Cui, Xizhen. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2008. / Includes bibliographical references (leaves 35-46). / Abstracts in English and Chinese; some questionnaires in English and Chinese. / ABSTRACT (ENGLISH) --- p.i / ABSTRACT (CHINESE) --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.iv / Chapter CHAPTER ONE --- INTRODUCTION --- p.1 / Chapter 1.1 --- Background --- p.1 / Chapter 1.2 --- Research Overview --- p.5 / Chapter CHAPTER TWO --- THEORETICAL FRAMEWORK --- p.6 / Chapter 2.1 --- Attitude Polarization and Dissatisfaction Aggravation --- p.6 / Chapter 2.1.1 --- Attitude Polarization --- p.6 / Chapter 2.1.2 --- Explanations of Attitude Polarization --- p.7 / Chapter 2.1.3 --- Attitude Polarization and Consumer Dissatisfaction --- p.8 / Chapter 2.2 --- Downward Comparison and Dissatisfaction Alleviation --- p.10 / Chapter 2.2.1 --- Downward Comparison --- p.10 / Chapter 2.2.2 --- Downward Comparison and Dissatisfaction Alleviation --- p.12 / Chapter 2.3 --- The Content of Negative WOM and Research Hypotheses --- p.15 / Chapter 2.3.1 --- The Evaluative Focus of Attitude Polarization Research --- p.13 / Chapter 2.3.2 --- The Experiential Focus of Downward Comparison Research --- p.13 / Chapter 2.3.3 --- Hypotheses --- p.14 / Chapter CHAPTER THREE --- EXPERIMENTS --- p.16 / Chapter 3.1 --- Experiment 1 --- p.16 / Chapter 3.1.1 --- Participants and Design --- p.16 / Chapter 3.1.2 --- Procedure --- p.17 / Chapter 3.1.3 --- Manipulations --- p.18 / Chapter 3.1.4 --- Dependent Variable --- p.19 / Chapter 3.1.5 --- Results --- p.19 / Chapter 3.1.6 --- Post Hoc Analysis --- p.21 / Chapter 3.1.7 --- Discussion --- p.22 / Chapter 3.2 --- Experiment 2 --- p.23 / Chapter 3.2.1 --- Overview --- p.23 / Chapter 3.2.2 --- Participants and Design --- p.24 / Chapter 3.2.3 --- Procedure --- p.25 / Chapter 3.2.4 --- Results --- p.25 / Chapter 3.2.5 --- Discussion --- p.29 / Chapter CHAPTER FOUR --- GENERAL DISCUSSION --- p.30 / Chapter 4.1 --- Theoretical Contribution --- p.30 / Chapter 4.2 --- Managerial Implications --- p.32 / Chapter 4.3 --- Limitations and Future Research --- p.33 / REFERENCES --- p.35 / APPENDIX / Chapter I --- Questionnaire for Experiment 1 --- p.47 / Chapter II --- Questionnaire for Experiment 2 --- p.52 / Chapter III --- Samples of Thoughts for Experiment 2 --- p.59 / LIST OF TABLES / CHAPTER THREE / EXPERIMENT 1 / Table 1: Study 1 AD Means Across Two Groups --- p.20 / Table 2: Study 1 AD Gender Difference in Alleviation Condition --- p.21 / EXPERIMENT 2 / Table 3: Study 2 Hypothesized Predictions Across Four Groups --- p.24 / Table 4: Study 2 AD Means Across Two Groups --- p.26 / Table 5: Study 2 AD Means Across Four Groups --- p.27

Submitted in partial fulfilment of the requirements for the degree of Master of Business Administration in the Business Studies Unit, Durban Institute of Technology, 2004. / Customer satisfaction is a critical component of a business' competitive strategy. The Cane Testing Service (CTS) division of the South African Sugar Association is operating in a deregulated market environment and thus has to ensure that customers are always satisfied with the quality of service received from CTS. This study aimed to establish the change in customer satisfaction levels between 1998 and 2003. The study set out to determine customer satisfaction levels with specific customer groupings of combined millers and growers, millers-only and growers-only of all fourteen Mill Group Boards. The study investigated customer satisfaction levels for each of the sixteen service characteristics for the fourteen Mill Group Boards. Regular measurement of customer satisfaction allows CTS to continuously improve the levels of customer satisfaction and thereby minimise the threat to CTS of competitors entering the sugar industry laboratory services market. Customer satisfaction levels were determined by conducting a longitudinal, quantitative survey on one hundred and sixty-eight miller and grower members of all Mill Group Boards using the CTS developed questionnaire, containing CTS and customer verified service attributes. I I I The 2003 study shows a statistically significant improvement in customer satisfaction levels with CTS service delivery across all customer groupings in comparison with the 1998 customer satisfaction levels. The specific Mill Group Board analyses shows an improvement in customer satisfaction levels for twelve of the fourteen boards. Specific strategies are to be developed for those boards and service attributes that did not show an improvement. It is recommended that CTS customer surveys be conducted every three years and the Balanced Scorecard management tool be used to monitor the effectiveness of customer improvement strategy implementation. It is proposed that future research consider benchmarking CTS service delivery against other similar service providers and that focus groups be employed to obtain feedback from key customers. / M

The purpose of the study was to investigate cultural aspects that influence customer perception of service quality in the hotel industry, specifically those that influence Eastern and Western respondents. A questionnaire was developed to assess cultural differences on perceptions, which included a modified version of the SERVQUAL scales, an instrument used to measure service quality. The convenience sample consisted of students enrolled in the MBA program at a Western university (N=152; Eastern=57.9%, Western=34.9%, Other=7.2%). Findings indicated that there were no significant differences between Eastern and Western cultures in perceptions of service quality. A sample questionnaire is included.

