The importance and need for customer care is recognized in both the public and private sector. Policy documents such as Batho Pele (White Paper on Transforming Public Service Delivery 1997) have captured this. Hence citizens should be treated as customers. Each of the eight Batho Pele principles reinforces and encourages the perception of the end-users of public services as customers, rather than simply as citizens (Batho Pele Handbook, 1997:26). The Eastern Cape Department of Basic Education has experienced challenges which include the malfunctioning of the school nutrition programme, unpaid service providers and unpaid benefits to its employees. These challenges highlight the need for customer care in the provision of these services. This study evaluated the role of the Customer Care Unit in the Department of Basic Education in the Eastern Cape. Interviews and complaints data base were used in the data collection process. The study found that factors influencing the functioning of the Customer Care Unit include, among others, limited collaboration between the Customer Care Unit and the Head Office of the Eastern Cape Department of Basic Education; limited awareness of the existence of the Customer Care Unit; and a shortage of staff and financial resources. The study recommends that Management should support the Unit by, among others, appointing and training adequate staff, raising awareness regarding the Unit and providing financial, technological and physical resources for the Unit.

The highly competitive landscape of the automotive industry places increasing pressure on automotive dealerships to continually improve the quality of services rendered to customers. Understanding customer expectations and customer perceptions is key to making improvements in areas that matter most to the customer. It is against this background that this study was conducted. The aim of this research was to measure service quality at automotive dealerships. The literature review focused on the gaps model which resulted in the SERVQUAL measuring tool. The SERVQUAL instrument is supported by literature as the optimal instrument for measuring service quality. The 22-item questionnaire was adapted and used to solicit feedback from customers on their expectations and perceptions of the service rendered by dealerships across the five SERVQUAL dimensions; namely, tangibles, reliability, responsiveness, empathy and assurance. Gaps between customer expectations and perceptions were calculated as an indication of areas where customer expectations were met, unmet or exceeded. In order to identify priorities for improvement, each of the SERVQUAL dimensions was ranked in order of importance by the customer. Convenience sampling was used as a sampling technique. A total of 142 Volkswagen owners who had their vehicles serviced or repaired at a franchised dealership were surveyed. The reliability of the SERVQUAL questionnaire was tested by calculating the Cronbach’s Alpha coefficient for each of the five dimensions. The calculation yielded an average coefficient of 0.83, indicating a high reliability of the measuring instrument and the data collected. The overall gap score of -0.7 indicates that customer expectations exceeded customer perceptions. The lowest customer perceptions and the largest gaps were reported in the reliability and responsiveness dimensions. These two dimensions were also rated as the most important dimensions customers use for evaluating service quality. This formed the basis for recommending that dealership employees and management focus most of their efforts on improving the reliability and responsiveness dimensions.

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.

The engineering consulting industry in South Africa witnessed an overwhelming growth before the 2010 Fifa World Cup. The country had a lot of infrastructural development that needed the services of consulting engineers. A lot of people saw the challenge as a business opportunity and started their own consulting engineering companies. The demand for consulting engineering services was high before the 2010 Fifa World Cup; this changed after the completion of projects that were due for the world cup and some had to close or retrench staff due to scarcity of projects. The completion of 2010 Fifa World Cup projects is not the only challenge faced by the engineering consulting sector; government policies such tendering and procurement procedures that do not acknowledge performance, lack of funding etc. It is therefore important that companies look for better ways of gaining competitiveness in order to get more projects. These companies must not only rely on government projects but do marketing on the private sector as well. The purpose of the research is to assess and develop a marketing strategy for Company X Consulting engineers. A literature study on most successful marketing strategies employed by other service oriented companies was conducted. The literature study also comprised of the perception of marketing amongst consulting engineering companies. From the literature study mentioned above; questionnaires were drawn towards the development of a marketing strategy for Company X consulting engineers. The findings of the questionnaires were analysed and recommendation were made for the development of a marketing strategy for Company X.

