Submitted in fulfilment of the requirements for the Degree of Master of Management Sciences: Marketing, Durban University of Technology, Durban, South Africa, 2015. / Achieving customer satisfaction has been the goal of every organisation. In recent times, the postal business world over has experienced a sharp decline in the volume of mail due to more efficient alternative channels of communication. The dwindling volumes of mail have necessitated that public postal operators diversify into financial services as one way of generating more revenue. The Malawi Posts Corporation (MPC) is faced with challenges ranging from cash scarcity, increasing competition from banks and other financial services players like mobile phone companies. At the same time, the customer in the modern age is well informed and demanding high quality service. As such, the MPC needs to ensure that customers remain satisfied with the quality standards being delivered in its network. The importance of achieving service quality and satisfaction are enormous. High quality service and customer satisfaction are tools for competitiveness, productivity and profitability. The aim of this study is to analyse service quality in the Malawian public postal service. A modified SERVPERF questionnaire was used to assess customers’ perception of service quality, customer satisfaction and customer loyalty. The service quality dimensions of tangibles, reliability, empathy, assurance and responsiveness were used to evaluate customers’ perception of service quality. The 400 respondents were selected using convenience sampling and the eight Post Offices where this research was conducted were selected using purposive or judgemental sampling. Descriptive and inferential statistics were used to analyse data. Spearman rho was used to ascertain the relationship between variables. Man-Whitney and Kruskal-Wallis tests were used to compare differences between two independent variables. The findings of this study show that customers’ perception of service quality was generally good across all the five service quality dimensions and that all the dimensions of service quality have a positive relationship with customer satisfaction. In addition, the relationship between customer satisfaction and customer loyalty was found to be positive and significant. Recommendations are made in respect of improving the service quality dimensions because they have a direct impact on customer satisfaction which in turn affects customer loyalty.

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.

Assessing performance, quality, and excellence in services are critical topics in the literature. As such, this thesis evaluates aspects related to conceptualisations and measurement models across different disciplinary perspectives. This thesis develops, and validates a multiple-item scale for Modelling service excellence in the UK retail banking sector, according to the perceptions of customers. The scale development method follows Churchill’s (1979) well founded process, and is informed by Anderson and Gerbing’s (1988), and Rossiter’s (2002) guidelines. The model estimates whether the hypothesised antecedents are considered valid for identifying banks which provide excellent services. The findings reveal that reputation, rates, innovation, and technology significantly determine service excellence. This thesis was undertaken in a critical timing, between 2007 and 2012. During that time, the economy and particularly, the banking sector faced a major credit crunch and crisis of confidence in the sector per se. The crisis caused banks to rethink their competitive positioning by re-assessing their strengths (Akdag et al. 2011). Hence, initiating a differentiation between quality and excellence in services was essential. Overall, this thesis contributes to the literature by offering an integrated solution to assessing service excellence, from concept definition and differentiation, to scale development and validation. A new definition of services excellence is introduced and components of services excellence are identified. Hence, distinguishing between service quality and service excellence. Furthermore, the relationship between service excellence and its determinants is explored. Based on an updated set of antecedents and corresponding items, the measurement model provided in this thesis is considered as one of the best available options, realised by testing the postulated hypothesis and the alternative model testing.