Submitted in partial fulfilment of the requirements for the Degree of Masters in Business Administration (MBA), Business Studies Unit, Faculty of Management Sciences, Durban University of Technology, 2008 / Customer satisfaction is the key ingredient to the success of any business. This is the most important factor that creates loyal customers. Presently, organisations are attempting to obtain increased customer satisfaction by focusing on the quality of their products and the service provided. Students were identified as customers of HEI’s. This research focuses on the determination of customer perception of service quality at the Business Studies Unit (BSU) of the Durban University of Technology. The objectives were: to identify expectations of students of the BSU; to identify the perceptions of students of the BSU and to measure and compare the expectations and perceptions of students using the SERVQUAL score. Customer perceptions were determined by means of a quantitative survey conducted at the BSU lecture venues using the self-administered SERVQUAL questionnaire. One hundred and ninety five respondents were surveyed. Data was analysed using descriptive and inferential statistics. The questionnaire measured students’ expectations and perceptions in five dimensions of service that consists of tangibles, reliability, assurance, responsiveness and empathy. The results demonstrated that in each of the five SERVQUAL dimensions, there was a negative quality gap. The largest gap was in the tangibles dimension. Also, there were significant differences between perceptions and expectations of students in all of the five SERVQUAL dimensions (p<0.001) Improvements are needed across all five dimensions. Results have shown that students’ perception of service quality at the BSU falls below their expectations, presenting a great challenge to the institution. In order to improve service quality, it is recommended that the BSU regularly assesses employees, as well as customers’ experiences and provide prompt feedback.

Submitted in partial fulfilment of the requirements for the Degree of Masters in Business Administration (MBA), Business Studies Unit, Faculty of Management Sciences, Durban University of Technology, 2008 / Customer satisfaction is the key ingredient to the success of any business. This is the most important factor that creates loyal customers. Presently, organisations are attempting to obtain increased customer satisfaction by focusing on the quality of their products and the service provided. Students were identified as customers of HEI’s. This research focuses on the determination of customer perception of service quality at the Business Studies Unit (BSU) of the Durban University of Technology. The objectives were: to identify expectations of students of the BSU; to identify the perceptions of students of the BSU and to measure and compare the expectations and perceptions of students using the SERVQUAL score. Customer perceptions were determined by means of a quantitative survey conducted at the BSU lecture venues using the self-administered SERVQUAL questionnaire. One hundred and ninety five respondents were surveyed. Data was analysed using descriptive and inferential statistics. The questionnaire measured students’ expectations and perceptions in five dimensions of service that consists of tangibles, reliability, assurance, responsiveness and empathy. The results demonstrated that in each of the five SERVQUAL dimensions, there was a negative quality gap. The largest gap was in the tangibles dimension. Also, there were significant differences between perceptions and expectations of students in all of the five SERVQUAL dimensions (p<0.001) Improvements are needed across all five dimensions. Results have shown that students’ perception of service quality at the BSU falls below their expectations, presenting a great challenge to the institution. In order to improve service quality, it is recommended that the BSU regularly assesses employees, as well as customers’ experiences and provide prompt feedback.

Thesis (M.B.A.)-Business Studies Unit, Durban Institute of Technology, 2004 x, 162 leaves / Customer satisfaction is a critical component of a business’ competitive strategy. The Cane Testing Service (CTS) division of the South African Sugar Association is operating in a deregulated market environment and thus has to ensure that customers are always satisfied with the quality of service received from CTS. This study aimed to establish the change in customer satisfaction levels between 1998 and 2003. The study set out to determine customer satisfaction levels with specific customer groupings of combined millers and growers, millers-only and growers-only of all fourteen Mill Group Boards. The study investigated customer satisfaction levels for each of the sixteen service characteristics for the fourteen Mill Group Boards. / M

Thesis (M.B.A.)-Business Studies Unit, Durban Institute of Technology, 2004 x, 162 leaves / Customer satisfaction is a critical component of a business’ competitive strategy. The Cane Testing Service (CTS) division of the South African Sugar Association is operating in a deregulated market environment and thus has to ensure that customers are always satisfied with the quality of service received from CTS. This study aimed to establish the change in customer satisfaction levels between 1998 and 2003. The study set out to determine customer satisfaction levels with specific customer groupings of combined millers and growers, millers-only and growers-only of all fourteen Mill Group Boards. The study investigated customer satisfaction levels for each of the sixteen service characteristics for the fourteen Mill Group Boards.

A field experiment examines within a financial services firm the impact of a customer satisfaction survey-based intervention that enables front-line employees to identify and contact less-than satisfied customers (less than 9 on a 10-point scale) to proactively prevent potential customer defections. The impact is measured using operational data from 28,000 new customers and their associated defection behavior over a period of eight years. The experiment applies binomial Z-tests of proportions to assess the difference in defection rates of targeted and non-targeted customers before and after the intervention. The research finds that the use of closed loop satisfaction measurement reduces customer defections (by 40%, p>.001). Further, the research finds that the primary reduction is for non-targeted customers rather than for targeted customers, contrary to expectations. The research also provides additional support for the 'service recovery paradox' wherein customers who are less-than satisfied who are satisfactorily resolved have reduced defection rates compared to customers that are satisfied (by 47%, p=.016). The primary limitation of the research is its reliance on data from a single company. Another limitation is the potentially confounding impact of the Great Recession on defections during the study period, which could threaten the validity of the analysis. Consequently, additional tests were performed to control for this and other potentially confounding factors. These tests show that the Great Recession and the host company's cost cutting reactions did impact defections and therefore data from these periods were eliminated from the analyses. The primary theoretical contributions are the use of actual customer defections to measure the impacts and the use of a proactive rather than a reactive intervention. The contribution from a practitioner perspective is the relatively low cost of this intervention for improving customer retention.