[pt] O objetivo deste trabalho é verificar qual a influencia do invetimento em marketing e consequentemente da satisfação do consumidor, no valor economico-financeiro das organizações no que tange a sua rentabilidade e lucratividade. Exite muita divergencia quanto a efetividade das ações de marketing no resultado econimico financeiro, constantemente discutida pelos administradores. Para abordar esta questão utilizou-se o ACSI, indice de satisfação do consumidor americano associados a indices de rentabilidade e performance usualmente utilizado nas avaliações das empresas. O campo de pesquisa foi delimitato as empreas de capital aberto em paises em desenvolvimento pertencentes ao mercado discricionário. A analise da satisfaçao do consumidor apesar da sua importância é pouco medida em termos de retorno financeiro. De modo que, este trabalho permitirá demonstrar segundo modelo aplicado a relação da satisfação do consumidor versus a rentabilidade e performance dessas empresas haja vista uma expectativa no impacto positivo, reafirmando a lealdade do consumidor com o produto da empresa ou negativo sob a influencia das percepções de insatisfação do cliente. / [en] The objective of this study is to verify the influence of marketing investment spending and, consequently, consumer satisfaction with the economic-financial value of the companies in terms of their profitability and profitability. There are many disagreements as to the effectiveness of marketing actions in the economic-financial result, constantly discussed by managers. To address this issue, consumer satisfaction was used using the American Customer Satisfaction Index (ACSI), or American Consumer Satisfaction Index, associated with profitability indicators usually adopted in corporate valuations. As a research field, publicly traded companies in developed and developing countries belonging to the discretionary market were determined. The analysis of consumer satisfaction, despite its importance, is little measured in terms of financial return and is spared, so that, in this work, we try to demonstrate it according to the model applied to the relationship of consumer satisfaction with profitability of the companies, that is, with the generation of value to shareholders and investors of these. Let s see, an expectation not a positive impact reaffirming the impact of the consumer satisfaction index as a result of a marketing action that brings back to the company ACSI.

[pt] A insatisfação do consumidor é um tema central em marketing e de grande importância para as empresas. O sucesso ou fracasso de uma organização é determinado pelo consumidor, é ele que ficará satisfeito ou insatisfeito com o produto e/ou serviço oferecido. O foco do presente estudo é na insatisfação do consumidor, que quando bem observada pela empresa pode auxiliá-la na correção de possíveis erros nos produtos e/ou serviços oferecidos ou até mesmo servir como base para a criação de novas ofertas. O estudo, além de explorar a questão da insatisfação do consumidor, volta sua atenção para um fator que pode influenciar o comportamento do consumidor insatisfeito: a cultura. Com o objetivo de examinar se realmente a cultura exerce influência no comportamento do consumidor é realizada uma pesquisa qualitativa através de entrevistas com 20 franceses cuja maioria reside em Paris. Os resultados obtidos são comparados com os resultados encontrados por Chauvel (2000) em sua pesquisa realizada com 33 consumidores da cidade do Rio de Janeiro, sendo possível assim verificar a existência de semelhanças e diferenças nas interpretações e no comportamento de compradores pertencentes às duas culturas. A literatura nacional e internacional é escassa na questão da influência da cultura sobre o comportamento do consumidor insatisfeito. Dessa forma, pretende-se contribuir para o avanço no conhecimento desse tema, obtendo elementos iniciais sobre essa influência. Os resultados trazem uma descrição das semelhanças e diferenças encontradas e buscam relacioná-las com o contexto sócio-cultural de cada país. Sugestões para futuras pesquisas são delineadas ao final do estudo. / [en] The dissatisfaction of consumers is a central subject in marketing and a very important one for companies. The success or failure of an organization is subject to the consumers` responsiveness since they are the ones who will be satisfied or dissatisfied with the product and/or service offered for sale. The focus of this study is the consumer’s dissatisfaction that, when properly observed by the company, can either help it to correct possible mistakes made in relation to the goods and/or services sold or can even be taken as basis to create new products. Besides discussing the consumer`s dissatisfaction issue, the study also draws attention to a factor that may influence the behaviour of a dissatisfied consumer: culture. In order to analyse whether culture really has influence on consumers` behaviour, a qualitative inquiry was carried out by interviewing 20 French who, most of them, live in Paris. The results obtained are compared with the results found by Chauvel (2000) in the research he did with 33 consumers in the city of Rio de Janeiro. Through this comparison, it is possible to notice the existence of similarities and differences in the interpretations and behaviour of the consumers from each culture. National and international literature is deficient with regard to the issue of culture`s influence upon the behaviour of dissatisfied consumers. For that reason, this study aims to contribute for the advance in the knowledge on this subject by getting initial elements as far as the mentioned influence is concerned. The results present a description of the similarities and differences observed and they attempt to relate them to the sociocultural framework of each country. Suggestions for future researches are delineated at the end of the study.