This study investigates the relationship of bank customers’ behavioural patterns based on the customers past transactions, with respect to their profile characteristics. The main aim of this study is to illustrate that different categories of customers (based on demographical variables such as race, gender and age) have statistically significant differences in behaviour, with respect to how they operate their accounts. A theoretical overview on the literature of customer relationship management in the banking sector emphasises the importance of understanding customers to ensure that a business is successful. Four null-hypotheses where formulated based on a general research hypothesis. The data base provided a major South African bank is used to achieve the objectives. Extensive cleaning of the data set was necessary to ensure the validity of the results. The data set had 7860 customer keys. The large data base used contributed to the reliability of the results. The following behavioural variables were used in the study namely, transaction data, average debit and credit transaction amounts and average number of transactions per month. The main results of study indicate that different customer categories have statistically significant differences in behaviour, with respect to how customers operate their accounts. This implies that it is important for the banking sector to consider customer gender differences, age differences and race group differences in the relationship strategies which they employ in their multicultural environment. Further research in the area may be necessary before generalisation can be made on all banking customers.

The South African motor industry plays a pivotal role in the economy of South Africa and is a leading indicator in economic change. In general, satisfaction of customer service in the motor industry is steadily improving. However, as research has shown, there is still room for improvement within the industry. Knowing what customers expect is a critical step in delivering good quality service to ensure customer retention in the long-term (Zeithaml, Parasuraman & Berry 1990:62-63). Having a good understanding of the value of forming long-term relationships with customers and their evaluation of the quality of the service provided, cannot be underestimated, as failure to actually ask customers what they think of the service could be detrimental in the long-term. Vehicle manufacturers conduct ongoing research to monitor customer perceptions of the quality of the service provided by their vehicle retailers. The information generated from the research findings can be used by manufacturers to improve levels of service where this appears to be lacking, and deal promptly with any customer complaints. Against this background, how vehicle owners judge the quality of the service provided by a franchised vehicle retailer for a repair and maintenance service, will be crucial to understanding how customers form perceptions of service related firms specifically, and in general, even an entire industry. The primary objective of this study is to assess customer perceptions of service quality with a franchised vehicle retailer following a routine repair and maintenance service. The sample consisted of 3 859 respondents who had their vehicles serviced at a GM South Africa franchised vehicle retailer over a one month period. The empirical results of the study revealed that GM South Africa show general positive results in terms of customer service satisfaction, however, there are some areas where additional attention is required.

A good understanding of customer expectations is very important to service providers. Since the Chinese first came to South Africa and started their restaurant businesses. Chinese fine-dining restaurants have become more and more popular. Identifying the customer expectations and Chinese fine-dining restaurant owner perceptions will help Chinese service providers to understand better the restaurant businesses. To ensure the development of the Chinese restaurant business in South Africa, it is very important to understand what South African customers want, whether there are differences between the Chinese restaurant owner perceptions of the service quality and South African customer expectations of the service quality. This would depend on the customers’ preferences, and provide a positive contribution to customer decision-making. Therefore, it is essential to understand and identify what is customer expectations are, what the management perceptions are and the differences between them. 5 In order to achieve the objectives of the research, the following approach was followed: Factors that influence the customer expectations and management perceptions are explained. Five factors used to measure the service quality of Chinese fine-dining restaurants are identified, namely reliability, responsiveness, assurance, empathy, tangibility. The responses to the questionnaire were collected and analysed to determine the extent to which factors are both important to customer expectations and management perceptions.

M.Comm. / Rationalization processes are part and parcel of the environment within which we all function. ABSA Bank Limited is one of the companies that had to be rationalized. The banking sector is a very competitive sector. The only way for a company to be distinguishable from other similar companies, is to excel in quality service performance. The overall goal of this study was to determine to what extent, Gap 3: The performance gap, exists in the International Banking Services of ABSA Bank Limited and also to formulate recommendations on how to decrease the size of Gap 3. Gap 3 forms part of the service quality model, which consists of five gaps, designed by Parasuraman, Berry and Zeithaml (Zeithaml et al, 1990:46). The first of these gaps, Gap 1, constitutes the difference between the client's expectations and the management's perception of the client's expectations. The second gap, Gap 2, is representative of the difference between the management's perception of the client's expectations and the expected service quality specifications. The third gap, Gap 3, concerns itself with the difference between the specifications for the service and the actual service delivered. The fourth gap, Gap 4, represents the difference between the actual service delivered and the promise of the service which was communicated to the client. The fifth gap, Gap 5, called the service quality gap, defines the difference between the client's expectations and the client's perceptions of service quality. Gap 5 is the result of all the aforementioned gaps. The study was based on a questionnaire designed by Parasuraman, Berry and Zeithaml (Zeithaml et al, 1990:196 - 197, 201-205). In conclusion, the studies showed that the actual size of Gap 3 is smaller than expected for a company which has recently been rationalized. The main factor contributing to the existence of Gap 3, is the evaluation and remuneration processes. The second factor, is the employees' need to be empowered to take more decisions on their own. The last main contributor to the size of Gap 3, is role conflict: due to the rationalization process, the employees are not sure of what is expected of them. Recommendations were made to decrease the size of Gap 3 even further, in order for ABSA Bank Limited to be more successful in the banking sector.

