Abstract “Customer Satisfaction” has many dimensions. The purpose of this research is to explore these dimensions briefly (using the Service Value Chain concept) and to determine the fundamental drivers of success in customer satisfaction from the perspective of a service organisation. Employees proved to be the pivotal element influencing the outcome of customer satisfaction, as they influence organisational behaviour, customer experience and business profitability. The outcome of the research also promotes the idea that organisations need to become customer - orientated, which requires organisational cultures to change. “Nuclei Drivers of Success in Customer Satisfaction” 3 Two noteworthy results were obtained from this research, which is viewed by the author as a significant contribution to the Service Value Chain. The two specific findings are the empirical evidence in the results of the relationship between Staff Defection and Customer Satisfaction and the relationship between Customer Satisfaction and Organisation Profitability.

The main aim of this thesis, „An Examination of the Marketing and Relationship Marketing Concepts, by Analysing Power, Disciplining and Compliance in Customer-Provider Relations‟, is to expand knowledge and thinking in the subject area of marketing by researching power, disciplining and compliance in relations between customers and providers. As such, it is part of current developments in marketing theory, as the following discussion will illustrate. Marketing is a dynamic and evolving discipline (Saunders and Lee 2005) and has been enriched by the introduction of significant new topics such as consumer passion, longing, gift giving, and history of ownership (Belk et al. 2003; Lowrey et al. 2004). The „variety and eclecticism‟ in current marketing research (Saunders and Lee 2005) have been achieved partly by drawing on frameworks, concepts and models developed in other disciplines (Baumgartner 2002). In recent years, „a more open minded attitude to research‟ and „methodological relaxation‟ have been encouraged (Tapp and Hughes 2008), and new methodological approaches have been explored (e.g. Thompson 1998, 2002; Sherry and Schouten 2002). Moreover, the supremacy of experimental-nomothetic methodological positions of quantification is being questioned (Fournier and Glenn Mick 1999) and, even though quantitative research continues to dominate (Hanson and Grimmer 2007), previously „unconventional‟ methodologies such as narrative analysis and hermeneutical frameworks demonstrate the growing acceptability of a wider range of methodologies (Saunders and Lee 2005). Such developments in marketing thought and approaches result from the identification of weaknesses or gaps in the conventional received wisdom on the subject (Wells 1993), and so place existing interpretations under scrutiny (Dawes and Brown 2000). However, commentators suggest that further growth and development are required. For instance, while Svensson (2006) argues that traditionalism still predominates, Tapp and Hughes (2004) and Katsiekas et al. (2007) invite scholars to analyse new topics and areas which are pertinent to practitioners and which contribute to a better understanding of marketing practice. At stake is the degree to which marketing research offers practitioners and society something „novel‟ and „of relevance‟ (Gummesson 2005). For marketing thinking to develop further, topics which are as yet inadequately researched need to be analysed more systematically (Katsiekas et al. 2007). An example of such a topic is the expression of power, influencing, disciplining and relational problems during interactions between customers and providers (Brown et al. 2000; Keysuk 2000; Ivens and Blois 2004). Though present in marketing theory, there are aspects of power which deserve greater attention. Examples of such issues are the types of power applied by providers and the ways in which providers design and carry out the disciplining of consumers during interactions in order to make them more compliant. These are the issues addressed in this thesis.