Submitted in fulfillment of the requirement for the Masters Degree in Technology: Marketing, Durban University of Technology, 2013. / South Africa is experiencing an expansion of pharmacy chains. Globalization and deregulations have increased competition within the retail pharmacy sector. In this highly competitive sector, the most important strategy for a pharmacy chain to obtain customer satisfaction and maintain market profitability is attributed to customer-focus. The pharmacy chain needs to ensure that the customer remains the cornerstone of their business strategy and that they are able to “delight†the customer. Customer satisfaction has many benefits for the pharmacy chain, such as higher revenues, higher customer retention and increased market shares. Superior service quality and customer satisfaction must be promoted and maintained in order for the pharmacy chain to be the pharmacy of choice. The aim of this study is to measure levels of customer satisfaction at a selected pharmacy chain within the greater Durban area. The instrument to assess the customer’s expectations and perceptions of customer satisfaction is the SERVQUAL questionnaire, measuring expectations and perceptions according to five quality dimensions. These quality dimensions include tangibles, reliability, responsiveness, assurance and empathy. Four hundred customers were surveyed using the SERVQUAL questionnaire. The respondents were selected using non-probability sampling within which convenience sampling was applied. Data is analyzed using descriptive and inferential statistical techniques. Conclusions and recommendations are drawn from the literature and the findings of the study. The study shows that customers’ expectations exceeded their perceptions on the five service quality dimensions used in the SERVQUAL questionnaire. Improvements are necessary in certain customer satisfaction dimensions. Therefore, it is recommended that the selected retail pharmacy chain attend to these gaps and ensure that necessary strategies are implemented in order to offer superior customer service in the face of growing competition. / M

Thesis (MComm)--Stellenbosch University, 2000. / ENGLISH ABSTRACT: It is generally accepted that profitable relationships with customers are increasingly important in determining the long-term success of the modem enterprise. Customer relationship management (CRM) is widely considered as an appropriate methodology for building strong and mutually beneficial relationships with customers and, therefore, the study established the definition and scope of CRM. Customer knowledge could be considered a cornerstone of any CRM strategy and the ability of the enterprise to create and leverage customer knowledge is viewed as a source of competitive advantage. The study aimed at establishing clarity on the methodologies and approaches to the organizational knowledge creation process. Finally, the integration of knowledge creation and leverage processes into the CRM strategy was considered. Scrutiny of the available literature revealed a comprehensive description of the concept of CRM. The various models of CRM presented in the study clearly illustrated the different focus areas and components of CRM. The most prominent characteristics of a CRM strategy were found to be an emphasis on strategy, the networking of key stakeholders, customer intimacy and the use of appropriate technology. The approaches to the creation of organizational knowledge were analysed and it was found that the conversion between tacit and explicit knowledge is key to the creation of organizational knowledge. The generally accepted principles for the leverage of knowledge were adapted for possible incorporation into a CRM strategy. The salient conclusion of this study was that a knowledge creation process could be used to build the enterprise's stock of customer knowledge. It was found that the principles of knowledge leverage could be applied to the customer knowledge base in order to build lasting and profitable customer relationships. Recommendations were offered for the improved leverage of a CRM strategy through the integration of knowledge creation, knowledge leverage and CRM methodologies and principles. Finally, suggestions were made for further academic research on the anatomy and implementation of CRM. / AFRIKAANSE OPSOMMING: Dit word algemeen aanvaar dat kliente verhoudingsbestuur 'n toenemende rol sal speel in die lang termyn sukses van die moderne onderneming. Kliente verhoudingsbestuur word wyd erken as 'n gepasde metodologie om sterk en wedersyds voordelige verhoudinge met kliente te bewerkstellig. Die studie het ten doel gehad om die definisie en omvang van kliente verhoudingsbestuur te bepaal. Kliente kennis is 'n hoeksteen van enige kliente verhoudingsbestuur strategie en die onderneming se vermoeë om kliente kennis te skep en te benut word gesien as 'n bron van kompeterende voordeel. Die studie het gepoog om duidelikheid te verkry oor die metodologieë en benaderings wat gevolg kan word in die ondernemingskennis skeppingsproses. Ten slotte is die oorvleueling tussen die kennis skeppingsproses en die kliente verhoudingsbestuur strategie ondersoek. Gebasseer op die studie van die relevante literatuur is 'n omvattende definisie van kliente verhoudingsbetuur blootgelê. Die onderskeie modelle van kliente verhoudingsbestuur wat ondersoek is in die studie, het die fokus en verskeie komponente van kliente verhoudingsbestuur uitgelig. Die mees prominente karakter eienskappe van die kliente verhoudingsbestuur strategie is aangedui as die fokus op ondernemings strategie, netwerke van belangegroepe, kliente intimiteit en die gebruik van toepaslike inligtingstegnologie. 'n Analise van die benaderings tot kenniskepping in die onderneming het uitgelig dat die oorgang van ontasbare kennis na tasbare kennis die kern uitmaak van ondernemingskennis skepping. Die algemeen aanvaarde beginsels tot die benutting van kennis is daarna aangepas vir die moontlike gebruik in die kliente verhoudingsbestuur strategie. Die belangrikste gevolgtrekking van hierdie studie was dat 'n kennis skeppingsproses gebruik kan word om die onderneming se kliente kennis uit te brei. Daar is ook gevind dat die beginsels van kennis benutting toegepas kan word op bestaande kliente kennis ten einde langtermyn winsgewende verhoudings met kliente te bewerkstellig. Aanbevelings is gemaak vir die verbeterde benutting van die kliente verhoudingsbestuur strategie deur middel van die integrasie van kennis skepping, kennis benutting en kliente verhoudingsbestuur metodologieë en -beginsels. Ten slotte is voorstelle gemaak vir verdere akademiese studies aangaande die struktuur en implementering van kliente vehoudingsbestuur.

