Manufacturers are transforming their business model from being a product dominant to a customer centric organization, in order to maintain competitive advantage, as well as deliver customer satisfaction thereby to build a long-term relationship with them. The management of complaint handling is regarded as a crucial contributor to its business performance. To identify key factors that influence the efficiency of complaint handling in manufacturing industry, it is important to start with an investigation of a company's internal complaint handling management. A multiple case study has been carried out in the form of semi-structured, face-to-face interviews with managers from six different manufacturing companies. The studyreveals that four factors in complaint handling are to be paid attention to, which include complaint handling process, qualified complaint handler, complaint handling system and complaint handling policy. By comparing the companies' viewpoints as well as theoretical perspective on these factors, some differences and similarities are revealed. Finally, the study found that the complaint handler who possesses the adequate technical knowledge of the product and interpersonal skills is the most essential factor that affects complaint-handling efficiency. In the meanwhile, complaint-handling system is increasingly important in assisting companies with customer complaints.

Identifying appropriate international distributors for small and medium-sized enterprises (SMEs) in the software industry for overseas markets can determine a firm's future endeavors in international expansion. SMEs lack the complex skills in market research and decision analysis to identify suitable partners to engage in global market entry. Foreign distributors hold responsibility to represent, sell, market, and add value to the software manufacturer's products in local markets. Identifying appropriate attributes to determine a suitable distributor is essential in assuring success in new export markets. Methods for partner selection have been addressed in the international marketing and information systems literature. Building on this literature, this dissertation develops an improved method for identifying suitable distributors in the SME software industry. The partner selection conundrum is modeled as a binary classification problem in that it involves predicting whether an alliance relationship will survive over a specific period. The challenge presented to researchers is not just the large number of variables involved in the selection process but also the inherent uncertainty in the decision making process. This study uses a Bayesian methodology for this classification task. A Naïve Bayes (NB) classification model was developed factoring sixteen alliance attributes identified in the partner selection literature and validated by domain experts who scored the importance of these attributes. Thirty years of partnership data that contributed to relationship longevity trained the model and held-back data was used to validate the model. The NB classification model returned accurate predictions in both the group of foreign distributors that succeeded and failed to reach the relationship longevity threshold of five years. The study's contribution to the software SME business community and its practitioners was the identification of an improved methodology for predictive success. The approach employed a simple Bayesian prediction model utilizing key alliance attributes to help software SMEs identify potential foreign distributor partners who can sustain relationship longevity from which to build a strong business partnership. Keeping the methodology simple is critical for SMEs who struggle with an abundance of challenges to maintain their corporate viability in the market place.

U.S.-based Institutions of Higher Education (IHE) face significant competitive forces including market-based pressures in the form of new and increased competition, an escalating cost base and reduced financial aid sources. The practice of customer loyalty development and the study of the loyalty phenomena are prevalent in the marketing literature. Despite the prevalence of studies focusing on relationship marketing concepts and loyalty as drivers of customer retention, little progress has been made in conceptualizing and testing frameworks that can explain the impact of relationship marketing on attitudinal and behavioral loyalty in an IHE setting. This study proposed a relationship marketing approach towards the challenge of increasing student loyalty and thus ultimately student retention. Both offensive (relationship marketing concepts aimed at increasing trust, commitment and perceived value) and defensive (subjective norms and switching costs) strategies were proposed as antecedents of student loyalty. Several existing marketing and organizational behavior scales were modified for use in an IHE environment. Research into the dynamics of relationship marketing in a real-world setting was conducted to (1) confirm the scales for use in the IHE environment , (2) to broaden the settings in which the selected scales have been deployed, and (3) to offer depth to the relationship marketing and loyalty field of study. A survey was administered in three South Florida IHEs and 549 responses were collected. The use of structural equation modeling permitted the researcher to establish the measurement validity of the relationship marketing survey instrument and the statistical reliability and validity of the of the proposed variables. There were significant relationships noted between: trust and perceived value; perceived value and commitment; commitment and loyalty; front line employee behaviors and trust; and management policies and procedures and trust; confirming past studies. However, counter to past research, results showed no significant relationship between subjective norms and commitment. Some of the limitations from previous research were addressed by proposing a more integrated model that combined both offensive and defensive marketing constructs. Future research is needed to determine the causes for the lack of statistical significance for the proposed defensive marketing strategies.

