The landscape of banking has changed drastically over the past two decades. Client loyalty is key for banks to stay relevant and deliver sustainable growth. In that context the objective of this research is to identify the main factors that determine client loyalty of small to medium sized businesses to banks and to rank these according to importance. The purpose of the study is using management information systems to determine the client loyalty drivers in SMEs within the banking industry as well as ranking them according to the level of importance. The study defines and provides a broad overview of the different concepts. It further provides an overview of the banking industry and casual factors driving the need to focus on client loyalty. A high-level overview of SMEs are also covered The current problem statement has a look at the various areas of concern to the banking industry such as high level debt ratios, weak corporate demand, and more The research methodology; objectives; design; scope; significance and the limitations of the study are outlined. Obtaining high levels of client loyalty remains a challenge for banks; failing, places banks at risk and hampers their ability to grow. MIS is the main enabler in understanding client loyalty, tracking client behaviour and changing needs. For this purpose a questionnaire was employed to obtain a deeper understanding of what drives client loyalty. A secondary source of information incorporated into the study is recent surveys done by KPMG, Accenture, Ernest & Young, and others. The model currently used by banks is based on the net promoter system. Client satisfaction, and Relationship and Service Quality are factors that get measured and incorporated in the net promoter system. Other factors that showed relevance and impact on client loyalty are Product Quality, Skills/EQ and Corporate/brand image. The researcher aims to explain the effect and influence the aforementioned have on client loyalty as well as rank these in order of importance in small to medium-sized business banking clients in South Africa. Primary data has been used in this study complemented by secondary data. A quantitative method has been adopted for this study. The techniques employed are: Frequency, Reliability (including the mean, standard deviation & Cronbach’s Alpha coefficient) and the Spearman Rank Order Correlations. The sample consisted of SMEs in Johannesburg Central Region and 200 questionnaires were distributed to conveniently selected SMEs out of a total population of 550. Sixty one (61) SMEs responded resulting in a 31% response rate. The study evidenced that the factors listed are interlinked and have an influence on client loyalty. The study has also demonstrated that the link between customer loyalty and true sustainable organic growth is well established. Limitations of the study are discussed. The researcher also recommends that a management information system be employed; that the study be extended to include large and corporate business and that the framework be broadened to include trust, product/channel, skills/EQ and brand/image. / MBA, North-West University, Potchefstroom Campus, 2014

Submitted by William Justo Figueiro (williamjf) on 2015-07-21T22:45:48Z No. of bitstreams: 1 64c.pdf: 2315325 bytes, checksum: e122893fc56bd6625ca9c6e2f6989043 (MD5) / Made available in DSpace on 2015-07-21T22:45:48Z (GMT). No. of bitstreams: 1 64c.pdf: 2315325 bytes, checksum: e122893fc56bd6625ca9c6e2f6989043 (MD5) Previous issue date: 2012-07-29 / Nenhuma / O termo marketing de relacionamento foi introduzido na literatura acadêmica no final dos anos 1970 como uma estratégia das empresas priorizarem relacionamentos de longo prazo para obter vantagens e benefícios. Deste então, uma série de dimensões são propostas na literatura para entender a manutenção do relacionamento do fornecedor. Com o crescente número de dimensões disponíveis, torna-se mais complexa a compreensão de quais são as dimensões mais importantes para uso em novas pesquisas e quais dimensões não são tão significativas. O presente estudo sugere uma abordagem de natureza quantitativa-descritiva para verificar a percepção do cliente acerca da manutenção do relacionamento no contexto de serviços de TI. Para tal, utilizouse de dimensões de alta ordem, que avaliou o relacionamento de um modo geral, com medidas unidimensionais e multidimensionais. Foram destacadas por este estudo duas dimensões de alta ordem presentes na literatura, que são a qualidade do relacionamento e o valor do relacionamento. Decorrente destas dimensões utilizou-se a modelagem de equações estruturais para elaborar e testar três modelos teóricos. Um dos modelos utilizou uma abordagem mista que buscou integrar a qualidade do relacionamento e o valor do relacionamento. A coleta de dados foi realizada através de uma survey com 290 executivos de TI de empresas localizadas no estado do Rio Grande do Sul que compram e necessitam de serviços de TI. Os resultados sugerem