Thesis (MBA (Business Management))--University of Stellenbosch, 2009. / ENGLISH ABSTRACT: Customers procure solutions and services to streamline and improve their business functions. For services to be viable to a customer, it is required that the service provide more value to their business than the actual cost of procuring the service. This report aims to understand what the value is that the customers place in the services they require. From this understanding, a framework is produced that drives value in delivering site-based support services. The framework is built on four objectives that will deliver value to the customer. The objectives of a service are as follows: to be customer focused, to have effective resource management, to be proactive in nature and to be sustainable over the life of the service. The framework also defines a set of processes that conforms to, and drives the stated objectives. Although there are many such frameworks in existence, their focus is general in nature. This report will focus specifically on the delivery of site-based support services for automation solutions in a manufacturing industry. Site-based support services are expensive in nature because the solution provider provides dedicated and knowledge specific resources to customers. For this reason, the value expected by a customer is much higher than other forms of support services. This problem is investigated and a framework is produced through research of established Service Management frameworks. / AFRIKAANSE OPSOMMING: Kliente bekom oplossings en dienste om hul besigheidsfunksies te stroomlyn en te verbeter. Vir dienste om aantreklik vir 'n klient te wees, word dit vereis dat die voorsiende diens meer waarde tot hul besigheid toevoeg as wat die koste van die diens is. Hierdie verslag mik om te verstaan wat die waarde is wat kliente heg aan die dienste wat hulle vereis. 'n Raamwerk word gebou wat waarde toevoeg in op-perseel gelewerde dienste. Die raamwerk is gegrond op vier doelwitte wat vir kliente waarde lewer. Die doelwitte van 'n diens is om gefokus op die klient te wees, om hulpbronne effektief te kan hanteer, om proaktief van natuur te wees en om ondersteunbaar oor die lewe van die dienste wees. Die raamwerk beskryf 'n stel prosesse wat by diens doelwitte pas en die doelwitte dryf. Alhoewel daar baie ooreenstemmende raamwerke in bestaan is, is die fokus van die bestaande raamwerke algemeen van natuur. Hierdie verslag ondersoek spesifiek die lewering van op-perseel diens ondersteuning vir geoutomatiseerde oplossings in 'n vervaardigings nywerheid. Op-perseel gelewerde ondersteuningsdienste is duur van natuur omdat die diensverskaffer kliente voorsien van toegewyde, kennisryke hulpbronne. Om hierdie rede, vereis die klient meer waarde van op-perseel gelewerde dienste, as van ander diens forums. Deur navorsing van bekende diens besturings raamwerke is 'n nuwe raamwerk gebou wat fokus op die lewering van op-perseel dienste.

Thesis (MBA (Business Management))--University of Stellenbosch, 2010.