No campo da Saúde Pública, a avaliação de serviços é área de extrema relevância, pois viabiliza diretrizes e opções para o processo de planejamento e possibilita um controle técnico e social dos serviços e programas prestados à sociedade. Contudo, ainda é escassa a produção científica publicada voltada a satisfação dos usuários em relação aos serviços de atenção primária à saúde, em especial aquelas para a Saúde da Família. A estratégia de Saúde da Família, viabilizada pelo Ministério da Saúde, em curso no país a cerca de uma década, tem sido objeto de avaliação pelo próprio Ministério que vem indicando a necessidade de estudos locais e que possam se voltar para analisar a relação dos serviços com os seus usuários. Assim, o objetivo geral desta pesquisa é avaliar a aceitabilidade dos usuários em relação à oferta e prestação de assistência pelas equipes de Saúde da Família de Ribeirão Preto-SPBrasil. Trata-se de uma pesquisa de caráter exploratório-descritivo centrando-se numa abordagem quanti-qualitativa. A população do estudo foi constituída por 171 usuários cadastrados nos quatros Núcleos de Saúde da Família que cobrem a área básica de um serviço de referência secundário da zona oeste do município. Os dados empíricos foram coletados nos domicílios por meio de entrevista semi-estruturada. Utilizamos como dimensões analíticas: infra-estrutura, acessibilidade, relação equipe-usuário, resolutividade e, incluímos ainda um item de sugestões. A análise dos dados é discutida simultaneamente, sendo que para a análise dos dados quantitativos recorremos ao auxílio do software SPSS e os qualitativos, utilizamos a análise temática, sendo identificados três temas: Acesso e acessibilidade nos Núcleos de Saúde da Família; Humanização da assistência na Saúde da Família ? os detalhes que fazem a diferença na produção do cuidado em saúde; A busca por qualidade da atenção. Identificamos uma avaliação em geral com alto percentual de satisfação, contudo, ao aprofundarmos nas narrativas, percebemos uma contradição, evidenciada pela insatisfação dos usuários em relação a alguns indicadores. Os usuários apontam como um dos pontos de grande satisfação relações inter-pessoais atenciosas e afetivas, demonstrando a grande valorização das tecnologias leves nas relações entre os trabalhadores e usuários e um dos aspectos diferenciais na atenção à saúde. Já as insatisfações predominaram quanto a ambiência, tempo alto na sala de espera, e principalmente, obstáculos em relação a acessibilidade organizacional, prejudicando a longitudinalidade e a continuidade da atenção à saúde. A maioria das sugestões dos usuários foi relacionado à melhoria da acessibilidade organizacional, favorecendo inclusive a dispensação de medicação e realização de procedimentos na própria unidade de saúde. Estudos de avaliações de satisfação dos usuários permitem a esses oportunidades de expressão nas quais podem monitorar e controlar as atividades dos serviços públicos de saúde, fortalecendo sua participação nos processos de planejamento e exercendo o controle social. / In Public Health, service assessment is extremely relevant, as it provides guidelines and options for the planning process and allows for technical and social control of services and programs delivered to society. However, the lack of scientific production about user satisfaction in primary health care services is still scarce, especially with respect to Family Health. The Family Health Strategy, made possible by the Brazilian Ministry of Health and in course for approximately one decade, has been assessed by the Ministry itself, which has appointed the need for local studies, which can analyze the relation between services and their users. Thus, this study aims to assess users? acceptability of the care offered and delivered by Family Health teams in Ribeirão Preto-SP-Brazil. We carried out an exploratory-descriptive study, based on a quantitative-qualitative approach. The study population consisted of 171 users, registered at the four Family Health Units that cover the basic area of a secondary service in the West of the city. Empirical data were collected at users? homes through a semistructured interview. We used the following analytic dimensions: infrastructure, accessibility, team-user relation and problem-solving capacity, and we also included an item for suggestions. Data analysis was discussed simultaneously. For quantitative data analysis, we used SPSS software and, for qualitative data, thematic analysis. Three themes were identified: Access and accessibility in Family Health Units; Care humanization in Family Health ? the details making the difference in health care production; The search for care quality. We identified a high satisfaction level in the general assessment. However, when we looked deeper into the narratives, we perceived a contradiction, evidenced by users? dissatisfaction with some indicators. Users indicated considerate and affective interpersonal relations as one point of great satisfaction, demonstrating the high valuation of soft technologies in relations between workers and users and one of the aspects that differentiate health care. Dissatisfaction predominated in terms of environment, long time spent in the waiting room and, mainly, obstacles related to organizational accessibility, impairing care longitudinality and continuity. Most user suggestions were related to improving organizational accessibility and even favored medication distribution and the realization of procedures at the health unit. Studies about the assessment of users? satisfaction grant them opportunities to express themselves, through which they can monitor and control public health service activities, strengthening their participation in planning processes and exercising social control.