que o modelo que representa a qualidade do relacionamento tem maiores condições de avaliar a manutenção do relacionamento de fornecedores de serviços de TI. Quando a qualidade do relacionamento e o valor do relacionamento são colocados em uma avaliação conjunta, o valor do relacionamento perde efeito em relação à manutenção do relacionamento. Outras implicações decorrentes desta análise são comentadas e sugeridas como pesquisas futuras. / The term relationship marketing was introduced in academic literature in late 70's as a corporate strategy to prioritize long-term relationships to obtain advantages and benefits. Since then, a series of dimensions are proposed in the literature to understand the maintenance of supplier relationship. With the growing number of available dimensions, it is more complex the understanding of which are the most important dimensions to be used in further researches and dimensions which are not as significant. This study suggests an approach of a quantitative-descriptive nature to verify the customer's perception concerning the maintenance of the relationship in the context of IT services. For such, were used high-order dimensions, which evaluated the relationship in general, with one-dimensional and multidimensional measures. Were highlighted by the study two dimensions of higher order found in the literature, which are the quality of relationship and the value of the relationship. Resulting from these dimensions it was used structural equation modeling to develop and test three theoretical models. One of the models used a mixed approach that sought to integrate the quality of the relationship and the value of the relationship. Data collection was carried out through a survey with 290 IT executives from companies located in the state of Rio Grande do Sul which buy and need IT services. The results suggest that the model that represents the quality of the relationship has higher position to assess the maintenance of the relationship of IT service suppliers. When the quality of relationship and value of the relationship are placed in a joint evaluation, the value of the relationship loses effect in relation to maintenance of the relationship. Other implications arising from of this analysis are commented and suggested as future researches.

This study examine the interrelationship between the attachment in relationship and in marriage and relationship satisfaction. Based on theoretical models of attachment the study works empirically with a 2-factor concept of adult attachment. It deals with selected components of the relationship aspects of adult attachment. Another important issue is the relationship satisfaction. The work proposes a Czech translation of questionnaires Experiences in Close Relationships-Revised and the Couples Satisfaction Index and uses them in a research. Quantitative research was conducted on a sample of 258 respondents. 49 of them were clients of marriage counselling or psychotherapy practice. Statistical analysis showed significant correlation between the factors of attachment (Anxiety and Avoidance) and relationship satisfaction. The strongest correlation was found between satisfaction and anxiety. The results confirm the theory of attachment, according to which more securely attached individuals are more satisfied in a relationship than those less securely attached. The factors of attachment have proved to be better predictors of relationship satisfaction than age, gender or type of relationship (couple relationship / marriage). Key words: adult attachment, couple relationship, marriage, marital satisfaction,...

Esta dissertação tem como objetivo central investigar fatores que moderam a relação entre satisfação pós-recuperação e intenção de recompra no varejo online. Mais especificamente, esta pesquisa visa analisar se os construtos qualidade do relacionamento, resistência à mudança e motivo inferido moderam a relação entre satisfação com o gerenciamento de reclamações e intenção de recompra no varejo online. Para verificar tais moderações, inicialmente foi realizada a etapa exploratória de pesquisa, na qual, por meio de entrevistas em profundidade, evidenciou-se que as variáveis propostas poderiam moderar a relação entre a variável independente e dependente desta dissertação, bem como foi adicionado o construto valor econômico como possível moderador da relação entre satisfação pós-reclamação e intenção de recompra. Em seguida, para testar as hipóteses propostas foi aplicada uma survey junto a consumidores norte-americanos (N=500), operacionalizada com auxílio do Qualtrics, via Mechanical Turk. Como resultado dos testes, tem-se que a qualidade do relacionamento, o motivo inferido e a percepção de valor econômico moderam a relação entre satisfação pós-recuperação e intenção de recompra no varejo online, ou seja, podem explicar, em partes, a não linearidade da relação entre a variável independente e dependente desta pesquisa. Destaca-se ainda que as dimensões da