Thesis (MBA)--Stellenbosch University, 2004. / ENGLISH ABSTRACT: The networked economy has resulted in the customer having an unprecedented choice and control over how he/she chooses to do business and with whom. In addition, the ever-increasing commoditisation of products and services has forced businesses to re-evaluate their sources of sustainable competitive advantage. The ability to differentiate an organisation from others has therefore become a major business advantage. Customer Relationship Management (CRM) is considered the most significant and only remaining differentiator. Given this importance, it is of concern that high failure rates of up to 70% have been recorded with regard to CRM systems implementations. Findings from literature confirm that lack of or insufficient attention to both technical and social aspects contribute to failed implementations. A hypothesis has therefore been formulated that a lack of and/or insufficient attention to a socio-technical approach to CRM-systems is a major contributor to the high failure rate of implemented CRM-systems. The hypothesis was tested based on identifying the social and technical aspects from literature that must be addressed to ensure successful implementation and was utilised as a basis for conducting empirical research to ascertain to what extent these aspects have contributed (or not) to successful implementations. The empirical research entailed circulation of a questionnaire to organisations that have already implemented CRM systems for B2C purposes and are wholly situated in the Western Cape or have a head office in the Western Cape. Due to the limited responses received, it must be noted that the research results are not necessarily representative of the sample in general or the population as a whole. The research did however indicate some important trends. CRM systems have only been implemented in a relatively small number of organisations and are particularly prevalent in industries such as Life Insurance, Financial Services and Retail. This is considered to be directly linked to the cost and complexity of implementing these systems. Based on the responses received, it can be concluded that the nine organisations that responded generally followed a socio· technical approach to their CRM systems implementations and in most instances respondents rated their implementations fully successful. This is contrary to the high failure rates described in literature and CQuid in part be due to the fact that organisations with failed implementations may have opted not to complete questionnaires in this regard. Inconsistencies between the recorded successful implementations relating to, inter alia, certain aspects being addressed by some and not by others or being addressed during as opposed to prior to implementation warrant further research to establish the interrelatedness of the various aspects with one another and the extent to which certain aspects may carry more weight than others in ensuring success. It is recommended that further research be done regarding a socio-technical approach to CRM-systems implementation with a view to obtaining a representative sample and conclusive evidence as to whether this approach does contribute to success or not within South Africa. The research should also focus on the impact that addressing the various social and technical issues during implementation, as opposed to prior to implementation, has on the success of the implementation. This exploratory research can be utilised as a basis for further in-depth research regarding the impact of various social and technical issues on successful implementations. In addition it can be utilised as a guideline or roadmap for implementation by organisations intending to implement CRM-systems or to assist organisations in addressing problems occurring as a result of fa iled CRM systems implementation. / AFRIKAANSE OPSOMMING: Die netwerk ekonomie