Every organization has a corporate image (beyond its control) which is mainly formed by its corporate identity (which it can control). This means that organizations have to manage their images. A positive image is particularly important for non-profit organizations, since these organizations depend on the goodwill of their publics for their existence. NG Welsyn is a well known welfare organization, famous for its bond with the Dutch Reformed church. Its two main sources of income, namely the state and members of the church have different opinions about the spending of funds. The state expects NG Welsyn to play a role in transformation, while members of the church want their needs to be catered for first. This, along with the decrease in funds from church members forced NG Welsyn to research its image among Dutch Reformed church members. In order to determine the image of NG Welsyn, an external public relations audit was formed through the use of questionnaires, focus groups and semi-structured interviews. Theoretical knowledge with regard to corporate image and identity as well as attitude formation was used as theoretical framework within the context of strategic communication management by non-profit organizations. The attitudes of church members on the elements of corporate identity were researched to determine the organization's image. The results show that the church members don't have a positive or negative image of NG Welsyn, since they don't have enough information about the organization. There is currently no relationship between the two parties. The main conclusion is that NG Welsyn can improve its image by the strategic management of communication with important publics. / Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2005.

Text in English, summary in English and Afrikaans / The purpose of this research was to investigate the effect of a performance management training programme on the attitudes of managers towards performance management. The research question was whether a performance management training intervention would change managers' attitude towards performance management. The respondent group consisted of 101 managers who responded to an advertisement and willingly participated in a performance management training programme. A quasi-experimental research design was used in which a pre-test and post-test was applied to the respondent group. The managers in the respondent group completed the same assessment instrument (or questionnaire) before and six months after the performance management training. The results of the empirical analysis indicated that female managers felt less positive about performance management than their male counterparts. No statistically significant change in the attitude and competency of managers towards performance management was found after they had attended the performance management training programme. / Die doel van die studie was om die impak van 'n prestasiebestuuropleidingsprogram op die houdings van bestuurders ten opsigte van prestasiebestuur te ondersoek. Die navorsingsvraag was of 'n opleidingsintervensie in prestasiebestuur, bestuurders se houdings ten opsigte van prestasiebestuur sou verander. Die respondentegroep het uit 101 bestuurders bestaan wat op 'n advertensie gereageer het en vrywillig deelgeneem het aan 'n prestasiebestuuropleidingsprogram. 'n Kwasie-eksperimentele navorsingsontwerp is gebruik waartydens 'n voor- en na-toets op die respondente toegepas is. Die bestuurders in die respondentegroep het dieselfde evalueringsinstrument voor en ses maande na die prestasiebestuuropleiding ingevul. Die resultate van die empiriese ontleding het getoon dat vroulike bestuurders minder positief oor prestasiebestuur gevoel het as hul manlike kollegas. Geen betekenisvolle statistiese verandering in die houdings en vaardighede van bestuurders ten opsigte van prestasiebestuur is gevind nadat hulle die prestasiebestuurprogram bygewoon het nie. / Industrial and Organisational Psychology / M.A. (Industrial Psychology)