qualidade do relacionamento (a saber: satisfação, confiança e comprometimento) sugeridas neste estudo também moderaram, individualmente, a relação entre a variável independente e dependente desta pesquisa. Sendo assim, esta dissertação contribuiu para a literatura de Marketing e comércio eletrônico ao evidenciar que tanto a qualidade do relacionamento, bem como as dimensões de satisfação, confiança e comprometimento moderam a relação entre satisfação com o gerenciamento de reclamações e intenção de recompra. Além disso, evidencia-se que a elevada percepção de valor econômico, e os motivos inferidos pelos clientes (se positivos), diante da falha inicial ocorrida, também podem sinalizar intenções de recompra dos consumidores junto a sites varejistas. / This dissertation aims to investigate factors that moderate the relationship between satisfaction with complaint handling and repurchase intention in online retail. More specifically, this research aims to examine whether the quality of the relationship constructs, resistance to change and inferred motive moderate the relationship between satisfaction with complaint handling and repurchase intention in online retail. To test such moderations, was taken an exploratory research stage through in-depth interviews in which it became clear that the proposed constructs could moderate the relationship between the independent and dependent variables of this dissertation, as well as the variable economic value was added as a possible moderator of the relationships between satisfaction with complaint handling and repurchase intention. Then, to test the hypotheses was applied a survey with online consumers (N=500) from United States, through Qualtrics and Mechanical Turk. The results indicate that the relationship quality, the inferred motive and the perceived economic value moderated the relationship between satisfaction with complaint handling and repurchase intention in online retail. It is emphasized that the dimensions of relationship quality (satisfaction, trust and commitment) suggested in this study also moderated, in an individual way, the relationship between the independent and dependent variables of this study. Thus, this dissertation has contributed to the literature of marketing and e-commerce by showing that both the relationship quality as well as the dimensions (satisfaction, trust and commitment) moderate the relationship between satisfaction with complaint handling and repurchase intention. Furthermore, it is evident that the high perceived economic value, and the motive inferred by customers (if positive), facing the initial failure occurred, can also indicate repurchase intentions of consumers with online retailers.

<p><strong>Problem: </strong>The nature of insurances, and indeed the customer-provider relationship in insurance services, lends itself to distinctive characteristics. These characteristics have particular implications on overall perceived service and relationship quality, and thus customer retention. The arguably singular characteristic of mutual mistrust prevalent in insurance service relationships, is a source for costs and lost profitability for insurance companies in Sweden. Bridging the “gap of mistrust”, potentially offered by a seemingly simple service, could entail significant benefits for both parties in an insurance service relationship.</p><p><strong> </strong></p><p><strong>Research Questions: </strong>Does the Aronda Service have the potential to improve a damage adjustment process in a provider-customer insurance service relationship?</p><p><strong> </strong></p><ul><li>Can a more effective damage adjustment process improve an insurance service relation between provider and customer?</li></ul><ul><li>To what extent do the providers perceive that the damage adjustment process is critical to a customer’s stay or switch decisions in an insurance service relationship? </li></ul><p><strong> </strong></p><p><strong>Purpose: </strong>The aim of the thesis is two-fold:</p><ol><li>The aim is to investigate and describe the impact of the damage adjustment process in customer relationships between the privately insured and property insurance companies in Sweden</li><li>And to assess, the potential of the Aronda Service to improve customer relations for insurance companies by improving (in terms of customer satisfaction) the damage adjustment process.</li></ol><p><strong>Methodology: </strong>A qualitative method with deductive reasoning was used. The highly contextual nature of customer-provider relationships was deemed, for the purpose of the study, best suited using a qualitative method. Data collection comprised of interviewing several professionals pertaining to the field of property insurance and damage adjustment, academic literature, peer-reviewed articles, and Ph.D. Dissertations.