Introdução: A avaliação da assistência prestada é uma das condições básicas para promover a qualidade dos serviços de saúde. Obter dados a respeito do bem estar segundo a perspectiva da mulher permite corrigir inadequações e melhorar a qualidade da assistência ao parto. Objetivo da pesquisa: Esta pesquisa teve o objetivo de adaptar culturalmente e validar as propriedades psicométricas da Escala de Bienestar Materno em Situación de Parto (BMSP 2) para a língua portuguesa (Brasil).Metodologia: Trata-se de um estudo do tipo metodológico aprovado pelo Comitê de Ética em Pesquisa da Escola de Enfermagem da Universidade de São Paulo, sob o parecer nº 170.412. A adaptação cultural desta Escala, que foi produzida por enfermeiras obstétricas chilenas, foi feita conforme recomendações da literatura científica pertinente: tradução da BMSP2 para a língua portuguesa; retrotradução para língua de origem do instrumento; avaliação por um comitê de juízes; pré-teste da versão adaptada e aplicação da versão final em português. Os dados foram coletados no período de dezembro de 2012 a março de 2013 em um Hospital-Escola, situado na Zona Norte do Município de São Paulo. Participaram do estudo, 500 mulheres que receberam assistência ao parto normal na Instituição. A validade de face e conteúdo foi avaliada pelo comitê de juízes; para a validade de constructo foi realizada a análise fatorial; a validade de constructo convergente foi avaliada através do Teste de Correlação de Pearson entre a BMSP 2 e o domínio satisfação com a vida da Escala de Bem Estar Subjetivo; a validade de constructo divergente foi avaliada por meio de teste para comparação de grupos distintos. A confiabilidade foi avaliada pela consistência interna de seus itens (Alfa de Cronbach). O nível de significância adotado foi de 0,05. Resultados: A maioria das participantes do estudo vivia com o parceiro, possuía idade de 26,7 anos em média, era da cor branca, tinha entre nove e 11 anos de estudo e era do lar. Em relação às características obstétricas, 36,2% era multigesta, 28% estava na segunda gestação e 35,8% era primigesta, com idade gestacional entre 39 e 39 semanas e 6 dias (33,8%). Na avaliação das propriedades psicométricas, a análise fatorial apresentou um agrupamento diferente do encontrado pelos autores da versão original do instrumento, demonstrando a necessidade de desenvolver novos estudos objetivando propor nova distribuição fatorial para a versão brasileira desta escala. A validade de constructo convergente apresentou correlação positiva com o domínio satisfação com a vida da EBES. Na validade de constructo divergente foi obtida uma relação significante com algumas características sociodemográficas e clinico obstétricas. Com relação à confiabilidade, foi obtido um valor adequado para a consistência interna da versão adaptada da BMSP 2 (Alfa de Cronbach 0,93). Conclusão: A versão adaptada para o português da BMSP 2 mostrou-se válida e confiável na amostra estudada. Novos estudos necessitam ser realizados para testar essas propriedades em outros grupos de pacientes brasileiras. / Introduction: To evaluate the effects of health care on women`s wellness during childbirth is possible with the use of scales based on women`s perception of care. To establish the quality of these assessments is required by using a valid and cultural scale to make possible to achieve the desired improvements on outcomes of midwifery care. Objectives: The aims of this study were to translate the Chilean scale Mother`s Wellness during Childbirth to Brazilian Portuguese and to evaluate its reliability and validity. Method: This quantitative study followed five steps of cultural adaptation of the scales: translation of the scale to Brazilian Portuguese; back-translation to Spanish; assessment by a judge´s committee, scale pre-test and the application of the final version of the scale. The data were collected from December, 2012 to March, 2013 in a Brazilian University Hospital. A total of 500 women who had childbirth in this institution participated in this study. The face validity and content validity was assessed by an expert´s committee; the factor analysis was performed using the construct validity, the convergent validity was tested using the Pearson´s Correlation Test between Mother`s Wellness during Childbirth and Subjective Welfare Scale; and the divergent validity test was used to compare different groups. The reliability of the scale`s final version was assessed through internal consistency of its items using Cronbach\'s Alpha.The significance level was 0.05. Results: Women aged 26.7, were white, had a partner, had nine to 11 years of study and were housewives. Most women were multiparous, with gestational age between 39 weeks and 39 weeks and six days. The factorial analysis of scale showed a cluster difference in relation to the original scale indicating the need to explore better new distribution factors for the portuguese version of the scale. The convergent construct validity was positively correlated with life satisfaction domain of Subjective Welfare Scale and the divergent construct validity had a significant relationship with sociodemographic obstetric characteristics. The reliability of the Portuguese version of Mother`s Wellness during Childbirth was adequate for internal consistency observed with Cronbach\'s alpha value (0.93). Conclusion: Portuguese version of Mother`s Wellness during Childbirth is valid and reliable for this studied sample.

