University of Stellenbosch Business School / Thesis (MBA)--Stellenbosch University, 2012. / ENGLISH ABSTACT: The purpose of this research is to gain insight into the personalities of marketers and to identify a benchmark personality profile for a marketer in professional service industries. In order to accomplish this, the personality traits required when performing the general marketing role, as well as the personality tests to measure the identified traits, were investigated. A best-fit profile was then selected by matching these traits. The variations in the marketing role between the professional services and the goods industry were then investigated in order to adapt the profile for the specific traits required by professional service industries. The Myers Briggs Type Indicator and 16 Personality Factor scales were identified as the main tests and selected to measure the desired traits for the profile. Additional tests were identified to test for high levels of creativity, high levels of tolerance for ambiguity, strong internal locus of control, high need for achievement, high levels of emotional intelligence and entrepreneurial spirit. When comparing the traits required by the boundary spanning, entrepreneurial role of marketers inside organisations, with the descriptions of each of the 16 Myers Briggs types, the Extrovert, Instinctive, Thinking, Perceiving (ENTP) type was identified as the best-fit profile. A corresponding 16PF profile was constructed and compared using correlations between the two scales. No clashing personality traits could be identified when investigating the mainly relational marketing role requirements of the professional services industries. Replacement of the ENTP type was therefore not justified. Additional traits related to ‘loyalty’ and ‘trust’ were added as further advantages and an investigation into the Myers Briggs type theory identified ways of evaluating it. The subsequent theoretical profile and descriptions were then sent to experienced and practised marketers in the professional services industry, asking them to provide feedback regarding the personality traits of the theoretical profile and the methods followed. Feedback was provided by means of a Likert scale multiple-choice survey that was hosted online as well as private email conversations. The feedback was mostly positive and responses corresponded with the theoretical model with the exception of two specific personality traits of the 16PF in question that opposed the model. Personality tests can serve as a starting point for constructive discussions of individual behaviour and performance of current employees. These tests can be used for coaching, career counselling, conflict resolution, team and organisational development and to predict employee-role "fit". The tests and results can help provide a framework for assessing the ways that different individual personalities contribute to the behaviours that impact performance in the workplace.

The purpose of the study is to explore the concepts of strategy content and strategy process as it relates to small professional services firms. A case study approach based on grounded theory utilised in-depth interviews to collect data from five small professional service firms. The study found that it is worthwhile to conceive of strategy content and process in relation to small professional services firms. An emerging theory is presented. The research was limited by its small scale and single method to collecting data. Future research could include a wider sample and testing of the emerging theory. The emerging theory provides a valid and reliable measure for improving actions and decisions of practitioners. The emerging theory is practitioner-oriented and contributes to an area of research that is understudied. / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted

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This study takes the medical service as an example to discuss the evaluation and choice models of professional services. The main purpose of the study is to see whether consumers¡¦ involvement and knowledge of medical services as well as their personal difference will affect their evaluation and choice models. In this study, the common cold, stomach ulcer and cancer are chosen to represent medical services with low, median and high involvement. Convenience sampling is conducted in Taipei, Hsinchu and Kaohsiung and a total of 407 valid questionnaires have been collected. About the data analysis, factor analysis, ANOVA and chi-square test are used as statistical analysis methods. The results are presented below. 1. Consumers¡¦ involvement and knowledge of medical services have different effects on their evaluation criteria. 2. Consumers¡¦ involvement of medical services makes difference to their evaluation and choice models. 3. Consumers¡¦ knowledge of medical services makes difference to their evaluation and choice models. 4. There is interaction between consumers¡¦ involvement and knowledge of medical services, and they together affect the choice models. When consumers face medical services with ¡§low involvement, high knowledge¡¨ and ¡§high involvement, low knowledge¡¨, obvious difference is found between the choice models they use. 5. Consumers¡¦ personal factors make difference to their evaluation and choice models. 6. Consumers¡¦ personal factors make difference to their involvement and knowledge of medical services.

The relationship between professional service providers and their clients is of great importance to many service industries including educational, financial, consulting and healthcare services. The aim of this research enquiry is to identify, generate and describe a theoretical explanation of how a client engages in and manages their relationship with their health professional over a period of time. Fifteen participants living with chronic medical conditions were interviewed over a period of four months with data collected via unstructured in-depth interview sessions, and analysed using thematic analysis. The analysis reveals three major themes, nature of relationship, degree of control and service satisfaction. Of central concern is the longevity of the relationship between the healthcare client and his/her service provider. If the service provider is willing to share their authority and relinquish some of the control to the client, the client feels empowered. The client is then willing to provide information and effort to co-create effective service episodes. This sharing of authority enables the client to have better control on their service consumption. The sharing of authority also has an impact on the client’s propensity to remain engaged with their service provider. The findings of this study have implications for our knowledge and understanding of professional service delivery and how it differs from the delivery of consumer services. The study clearly indicates a shift in the role of a client as an empowered entity who wants to be part of, not just the service consumption, but service production as well. The key lessons from this study may inform other types of services including financial, educational and consulting services.

The relationship between professional service providers and their clients is of great importance to many service industries including educational, financial, consulting and healthcare services. The aim of this research enquiry is to identify, generate and describe a theoretical explanation of how a client engages in and manages their relationship with their health professional over a period of time. Fifteen participants living with chronic medical conditions were interviewed over a period of four months with data collected via unstructured in-depth interview sessions, and analysed using thematic analysis. The analysis reveals three major themes, nature of relationship, degree of control and service satisfaction. Of central concern is the longevity of the relationship between the healthcare client and his/her service provider. If the service provider is willing to share their authority and relinquish some of the control to the client, the client feels empowered. The client is then willing to provide information and effort to co-create effective service episodes. This sharing of authority enables the client to have better control on their service consumption. The sharing of authority also has an impact on the client’s propensity to remain engaged with their service provider. The findings of this study have implications for our knowledge and understanding of professional service delivery and how it differs from the delivery of consumer services. The study clearly indicates a shift in the role of a client as an empowered entity who wants to be part of, not just the service consumption, but service production as well. The key lessons from this study may inform other types of services including financial, educational and consulting services.