Thesis (MBA)--Stellenbosch University, 2007. / ENGLISH ABSTRACT: Within the realm of business it is about the triple bottom line and being able to sustain the viability of the profits that accrue. Yet, business cannot exist without customers and therefore customer satisfaction is a key to long term business relationships. If a business considers customer satisfaction to be important, then a mechanism for the measurement of the customer's satisfaction needs to be determined and monitored; thereby enabling improvements and continued support. This has resulted in the establishment of the customer relationship marketing (CRM) concept. Many businesses embark on a marketing drive without any means of measurement and control of the customer relationship. This document gives direction in the implementation and application of a customer satisfaction program (CSP). Some of the well known customer satisfaction index programs are discussed. These focus on creating a common measurement for international, national, regional and individual companies. These are discussed as background to the process of developing a CSP. Aspects that are investigated are leadership, management, development and implementation of a CSP. Consideration is given to the various aspects of questionnaires and how they can influence respondents' answers. Furthermore the emotional aspects of customers are also considered. No program is complete without considering the future and what that might hold for business and hence any program that assists with maintaining business relationships. Therefore a look into what the future of CSP's could be is also discussed in general. Finally, a set of flow diagrams are presented that summarise the various aspects that should be considered when developing and implementing a CSP. The various steps can assist in focussing an organisation in its introduction of such a program. This document is by no means complete, however, it is a foundation upon which a successful CSP can be built. / AFRIKAANSE OPSOMMING: Binne die gebied van besigheid gaan dit oor die winsgrens en die volhouding van lewensvatbare winste. Tog kan geen besigheid 'n bestaansreg he sonder kliente nie en dus is klientebevrediging die sleutel tot langtermyn besigheidsverhoudings. As 'n besigheid klientebevrediging as belangrik beskou, dan moet daar 'n meganisme bepaal word waardeur klientebevrediging gemeet en gemonitor kan word sodat dit kan lei tot verbeteringe en volhoudende ondersteuning. Die uitvloeisel hiervan is die konsep van klienteverhoudingsbemarking. Menige besigheid het op bemarkingstogte gegaan sonder enige meting van of beheer oor die klienteverhoudings. Hierdie dokument dui die rigting aan in die implementeering en toepassing van 'n klientebevredigingsprogram. Verskeie van die welbekende klientebevredigingsindeksprogramme word bespreek. Die programme fokus op die skepping van 'n gemeenskaplikke meting vir internasionale, nasionale, streeks en individuele besighede. Hulle word bespreek sodat 'n fundament gele kan word vir die ontwikkeling van 'n klientebevredigingsprogram. Die aspekte wat ondersoek word is, leierskap, bestuur, ontwikkeling en implementering van 'n klientebevredigingsprograrn. Oorweging word gegee aan verskeie aspekte van meningspeilingvraestukke en hoe hulle respondente kan beinvloed. Verder word die emosionele aspekte van kliente ook oorweeg. Daar word ook aandag geskenk aan wat die toekoms moontlik kan wees ten opsigte van klientebevredigingsprogramme. Laastens, word 'n stel vloeidiagramme voorgele wat die verskeie aspekte saamvat waarna gekyk moet word wanneer 'n klientebevredigingsprogram oorweeg word. Die verskeie stappe kan help met rigtingbepaling wanneer 'n organisasie dit oorweeg om so 'n program bekend te stel. Hierdie dokument is geensins volledig en kan as 'n fondasie beskou word waarop 'n suksesvolle klientebevredigingsprogram gebou kan word.

Customer loyalty programmes are widely regarded by companies as an effective means of achieving a strategic advantage over competitors and as a highly-effective platform to build lasting relationships with their most-valued customers. However, in today’s fast-paced world and loyalty-mature marketplace, customer loyalty programmes are showing signs of limited sustainability. Companies are starting to realise the importance of focusing on deeper, more meaningful, relevant and mutually-beneficial relationships with their customers in an attempt to sustain brand loyalty. The process of developing true customer loyalty involves companies adding extraordinary human level customer treatment. The purpose of this study is to explore whether customer loyalty programmes are developing true customer loyalty amongst customers. This research study explicitly investigates the views, attitudes, beliefs and perceptions of consumers partaking in customer loyalty programmes. At the outset of the study a literature review was conducted to explore and discuss literature pertaining to the key concepts of this study, namely customer loyalty programmes and true customer loyalty. This research study initially made use of a qualitative research method in the form of a focus group. The findings from the focus group contributed to the design of the questionnaire for the survey. A survey formed the quantitative component of the research. The survey questionnaire was distributed by means of a mall intercept to shoppers in a predetermined shopping mall. The ordinal data was analysed using descriptive and inferential statistical methods. The analysis indicated a marked disconnect between customer loyalty programmes and true customer loyalty. Customer loyalty programmes are generally regarded by customers as discount drivers rather than loyalty drivers. Customers indicated superior service, quality, trust and aligned values as key drivers in developing true customer loyalty. The majority of respondents stated that their selected customer loyalty programme was not developing true customer loyalty. The study provides a clear indication that customer loyalty programmes are not shifting attitudes that lead to ongoing behavioural change such as motivating multiple purchases. A key recommendation resulting from this study is for companies to develop customer-centric loyalty programmes that sincerely consider the needs of the customer, rather than merely attempting to drive sales through discount initiatives masked as customer loyalty programmes.

Retaining high-value and profitable customers is a major strategic objective for many companies. In mature mobile phone markets where growth has slowed, the defection of customers from one network to another has intensified and is strongly fuelled by poor Customer Experience. Trends in the service economy suggest that experience can be exploited as a means of supplying the basis of a new economic offering, ignited in part by the shift that is taking place in the analysis of people’s interaction with digital products. In this light, the research describes a strategic approach to the use of Information Systems as a means of improving Customer Experience. Using Action Research in a mobile telecommunications operator, a Customer Experience Monitoring and Action Response model (CEMAR) is developed that evaluates disparate customer data, residing across many systems, builds experience profiles and suggests appropriate contextual actions where experience is poor. The model provides value in identifying issues, understanding them in the context of the overall Customer Experience (over time) and dealing with them appropriately. The novelty of the approach is the synthesis of data analysis with an enhanced understanding of Customer Experience which is developed implicitly, in real-time and in advance of any instigation by the customer.