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / With a differentiated approach to physical stores, online stores attract more consumers and, unlike the low sales growth in traditional commerce, they come increasing your earnings. According to the Brazilian Chamber of Electronic Commerce (2013), in 2013, online sales in Brazil exceeded R$28 billion and grew by 25%. In the United States, it is estimated that online sales should grow between 8% to 10% per year (Wu, 2013). With sales growth, increase the numbers of complaints and problems that consumers face in online shopping, and to improve a service it is necessary to listen to customer complaints (HOLLOWAY, WANG E PARISH, 2005). According Breazeale (2009), research shows that acquiring a new customer is five to eight times more expensive than keeping an existing one, this provides motivation to understand the complaint intentions in online shopping. Thus, came the need to study what are the antecedents of customer satisfaction in online shopping and its relationship with the intention of complaining. This study aimed to examine the relationship of antecedents constructs: Distributive Justice, Procedural Justice, Interactional Justice, Confirmation of Expectations, Perceived Usefulness and Trust in the Satisfaction. As well, we analyzed the impact of Satisfaction on Intention to Complain mediated by Prior Shopping Experience and Perceived Responsiveness. Was developed a descriptive, causal and quantitative approach through an online survey adapted Wu's study (2013) and applied to university professors from all over Brazil. After the model is validated satisfactorily, it was confirmed that the interactional justice, the Expectation Confirmation, the Perceived Usefulness and Trust impact on satisfaction. It was also observed that the Confirmation of Expectations impacts the Perceived Usefulness. The moderating effect of Perceived Responsiveness was partially confirmed. Despite the limitations, it is considered that the study brought academic contributions, as a validation of the model operated by Wu in Taiwan in 2013 for the Brazilian context that might serve as a basis for further research, and managerial contributions as a greater understanding of consumer behavior in online shopping, because the results can be used in practice within the business environment. / Com uma abordagem diferenciada das lojas físicas, as lojas online atraem cada vez mais consumidores e, ao contrário do baixo crescimento das vendas no comercio tradicional, elas vem aumentando os seus ganhos. Segundo a Câmara Brasileira de Comércio Eletrônico (2013), em 2013, as vendas online no Brasil ultrapassaram os R$ 28 bilhões e tiveram um crescimento de 25%. Nos Estados Unidos, estima-se que as vendas online devam crescer entre 8% a 10% ao ano (WU, 2013). Com o crescimento das vendas, aumentam os números de reclamações e problemas que os consumidores enfrentam em compras online, e para melhorar um serviço é preciso ouvir as reclamações dos clientes (HOLLOWAY, WANG E PARISH, 2005). Segundo Breazeale (2009), pesquisas mostram que a aquisição de um novo cliente é cerca de cinco a oito vezes mais onerosa do que manter um já existente. Isso proporciona motivação para compreender as intenções de reclamação em compras online. Assim, surgiu a necessidade de estudar quais são os antecedentes da satisfação do consumidor em compras online e a sua relação com a intenção de reclamar. Este estudo teve como objetivo examinar o relacionamento dos construtos antecedentes Justiça Distributiva, Justiça Processual, Justiça Interacional, Confirmação das Expectativas, Utilidade Percebida e Confiança na Satisfação, bem como, o impacto da Satisfação na Intenção de Reclamar mediado pelos construtos de Experiência Anterior de Compra e Capacidade de Resposta Percebida. Desenvolveu-se uma pesquisa descritiva, causal e com abordagem quantitativa, por meio de uma survey online adaptada do estudo de Wu (2013) e aplicada com professores universitários de todo o Brasil. Após o modelo ser validado satisfatoriamente, confirmou-se que, a Justiça Interacional, a Confirmação das Expectativas, a Utilidade Percebida e a Confiança impactam na Satisfação. Observou-se também, que a Confirmação das Expectativas tem impacto na Utilidade Percebida. O efeito moderador da Capacidade de Resposta Percebida foi parcialmente confirmado. Apesar das limitações, considera-se que o estudo trouxe contribuições acadêmicas, como a validação do modelo operacionalizado em Taiwan por Wu em 2013 para o contexto brasileiro que pode servir de base para novas pesquisas, e contribuições gerenciais como a maior compreensão do comportamento do consumidor em compras online, pois os resultados podem ser utilizadas na prática, dentro do ambiente empresarial.

