A survey was undertaken for a contract cleaning company in Durban. In order to preserve the confidentiality of the information contained in this dissertation, a fictitious name, Kleen Co, has been used. The aim of the survey was to find further similarities within the existing segments. At present, the traditional geographic and industry-type bases of segmentation (namely healthcare, hospitality, offices and shopping centres in various regions) are used. Recent literature suggests that similarities can be sought in three areas: 1. expectations of service; 2. perceptions of service; 3. unique benefits of the service. In the survey, clients were asked to rate their expectations and perceptions for six attributes (price of the cleaning service, customer service, quality of cleaning, innovativeness of cleaning methods, assessment of cleaning requirements, and consistency of the cleaning service) . They were also asked to rate the relevance of four reasons for outsourcing (cheaper to outsource, need for specialised cleaning, company policy to outsource, and labour problems). The results indicate that price and innovation can be used as further bases for segmentation for the following segments: • offices and healthcare have the same high expectation for price; healthcare and hospitality have the same high expectation for innovation; • shopping centres and hospitality have the same low expectation for price; • offices and shopping centres have the same low expectation for innovativeness; • healthcare and hospitality have the same high perceptions for price and innovation; • offices and shopping centres have the same low perceptions for price and innovation. For outsourcing are concerned, the following reasons were found: • offices: all reasons are relevant except for price of service. • healthcare: need for specialised cleaning and labour problems are relevant; price of service and company policy are irrelevant; • shopping centres: price of service and company policy are relevant; need for specialised cleaning and labour problems are irrelevant. • hospitals: all reasons are relevant except company policy to outsource. Although the main aim of the survey was to identify new segments, client satisfaction was also measured. Clients were asked whether they had raised a complaint with the company and, if so, how satisfied they were with the outcome. This was done in order to test the loyalty of clients, the hypothesis being that the longer the client had been with Kleen Co, the more satisfied they would be with the outcome of their complaints - and more loyal. However, the data reflect that clients who have been with the company for more than four years are no more satisfied in this regard than clients who have been with the company for shorter periods of time. / Thesis (MBA)-University of Natal, Durban, 2001.

This study proposes a loyalty segmentation model for the South African men's retail credit fashion industry. Retailers operate in a highly competitive market where competitors strive for share-of-wallet of the same customer. The likely victor in this battle is the retailer who best understands customer needs, purchase behaviour and utilises this information to influence customer's spending patterns. The research method comprised a postal survey to randomly selected customers. The process included the construct of the loyalty model which comprised four input models, namely the Competitiveness, Brand experience, Referral and Credit appeal models as well as a number of customer demographics. The Desert scenario, where extreme conditions exist, is used as the analogy for the Segmentation model, with four macro segments (Desert, Oasis, Sand Storm, Rain clouds) being used to categorise respondents along two criteria, namely that of value and relative risk. Segment characteristics are used to segment the retailer's database. / Business Management / MCom (Business Management)

This study proposes a loyalty segmentation model for the South African men's retail credit fashion industry. Retailers operate in a highly competitive market where competitors strive for share-of-wallet of the same customer. The likely victor in this battle is the retailer who best understands customer needs, purchase behaviour and utilises this information to influence customer's spending patterns. The research method comprised a postal survey to randomly selected customers. The process included the construct of the loyalty model which comprised four input models, namely the Competitiveness, Brand experience, Referral and Credit appeal models as well as a number of customer demographics. The Desert scenario, where extreme conditions exist, is used as the analogy for the Segmentation model, with four macro segments (Desert, Oasis, Sand Storm, Rain clouds) being used to categorise respondents along two criteria, namely that of value and relative risk. Segment characteristics are used to segment the retailer's database. / Business Management / MCom (Business Management)

Recent studies have shown that graduates from historically White universities (HWUs) experience better labour market outcomes than graduates from historically Black universities (HBUs). This is a result of the legacy of apartheid which promoted racial inequality in all spheres of South African society, more especially in higher education and the labour market. Post-1994, government dedicated large amounts for the restructuring of the higher education sector of South Africa in order to level out the playing field. However, graduates from HWUs still experience better labour market success than graduates from HBUs. That said, there is limited information about the labour market outcomes and experiences of graduates from a former White university (especially graduates from Rhodes University). Therefore, the central aim of this dissertation is to show that graduates from a historically White university (Rhodes University) experience varying and unequal outcomes in the South African labour market on account of (among other factors) their chosen fields of study, race and sex. This study is informed by the heterodox labour market approach, which is partly inspired by the critical realist account of the labour market. As a result, this theoretical framework allowed the researcher to use the Labour Market Segmentation (LMS) theory as a tool to inform this analysis. The study has adopted a quantitative survey design and has incorporated some of the key methodological lessons learned from the collection of international graduate tracer studies. The findings from this study indicated that ‘field of study’ is a strong determiner of the outcomes of Rhodes graduates in the labour market. This was visible in the persistence of a skills bias towards commerce and science graduates. Evidently, even when we controlled for race and sex, graduates from the commerce and science faculties experience better labour market outcomes than humanities graduates. This is a result of a skills biased South African economy, which has a higher demand for certain skills over others. However, the findings from this study also show evidence of pre-labour market discrimination and inequality (based on race and sex) in the supply-side institutions such as the family, schooling and university. The findings also show continuities and discontinuities of labour market discrimination (based on race and sex) in the outcomes of Rhodes graduates in the South African labour market. More importantly, this dissertation indicates that Rhodes graduates experience varying outcomes in the labour market as a result of (among other factors) their chosen fields of study, race and sex.