het tot gevolg dat die klient 'n ongeewenaarde keuse en beheer het oor hoe en met wie hy/sy besigheid wil doen. Daarbenewens word besighede gedwing om, as gevolg van die toenemende gebruikersgerief van produkte en dienste, hulle bronne van volhoubare kompeterende voordeel te herevalueer. Die vermoe om 'n organisasie van 'n ander te kan onderskei het dus 'n belangrike besigheidsvoordeel geword. Klienteverhoudingsbestuur (CRM) word beskou as die belangrikste en enigste oorblywende onderskeidingsfaktor. Gegewe die belangrikheid daarvan is dit kommerwekkend dat hoë mislukkingssyfers van tot 70% aangeteken is met betrekking tot CRM stelsel implementerings. Bevindings uit die literatuur bevestig dat gebrek aan/of onvoldoende aandag aan beide tegniese en sosiale faktore bygedra het tot mislukte implementerings. 'n Hipotese is dus geformuleer dat 'n gebrek aan/of onvoldoende aandag aan 'n sosiotegniese benadering tot CRM-stelsels 'n belangrike bydraende faktor is tot die hoë mislukkingssyfer van CRM stelsel implementerings. Hierdie hipotese is getoets deur die sosiale en tegniese aspekte uit die literatuur te identifiseer wat aangespreek moet word om suksesvolle implementering te verseker en dit is as basis gebruik vir die empiriese navorsing ten einde vas te stel tot watter mate hierdie aspekte bygedra het (of nie) tot suksesvolle implementering. Die empiriese navorsing het die uitstuur van 'n vraelys behels na organisasies wat reeds CRM stelsels geimplementeer het vir besigheid tot klient (B2C) doeleindes en wat in die Wes-Kaap gevestig is of 'n hoofkantoor in die Wes-Kaap het. In die lig van die beperkte terugvoering , moet daarop gelet word dat die navorsingsresultate nie noodwendig as verteenwoordigend van die steekproef of die populasie as geheel beskou kan word nie. Die navorsing het egter 'n paar belangrike tendense uitgewys. CRM stelsels is slegs in 'n relatiewe klein aantal organisasies geimplementeer en spesifiek in industriee soos Finansiele Dienste, Lewensversekering en Kleinhandel. Dit wil blyk dat dit direk gekoppel is aan die koste en kompleksiteit verbonde aan CRM stelsel implementerings. Gegrond op die terugvoering wat ontvang is, kan afgelei word dat die nege organisasies wat gereageer het in die algemeen 'n sosio-tegniese benadering tot CRM stelsel implementerings gevolg het. In die meeste gevalle het respondente hulle implementerings as ten volle suksesvol beoordeel. Dit is in teens telling met die hoe mislukkingssyfer wat in die literatuur beskryf word en kan gedeeltelik daaraan toegeskryf word dat organisasies wie se implementerings nie geslaag het nie, moontlik verkies het om nie die vraelys in hierdie verband te voltooi nie. Teenstrydighede tussen aangetekende suksesvolle implementerings met betrekking tot, onder andere, sekere aspekte deur sommige aangespreek en nie deur ander nie en daarmee tesame of dit aangespreek is tydens of voor implementering, regverdig verdere navorsing om die onderlinge verband tussen die onderskeie aspekte te bepaal, asook die mate waartoe sekere aspekte meer gewig dra as ander om sukses te verseker. Dit word aanbeveel dat verdere navorsing ten opsigte van 'n sosio-tegniese benadering gedoen word met die doel om 'n verteenwoordigende monster en onweerlegbare bewys te vind van hierdie benadering se bydrae tot sukses, aldan nie in Suid-Afrika. Die navorsing behoort ook te fokus op die sukses daarvan met betrekking tot die aanspreek van verskeie sosiale en tegniese aangeleenthede tydens implementering teenoor voor implementering. Hierdie verkennende navorsing kan aangewend word as 'n basis vir verdere in-diepte navorsing oor die mate waartoe die onderskeie sosiale en tegniese aangeleenthede bydra tot suksesvolle implementering. Voorts kan dit ook as 'n riglyn dien vir organisasies wat die implementering van CRM stelsels oorweeg en kan van nut wees om probleme wat ontstaan het as gevolg van mislukte CRM stelsel implementerings aan te spreek.