AFRIKAANS : In die studie word gepoog om aan te dui op watter ingrypende maniere die Afrikaner se problematiese verlede altyd weer opduik in die hede, en op watter maniere hierdie verlede die groei en ontwikkeling van ’n nuwe Suid-Afrikaanse identiteit kan verhinder, of andersins, hoe ’n grondige en bewuste Auseinandersetzung met die verlede kan lei tot beter begrip, nie alleenlik van die verlede nie, maar ook van die hede en (ideaalgesproke) van die toekoms. Daar word geredeneer word dat ’n proses van bewuste konfrontasie met die verlede noodsaaklik is vir die ontwikkeling van ’n lewensvatbare identiteit. Hierdie proses sluit in ’n bewuswording en ontleding van die houdings van skuld (ook kollektiewe skuld), verlies en melancholie jeens die verlede. ’n Belangrike newe-komponent van die verhandeling is om hierdie proses te koppel aan verhaaltegniese middele wat aangewend word in die bundel vertellings onder bespreking. Daar word gepoog om ’n noodwendige verband te lê tussen tematiek en narratiewe tegnieke. In die verhandeling word aandag gegee aan die temas van skuld en verlies in die verhale, asook die vele motiewe wat gekoppel kan word aan hierdie twee temas. Daar word ook aandag gegee aan verteltegnieke soos tydsvorme, assosiatiewe skryfwyse, vertellingstrant en die stem van die verteller, wat aangewend word om die konfrontasie met en houdings jeens die verlede uit te beeld. Daar word geargumenteer in die verhandeling dat die prosa in hierdie bundel as vertellings gereken moet word, eerder as kortverhale (of meer spesifiek, short stories), en wel omdat die temas en die verteltegnieke bymekaar aansluit met die oog op ’n spesifieke leserrespons wat ’n grondige konfrontasie met en bestekopname van die verlede behels. ENLISH : The study focuses on the inescapable presence of a problematic past in contemporary South Africa, and the ways in which this past prevents the development of a new South African identity. It argues that a fundamental reckoning with the past will lead to a better understanding of the present and the future, and is essential to the development of a viable South African identity. This process of reckoning with the past involves an awareness and analysis of attitudes towards the past, which includes guilt (also collective guilt), loss and melancholy. The process of Auseinandersetzung with the past is then linked to specific narrative techniques which are employed in the collection of short prose under discussion. It is argued that there exists a connection between theme and narrative technique. Narrative techniques under discussion include tense (past and present tense), associative writing, narration and voice. It is argued that the short prose in the collection under discussion should be defined as (oral) narratives (vertellings), rather than Short Stories. The reader response towards an (oral) narrative differs from the response towards a Short Story, and the difference is essential in the process of confrontation with the problematic past/history. Copyright / Dissertation (MA)--University of Pretoria, 2010. / Afrikaans / unrestricted

English, Afrikaans and Zulu summaries / Orientation: The study researched physical disability apropos of employment. The attitudes of able-bodied persons towards persons with disabilities (PWD) culminate in the exclusion of the latter from the workplace. Aspects of this topic have been addressed by researchers abroad and in Africa using samples of limited size. Research aim: The general aim of the research was twofold. Firstly, it set out to uncover the causes of exclusion of persons with physical disabilities from employment in the South African open labour market, and secondly, to identify interventions that could assuage this situation. Research methodology: A convergent mixed methods research strategy was adopted, with responses of employers forming the quantitative strand and those of persons with physical disabilities (PWPD) forming the qualitative strand. A customer survey questionnaire was developed and validated for the sample of 342 employers, while interview schedules were used for 312 PWPD. Statistical procedures included factor analysis, chi-square tests and structural equation modelling. Main findings: Meta-inferences were formulated relating to the mixed methods research. The overarching message conveyed discord in respect of several dimensions, between the perceptions of employers, those of persons with physical disabilities and the theory. Employers are receptive to employing persons with disabilities but conflicted about their management, competence and accommodation. They are reportedly unfamiliar with disability