Digital transformation effects the way companies engage with their customers, which is reflected in the post-purchase offerings. This change and added utilization of digital technologies allow companies to capture more data about their customer through different sources and by having the digital capabilities to transform this data into knowledge, companies can offer better products and personalized experiences. The purpose of this thesis is to investigate how a traditional company in the white goods sector can improve its post-purchase phase offerings to engage with its customers, through the use of digital technologies, by conducting a case study on Electrolux. To do so, an extensive literature review was conducted and key learnings used to investigate the post-purchase offerings from Electrolux, compared with three traditional and eight born digital companies. Empirical data is collected through direct observation, desk research, and interviews. Overall, the analysis revealed Electrolux offers about the same to its customers as the other companies in the post-purchase phase. However, the differences are in the process behind the creation of each offering. This lead to the creation of a substantive model that presents the process by which a company in the white goods sector can deliver personalized and data-driven experiences to their customers. The model additionally outlines the need for a quick-learning environment, developed through testing and experimentation within the companies. Concluding, the conclusions and recommendations suggested identifies what focuses need to be implemented by traditional companies in the white goods sector in order to succeed in a digital environment.

本研究旨在了解不同類型的資訊搜尋對購買後的心理狀態的影響。首先，我們探討消費者的產品知識如何影響他們的搜尋量，包括線下購買前搜尋、線上購買前搜尋和持續性搜尋，再來探討這些搜尋行為如何影響消費者的購買後認知失調。本研究共收集了542份有效問卷，我們使用PLS結構方程模型來驗證研究模型。研究結果顯示，消費者產品知識對線下購買前搜尋、線上購買前搜尋和持續性搜尋有正向影響，對購買後認知失調有負向影響。在三種類型的搜尋中，只有線上購買前搜尋對購買後認知失調有負向影響。購買後搜尋對購買後失認知調亦有負向影響。對消費者搜尋行為以及消費者搜尋後心理狀態感興趣的研究者們，期望本研究的發現能為他們未來的研究帶來啟發與幫助。 / This study aimed to understand how different types of information search influences consumers’ post-purchase mental state. First we investigated how consumers’ product knowledge influence their amount of information search, including offline pre-purchase search, online pre-purchase search, and ongoing search. Then we investigate how these searching behaviours influence consumers’ post-purchase dissonance. Total of 542 valid online questionnaires were collected and PLS structural equation model was used to verify our research model. The result showed that consumer product knowledge had positive influence on offline pre-purchase search, online pre-purchase search, ongoing search, and had negative influence toward post-purchase dissonance. Among three types of information search, only online pre-purchase search had negative influence on post-purchase dissonance. Post-purchase search also had negative influence on post-purchase dissonance. For those who are interesting in consumers’ searching behaviours and post-search state of mind, these findings could be referenced in their future research.

M. Tech. (Department of Marketing and Sport Management, Faculty of Management Sciences), Vaal University of Technology. / The rapid advancement in technology-based systems, especially those related to the Internet, has led to fundamental changes in how banks interact with customers. This study provides a framework for understanding customer perceptions of the quality of technology-based banking service and the relationship of this service to customer satisfaction and loyalty. The conceptual framework of this study was based on extensive study of relevant literature and examination of previously developed measuring instruments of service quality in general and e-service quality and online banking in particular. A modified and fully structured questionnaire was developed to suit the South African setting. Given the nature of this study, a quantitative research approach was applied. Customers from Southern Gauteng, South Africa, who made use of online banking facilities from commercial banks, constituted the population for the study. The sampling procedure (snowball sampling technique) resulted in a sample of 180 online banking consumers. Seven factors were extracted as dimensions that influence customer perception of online banking service quality, using a factor analysis and rotated factor loadings procedure. These were: factor 1 (assurance, trust and appeal), factor 2 (responsiveness), factor 3 (ease of use), factor 4 (accessibility), factor 5 (fulfilment), factor 6 (speed and accuracy) and factor 7 (contact). The percentage of variance explained, eigenvalues and scree plot were used in the process of determining the number of factors to extract for the study. With mean values above four on a scale of one (minimum) to five (maximum), all the factors were found to be critical for improvement of online banking service quality. The overall level of customer satisfaction with online banking service quality was very high, with an overall mean score of 4.22. A mean score of 