Submitted in partial fulfillment of the requirements for the Master's Degree in Technology: Business Administration, Durban University of Technology, Durban, 2007. / Organizations in the service sector had to make a radical shift in their strategy to embrace customer-centered philosophies in order to maintain a sustainable business. Without realignment to the new demands and with ever increasing pressures, a superlative customer service cannot be achieved. Companies are increasingly placing greater emphasis on customer satisfaction. Customers are becoming more and more sophisticated due to globalization. Customers are no more buying a product alone, but an accompanying service satisfaction. There appears to be a huge gap between perceived and expected service levels. A concerted effort should be made to either narrow or eliminate this gap. DuPont Performance Coatings is a major supplier of coatings to the automotive industry. It was, therefore, necessary to measure Toyota South Africa Manufacturing's perception of service quality provided by DuPont Performance Coatings. Once the levels of customer satisfaction within Toyota South Africa Manufacturing are measured, it could be used as a basis for recommendations towards improving the service levels of DuPont Performance Coatings. The study involves the use of the SERVQUAL instrument in order to ascertain any actual or perceived gaps between customer expectations and perceptions of the service offered. The study also determines how the management of service improvement can become more logical and integrated with respect to the prioritized service quality dimensions and their strategy to decrease service quality gaps. On behalf of DuPont Performance Coatings, the research objectives were, firstly, to identify Toyota South Africa Manufacturing's expectations in terms of quality services provided; secondly, to ascertain the perceptions of Toyota South Africa Manufacturing towards the service provided by DuPont Performance Coatings; thirdly, to measure the gaps between the expectations and perceptions by Toyota South Africa Manufacturing, using the SERVQUAL score, and, finally to calculate and measure the score of the five SERVQUAL dimensions. The researcher has opted for a census because the entire population that deals with DuPont Performance Coatings is relevant. Each member of the population was classified in certain biographical variables. Eighty respondents were surveyed, using the SERVQUAL questionnaire, and the data were analyzed using descriptive and inferential statistical techniques. The study showed that Toyota South Africa Manufacturing's expectations of service quality exceeded their perceptions on the five service quality dimensions used in the SERVQUAL questionnaire. The smallest dimension gap score proved to be tangibles, while the largest gap score in the study proved to be reliability, followed by assurance. / M

Abstract “Customer Satisfaction” has many dimensions. The purpose of this research is to explore these dimensions briefly (using the Service Value Chain concept) and to determine the fundamental drivers of success in customer satisfaction from the perspective of a service organisation. Employees proved to be the pivotal element influencing the outcome of customer satisfaction, as they influence organisational behaviour, customer experience and business profitability. The outcome of the research also promotes the idea that organisations need to become customer - orientated, which requires organisational cultures to change. “Nuclei Drivers of Success in Customer Satisfaction” 3 Two noteworthy results were obtained from this research, which is viewed by the author as a significant contribution to the Service Value Chain. The two specific findings are the empirical evidence in the results of the relationship between Staff Defection and Customer Satisfaction and the relationship between Customer Satisfaction and Organisation Profitability.