matters, and cannot locate qualified candidates, while disability policies are not commonplace. Key national interventions encompass incentives for employers to hire PWD, tax concessions and amendment of the BBBEE scorecard points system. Important interventions at organisational level entail training in disability matters across the board, as well as disability-related policies. At individual level, PWPD need training in job-seeking techniques, effective avenues to secure work, accommodation and assistive technology, and skills. To extend the mixed methods research, industrial sectors were compared and latent constructs sought in separate analyses. Main contributions: Different perspectives gleaned from employers in various sectors, PWPD, disability advocacy organisations and associated groups; expansion of the literature on disability employment; structural equation modelling that produced latent constructs which underlie the causes of exclusion of PWPD from employment and enhance understanding of those aspects with a direct bearing on employers’ receptivity to hiring PWPD. The findings could catalyse national and organisational policy frameworks to promote inclusion in the workplace. Public policy makers could utilise the findings to devise strategies that would motivate employers to hire PWPD. Organisational policies, with practical guidelines, should be formulated relating to recruitment of PWPD and disability training for staff. The different types of disabilities and job categories in which employers would be willing to appoint PWD were ascertained. / Oriëntering: Die studie het ondersoek ingestel na liggaamlike ongeskiktheid ten opsigte van indiensneming. Die houdings van nie-gestremde persone teenoor persone met gestremdhede veroorsaak dat laasgenoemde van die werksplek uitgesluit word. Fasette van hierdie onderwerp is deur navorsers oorsee en in Afrika ondersoek met behulp van steekproewe van beperkte grootte. Navorsingsdoelwit: Die algemene doelwit van die navorsing was tweeledig. Dit het eerstens ten doel gehad om die oorsake van indiensnemingsuitsluiting van persone met liggaamlike gestremdhede in die Suid-Afrikaanse arbeidsmark te bepaal, en tweedens, om ingrypings te identifiseer wat hierdie situasie kan verbeter. Navorsingsmetodologie: ’n Konvergerende gemengdemetode-navorsingstrategie is ingespan, met werkgewers se response as die kwantitatiewe been en dié van persone met liggaamlike gestremdhede, as die kwalitatiewe been. ʼn Kliëntetevredenheidsvraelys is vir die steekproef van 342 werkgewers ontwikkel en geldig verklaar, terwyl onderhoudskedules vir 312 persone met liggaamlike gestremdhede gebruik is. Statistiese prosedures het faktorontleding, chi-kwadraattoetse en strukturele-vergelyking-modellering ingesluit. Belangrikste bevindinge: Meta-inferensies met betrekking tot die gemengdemetode-navorsing is geformuleer. Die oorkoepelende boodskap was een van verdeeldheid oor verskeie dimensies; tussen werkgewers se persepsies, dié van persone met liggaamlike gestremdhede en die teorie. Werkgewers is ontvanklik vir indiensneming van persone met gestremdhede, maar het verskil oor die bestuur, bevoegdheid en akkommodering van sulke persone. Hulle is blykbaar nie bekend met ongeskiktheidsaangeleenthede nie en kan nie gekwalifiseerde kandidate vind terwyl ongeskiktheidsbeleide nie alledaags is nie. Deurslaggewende nasionale ingrypings behels aansporings vir werkgewers om persone met liggaamlike gestremdhede in diens te neem, belastingvergunnings en aanpassing van die BGSEB-telkaartpuntestelsel. Belangrike ingrypings op organisasievlak behels algemene opleiding in ongeskiktheidsake, sowel as beleide oor ongeskiktheidskwessies. Op individuele vlak benodig persone met liggaamlike gestremdhede opleiding in werksoektegnieke, doeltreffende metodes om werk te verseker, akkommodasie en ondersteunende tegnologie, en vaardighede. Om die gemengdemetodes-navorsing uit te brei, is nywerheidsektore vergelyk en latente konsepte in afsonderlike ontledings gesoek. Hoofbydraes: Verskillende perspektiewe wat van werkgewers in verskeie sektore verkry is, persone met liggaamlike gestremdhede, gestremdheidvoorspraakorganisasies en verwante groepe; uitbreiding van die literatuur oor ongeskiktheidsindiensneming; strukturele-vergelyking-modellering wat aanleiding gegee het tot latente konsepte onderliggend