</p><p><strong> </strong></p><p><strong> </strong></p><p><strong> </strong></p><p><strong>Theoretical Approach: </strong>The theoretical approach is based on consolidation of widely used theories in the field of service and relationship in the “Critical episode on insurance relationships” perspective, presented by Mikael Gidhagen, Senior lecturer at Uppsala University, Sweden. Although the perspective is originally created for B2B relationships, proved great applicability and relevance.</p><p><strong> </strong></p><p><strong>Empirical foundation: </strong>The empirical foundation consisted of a number of interviews with respondents with extensive corporate and private insurance industry experience. The secondary empirical information was gathered from governmental, consumer services, and industry regulatory bodies’ websites and publications.</p><p><strong>Conclusion: </strong>The uncovered prominent issues in insurance relationships between private individuals and property insurance service providers can at the very least be aided, if not solved, to the benefit of both parties by the proposed digital version of the Aronda “Black Box”. As the importance of documentation in more cases of insurance claims than not are paramount, and by decreasing the coverage knowledge gap of customers, facilitating a matching of service expectations and actual service delivery, customer satisfaction can be more readily achievable for insurance provider. A readily achievable level of customer satisfaction, in turn, means probably prolonged customer retention, and ultimately higher profitability for the insurance companies. As “it cost more to attract a customer, than it does to keep one.”</p><p><strong> </strong></p>

Problem: The nature of insurances, and indeed the customer-provider relationship in insurance services, lends itself to distinctive characteristics. These characteristics have particular implications on overall perceived service and relationship quality, and thus customer retention. The arguably singular characteristic of mutual mistrust prevalent in insurance service relationships, is a source for costs and lost profitability for insurance companies in Sweden. Bridging the “gap of mistrust”, potentially offered by a seemingly simple service, could entail significant benefits for both parties in an insurance service relationship.   Research Questions: Does the Aronda Service have the potential to improve a damage adjustment process in a provider-customer insurance service relationship?   Can a more effective damage adjustment process improve an insurance service relation between provider and customer? To what extent do the providers perceive that the damage adjustment process is critical to a customer’s stay or switch decisions in an insurance service relationship?   Purpose: The aim of the thesis is two-fold: The aim is to investigate and describe the impact of the damage adjustment process in customer relationships between the privately insured and property insurance companies in Sweden And to assess, the potential of the Aronda Service to improve customer relations for insurance companies by improving (in terms of customer satisfaction) the damage adjustment process. Methodology: A qualitative method with deductive reasoning was used. The highly contextual nature of customer-provider relationships was deemed, for the purpose of the study, best suited using a qualitative method. Data collection comprised of interviewing several professionals pertaining to the field of property insurance and damage adjustment, academic literature, peer-reviewed articles, and Ph.D. Dissertations.       Theoretical Approach: The theoretical approach is based on consolidation of widely used theories in the field of service and relationship in the “Critical episode on insurance relationships” perspective, presented by Mikael Gidhagen, Senior lecturer at Uppsala University, Sweden. Although the perspective is originally created for B2B relationships, proved great applicability and relevance.   Empirical foundation: The empirical foundation consisted of a number of interviews with respondents with extensive corporate and private insurance industry experience. The secondary empirical information was gathered from governmental, consumer services, and industry regulatory bodies’ websites and publications. Conclusion: The uncovered prominent issues in insurance relationships between private individuals and property insurance service providers can at the very least be aided, if not solved, to the benefit of both parties by the proposed digital version of the Aronda “Black Box”. As the importance of documentation in more cases of insurance claims than not are paramount, and by decreasing the coverage knowledge gap of customers, facilitating a matching of service expectations and actual service delivery, customer satisfaction can be more readily achievable for insurance provider. A readily achievable level of customer satisfaction, in turn, means probably prolonged customer retention, and ultimately higher profitability for the insurance companies. As “it cost more to attract a customer, than it does to keep one.”