Submitted in fulfilment of the requirements of the Degree: Doctor of Technology: Quality, Durban University of Technology, 2012. / There is extensive focus on the practical performance of ecotourism in respect of environmentally invasive activities and the satisfaction of ecotourists in South Africa. Therefore, the purpose of the study was to evaluate the impact of quality management practices on service quality in the accommodation sector serving ecotourism destinations in KwaZulu-Natal. The study was conducted at 58 hotels within a 50 kilometre proximity to ecotourism development regions of KwaZulu-Natal province. Two separate self-administered questionnaires were designed for the hotel managers and for their guests. A quantitative approach and a census of 58 managers were conducted and the guest response of 587 was obtained using convenience sampling. The results revealed that there are mismatches in guests’ actual experience on the variables of interest for customer service quality and the importance they attach to each variable. The experience-importance findings show that most guests rated their experiences above the importance they attach to those experiences. Little attention has been paid to hotel service quality research pertaining specifically to quality-related performance. This study fills this gap by identifying congruent hotel service quality attributes and relating these to management performance by analysing the importance of these attributes for hotel-guests seeking experiences of the natural environment. The results of the study offer measures for ecotourism service quality enhancement for the ecotourists experience at the hotels and a starting point for hotel managers to optimise the service quality growth and development while protecting the resources on which they are based. Quality function deployment has emerged as a significant tool to guide hotel managers in ecotourism destinations to attain planned levels of guest service quality and formulate a well-informed and systematic framework that will advance strategies for service quality enhancement.

Thesis( MTech( Marketing Management)) -- Cape Peninsula University of Technology, 2011 / South Africa’s retail sector is competitive, and is characterized by a tough and uncertain business environment (Barlow, 2002:21). Amidst such challenges, Dotson and Patton (1992:15-28) found that retailers do not deliver desired services to their customers. To ensure competitive survival, retailers should differentiate themselves and continuously seek ways to maximize the value that they offer to their customers (Parikh, 2006:45-55). Service quality has been identified by Berry (1986:1-9) as the most basic strategy for retailers to create competitive advantages and to improve customers’ shopping experience. This study focuses on determining consumer perceptions of service quality of large clothing retailers within the Cape Metropolitan area, with the aim of identifying areas for improvement, as well as service quality determinants, which are most important to consumers.Secondary objectives include: to establish consumer expectations in terms of service quality determinants; to establish, which areas of service quality require improvement; to provide recommendations to improve service quality based on findings from the study, and to compare consumer perceptions of service quality amongst ad hoc shoppers against those who have accounts (credit facilities) at various retail stores. Quantitative research was conducted by means of face-to-face survey research, and includes results from 120 questionnaires. Interviews, which took the form of store intercepts, were conducted outside the entrance of selected retail stores, and took place during the last week of March. Stores were selected through random multi-stage sampling, while respondents were selected through a systematic sampling process. A descriptive research design was used. The content of the questionnaire was developed based on Dabolkar, Thorpe and Rentz’s (1996:3-16) RSQS structure, which captures the dimensions of service quality in retail stores. Data was analyzed by using SPSS software, and was presented numerically by making use of charts. The major findings of the study relates to levels of consumer satisfaction with the existing levels of service quality delivered by large clothing retailers within the Cape Metropolitan area for ad-hoc shoppers, as well as account holders. The findings of this study could bring about new strategies for the improvement of service quality among large clothing retailers in the Cape Metropolitan area. These strategies will contribute towards creating a competitive advantage through the use of service quality, and will ultimately contribute towards the long-term success of large clothing retailers within the Cape Metropolitan area.