tot die oorsake van indiensneminguitsluiting van persone met liggaamlike gestremdhede en bevorderlik vir begrip van daardie aspekte wat ʼn direkte invloed op werkgewers se ontvanklikheid rakende indiensneming van persone met liggaamlike gestremdhede het. Die bevindinge kan nasionale en organisasiebeleidsraamwerke kataliseer om insluiting in die werksplek te bevorder. Openbarebeleidbepalers kan die navorsingsresultate gebruik om strategieë te beraam wat werkgewers sal motiveer om persone met liggaamlike gestremdhede aan te stel. Organisasiebeleide, met praktiese riglyne, moet geformuleer word ten opsigte van werwing van persone met liggaamlike gestremdhede en ongeskiktheidsopleiding vir personeel. Die verskillende soorte gestremdhede en werkskategorieë waar werknemers bereid sal wees om persone met liggaamlike gestremdhede in diens te neem, is vasgestel. / Isimo nokuqondiswe kukho (orientation) Ucwaningo lucwaninge ngokukhubazeka ngomzimba maqondana nokuhambisana nokuqashwa Imibono yabantu abangakhubazekile maqondana nabantu abakhubazekile ngokubizwa ngokuthi yi-persons with disabilities (PWD) ibangela ukuthi abantu abakhubazekile bakhishelwe eceleni maqondana nemisebenzi. Izingxenye zalesi sihloko kubhekwane nazo ngabanye abacwaningi baphesheya kanye nase-Afrka ngokusebenzisa amasampuli amancane. Inhloso yocwaningo: Inhloso enabile yocwaningo ikabili. Okokuqala, ukuthola izimbangela zokukhishelwa eceleni kwabantu abakhubazekile ekuqashweni eNingizimu Afrika nasemakethe evulekile yezemisebenzi, kanti eyesibili, ukuphawula ngezinto ezingabawusizo ukululamisa lesi simo. Imetodoloji (indlela) yocwaningo: Kusetshenziswe isu elihlangene lezindlela zocwaningo okuyi-mixed methods research, kanti izimpendulo zabaqashi zibumbe ingxenye ye-quantitative strand, kanti ezalabo bantu abakhubazekile ngomzimba (PWPD) zona zibumbe ingxenye ye-qualitative strand. Kwenziwe i-survey yamakhastama yase iqinisekiswa ukwenzela isampuli yaqabashi abangu 342, kanti isheduli yama-interview yenziwe kubantu abakhubazekile ngomzimba (PWPD) abangu 312). Inqubo yamastatistiki ibandakanye uhlaziyo lwe-factor analysis, i-chi-square tests kanye ne-structural equation modelling. Okukhulu okutholakele: Isiphetho ngokujulile i-meta-inferences yenziwe maqondana nezindlela ezixubene zocwaningo. Umlayezo omkhulu owaboniswa ukubhimba maqondana nezinto ezehlukene, phakathi kwemibono yabaqashi, kanye nabantu abakhubazekile ngemizimba kanye nethiyori. Abaqashi bazimisele ukuqasha abantu abakhubazekile kodwa banemibono engqubuzanayo ngokuphathwa kwabo, amakhono kanye nokubabonelela. Abanalwazi ngezinto eziphathelene nokukhubazeka, kanti abakwazi ukuthola amakhandideyiti afundele imisebenzi, kanti imigomo ngokukhubazeka ayikho kahle. Okukhulu okumele kwenziwe ukungenela kwizwe lonke kubandakanya izikhuthazi kubaqashi ukuqasha abantu abakhubazekile, izibonelelo ngentela, kanye nokuchitshiyelwa kwenqubo yamaphoyinti e-BBBEE. Ukungenela okubalulekile ezinhlanganweni kubandakanya uqeqesho ngezinto eziphathelene nobukhubazeki kuyo yonke imikhakha kanye nemigomo ehambelana nokukhubazeka. Kumkhakha wabantu ziqu, abantu abakhubazekile ngemizimba badinga uqeqesho ngamathekniki okufuna imisebenzi, imikhakha efanele yokuthola imisebenzi, izibonelelo, kanye namatheknoloji osizo kanye namakhono. Ukunweba izindlela ezehlukene zocwaningo, kwaqhathaniswa amasektha ezimboni, kwasekufunwa ama-latent construct ngohlaziyo olwehlukene. / Industrial and Organisational Psychology / D. Com. (Industrial and Organisational Psychology)

Text in English with abstracts in Zulu and Afrikaans / Despite its substantial growth and contribution to the economy of the country, the South African retail industry is faced with various challenges, including customers’ changing buying habits and expectations, the evolution of e-commerce, the entry of giant retailers into the retail market, and the growing importance of the urbanised middle class and its potential purchasing power. This creates risks that are mostly beyond retailers’ control. Therefore, there is a general drive among retail brands to build customer loyalty in order to respond to these contemporary dynamics within the industry and, ultimately, enhance sustainability. It is noted from literature that current understanding of customer behaviour in the South African retail space is largely the result