Die meisten Menschen sind daran interessiert, eine glückliche und befriedigende Partnerschaft zu führen. Die psychologische Forschung hat erbracht, dass vor allem die Kommunikation und das Problemlöseverhalten der Partner in Konfliktsituationen einen entscheidenden Einfluss darauf ausüben, ob eine Paarbeziehung gelingt oder nicht. Seit einiger Zeit werden auch Anpassungsprozesse an Belastungen als wichtige Einflussfaktoren gesehen. Mit dem Konzept des dyadischen Copings liegt ein elaborierter Ansatz zur Belastungsverarbeitung in Partnerschaften vor. Studien zum Effekt dyadischen Copings haben aufgezeigt, dass der partnerschaftliche Umgang mit Belastungen konkurrent und prospektiv mit der Beziehungsqualität zusammenhängt. Ein Manko der bisherigen Forschung zum dyadischen Coping ist die unzureichende Verknüpfung mit anderen Konzepten, die bedeutsam für die Qualität und die Entwicklung von Partnerschaften sind. In den letzten Jahren hat sich das Konzept der Bindung als ein fruchtbarer Ansatz für das Verständnis von Partnerschaften erwiesen. Bindung wird hier verstanden als die bewusst zugängliche kognitive Repräsentation zentraler Merkmale der Paarbeziehung. Der Bindungsstil steht mit zahlreichen partnerschaftsbezogenen Merkmalen in Verbindung, beispielsweise mit der Beziehungsqualität. Im Rahmen der vorliegenden Studie wurde die Hypothese untersucht, dass dyadisches Coping eine Mediatorvariable darstellt und den Effekt des Bindungsstils auf die Beziehungsqualität partiell vermittelt. Daneben wurde explorativ der Frage nachgegangen, ob soziodemographische Merkmale einen vorhandenen Mediationseffekt beeinflussen, d.h. ob moderierte Mediationseffekte bestehen. Hierzu wurde eine Querschnittuntersuchung durchgeführt. Bindungsstil, dyadisches Coping und Beziehungsqualität wurden mittels Selbstbeurteilungsinstrumenten erhoben. In die Regressionsanalysen gingen 192 Personen ein, die sich aktuell in einer Paarbeziehung befanden. Die Ergebnisse bestätigen weitgehend die Annahme, dass dyadisches Coping den Effekt des Bindungsstils auf die Beziehungsqualität partiell vermittelt. Dies gilt insbesondere für das positive dyadische Coping. Dieses wirkte sowohl bei der Bindungsdimension sicher-ängstlich als auch bei der Dimension abhängig-unabhängig als Mediatorvariable. Hingegen fungierte negatives dyadisches Coping nicht als Mediator. Neben diesen beiden wurde auch die neu konstruierte Variable Ratio negatives/positives dyadisches Coping als ein möglicher Mediator untersucht. Für diese Variable zeigten sich Ergebnisse, die denen zum positiven dyadischen Coping vergleichbar sind. Als ein wichtiges Ergebnis ist ferner anzumerken, dass Mediationseffekte fast ausschließlich zu beobachten waren, wenn die Beziehungsqualität im Sinne objektivierbarer, struktureller Merkmale als Kriterium betrachtet wurde. Wurde die Beziehungszufriedenheit, d.h. die subjektive, evaluative Komponente, als Kriterium herangezogen, ergaben sich direkte Effekte des Bindungsstils und nicht vermittelte. Daneben zeigte sich, dass soziodemographische Merkmale einige der erzielten Mediationseffekte moderierend beeinflussen. Trotz der bestehenden Einschränkungen der Studie, die vor allem in dem Querschnittdesign zu sehen sind, lässt sich anhand der erzielten Ergebnisse sagen, dass Bindung und dyadisches Coping bedeutsame Einflussfaktoren der Beziehungsqualität darstellen. Ferner zeigt die Studie erstmals auf, dass dyadisches Coping, welches in erheblichem Maße Prozesse des Helfens und Unterstützens umfasst, den Effekt des eigenen Bindungsstils auf die eigene erlebte partnerschaftliche Beziehungsqualität vermittelt. Als solches weist die Studie auf ein mögliches neues Themenfeld der Forschung zu Bindung, Bewältigung und Unterstützung im Kontext von Partnerschaften hin. / Most people are interested in a happy, satisfying intimate relationship. Psychological research has shown that a couple's communication and problem solving behavior are the most influential ingredients of a happy partner relationship. However, recent research has provided support that stressful events and adaptive processes also influence the quality of a couple's relationship. One well-developed concept for describing adaptation to stress in couples is dyadic coping. Research has shown that dyadic coping predicts relationship quality concurrently as well as longitudinally. One