Submitted in partial fulfilment of the requirements for the Degree of Master of Technology: Hospitality and Tourism Management, Durban University of Technology, 2017. / The purpose of this research study was to investigate the influence of service quality on the post-dining behavioural intentions of customers in a fine dining setting. The National Restaurant Association (2014 as cited in Ruggless 2014: 20 stated that the fine dining restaurant segment is constantly losing out on the restaurant industry market share. In order to remain competitive, restaurants need to tender service that meets the expectations of customers, as perceived service quality affects post-dining behavioural intentions (Prayag, Khoo-Lattimore and Sitruk 2015: 27). In an attempt to devise strategies to rescue the sinking fine dining restaurant segment, this research study developed a conceptual framework model and tested its paths through path analysis, using structural equation modelling. The research study modified a DINESERV scale to obtain primary data from respondents. The modified DINESERV attained a high reliability and validity score. It was further subjected to confirmatory factor analyses and all the KMO and Bartlett’s requirements for factor analysis were satisfied. Data was collected by means of self-administered questionnaires at Cargo Hold restaurant after agreement was reached with the management team. The convenience sampling method of data collection was applied. Diners were only given the questionnaire upon receipt of their consent to participate in this study. A total of 400 survey questionnaires were distributed. However, only 361 were deemed suitable for analysis. These 361 usable survey questionnaires represent a 90.25% response rate for this research study. Hypotheses were tested on a hybrid of structural equation modelling path analysis and Spearman’s correlation coefficients. The results showed a positive correlation between service quality and behavioural intentions, with customer satisfaction indirectly exerting a significant effect between these constructs. The research study concludes with implications and direction for future research. / M

Magister Commercii - MCom / The concept of brand loyalty highlights the importance of brands in marketing strategy development because it leads to a stream of benefits for the company (lower marketing costs, less price sensitivity, greater market share and greater profits). Questions thus arise about how brand loyalty is achieved, especially for low involvement product categories classified as fast moving consumer goods (FMCGs). Models of how brand loyalty is built have been tested and most agree that brand loyalty is linked to satisfying customer needs. Knowledge about the type of needs (utilitarian and hedonic) is however, not usually determined. How the different types of needs first influence brand trust and brand affect, before affecting consumer satisfaction, also requires investigation. This study therefore tested how brand building efforts for some selected FMCG brands in South Africa impact on brand loyalty, as well as the extent to which utilitarian and hedonic need satisfaction leads to brand trust and brand affect for these low involvement products. The study also examined the extent to which brand trust and affect influence consumer satisfaction, examined as drivers of attitudinal and behavioural brand loyalty. Quantitative research methods were used to collect and analyse the data, appropriate because of the nature of the research (testing relationships between multi-variables), and the fact that standardised instruments were available to test the proven and valid variables. Data was collected from 272 White, Indian, Coloured and Black South Africans living in Cape Town. The respondents were sampled from malls in Nyanga (targeting Black consumers, most of whom represent lower income consumers), Mitchell's Plain (targeting middle income Coloured and Black consumers), and Canal Walk (targeting high income White, Coloured, Indian and Black consumers), all of which either have SPAR, Pick n Pay or Shoprite/Checkers retailers that sell FMCGs. Structural equation modelling was the main data analysis method for this multivariate investigation.