of rational behavioural measurement, while the subconscious behaviour of customers is often neglected. The study on which this thesis reports attempted to address this gap in the current knowledge base. The current study makes a novel contribution to knowledge in using complementary traditional and neuromarketing instruments in a sequential mixed method research design to measure verbal, non-verbal and physiological emotions, which indicate the key influential cognitive and emotive factors shaping shopping decisions. For a comprehensive understanding of customer behaviour, the study primarily explored the emotional antecedents of customer loyalty in the formal retail industry of South Africa. In order to explore and describe both retail brands and customers’ experiences regarding the drivers of retail brand loyalty, the empirical phase of the study adopted a sequential mixed method research design. This design comprised eight individual semi-structured interviews, which focused on and explored the fundamentals of behavioural and attitudinal loyalty within the context of a customer relationship management strategy. x Based on the findings emerging from the quantitative mall intercept survey with 300 retail customers, the study identified the motivating factors of greatest likelihood among customers that best explain retail brand loyalty, namely product quality, convenience of location, customer care, product variety and availability, as well as fair pricing. Furthermore, findings emerging from the inferential analysis (structural equation modelling, two-step cluster analysis, optimal scaling and multivariate binary regression analysis) showed that brand trust, brand affect and attitudinal loyalty are key predictors of behavioural loyalty. Additionally, customer loyalty differs depending on customer predisposition towards the major retail brands tested. In this regard, Pick n Pay, Massmart and Shoprite/Checkers recorded the most favourable perceptions among customers. As Despite its substantial growth and contribution to the economy of the country, the South African retail industry is faced with various challenges, including customers’ changing buying habits and expectations, the evolution of e-commerce, the entry of giant retailers into the retail market, and the growing importance of the urbanised middle class and its potential purchasing power. This creates risks that are mostly beyond retailers’ control. Therefore, there is a general drive among retail brands to build customer loyalty in order to respond to these contemporary dynamics within the industry and, ultimately, enhance sustainability. It is noted from literature that current understanding of customer behaviour in the South African retail space is largely the result of rational behavioural measurement, while the subconscious behaviour of customers is often neglected. The study on which this thesis reports attempted to address this gap in the current knowledge base. The current study makes a novel contribution to knowledge in using complementary traditional and neuromarketing instruments in a sequential mixed method research design to measure verbal, non-verbal and physiological emotions, which indicate the key influential cognitive and emotive factors shaping shopping decisions. For a comprehensive understanding of customer behaviour, the study primarily explored the emotional antecedents of customer loyalty in the formal retail industry of South Africa. In order to explore and describe both retail brands and customers’ experiences regarding the drivers of retail brand loyalty, the empirical phase of the study adopted a sequential mixed method research design. This design comprised eight individual semi-structured interviews, which focused on and explored the fundamentals of behavioural and attitudinal loyalty within the context of a customer relationship management strategy. x Based on the findings emerging from the quantitative mall intercept survey with 300 retail customers, the study identified the motivating factors of greatest likelihood among customers that best explain retail brand loyalty, namely product quality, convenience of location, customer care, product variety and availability, as well as fair pricing. Furthermore, findings emerging from the inferential analysis (structural equation modelling, two-step