Background: Previous research show that there is a need for marketing strategies in SMEs that offer professional services, such as auditing firms. Also, the combination of marketing and auditing is a fairly new concept, due to legal and ethical regulations. Besides, since marketing and auditing have different business functions, it can be challenging for the auditors to practice marketing that does not discredit the profession. Lastly, the new competitiveness in the industry, calls for a need for marketing but since these SMEs lack in resources it is believed that relationship marketing can be a beneficial strategy for these firms due to its low cost approach. Research question: How do SME auditing firms practice relationship marketing? Purpose: The study aims to describe how and why SME auditing firms use relationship marketing as a marketing strategy. Method: This study is based on an abductive approach with semi-structured interviews with twelve people with different positions at firms in Halland and Malmö. Theoretical Framework: The theory consists of four blocks, which mainly focus on relationship marketing. However, theory about SMEs, services and professional services marketing is also presented due to the choice of industry and delimitations. Findings: The findings show that many SME auditing firms lack formal plans and strategies for relationship marketing, often due to lack of resources, interest or knowledge. However,the firms practice relationship marketing even if they do not define it as such, through value adding activities or services for their customers, that lie on top of the fundamental servicethey offer.

O objetivo desse trabalho foi elaborar uma proposta de modelo de planejamento estratégico aplicável à realidade das empresas de serviços profissionais, especialmente no setor odontológico. Para isso, foram estudados os aspectos teóricos relevantes ao tema, as características da indústria de serviços profissionais com foco em Odontologia, e o caso de uma empresa representativa do setor. A proposta elaborada, fundamentada pela extensa pesquisa realizada, propõe a reunião dos aspectos teóricos de planejamento estratégico às características tão particulares desse setor e das empresas que o compõem. O resultado desse trabalho é uma contribuição à limitada literatura existente sobre gestão de serviços odontológicos, à própria comunidade odontológica brasileira, devido ao profundo diagnóstico apresentado para o setor e também para a produção acadêmica e científica da Escola Politécnica e da Universidade de São Paulo. / The goal of this work was to develop a proposal of a strategic planning model that fits the reality of professional service firms, especially in the Dentistry sector. With that purpose, it studied the concepts related to the topic, the main characteristics and particularities of professional service firms, with emphasis on Dentistry and developed a case study of a firm representative of the sector. The developed model, based on an extensive research, proposes joining the theoretical features of strategic planning with the very particular characteristics of this sector and its companies. The result of this work is a contribution to the limited literature about management of Dentistry services, to the Brazilian Dentistry community, because of the deep diagnosis presented for the sector, and to the academic and scientific production of the Escola Politécnica and of Universidade of São Paulo.

This study explores how auditors’ attitudes toward marketing and their views on the importance of marketing affect how they balance their time spent on marketing and auditing activities. The purpose is to understand how changes in the business environment for auditors affect the relationship between the auditing profession and marketing. The study is based on a survey of 711 auditors in Sweden. The findings suggest that auditors with a positive attitude toward marketing spend significantly more time on marketing activities compared to those with a less positive attitude. Furthermore, auditors who view marketing activities as important spend significantly more time on marketing activities. The study controlled for the number of years as approved or authorized auditor, age of the auditor, and firm affiliation. The results indicate that the theoretical distance between the auditing profession and marketing does not exist in practice to the same degree as it used to. The findings of the study have implications for international auditing theory and practice in illuminating the relationship of marketing and auditing in a wider business context.

THE OPERATIONAL IMPLICATIONS OF SERVICE CUSTOMISATION LEVEL Customisation offers the opportunity for organisations to capitalise on the many potential benefits to both themselves and to clients, afforded by offering a greater choice of goods and services for customers. Many organisations have implemented increased customisation with the expectation of increased demand and profitability. However a critical analysis of the operational aspects involved in customising services reveals that different levels of customisation have distinct operational needs which render the adoption of different levels of customisation more difficult than is indicated in existing literature. Three distinct degrees of customisation are examined in this study. These are standardisation, medium customisation and high customisation. The study puts forward a comprehensive model which provides an insight into the organisational factors which potentially enable or impede an organisation in introducing different levels of customisation. This model builds on previous studies of factors which impact on the ability of an organisation to deliver customised services. Factors which are included in this model are: (a) the level and type of knowledge, skills and abilities (KSA's) held by employees involved in designing and delivering services (b) the degree of information distribution and exchange between employees and (c) goal clarity for staff involved in delivering the service. Initial case studies conducted in six organisations and a subsequent quantitative study which elicited 101 responses from 21 organisations, revealed that each level of customisation held a distinct configuration of these operational factors. Organisations offering high customisation were characterised by a low degree of information distribution and exchange between employees, a high level of KSA's about the service being provided and low goal clarity for service staff. Organisations offering medium customisation were characterised by a high degree of information distribution and exchange between employees, a moderate level of KSA's about the service being provided and relatively high goal clarity for staff. Organisations offering standardised services were characterised by a low degree of information distribution and exchange between employees, a low level of KSA's required about the service being provided and high goal clarity for staff. By examining the relationship between customisation and the identified operational implications, the study allows us to piece together a multi-faceted viewpoint of the same broad issue, which is answered by the overarching question 'how are organisations enabled to provide different levels of customisation'? This study therefore provides us with a well-rounded insight as to how and why organisations can effectively implement different levels of service customisation.