4.10 for customer loyalty predicts that respondents are likely to commit to patronising their current bank in the foreseeable future. Thus, the overall customer satisfaction and loyalty levels were skewed to the right, suggesting that respondents were generally satisfied with the quality of service rendered by the banks. These high levels of customer satisfaction and loyalty should encourage the marketing practitioners of the banks to enhance online banking service quality and ensure its improvement in order to achieve delighted customers. The relationship among the constructs of online banking service quality, customer satisfaction and loyalty was established by using correlations and regression analysis. From the findings, it was established that there is evidence that the seven factors positively influence customer satisfaction and loyalty. The results also highlighted a strong positive influence of customer satisfaction on customer loyalty. Customer satisfaction has become a ‘must achieve’ objective for any bank that wishes to remain profitable and relevant in this competitive business environment. Acquiring loyal customers who will patronise and associate themselves with the bank is of particular importance for the potential market share growth and success of any bank. The relationship among the constructs of online banking service quality dimensions, customer satisfaction and loyalty focus must, however, be based on the individual building blocks of service quality, i.e. the factors (service attributes) that influence online banking service quality. Periodic measurement of the levels of online banking service quality should become an integral part of any bank`s effort and strategy in improving service quality levels. The study, which focused on users of Internet banking in South Africa, was not organisation/bank-specific. For more practical purposes, future endeavours could be focused on organisation/bank-specific studies. It must be emphasised that more research is needed before any final conclusions can be reached on the dimensionality and validity of online banking service quality.

Syfte: Syftet med denna studie har varit att utforska och skapa ökad förståelse hur konsumenternas köpbeslut och efterköpsbeteende kan förändras av att heminredningsföretag inom e-handeln använder Artificiell Intelligens (AI) samt vilka eventuella konsekvenser AI användandet har på konsumenternas förtroende för företagen.  Problembakgrund: Med tanke på e-handelns framfart och att AI ständigt utvecklas är det relevant att ämnet diskuteras. Förtroende för AI skiljer sig mellan de svenska medborgarna samtidigt som implementeringen av AI ökar hos företagen.   Metod: Studien behandlar hur AI påverkar köpbeslut, efterköpsbeteende och förtroende med utgångspunkt i en kvalitativ studie och med en induktiv forskningsansats. Semistrukturerade intervjuer med femton personer genomfördes för att kunna besvara forskningsfrågorna.  Slutsats: Utifrån studiens empiri och analys kunde slutsatser dras att AI påverkar konsumenternas köpbeslut, efterköpsbeteende och förtroende på olika sätt i vardera steg. Detta ger en indikation från studien att företag som använder AI bör se till att det är genomtänkt och välutvecklat. Slutsatsen är att AI i dagsläget inte används av företag på ett tillräckligt utvecklat sätt utifrån dess potentiella kompetens, därav fyller det inte sin fulla funktion och konsumentens förtroende kan antas påverkas mer negativt än positivt. Om AI istället används på ett mer genomtänkt och välutvecklat sätt påverkar det konsumenternas förtroende positivt. / Purpose: The purpose of this study has been to explore and create greater understanding of how consumers' purchase decisions and post-purchase behavior change as a result of interior design companies in e-commerce using Artificial Intelligence (AI) and what possible consequences AI use has on consumers' trust in the companies. Problem background: Considering the progress of e-commerce and that AI is constantly developing, makes the topic relevant to discuss. Trust in AI differs between Swedish citizens, while the implementation of AI is increasing among companies. Method: The study investigates how AI affects purchase decisions, post-purchase behavior and trust based on a qualitative study with an inductive research approach. Semi-structured interviews with fifteen people were conducted in order to answer the research questions. Conclusion: Based on the study's empirical data and analysis, conclusions could be drawn that AI affects consumers' purchase decisions, post-purchase behavior and trust, in different ways at each stage. This gives an indication from the study that companies using AI should ensure that it is well thought out and well developed. The conclusion is that AI is currently not used by companies in a sufficiently developed way based on its potential competence, therefore it does not fulfill its full function and consumer trust can be assumed to be affected more negatively than positively. Instead, customer trust is enhanced when AI is applied in a well thought out and well developed manner.