cluster analysis, optimal scaling and multivariate binary regression analysis) showed that brand trust, brand affect and attitudinal loyalty are key predictors of behavioural loyalty. Additionally, customer loyalty differs depending on customer predisposition towards the major retail brands tested. In this regard, Pick n Pay, Massmart and Shoprite/Checkers recorded the most favourable perceptions among customers. As a complement to the quantitative research phase of the study, a Self-Assessment Manikin attitude measure was applied to a sample of 120 customers. This phase of the study highlighted pertinent emotional elements as key mediators in securing sustainable retail brand loyalty. In this regard, Woolworths and Pick n Pay recorded the most favourable perceptions on four stimuli, namely quality, customer rewards, customer care and brand logos. The study also applied eye tracking and galvanic skin response techniques to a sample of 10 participants to determine customers’ psychophysiological reaction to the four stimuli. Galvanic skin response findings showed that customers were especially engaged with Spar, Shoprite/Checkers and Pick n Pay, while eye tracking findings showed customers’ higher visual engagement with Shoprite/Checkers, Pick n Pay and Spar. A key overall finding of this study was the significant role of feelings and emotions in driving customer loyalty. Retail brands lose relevance when they fail to connect emotionally with customers, and without that emotional attachment, brands can easily be replaced by generic imposters. A comprehensive understanding of customer behaviour remains a quandary for marketing and business practitioners. In an attempt to address this limitation, the current study used insights from non-verbal attitudinal and psychophysiological measures to obtain a more comprehensive behavioural understanding of retail customers. / Nakuba imboni yezitolo ezihwebayo yaseNingizimu Afrika ibonise ukukhula nokudlondlobala okukhulu futhi idlala indima esemqoka emnothweni wezwe, ibhekene nezinselelo eziningana futhi ezihlukahlukene, kubandakanya indlelakuthenga yamakhasimende eguquguqukayo kanye nalokho okulindelwe ngamakhasimende nezimfuno zawo, ukungenisa ngezinkani kwemboni yokuhweba nge-intanethi nobuxhakaxhaka bobuchwepheshe besimanjemanje, ukungena kwezitolo eziyizikhondlakhondla emakethe yezitolo ezihwebayo, kanye nokukhula kokubaluleka kwabantu abahlala emadolobheni abasesigabeni sempilo esimaphakathi kanye namandla abo okuthenga. Lokhu kudala ubungozi obuvamise ukuba ngaphezu kwamandla nolawulo lwezitolo ezihwebayo. Ngakho-ke, kunomkhankaso oqhutshwa yizitolo zonkana ezihlose ngawo ukwakha ubudlelwano namakhasimende kanye nokuqinisekisa ukwethembeka kwamakhasimende ukuze zikwazi ukumelana nezimo ezikhona esikhathini samanje embonini yezitolo ezihwebayo, futhi ekugcineni, ukuze zikwazi ukusimamisa ibhizinisi lazo liqhubeke njalo futhi likhule lidlondlobale. Kuphawulekile emibhalweni efundiwe ukuthi ukuqonda kanye nolwazi olujulile olukhona njengamanje mayelana nokuziphatha kwamakhasimende eNingizimu Afrika emkhakheni wezitolo ezihwebayo ikakhulukazi kuwumphumela wokukalwa kwezinga lokuthatha izinqumo ngobuhlakani nokwenza izinto emva kokucabangisisa, kepha-ke ngakolunye uhlangothi kuvamise ukushaywa indiva ukwenza izinto kwamakhasimende ngaphandle kokuqaphela nokucophelela futhi ngokuthathela izinto phezulu noma ngaphandle kokucabangisisa ngalokho akwenzayo. Lolu cwaningo okubikwa ngalo kulo mbiko wocwaningo luzamile ukubhekana naleli gebe elikhona njengamanje eliphathelene nokuntuleka kolwazi. Lolu cwaningo lwamanje lufaka isandla esinohlonze kanye nemibono ephusile olwazini olukhona, ngokusebenzisa amathuluzi asekelayo ajwayelekile kanye nalawo asebenzisa ubuchwepheshe bokukala ukusebenza kwengqondo, ngaphansi kwedizayini yocwaningo egxile kwindlela-kusebenza exubile yokwenza izinto ngokulandelana kwazo, ngenhloso yokukala imizwa ezwakaliswa ngomlomo, ngezenzo noma ngeminyakazo yomzimba, okuyinto ebonisa izimo nezici-bunjalo ezisemqoka futhi ezinomthelela omkhulu eziphathelene nokusebenza kwengqondo kanye nemizwa, okuyizona ezilawula izinqumo zamakhasimende eziphathelene nokuthenga. Ngenhloso yokuqonda ngokuphelele ukuziphatha kwamakhasimende, lolu cwaningo lwacubungula futhi lwahlaziya ikakhulukazi izici-bunjalo zemizwa elawula ukwethembeka