Thesis (MBA)--Stellenbosch University, 2003. / ENGLISH ABSTRACT: Customer Relationship Management (CRM) has been referred to as the new "mantra" of marketing management (Winer, 2001: 89), however CRM is a business strategy that calls for the establishment, development, maintenance and optimisation of long-term profitable and mutually beneficial relationships between organisations and their customers. It is a journey of strategic, structural, process, organisational and technological change through which an organisation can manage its enterprise better around customer behaviour. CRM as a business strategy was thought necessary due to stronger and rapidly changing forces that influence business. Forces include globalisation, mature markets, emerging markets, deregulation, convergence of industries and continuous changes in customer behaviour. These changes forced business to realise that customers are an organisation's only sure revenue source and that building relationships with its customers is the best source of profitable and sustainable revenue growth (Brown, 2000: xii). Organisations worldwide spent almost US$44bn in 2000 on CRM initiatives and it is estimated to grow to US$125bn by 2004. The promise of CRM is enchanting, however many organisations will quickly point out that in practise it can be extremely costly to implement and it can be disastrous for building relationships with customers. One of the biggest mistakes that were made when organisations implemented CRM programmes is that CRM was regarded as a technology intervention or solution that would enable any organisation to build long-lasting and profitable relationships with its customers. Not all CRM programmes succeed or achieve the strategic objectives organisations want it to achieve. It is therefore necessary to develop a framework that can assist organisations in their efforts to develop and implement a CRM programme. This thesis provides a system approach and assessment toolkit to guide and assist service organisations to develop and implement CRM programmes and through this to become a CRM enterprise. A CRM enterprise holds the customer-driven vision necessary to succeed in the ever changing environment of the global economy. A system approach was chosen as the preferred method to develop and implement a CRM programme for two reasons. First, CRM programmes are extremely complex as it is a business strategy that impact organisation wide when it is developed and implemented. And secondly, a system approach requires a person to think systemic about systems like CRM. It forces the developer and implementer of a CRM programme to consider the whole impact of the changes across an organisation. / AFRIKAANSE OPSOMMING: Kliënte verhouding bestuur is beskryf as die nuwe deuntjie bemarking bestuur (Winer, 2001: 89), maar kliënte verhouding bestuur is veel meer 'n besigheids strategie was vrae oor die vestiging, ontwikkeling, onderhoud en optimaliseering van lang termyn winsgewende en wedersydse begunstigde verhoudings tussen organisasies en hul kliënte. Dit is 'n reis van strategiese, strukturele, proses, organisatoriese en tegnologiese verandering waardeer 'n organisasie sy besigheid beter kan bestuur rondom kliënte gedrag. Kliënte verhouding bestuur is nodig as 'n besigheid strategie as gevolg van sterker en vinniger kragte wat besigheid beinvloed. Kragte sluit in globalisering, ontwikkelde markete, ontwikkelende markte, deregulering, samesmelting van industrieë, en die alewige verandering in kliënte behoeftes. Hierdie kragte forseer besigheid om te besef dat kliënte 'n organisasie se sekerste bron van inkomste is en dat 'n organisasie verhoudinge moet bou met hul kliënte om 'n bron van volhoubare inkomste te verseker (Brown, 2000: xii). Organisasies wêreldwyd het ongeveer US$44bn in 2000 spandeer op kliënte verhouding bestuur initiatiewe en dit is vooruit geskat dat dit kan groei tot US$125bn teen 2004. Die belofte van kliënte verhouding bestuur is betowerend, maar verskeie organisasies sal dit vinnig uitwys dat kliënte verhouding bestuur in die praktyk baie duur wees om in werking te stel en dat dit rampsoedig kan wees vir die bou van verhoudings met kliënte. Een van die groostste foute wat organisasies gemaak het met die implementering van 'n kliënte verhouding bestuur program was om dit te beskou as 'n tegnologiese intervensie wat die organisasie in staat sou stelom lang termyn winsgewende verhoudinge te bou met hul kliënte. Nie alle kliënte verhouding bestuur programme is suksesvol nie. Dit is daarvoor nodig om 'n raamwerk te ontwikkel wat organisasies sal help on 'n kliënte verhouding bestuur program te ontwikkel en te implementeer. Hierdie tesis verskaf 'n sisteembenadering en 'n evalueringprogram wat organisasies kan help om 'n kliënte verhouding bestuur program te ontwikkel en te implementeer en deur middel hiervan In kliënte-organisasie te word. In Kliënte-organisasie het die kliënte-aangedrewe visie wat nodig is om in vandag se al veranderde omgewing volhoubaar en suksesvol te wees. In Sisteem benadering was gekies as die voorkeur metode om In kliënte verhouding bestuur program te ontwikkel en te implementeer vir twee redes. Die eerste rede is dat In kliënte verhouding bestuur program baie kompleks is aangesien dit In organisasie wyd impak het wanneer dit ontwikkel word en geïmplementeer word. Die tweede rede is dat In sisteem benadering die beplanner en implementeerder forseer om die hele impak van verandering in ag te neem oor die hele organisasie.

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.