It was difficult to deduce a particular typology of shoppers in this environment, but due to the stress related to travelling. Passive shopping was observed amongst travellers, which is not a positive shopping behaviour for retailers.

If you do not own the latest technology today it is thought that you are left behind in this technology driven age. More businesses use Self- Service channels to accommodate the increasing demands of customers. It has been said that the use of self-service channels can reduce input costs, increase efficiency and improve customer service. Unfortunately, many customers are left unsatisfied because retail banks are moving away from the human interaction when visiting a branch or advise customers to use their self-service channels, sometimes without any assistance. This causes customers to move banks, complain and in so doing reduce profits and customer relationships with their banks.This research’s main objective was to determine the impact of customer relationship management on retail banks that make use of self-service channels. A theoretical overview of self-service channels and customer relationship management was given. Advantages and disadvantages of each option were explored. The researcher wanted to explore the relation between customers using self-service channels and the assistance and protection provided by retail banks. The customer experience questionnaire used in this research asked retail banking customers from the South African population to determine how customers perceive and experience their banks’ self-service channels and customer service. Many questions relating to their needs and wants with regards to banking have been explored. The results show that most customers are satisfied with their banks in general but do feel that the banks can improve their customer service and assistance with regards to using self-service channels like ATM’s, online and telephone banking and E-Wallet. It has concluded that most customers choose their banks based on advertisements and other media, not customer service, product range or word-of-mouth. The general perception is that customers say that their bank charges do justify the customer service received.

In an intensely competitive retail market, keeping consumers satisfied has never been more important than currently. Retailers need to understand how to satisfy their customers in order to enhance their appeal and increase consumer loyalty. Globally people’s lifestyles are changing rapidly. Advances in technology, more flexi-time of customers, and the many other social and economic changes affecting family and home life are some of the reasons why, specifically in the Fast Moving Consumer Goods (FMCG) industry, it is important to act fast to service customers. In South Africa, there is indication of strong competition between the most dominant firms’ in the FMCG market, which include Pick ‘n Pay Holdings Limited (23.8 percent), Shoprite Holdings Limited (23.8 percent), the Spar Group Limited (14.9 percent), and Woolworths Holdings Limited (9.0 percent). As a result, it is unmistakable that in order for FMCG firms to grow and survive in the constantly changing, and competitive retail environment of South Africa, they must have a clear understanding of consumer’s expectations, as well as their actual shopping experiences. As stated, service quality for retailers of FMCG is of utmost importance to their level of success and ability to successfully cater for the market’s needs. Closely linked to this, is the focus of this study, namely to investigate consumers’ perceived levels of product quality, as well as the overall level of satisfaction experienced by customers. The purpose of this analytical research project is twofold: Firstly, to empirically test the hypothetical model and the associated hypotheses (as phrased in Section 1.4) by using confirmatory statistical techniques. Secondly, based on the findings of the research, to craft appropriate retail marketing strategies within the FMCG market that are suitable for implementation to address potential mismatches (gaps) of perceived product quality and consumers’ satisfaction. By the crafting of appropriate retail strategies, the potential to develop the FMCG industry in South Africa will be enhanced. Given the purpose and nature of the research in question, a positivistic research paradigm was adopted. The utilization of a Likert seven-point scale enabled primary data to be sourced from 301 consumers’ (respondents), who shared their perceptions on the expectations and actual experiences about the product quality of FMCG in South Africa. The statistical analysis of quantitative data comprised seven distinct phases. Firstly, the data was subjected to a confirmatory factor analysis to validate the measurement model by assessing the construct (convergent, discriminant and nomological) validity of the pre-specified (predicted) factors. Secondly, the reliability (internal consistency) of the research instrument was assessed by means of Cronbach alpha reliability coefficients. This phase was followed by a multiple linear regression analyses which were used to test the impact of independent variables on the intervening variable. In order to test the second set of hypotheses (null and alternative hypotheses dealing with consumers’ expected product quality and their actual experiences) matched paired t-tests were utilized. Additionally, mean scores and relative percentage ratings on consumers’ expected and perceived product quality levels were also calculated and interpreted. Finally, bivariate linear regression analyses were used to test the third set of hypotheses (impact of consumers perceived product quality on consumers overall level of satisfaction). The findings of the multiple linear regression analyses required that the hypothetical model be reconstructed. Two variables were removed from the hypothetical model, namely, ‘South African culture’ and ‘service promises’. The findings of the matched pair t-tests show that significant statistical differences do exist between the ‘expectations’ and ‘actual experiences’ of consumers’ perceived product quality to support the hypothesis H3.A, namely: “There are no perceived differences between consumers’ expectations and their perceptions (actual experience) of product quality”. Besides the matched pair t-tests, further descriptive statistical analyses were also performed to assess the magnitude of the “gap” between expectations and actual experiences of consumers on South African FMCG product quality, such as the values for Cohen’s d and relative percentage ratings. The findings reveal that the consumers’ were not completely satisfied with their actual experiences. Three sets of conclusions and recommendations were identified for this research. Firstly, conclusions emanating from secondary sources on product quality and consumers’ satisfaction literature were provided, such as consumer satisfaction is seen more as a psychological state, which reveals an overall feeling of consumers’ purchase and consumption experience with FMCG. Secondly, the conclusions linked to the interpretation of the empirical findings revealed significant statistical differences between the expectations and perceptions (actual experiences) of consumers’ on perceived product quality. Finally, recommendations on relevant FMCG retail marketing strategies can be grouped into five domains:  To build customer-led firms which adhere to the principles of true marketing orientation where the focus is on consumers and their needs and wants.  Identify and clearly define the FMCG market in South Africa which comprises different market segments that are of great importance for the retail firms.  The decision on a proper positioning strategy entails the choice of the target market segments, which will determine where and how the FMCG firm competes and the choice of differential advantages.  Retailers should apply suitable marketing strategies to benefit optimally from their FMCG retail marketing strategies.  A sound feedback system is a necessary component in the strategic marketing plan to obtain proper feedback that would contribute to the “management by exception” principle. It further will facilitate performance evaluation of product quality and service delivery, as well as and enable corrective actions to be taken in the case of deviations from the norm.