employees are the most important asset for telemarketing companies which offers their services to clients which need to outsource telemarketing. The contrast that evolves between the stable fluctuation of workes and the need of high quality agents is a significant problem that have to be solved by the management of telemarketing companies. This thesis will introduce current processes and will analyse technics for the assesement of new employees. Furtherly this thesis will present new technics for recruiting new agents, quality control and keep human resources in a longterm relationship in the field of telemarketing.

M.Com. (Business Management) / Mobile marketing has rapidly grown during the past years, and will continue to grow with advancements in technology, enabling mobile phones to be used for much more than simple calls and personal text messaging. This study investigates how a mobile marketing company, Mobitainment, can successfully communicate, through mobile marketing initiatives, with the lower income segments. The various characteristics of the lower income segment are understood, and the possible strategies that Mobitainment can implement, are established. Strategy is a crucial element in every business unit of an organisation. The marketing department is no exception. Porter’s Five Forces model provides the basis from which companies can get to understand their operating environment prior to developing the appropriate marketing strategy. It is through the marketer’s understanding of the consumer behaviour as well as the various message appeal factors, that the appropriate mobile marketing message can be designed. The study used a mixed research approach in that both qualitative and quantitative research methods were used to address the objectives. The qualitative part of the study entailed the use of semistructured interviews in order to collect information from marketing managers working in different mobile marketing organisations. The quantitative part involved the administration of a questionnaire on consumers in the LSM 4 to 6 segments. Five semi-structured interviews were conducted and a hundred and forty questionnaires were distributed. The questionnaires were distributed to individuals in Tsakane, Daveyton, Springs and Johannesburg. The quantitative data was analysed using two main tools, descriptive statistical analysis and correlation analysis, whilst the qualitative data was analysed using thematic analysis. The findings of the quantitative study found that many of the individuals in the LSM 4-6 segments own mobile phones which are able to perform the functions found in smartphones such as send and receive emails as well as access the Internet; the LSM 4-6 segments do not have a strong attitude for or against mobile marketing; mobile marketing communication has an influence on the buying behaviour of the LSM 4-6 segments; the message appeal factors are a crucial part of driving consumers to make a purchase, and ‘relevance’ has the strongest influence on the LSM 4-6 segment’s buying behaviour. The results of the qualitative study show that there are several challenges that Mobitainment can face when targeting the lower income segment such as the literacy levels of the lower income segment and survey fraud. SMS, USSD, MMS, IVR and Mobile Applications were identified to be suitable strategies to implement when targeting the lower income segment. The above strategies ‘fit’ with the preferences and buyer behaviour of the LSM 4-6, and the recommended strategies can be used with discounts, vouchers and other incentives to drive the buying behaviour of the LSM 4-6.

El presente trabajo expone el análisis realizado al proceso de contactabilidad a través del canal de telemarketing en una entidad bancaria. Este proceso consiste en cómo el banco logra contactar con sus clientes para ofrecerles los productos que crea convenientes. Actualmente, el canal de telemarketing solo ofrece tarjetas de crédito; sin embargo, estas generalmente están acompañadas de otros dos productos, compra de deuda y efectivo preferente. Para el alcance de este estudio, los ingresos generados por las ventas se calcularán como si todas las tarjetas de crédito se vendieran sin ningún producto adicional. En los dos primeros capítulos, se describe el proceso de contactabilidad que el banco sigue en la actualidad, así como las características de las etapas de este proceso que presentan potenciales opciones de mejora. En el capítulo 3 se plantean modelos estadísticos que relacionan algunas variables de contactabilidad (o, mejor dicho, que afectan a ella) con el nivel de ventas de tarjetas de crédito en el canal mencionado. Estos modelos son evaluados frente a datos históricos y se elige como el óptimo al que presente una mayor precisión. Además se estima el nivel de ventas para los próximos meses con el supuesto que las características actuales no cambian. Luego, en el capítulo 4, se exponen diversas acciones o propuestas de mejora que son evaluadas en base a indicadores financieros del banco. Estas mejoras aplican directamente a las variables de contactabilidad y son evaluadas en los escenarios en los que se implementarían de manera individual o en combinación. Finalmente, se presentan las conclusiones y recomendaciones acerca de la implementación óptima de las propuestas de mejora a las que se llegan al analizar los indicadores financieros y al considerar los factores de calidad y otros cualitativos que no se tomaron en cuenta en el análisis estadístico. / Tesis

The following dissertation is an exploratory case study of a telecommunications organisation�s call centres. Specifically, it was focused on investigating internal service quality issues that related to the frontline employee role, a clearly underdeveloped area of study in services marketing literature. The study involved firstly identifying the internal services delivered to frontline employees, and then gaining their perceptions of the service quality dimensions most important to them within each workplace situation. This in turn provided an indication of how internal services could be customised and classified to best meet frontline employees� work requirements and therefore increase their job effectiveness. In addition, the case study explored frontline employees� overall perceptions of the quality of delivery of each internal service, which helped provide further insights into their work needs. Frontline employees� perceptions were also sought regarding the importance of each internal service to them, in terms of increasing their ability to generate revenue for the organisation. This provided an indication of how different internal services impacted upon their exchanges with external customers. Twelve internal services and seven internal service quality dimensions were identified through conducting extensive observation and undertaking interviews with frontline employees at one of the call centres. The information obtained helped inform a web-based online survey that was implemented to address the three focal research questions. The online survey was successfully completed by 301 frontline employees. The results showed that while all twelve internal services shared some similarities in their demand characteristics, some groups of internal services were distinctly different to others. As a result of these similarities and differences, the internal services were classified into four categories: trainingintensive internal services; communication-based internal services; real-time-based internal services; and, performance-related internal services. While the four classification categories can provide a solid guide for internal suppliers about how to approach groups of internal services, it was apparent that frontline employees had unique needs in each of the twelve internal services. This emphasised the need for the classification scheme to be used only as a guide, whereby internal suppliers should methodically identify all the quality attributes most important to frontline employees in each individual internal service situation. The results also showed that frontline employees perceived some internal services as more important than others, in terms of increasing their ability to generate revenue for the organisation. As a result, it was suggested that internal services could also be classified according to their �importance� levels, as this could help managers in their allocation of organisational resources. The case study provided a valuable insight into frontline employees� needs, and other internal service quality issues related to their roles. Because the results and conclusions were specific to a particular case, it is essential that this area of research be extended further in future.

Thesis (doctoral)--Universität St. Gallen, 2002.

Thesis (doctoral)--Universität, Göttingen, 1999.

Thesis (MBA) - Swinburne University of Technology, Graduate School of Entrepreneurship, 2005. / Submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, Swinburne University of Technology, Graduate School of Entrepreneurship, 2005. Includes bibliographical references.

Thesis (D. Min.)--Southwestern Baptist Theological Seminary, 1992. / Includes bibliographical references (leaves 304-310).

Zugl.: Fulda, Hochsch., Diplomarbeit.

Bachelor-Arbeit Univ. St. Gallen, 2005.