Thesis (MBA)--Stellenbosch University, 2012. / Relationship marketing is still in its infancy as a mainstream marketing concept, although it has established itself as an underlying paradigm in modern services marketing. Its importance is recognised to a growing extent with a call for organisations to move from a short-term transactional approach to a long-term relationship one (Kotler, 1992; Grönroos, 1994). From the interviews, it is clear that the directors support the findings in respect of the literature review that service marketing should be centred on the key concept that quality should form an integrated component of every step of the development and delivery of a service bundle and should be based on long-term customer relationship development. From the literature review, and with specific reference to the seven P’s marketing mix and relationship marketing approach, it can be delineated that service marketing practices are the combination of service-bundle development, pricing, process, promotion, place, people, physical evidence and the management of the relationship with the customer through the various relationship marketing practices. This conceptual framework will enable the Firm to categorise its marketing objectives and also to provide a clear description of how the marketing objectives identified will be achieved within a stated timeframe. Therefore, quality within the conceptual framework of marketing is measured through the perception of the customer primarily during two occurrences. The first is during any contact session between the customer and service provider or with one or more of the service provider’s employees and the second is when the service bundle is utilised. In the first instance referred to above, customer contact sessions provide the service provider with the opportunity to engage the customer by way of an interactive process in a social context, thus enhancing social bonds through relationship marketing. It has been accepted in the marketing industry that the relationship component is firmly underpinned by mutual trust. Where a service provider maintains strong trust relations with their customers, the relationships involved generally culminate both in the retention of the customer and in long-term profitability. The second determinant of service-bundle quality (product quality) requires from the service provider the skill and ability not only to develop a service bundle that meets the quality expectation of the customer, but which further extends to the ability of the service provider to ensure the recruitment of employees with the appropriate interpersonal skills, aptitude and service knowledge and to provide them with continuous training, leadership, coaching, development programmes and communication to ensure that they retain the skills and expertise to develop a professional service-bundle offering that meets the customers’ expectations. Consumers make judgements and deliver perceptions of the service provided based on that which is provided by those employees with whom they interact. Consequently, employees drive service value which, in turn, drives customer satisfaction and loyalty, resulting in increased revenue and profit (Hanna & Newman, 2007). It is, therefore, submitted that relationship marketing and quality control in development of the various service bundles by the professional service provider are essential if the Firm wants to obtain a form of competitive advantage over its competitors.

Thesis (MBA)--Stellenbosch University, 2015. / ENGLISH ABSTRACT: In a global era of growing consumer economies, retailers rely extensively on the exploitation of consumers’ personal and behavioural information, in order to successfully execute and sustain their business models and strategic objectives. The gathering and mining of consumers’ personal and behavioural information represent tremendous potential in the application of relationship marketing tactics, towards consumer intimacy, and ultimately towards competitive advantage. However, in their quest to understand consumers better, retailers need to be acutely aware of consumers’ views regarding the gathering and use of their personal and behavioural information, in order to derive the associated benefits whilst mitigating the risk of alienating consumers. To this end, the main objective of this research assignment was to understand the thoughts and feelings of a selected sample of retail consumers, regarding the use of their personal and behavioural information in relationship marketing tactics. The research aim was achieved through a qualitative exploration of the thoughts and feelings of thirty millennial retail consumers who shared their individual views in written format and small group interviews. Cognitive mapping was used as the central technique for the coding and interpretation of written and interview data, depicting the central themes of consumer rationale, as well as the causal relationships of the concepts, which influenced their sentiment and decisions. The insights produced by the cognitive mappings were triangulated using additional techniques of sentiment analysis and word frequency analysis. The combination of research techniques produced robust overarching insights of universal value, coupled with insights of specific subtleties alluding to consumer groups with differentiated engagement needs. Universal insights included strong negative sentiment whenever consumer participants considered the possibility that retailers with whom they engage on the basis of their personal information could potentially share such personal information with third-party entities outside of their explicit or implicit relationship with a particular trusted retailer. Similarly, the personally intrusive nature of telemarketing as an engagement and communication channel was met with universal disdain at every mention thereof, clearly eliminating it as a viable channel for any retailer who would seek to build and sustain trusted consumer relationships. The sample of participants revealed four broad groups of millennial consumers, each with different preferences of engagement with retailers. The majority of the participants across two groups recognised a conditional and transactional basis for exchanging varying degrees of personal information for a variety of derived benefits. A small group of participants indicated a clear preference towards avoiding engagement on a personal basis and sharing of personal information with retailers. A similarly small group of participants exhibited general openness and willingness to engage retailers and share personal and behavioural information with little restraint or concern. The insights derived from this research assignment provide a solid foundational exploration for future research on the specific and related topics, whilst the application of the cognitive mapping technique provided profound multi-dimensional insights. Businesses stand to gain potential material benefit through the careful consideration of the terms of engagement with their consumers, as provided through the universal and specific insights of this research assignment.

With the increasing expansion of companies into the global markets, Relationship Marketing (RM) has become more significant than ever, drawing to it the interest of scholars and the attention of practitioners. One aspect of the subject, which this research addresses, is the need to understand the nature and importance of relationships across cultures, since such understanding is critical to organizational expansion. The focus of this research is B2B relationship marketing, with cross-cultural marketing as a major component of analysis. Building on and extending relevant cross-cultural theories, this research investigates B2B relationship marketing in a Middle-Eastern telecom company, Saudi Telecom Company (STC), a company that is well placed for providing fertile illustrations of the mechanism of B2B relationship marketing. It is, furthermore, a key company in Saudi Arabia with hundreds of partners worldwide, and its economic importance to the country is second only to SABIC, the state-owned national oil company. Adopting a case study research strategy, the research explores how a growing organization absorbs cultural awareness into its B2B relationships. Data are garnered by interviewing 35 STC managers, 29 STC Small Medium Enterprise SME business partners, and three of STC’s Major Enterprise partners, as well as accessing and analysing secondary data from the company. The findings to date suggest that as the company grows it needs to develop B2B cross-cultural awareness at local and global level. This research extends cross-cultural models which have been developed in a business-to-consumer (B2C) context such as cross-cultural marketing theories proposed by Hall and Hofstede to understand cross-cultural theory in a B2B context. By exploring the role of culture in B2B relationships in the telecom industry in the Middle East in general and Saudi Arabia in particular, in light of a case study conducted on a specific and major company, STC and its global partners, and by investigating and assessing how it conducts its B2B relationships, this research aspires to extend the understanding of cultural awareness in B2B relationship and thereby to make a useful contribution to scholarship.