limitation of the available research on dyadic coping is the lack of associations with other relevant determinants and processes influencing the success of a relationship. One such concept is attachment, which has received much attention in the recent years. Attachment, as it is understood here, comprises the conscious mental representation of central characteristics of an intimate relationship. Many studies have shown that attachment style is related to diverse relationship characteristics, e.g. relationship quality. This study investigated the hypothesis that dyadic coping partially mediates the effect of attachment style on relationship quality. Additionally, moderated mediation effects were tested, i.e. it was investigated whether certain sociodemographic characteristics would moderate the mediation effect. The study employed a cross-sectional design. Attachment style, dyadic coping, and relationship quality were assessed using self-report questionnaires. The study sample comprised 192 persons living in a lasting, intimate relationship. Regression analyses were conducted to test for mediation effects. The results confirm the general hypothesis that dyadic coping partially mediates the effect of attachment style on relationship quality. This effect occurs when positive dyadic coping is regarded as a mediating variable. This variable partially mediates the effect of the attachment dimensions secure-fearful and dependent-independent. Negative dyadic coping did not act as a mediator. In addition, a relational index, ratio negative/positive dyadic coping, was constructed. The results for this variable paralleled those found for positive dyadic coping. Importantly, the mediating effect of the variables positive dyadic coping and ratio dyadic coping emerged almost exclusively when relationship quality, i.e. the observable and structural aspects of a relationship, was used as the criterion variable. Almost no mediation effects occurred when relationship satisfaction, i.e. the subjective evaluative component, was used as the criterion. Furthermore, sociodemographic characteristics moderated some of the mediation effects. Although the study has some limitations, most importantly the cross-sectional design, the results underline that attachment style and dyadic coping are relevant determinants of the quality of an intimate relationship. Further, it shows that dyadic coping mediates the effects of the personal attachment style on the personal evaluation of the partner relationship. Thus, this study underlines the importance of studying adaptation processes in couples from an attachment and coping framework.

棒球是台灣人最喜愛的運動賽事，每當中華隊代表台灣參加國際賽事時，總是能引起國人的關注，與朋友或家人一起到球場上吶喊幫中華隊加油。但是中華職棒聯盟從成立以來的二十幾年，球迷人數卻無法穩定成長，即使台灣人喜愛棒球，一次又一次的簽賭及假球事件重挫聯盟及球團，也澆熄國內球迷對中華職棒的信心。球迷的多寡也直接影響到各球團的收益，賽事的門票、球隊的周邊商品都是球團主要的收入來源。近幾年因為中華隊在國際賽的好成績及聯盟制度的改進，使球迷又再度關注台灣的職業棒球。因此如何維持與球迷之間的關係，讓球迷不要再度流失是現在各球團很重要的課題。 　　本研究以中華職棒的球迷為研究對象，探討「球迷觀賽動機」、「關係利益」、「關係品質」對「球迷忠誠度」的影響，此外現在社群網路蓬勃發展，除了讓使用者之間快速的交流之外，各球團也透過社群網路上設立官方粉絲團與球迷互動，維持與球迷之間的關係。因此本研究加入「社群網路互動性」來探討社群網路對球迷忠誠度的影響。 　　本研究採用量化分析，透過網路發放問卷，有效樣本共348份，研究中以SPSS與AMOS軟體進行結構模式分析。分析結果後發現球迷觀賽動機對球迷忠誠度有正向影響，且關係利益及社群網路互動性皆對關係品質有正向影響，而關係品質對球迷忠誠度有正向影響。本研究之結果期望能提供學術界與運動產業在關係利益、關係品質、社群網路互動性及忠誠度相關研究。 / Baseball game is an important sport in Taiwan. As professional baseball teams have established one by one, the number of fans, who prefer to buy tickets to watch baseball games, has a direct impact on their profit. It has been a critical issue for professional baseball teams to enhance fan loyalty. Professional baseball teams try their best to manage relationships with fans as longer as possible. Thus, this study investigated the relationships among relationship benefit, relationship quality, and fan loyalty. The subjects were fans of professional baseball teams. Due to the rapid growth of social media, professional baseball teams tend to interact with their fans by setting virtual community on social media sites, if better fan relationship management is desired. Thus, this study adopted social media interaction as another critical factor of relationship quality. The results, based on data collected from 348 baseball fans, indicated that relationship benefit and social media interaction have positive effect on relationship quality. And fan motivation and relationship quality have positive effect on fan loyalty.