This thesis aims to provide a better understanding of the ways in which the Internet supports the consumer decision process of potential customers in an online car retail environment. The thesis is mainly focused on how this can be done in South Africa. A case study approach was adopted in investigating the case of McCarthy Call-a-Car. Interviews were carried out with McCarthy Call-a-Car employees and documents and the Call-a-Car website, were analysed. It was revealed that Call-a-Car focuses on using the Internet to support customers in the pre-purchase phase only. The purchase and post-purchase phases are carried out offline at its dealership network and Club McCarthy respectively. The findings showed that Call-a-Car views the Internet as a marketing tool that provides convenience to customers searching for product information in the pre-purchase phase. The interviews revealed that due to Call-a-Car's strategy, as well as practical problems of selling online, the customer will still have to visit a dealership to conclude a purchase and for post-purchase support. From this research it appears that there are three main issues arising out of Call-a-Car's usage of the Internet in the customer buying process: firstly, the research revealed that instead of cutting out the middle-man, the Internet has created new types of intermediaries called "cybermediaries" and that Call-a-Car is one such intermediary. Secondly, it was revealed that trust is crucial in the online environment and that Call-a-Car builds trust through branding. Thirdly, the Internet has not affected prices online, despite theoretical estimations that the Internet would induce lower prices. The main recommendations for future research are empirical studies to investigate if the cybermediary model is unique to the car industry and whether this business model could be applied to other look and feel industries such as real estate. Future studies could also investigate the mechanics of trust-building and brand-building in the online environment and finally, studies from the customer perspective considering what Internet tools the customer would like to see online to support them during their buying decision process.

The purpose of the study is to evaluate the service quality that the SANBS provides to its customers, by measuring customers’ perceptions and their expectations of service quality provided by the supplier of blood transfusion services. The organization that is used for this study is the South African National Blood Service (SANBS). Specifically the study seeks to: 1. Determine the extent to which customers are satisfied or not satisfied with the service they receive from the SANBS using the ten-dimensional format of SERVQUAL model, modified to the specific service quality requirements of the blood transfusion service industry. 2. Establish customers’ perceptions of the service they receive using a multiple-item scale (SERVQUAL) for measuring consumer perceptions of service quality. 3. Establish customers’ expectations of the service, and compare them to their perceptions of the service they currently receive. The comparison is made along each service quality dimension, across different parts of same service on a geographical basis, and across different customer groups on a customer category (or type) basis. 4. Recommend implementation of appropriate service quality performance improvement procedures where necessary. Study design and methods: The data for the study came from the SANBS’ customer perception and expectation survey conducted in 2005. Questionnaires were sent out to hospitals that use products and services provided by the SANBS in the Eastern Cape and KwaZulu-Natal Provinces of South Africa. The questionnaire was based on the multiple-item SERVQUAL model for measuring consumer perceptions of service quality, modified and tailored to specific service quality requirements of the blood transfusion service industry. Questionnaires were sent out to 113 (69.3%) hospitals out of a total of 163 blood-utilizing hospitals in the two provinces. Of the 113 hospitals, 92 (81.4%) responded, with questionnaires rendered unusable. The final sample size is 88 and is included in the final study database. The data is analyzed by comparing different parts of the service on a geographical basis namely KwaZulu-Natal and Eastern Cape zones. The data is also analyzed by comparing different customer groups namely the Rural State Hospitals, the Urban State Hospitals and Private Hospitals. Results: The result confirms the research (alternative) hypothesis (H1 : μ1 ≠ μ2), and rejects Ho. The overall expectations ratings are higher than the perceptions ratings, and the KwaZulu-Natal expectations ratings are higher than the Eastern Cape ratings. The expectations of private hospitals and rural state hospitals have a higher rating than that of urban state hospitals and the perceptions of private and urban state hospitals have a higher rating than that of rural state hospitals. The largest service quality gap is the accessibility dimension which relates specifically to approachability and ease with which customers can access staff at different levels of the organization