kwamakhasimende embonini yezitolo ehlelekile yaseNingizimu Afrika. Ukuze kucutshungulwe futhi kuchazwe kokubili izinhlobo zezitolo kanye nezimo ahlangabezane nazo amakhasimende mayelana nezici-bunjalo ezenza amakhasimende athembeke esitolo esithile futhi athenge kusona ngaso sonke isikhathi, isigaba socwaningo esiphathelene nolwazi oluphathekayo nolubonakalayo sasebenzisa idizayini yocwaningo egxile kwindlela-kusebenza exubile yokwenza izinto ngokulandelana kwazo. Le dizayini beyibandakanya ama-semi-structured interviews enziwa nababambiqhaza bocwaningo abayisishiyagalombili, okuyizingxoxo ezabe zigxile ekucubunguleni ukwethembeka kwamakhasimende okuphathelene nokuziphatha kwawo kanye nendlela abuka ngayo izinto ngaphansi kwesimo seqhingasu lokuphathwa kobudlelwano namakhasimende. Ngokususela kwimiphumela eyatholakala kwinhlolovo ebandakanya abathengi abangama-300 okwaxoxiswana nabo ezikhungweni ezinenxanxathela yezitolo, ucwaningo lwahlonza izimo nezi-bunjalo ezikhuthaza futhi zihehe amakhasimende okuyizona ezingasetshenziswa ukuchaza kangcono ukwethembeka kwamakhasimende ezitolo ezithile, okuyikhwalithi yomkhiqizo, ukufinyeleleka kalula kwendawo lapho kutholakala khona isitolo, ukunakekelwa kwamakhasimende, imikhiqizo ehlukahlukene kanye nokutholakala kwayo, ngokunjalo namanani-ntengo angambi eqolo. Ngaphezu kwalokho, imiphumela eyatholakala ohlaziyweni lwezinqumo ezithathwe ngokubheka ubufakazi kanye nokuqonda okujulile (structural equation modelling, two-step cluster analysis, optimal scaling kanye ne-multivariate binary regression analysis) yabonisa ukuthi ukwethenjwa kohlobo lomkhiqizo, ukukhanga nokuthandeka komkhiqizo kanye nokwethembeka okuphathelene nendlela-kubuka kuyizibikezeli ezisemqoka zokuziphatha kwamakhasimende okuhambisana nokwethembeka emikhiqizweni ethile. Futhi ngaphezu kwalokho, ukwethembeka kwamakhasimende kuyehluka, futhi lokhu kuncike ekuhehelekeleni kwamakhasimende ezitolo enkulu ezihloliwe. Mayelana nalokhu-ke, abakwa-Pick n Pay, Massmart kanye nabakwa-Shoprite/Checkers yizona zitolo ezibonise ukuthandwa kakhulu ngamakhasimende. Njengendlela yokweseka nokunezezela phezu kwesigaba socwaningo olukhwantithethivu olwenziwe, kwasetshenziswa isikali sendlela-kubuka esibizwa nge-Self-Assessment Manikin kwisampula yamakhasimende ayi-120. Lesi sigaba socwaningo saqhakambisa izimo nezici-bunjalo eziphathelene nemizwa ezifanelekile njengezinto ezisemqoka kakhulu ekuqinisekiseni ukwethembeka kwamakhasimende esitolo esithile ngokuqhubekayo. Mayelana nalokhu, abakwa-Woolworths kanye nabakwa-Pick n Pay babonisa ukuthandwa kakhulu ngamakhasimende mayelana nezici-bunjalo ezihehayo futhi ezikhuthazayo ezine, okuyikhwalithi, imivuzo yamakhasimende, ukunakekelwa kwamakhasimende kanye nemibala egqamile, igama elidumile nezimpawu zesitolo. Ucwaningo lwasebenzisa futhi nezindlela zokucwaninga eziphathelene nokulandela umkhondo wamehlo amakhasimende kanye nezimpawu zemizwa yamakhasimende ezibonakala esikhumbeni semizimba yawo, okuyizindlela zocwaningo ezasetshenziswa kubabambiqhaza bocwaningo abayi-10 ngenhloso yokuhlonza indlela-kusabela kwamakhasimende ephathelene nengqondo nomzimba kulezi zicibunjalo ezikhuthazayo futhi ezihehayo ezine ezishiwo ngenhla. Imiphumela yendlela yocwaningo ebheka izimpawu zemizwa yamakhasimende ezibonakala esikhumbeni semizimba yawo yabonisa ukuthi amakhasimende ahehelekela ikakhulukazi kwabakwa-Spar, Shoprite/Checkers kanye nabakwa-Pick n Pay, kanti ngakolunye uhlangothi imiphumela yendlela yocwaningo ebheka futhi ilandele umkhondo wamehlo amakhasimende yabonisa ukuheheka kwamehlo okuphakeme ezitolo zabakwa-Shoprite/Checkers, Pick n Pay kanye nabakwa-Spar. Umphumela omkhulu futhi osemqoka otholakale kulolu cwaningo yindima ebaluleke kakhulu edlalwa yimizwa ekukhuthazeni ukwethembeka kwamakhasimende. Izitolo zilahlekelwa yiwozawoza yazo kumakhasimende uma zihluleka ukuxhumana namakhasimende ngokwemizwa, futhi ngaphandle kwalokho kuxhumana ngokwemizwa nokuzwana, izitolo zingazithola kalula zisesimweni lapho indawo yazo isithathwe yizitolo-mbumbulu ezingosandanezwe. Ukuqondakala okuphelele kwendlela aziphatha ngayo amakhasimende futhi enza ngayo izinto kusalokhu kuyinkinga nesithiyo esikhulu kwizazi nezisebenzi ezenza umsebenzi wokukhangisa nokuqhuba ibhizinisi. Njengomzamo wokubhekana nalesi sithiyo, lolu cwaningo lusebenzise ulwazi nokuqonda okujulile