Abstracts in English and Zulu / Airline choice is of interest to both airline product development and marketing personnel and academics. While most of the studies airline choice/service quality only identify airlines service attributes essential to customers, this study employed personal values to extend and provide the reasons why airline service attributes are not or essential to passengers. Personal values are presented in the literature as the ultimate life goals individuals seek to attain in all aspects of their lives; hence, guide their behaviour. Based on this, the main objective of this study was to examine and identify the consumer (passenger) personal values that underpin the evaluation of airline service attributes used to choose an airline within the South African domestic passenger market. To achieve this objective, together with the secondary objectives, a quantitative descripto-explanatory research design was employed to guide data collection and analysis. A sample of 324 respondents was selected using a hybrid technique of convenience, and snowball sampling techniques and data were collected using both an online and hardcopy questionnaire. Data obtained were sorted and cleaned for analysis using the Statistical Product and Service Solutions (SPSS 26) and the Analysis of a Moment Structures (AMOS Version 26) software. Exploratory factor analysis (EFA) was conducted to assess factor structures of observed variables and identify latent constructs. The factorability of portrait value questionnaire (PVQ) items was determined using the confirmatory factor analysis (CFA). Hypotheses were tested using the backward multiple regression analysis, Whitney-Mann test, Spearman correlation and hierarchical regression with Hayes’ Process Macro. The study identified five of Schwartz’s 19 refined values as significantly influencing the evaluation and prioritisation of airline service attributes. A state of indifference among customers was found when the impact of airline service attributes was tested, with only onboard services found to significantly influence post-purchase outcomes such as satisfaction, loyalty and repeat purchase behaviour. It was also found that passengers did not distinguish between low-cost and full-service carriers. Income only moderated the influence of stimulation and self-direction thought values on airline service attributes while marketing communications effort was found to have a direct than a moderating role. In the main, these findings bring a novel and rich way of explaining airline choice through personal values. The results are essential for airline market segmentation, positioning and the development of airline products or features that match passenger desired life goals (personal values) which are touted as a guide to their choice behaviour. / Ukuqoka inkampani yezindiza ozoyisebenzisa kumayelana nokuthuthukisa umkhiqizo nabasebenzi bokumaketha kanye nabacwaningi. Phezu kokuba ukucwaninga ngezindiza nokuqokwa kwazo/ ikhwalithi yesevisi kukhomba kuphela izimfanelo zesevisi ezibalulekile kumakhasimende, lolu cwaningo lumbandakanye okungamagugu abantu ukunweba nokuletha izizathu zokuthi kungani izimfanelo zesevisi zenkampani yezindiza zingabalulekile noma zibalulekile kubagibeli. Okungamagugu abantu kwethulwe ngemibhalo kwaba ngamaphupho ekusasa ahlonzwayo ezimpilweni, ngakho,ebe eqondisa indlela yokuziphatha kwabo. Kuncike kulokhu, eyona nhlosongqangi yalolu cwaningo kwaku wukuhlola nokuhlonza okungamagugu omuntu ongumthengi (umgibeli) ukusekela ukuhlolwa kwezimfanelo zesevisi ezisetshenziswa ukukhetha inkampani yezindiza azoyisebenzisa ezimakethe zalezi ezihambela ngaphakathi eNingizimu Afrika. Ukufezekisa le nhlosongqangi kanye nezinye izizathu zocwaningo, idizayini yokucwaningo ye’quantitative descripto-explanatory’ isetshenziswe ukuqokelela idatha nokuhlaziya ulwazi. Isampula yababambe iqhaza abangama-324 ikhethiwe kusetshenziswa i hybrid technique of convenience, kanye