E-handel är i nuläget ett etablerat fenomen som växer för varje år. I samband med att e-handen breder ut sig och försäljningen mellan olika länder ökar bidrar det även till en ökad returgrad. Returgraden inom e-handel är den högsta i jämförelse med övriga försäljningskanaler och är ett hot för många företags överlevnad. För att vända returen till någonting positivt kan returprocessen användas för att stärka kundlojalitet och kundvärde genom segmenterade lösningar.  Syftet med rapporten är att identifiera de steg en konsument går igenom i en returprocess och om dessa aktiviteter kan skapa lojalitet och kundtillfredsställelse som stärker relation mellan konsument och företag. För studien utformades det en enkätundersökning för konsumenter som returnerat en produkt på Etonshirts.com. Från enkätundersökningen framgick det att stor andel av respondenterna var mycket nöjda med företagets returprocess men även att det fanns områden som kan utvecklas. För att bekräfta vilka steg en konsument går igenom under en returprocess gjordes en flerfallstudie av fem svenska e-handelsföretag. Studien bekräftar vilka steg som finns och att de kan skilja sig mellan företag. En observationsstudie utfördes i syfte med att identifiera företagets steg i en returprocess, detta för att bekräfta vilka steg ett företag har och hur det i sin tur påverkar kundens process.  För att en återförsäljare ska kunna generera kundnöjdhet måste återförsäljaren förstå sina konsumenters beteende och en returprocess bör anpassas beroende på segment och marknad. Kundnöjdheten kan nås genom effektivitet, bekvämlighet och noggrannhet som bidrar till lojala kunder. Beroende på hur företaget presenterar information på webbplatsen, om köpet, retursedel och returpolicy bidrar det till hur kunden upplever returprocessen och i vilken utsträckning en konsument returnerar. Den totala upplevelsen av köp och retur är viktig för att stärka relation mellan kund och företag. / E-commerce is an established phenomenon that grows for each year. As the e-commerce expands and sales between different countries increase, it also contributes to an increased return rate. The return of e-commerce is the highest in comparison with other sales channels and is a threat to many online companies. In order to turn the return into something positive, the return process can be used to strengthen customer loyalty and customer value through segmented solutions. The purpose of this report is to chart the activities a consumer goes through in a return process and investigate if these activities can create loyalty and customer satisfaction that strengthen consumer / business relationship. For the study, a survey was conducted for consumers who returned a product on Etonshirts.com. From the survey, it was found that a large proportion of respondents were very pleased with the company's return process, but also that there were areas that could be developed. To confirm what activities a consumer is going through during a return process, a multivariate study was conducted at five Swedish ecommerce companies. The study confirms which steps exist and that they can differ between companies. An observation study was conducted to map the company's steps in a return process, to confirm what activities a company has and how it affects the customers return process. In order for a company to generate customer satisfaction, they must understand the behaviour of their consumers and a return process should be customized depending on segment and market. Customer satisfaction can be achieved through efficiency, convenience and accuracy that contribute to loyal customers. Depending on how the company presents information on the website, the purchase, return and return policy, it helps to understand how the customer experiences the return process and to which extent a consumer returns. The overall experience of purchase and returns is important in strengthening relationships between customers and companies.

Because of the digitalization that takes place today, the retailing field has changed dramatically. Customers buy online, mainly because of its convenience. Consequently, brick-and-mortar stores are facing competition from online companies leading to that some brick-and-mortar stores have to file for bankruptcy. The literature states that brick-and-mortar stores now have to focus on what happens inside the store in order to generate a pleasant experience. In this context, three different concepts are crucial namely, omni-channels, retail customer experience and customer value.  A concept that has emerged in order to provide a superior customer experience is Mash-up, which focuses on a mix of offerings in one store. The research question focuses on examining how Mash-up influences retail customer experience and customer value in order to see how Mash-up combined with omni-channels can influence store attractiveness. Data was gathered through semi-structured interviews from customers who visited the retail stores O:Hedd and AB Småland. The results show that Mash-up tends to influence retail customer experience and customer value positively. A series of various integrated activities tend to not only have a positive impact on the retail customer experience, but it also tends to satisfy both hedonic and utilitarian value. It also emerged that omni-channels, in terms of click-and-collect, are highly valued by the customers and it indicates that the digitalization has to be taken into consideration. Thus, Mash-up combined with omni-channels will influence store attractiveness positively. Thereby, by adopting Mash-up and considering omni-channels, brick-and-mortar stores will still stand a chance against online companies.

Background: The concept of Customer Experience Management (CEM) is growing as a marketing tool used in order to remain a competitive actor on the market. By designing a customer experience, companies are able to differentiate themselves by offering a holistic customer experience.                                                                                             Problem: The existing body of knowledge regarding CEM in the B2B setting is limited. However, recent studies have begun to examine the fact that the buying process in B2B does not only concern task related and rational decision-making criteria, but also that emotional consideration plays a part in the buying process. Additionally, during recent years the Office Space Interior Solutions (OSIS) companies have gone through the development from selling simple furniture to offering activity-based environments as well as using a profile as design companies.                                                                                             Purpose: The aim of this thesis is to create an understanding regarding how the phenomena of CEM is implemented within the B2B industry, more specifically Swedish OSIS companies within the regions of Småland and Västra Götaland.                                                                                            Method: Through semi-structured interviews with four case companies that all are operating within the OSIS industry, qualitative data has been collected and analysed through a thematic analysis approach. The answers have later been revised through a conceptual framework that has been identified through a review of existing literature concerning CEM.   Result: The findings suggested that OSIS companies do practice all the dimensions identified in the conceptual framework regarding customer experience and experience value. However, implementing the dimensions as a holistic experience design did not seem to be practiced by the companies. Finally, by providing a customer experience, OSIS companies are able to influence the purchase intentions, establish relationships and generate WOM which in turn can attract and retain customers.