by e-mail, and includes accessing of knowledgeable blood bank personnel and medical staff of SANBS, but may also relate to the distance of hospitals from the nearest blood bank, all of which are situated in urban state hospitals. The mean difference for accessibility is the highest followed by the understanding customer mean difference. The mean differences for the other dimension categories are significantly less than that of the largest two dimensions, but not significantly different amongst themselves. The mean difference for rural state hospitals is the largest followed by private hospitals and urban state hospitals. The mean difference for rural state hospitals is greater than that for urban state hospitals in both zones, but the mean difference for private hospitals is greater in KwaZulu-Natal than in the Eastern Cape. The dimension means of differences for rural state hospitals are greater than that for urban state hospitals. According to the correlations between expectations and perceptions for different dimensions, there is a weak or no linear relationship between expectations and perceptions. Conclusion: This empirical study supports the literature on the provision of service quality, and concludes that there is a statistically significant difference or gap between the services offered by the SANBS as perceived by its customers, and the expectations of its customers. The study substantiates the need for management of blood transfusion services to take into account customer perceptions of service quality and their expectations, and upon identification of gaps, to implement appropriate service quality improvement processes, rather than take a one sided view of their (SANBS’) own perception of service quality.

The increasingly competitive business environment has influenced contemporary organisations to build mutual beneficial relationships with their customers indicating a paradigm shift from transactional marketing. In order to compete in this intense competitive environment, organisations are creating competitive advantage over their rivals through service quality that will influence customer satisfaction which subsequently leads to customer loyalty. Service quality has been found to be the key strategy of success and survival for most organisations like retail supermarkets who want to win the loyalty of their customers because of its positive effect on customer satisfaction. The purpose of this research was to determine the relationship between service quality, customer satisfaction and customer loyalty in the retail supermarket industry. An empirical study was conducted in Grahamstown between two main supermarkets through a survey that determined customers’ perceptions on service quality, customer satisfaction and customer loyalty respectively. The empirical findings of this research study revealed that moderate to strong positive linear relationships exists between the dimensions of service quality (namely physical aspects, reliability, personal interaction, problem solving and policy) and customer satisfaction at the 5% level of significance. Furthermore, this study showed that dimensions of service quality (namely physical aspects, reliability, personal interaction and problem solving) have weak negative linear relationships with price sensitivity dimension of customer loyalty. The study further showed that the dimensions of service quality (namely physical aspects, reliability, personal interaction, problem solving and policy) have weak to moderate positive linear relationships with the purchase intentions dimension of customer loyalty. In addition, all the dimensions of service quality (namely physical aspects, reliability, personal interaction, problem solving and policy) showed moderate positive linear relationships with word of mouth communication dimension of customer loyalty. A weak negative linear relationship between price sensitivity dimension of customer loyalty and customer satisfaction was revealed in this study. Purchase intentions dimension of customer loyalty was also found to have a moderate positive linear relationship with customer satisfaction. In addition, word of mouth communication dimension of customer loyalty showed a strong positive linear relationship with customer satisfaction. There is sufficient evidence that the customers of the two supermarkets in this study have different perceptions on problem solving dimension of service quality. This study further provides sufficient evidence of the significant difference between gender on the levels of customer satisfaction. In addition, this study showed that customers of various levels of education and occupations differ in price sensitivity dimension of customer loyalty. The average scores for word of mouth communication, purchase intentions and price sensitivity dimensions of customer loyalty were found to be significantly different between the two supermarkets investigated in this study. Therefore, for supermarkets to compete effectively in the intense retail supermarket industry in South Africa they have to manage their service quality dimensions so as to influence customer satisfaction and customer loyalty respectively.