okutholakale kwizikali zendlela-kubuka yamakhasimende kanye nezikali zesimo sengqondo nesomzimba samakhasimende ukuze kutholakale ukuqonda okuphelele futhi okujulile okuphathelene nokuziphatha kwamakhasimende athenga ezitolo kanye nendlela enza ngayo izinto. / Ondanks sy stewige groei en aansienlike bydrae tot die landsekonomie, het die Suid-Afrikaanse kleinhandelsbedryf met verskeie uitdagings te kampe. Veranderinge in kliënte se koopgewoontes en verwagtings, groeiende e-handel, reusekleinhandelaars wat die kleinhandelsmark betree, die toenemende invloed van die verstedelikte middelklas en sy potensiële koopkrag is enkele hiervan. Dit gee aanleiding tot risiko’s wat grotendeels buite die beheer van kleinhandelaars is. As gevolg van die hedendaagse dinamiek in die bedryf, poog kleinhandelsmerke om kliëntlojaliteit te verstewig en hulle eie volhoubaarheid te verseker. Dit blyk uit die literatuur dat die kleinhandelsektor se siening van kliëntgedrag in Suid-Afrika op die meting van rasionele gedrag berus, en dat die onbewuste gedrag van kliënte verontagsaam word. Hierdie tesis doen verslag van ʼn studie om hierdie leemte in die huidige kennis te probeer aanvul. Dit lewer ʼn bydrae deur aanvullende tradisionele en neurobemarkingsinstrumente in ʼn opeenvolgende gemengde metode as navorsingsbenadering te gebruik. Verbale, nieverbale en fisiologiese emosies is gemeet aangesien hulle die kognitiewe en emotiewe faktore is wat inkopiebesluite bepaal. Hierdie studie het hoofsaaklik die emosionele antesedente van kliëntlojaliteit in die Suid-Afrikaanse formele kleinhandelsbedryf verken om ʼn grondige begrip van kliëntgedrag te kry. Ten einde kleinhandelsmerke en kliënte se ervarings van die drywers van kleinhandelsmerklojaliteit te beskryf en te verken, is ʼn opeenvolgende gemengdemetode-navorsingsontwerp gevolg. Dit het uit agt halfgestruktureerde, private onderhoude bestaan. Hierin is gekonsentreer op die grondslae van gedragsen houdingslojaliteit teen die agtergrond van ʼn kliënteverhoudingsbestuurstrategie. Op grond van die bevindings van ʼn kwantitatiewe winkelsentrumopname onder 300 kleinhandelskliënte, is die motiveringsfaktore met die grootste waarskynlikheid aangetoon. Hulle is produkgehalte, ʼn gerieflike ligging, kliëntesorg, produkverskeidenheid, beskikbaarheid en billike pryse, en bied die aanneemlikste verklaring vir kleinhandelsmerklojaliteit. Volgens die bevindings van die inferensiële ontleding (struktuurvergelykingmodellering, tweestaptrosontleding, optimale skalering en meerveranderlike binêre regressieanalise) is merkvertroue, merkaffek en houdingslojaliteit betroubare aanwysers van bedragslojaliteit. Afgesien hiervan verskil kliëntlojaliteit na gelang van kliëntpredisposisie jeens kleinhandelsmerke wat getoets is. Kliënte was vir vier stimuli (naamlik gehalte, kliëntbelonings, kliëntesorg en merklogo’s) die ontvanklikste vir Pick n Pay, Massmart en Shoprite/Checkers. Aanvullend tot die kwalitatiewe navorsingsfase van hierdie studie is ʼn selfasseringsmodelhoudingmeting op ʼn steekproef van 120 kliënte toegepas. Hierdie fase het die aandag gevestig op pertinente emosionele elemente as sleuteltussengangers in die opwekking van volhoubare kleinhandelsmerklojaliteit. Vir die vier stimuli (naamlik gehalte, kliëntbelonings, kliëntesorg en merklogo’s) was kliënte se persepsies van Woolworths en Pick n Pay die gunstigste. Hierbenewens is oogvolg- en galvaniese velreaksietegnieke op ʼn steekproef van 10 deelnemers toegepas om hulle psigofisiologiese reaksie op die vier stimuli te bepaal. Die galvaniese velreaksietoetse het aangedui dat kliënte besonder ontvanklik was vir Spar, Shoprite/Checkers en Pick n Pay, en volgens die oogvolgtoetse visueel meer aangetrokke tot Spar, Shoprite/Checkers en Pick n Pay was. Hierdie studie het bevind dat emosies in die algemeen ʼn deurslaggewende rol in kliëntlojaliteit speel. Kleinhandelsmerke raak irrelevant as hulle nie ʼn emosionele band met kliënte smee nie. Sonder hierdie emosionele verbintenis kan generiese bedrieërs maklik die plek van kleinhandelsmerke inneem. Bemarkings- en sakepraktisyns het nie ʼn deeglike begrip van kliëntgedrag nie. Om dit reg te stel, het hierdie studie nieverbale houdings- en psigofisiologiese toetse toegepas om die gedrag van kleinhandelskliënte beter te begryp. / Business Management / D. Com. (Business Management)