nendlela yesampula yemihlathi eyazanayo (snowball sampling), kanti idatha iqoqwe ngakho kokubili, ‘online’ namaphepha anemibuzo ebuzelwa ukuthola okuthile. Idatha etholakele ihlukanisiwe yenzelwa ukuhlaziyeka kahle kusetshenziswa iStatistical Product neService Solutions (SPSS 26) kanye ne-Analysis of a Moment Structures (AMOS Version 26) software. I-Exploratory factor analysis (EFA) yenziwe ukuze kuhlolwe ukuthi izakhiwo eziyizimiso ukuqaphela okuguqukayo kwabuye kwaqashelwa ne-identify latent constructs. I- factorability yeportrait value questionnaire (PVQ) izinto zanqunywa kusetshenziswa iconfirmatory factor analysis (CFA). Umbono ube usuhlolwa kusetshenziswa ibackward multiple regression analysis, Whitney-Mann test, Spearman correlation ne hierarchical regression ene Hayes’ Process Macro. Lolu cwaningo lube nezinkomba ezinhlanu zika’Schwartz’s 19’ ezingamagugu acwengisisiwe abe nomthelela wazo ethonyeni lokuhlola nokubeka phambili kwezinkampani zezindiza izimfanelo zesevisi. Kutholwe isimo sokunganaki kubagibeli uma kuhlolwa izimfanelo zesevisi yenkampani yezindiza, kuphela nje isevisi yangaphakathi endizeni ithathwa njengebaluleke kakhulu enomthelela emiphumeleni yokuthenga kamuva okubalwa kukho ukwaneliseka kwabagibeli, ukwethembeka nokuphinda kuthengwe amanye ngokuzayo. Kutholakele ukuthi abagibeli abakwazanga ukwahlukanisa phakathi kosizo olusezingeni eliphansi nalolo olusezingeni eliphezulu. Inzuzo ibe nomthelela kuphela ekukhuthazeni isiqondiso ngasinye ngokwamagugu okuziphatha ezinsizeni zesevisi yenkampani yezindiza ngakolunye uhlangothi ezokuxhumana kwezezimakethe kuyimizamo etholakele kube neqondile kuneqhaza elisezingeni elilinganayo. Ngokwesidingo, lokhu okutholakele kwethula indlela entsha ecebileyokuchaza ukuqokwa kwezinkampani zezindiza ezisethenziswa abantu abawuhlobo oluthile. Imiphumela ibalulekile emakethe yezinkampani zezindiza ukuze kwahlukaniswe, kubekwe endaweni, kuthuthukiswe imikhiqizo yezinkampani zezindiza noma izinto ezithandwa abagibeli nezidingo zabo zempilo okuyizona eziwumhlahlandlela wokuqoka inkampani abazoyisebenzisa / Business Management / D. Com. (Business Management)

Increased consumer expectations and diverse consumer needs have led to consumers turning to the internet as a communication medium to share their positive and negative experiences, feelings, and level of satisfaction with others. The primary objective of this study was to explore the nature of user-generated content, in terms of consumer complaint and compliment behaviour related to the seven OEM brands in South Africa. The study focused on the South African automotive industry, and the consumer behaviour associated with post-purchase responses on an online consumer advocacy platform, called Hellopeter.com. A qualitative research design, making use of a content analysis, was employed. In total, 185 user-generated content items were collected from Hellopeter.com for the data-collection period, and 176 complaints and 9 compliments were analysed. The results of this study indicated that the nature of user-generated content related to the seven OEM brands in South Africa could be categorised according to eight broad themes: seven themes were specifically related to consumer complaint behaviour, while one theme was associated with consumer compliment behaviour. The top consumer complaints and compliments related to the OEM brands on Hellopeter.com were also determined. The nature of the user-generated content showed various similarities to that of the general services industry but proved to be unique to the automotive industry. Specific recommendations were made and included that open communication channels and proper feedback systems should be put in place to satisfy consumer needs, and that the findings of the study should be used as a benchmark to monitor and improve consumer complaint and compliment behaviour, as a means to create loyal consumers / Business Management / M. Com (Business Management)