This thesis is concerned with the econometric modelling of gasoline prices in US. The intention is to characterize the market process in this crucial and significant industry. Overall we have been seeking to identify a mechanism to signal and measure market failure and consequently improve market performance. Firstly we examine the time series properties of gasoline prices using the criteria for perfect arbitrage to test market efficiency from the stationarity of price proportions. This is done by considering market efficiency across in different regions of the US, by applying a range of different stationary tests. In this analysis we collected a comprehensive data set of gasoline prices for all regions of the US mainland for the longest period available. Forni (2004), outlined reasons why the analysis of price proportions may be advantageous; especially when the sample is limited. Stationarity corresponds to a broad market, it is found here that the US gasoline market is on average broad. Except for the Gulf Coast and Lower Atlantic, which may be seen as economically and/or geographically separated, market structure in the rest of the US would not appear to be a problem Next we investigate possible long-run price leadership in the US gasoline market and the inter-relatedness of price behaviour relevant to a competitive market. Following Hunter & Burke (2007) and Kurita (2008) market definition is tested. This is done on an extended regional data set to Kurita and following the analysis in Hunter and Burke on a set of company data for the US.We analysed long-run price leadership through the cointegrated vector auto-regression (VAR) to identify key characteristics of long-run structure in the gasoline market. The analysis of the system of regional prices confirms problems with the Gulf Coast and Lower Atlantic, but also based on the finding that the cointegrating rank is less than N-1 using both types of data ( regional price data and company price data) and the findings on weak exogenity it is suggested that competition across the whole of the US is further limited. We applied further tests to company data on prices and quantity data to investigate further the need to regulate for potential anomalies and to capture more directly consumer harm. The variance screening method applied to recent weekly data indicates that there is too little variation in gasoline prices and this would seem to support the cointegration study. Furthermore we applied a dynamic disequilibrium analysis to attempt to identify long-run demand and supply in the gasoline market. Finding significant variables using the Phillips-Hansen fully modified estimation of the switching regression is necessary to distinguish two long-run equations (S&D). Moreover a comparison is made with a Markov Switching Model (MSM) of prices and this suggests a similar pattern of regime to the quantity information analysed in by our disequilibrium model.

Aldrig tidigare har företag haft lika goda möjligheter till kommunikation gentemot sin kundbas som idag, vilket är ett resultat av internets tillväxt och skapandet av sociala medier. Facebook som är det största sociala mediet sett till antal användare har en styrka i att ge både företag och privatpersoner breda användarmöjligheter. Med hjälp av sociala medier kan företag gratis skapa ett konto och börja marknadsföra sig själva samt skapa och underhålla kundrelationer på en plattform som många privatpersoner dagligen använder. Det finns många studier som visar på stora positiva möjligheter för företag av alla storlekar vid användande av sociala medier för att skapa och underhålla kundrelationer. Den här studien behöver därmed inte fokusera på faktumet om företag borde utnyttja Facebook för byggandet och förstärkandet av sina kundrelationer, utan snarare hur detta kan göras inom området små detaljhandelsföretag. Syftet för studien att är att kunna beskriva hur företag inom detaljhandel kan använda sig av sociala medier för att skapa och underhålla kundrelationer. Frågeställningen vi valt att besvara är: Hur kan detaljhandelsföretag skapa och underhålla kundrelationer genom Facebook? Vi har använt oss av ett abduktivt förhållningssätt baserat på en hermeneutisk ståndpunkt. För att samla in information om hur detaljhandelsföretag använder sig av Facebook för att skapa och underhålla kundrelationer har vi genomfört semistrukturerade intervjuer med tre företag utvalda genom bekvämlighetsurval. Studien kom fram till att engagemang och undansatt tid för sociala medier är sällsynt för små företag inom detaljhandeln. Istället är det en redan existerande position som har Facebooksidan som ansvar vid sidan av sina huvudsysslor. Vi kom fram till att de fyra delarna engagemang, tid, strategi/målsättning och interaktion med kund lägger grunden för en framgångsrik kundrelationshantering via Facebook. Inom framtida forskning rekommenderar vi ett fokus på redan framgångsrika små detaljhandelsföretag och undersöka vad denna framgång beror på genom att titta på strategier och mätmetoder som dessa företag använder och hur dessa kombinerar engagemang, tid och interaktionsproblematiken som existerar idag.

published_or_final_version / Social Work / Master / Master of Social Work

published_or_final_version / abstract / Computer Science / Master / Master of Philosophy