The landscape of banking has changed drastically over the past two decades. Client loyalty is key for banks to stay relevant and deliver sustainable growth. In that context the objective of this research is to identify the main factors that determine client loyalty of small to medium sized businesses to banks and to rank these according to importance. The purpose of the study is using management information systems to determine the client loyalty drivers in SMEs within the banking industry as well as ranking them according to the level of importance. The study defines and provides a broad overview of the different concepts. It further provides an overview of the banking industry and casual factors driving the need to focus on client loyalty. A high-level overview of SMEs are also covered The current problem statement has a look at the various areas of concern to the banking industry such as high level debt ratios, weak corporate demand, and more The research methodology; objectives; design; scope; significance and the limitations of the study are outlined. Obtaining high levels of client loyalty remains a challenge for banks; failing, places banks at risk and hampers their ability to grow. MIS is the main enabler in understanding client loyalty, tracking client behaviour and changing needs. For this purpose a questionnaire was employed to obtain a deeper understanding of what drives client loyalty. A secondary source of information incorporated into the study is recent surveys done by KPMG, Accenture, Ernest & Young, and others. The model currently used by banks is based on the net promoter system. Client satisfaction, and Relationship and Service Quality are factors that get measured and incorporated in the net promoter system. Other factors that showed relevance and impact on client loyalty are Product Quality, Skills/EQ and Corporate/brand image. The researcher aims to explain the effect and influence the aforementioned have on client loyalty as well as rank these in order of importance in small to medium-sized business banking clients in South Africa. Primary data has been used in this study complemented by secondary data. A quantitative method has been adopted for this study. The techniques employed are: Frequency, Reliability (including the mean, standard deviation & Cronbach’s Alpha coefficient) and the Spearman Rank Order Correlations. The sample consisted of SMEs in Johannesburg Central Region and 200 questionnaires were distributed to conveniently selected SMEs out of a total population of 550. Sixty one (61) SMEs responded resulting in a 31% response rate. The study evidenced that the factors listed are interlinked and have an influence on client loyalty. The study has also demonstrated that the link between customer loyalty and true sustainable organic growth is well established. Limitations of the study are discussed. The researcher also recommends that a management information system be employed; that the study be extended to include large and corporate business and that the framework be broadened to include trust, product/channel, skills/EQ and brand/image. / MBA, North-West University, Potchefstroom Campus, 2014

Internet a profondément changé la manière dont les entreprises interagissent avec leurs clients. Le développement d’une relation client en ligne a mené les organisations à repenser l’idée qu’elles se faisaient de cette relation, ainsi que leurs pratiques en termes de marketing relationnel. Cette recherche vise à mieux comprendre la manière dont les utilisateurs d’espaces clients de sites web évaluent la qualité de la relation client en ligne, et inclut une dimension importante dans l’évaluation de la qualité de la relation en ligne, l’appropriation de l’espace client.Une étude qualitative a été menée auprès de 15 personnes, afin d’étudier les variables permettant de construire le modèle de recherche et de proposer une échelle de mesure de l’appropriation des espaces clients de sites web. Par la suite, un modèle de recherche a été créé et un questionnaire en ligne a été administré. Un échantillon final se composant de 534 personnes, utilisatrices d’espaces clients de sites web dans le secteur bancaire et dans le secteur de la téléphonie mobile, a permis de tester les hypothèses de recherche. Il en résulte que l’appropriation de l’espace client du site web joue un rôle médiateur entre deux variables - la facilité d’utilisation perçue et l’utilité perçue - et la qualité de la relation client en ligne, que ce soit pour les utilisateurs d’espaces clients de sites web dans le secteur bancaire ou dans le secteur de la téléphonie mobile. De même, la sécurité/confidentialité perçue de l’espace client du site web exerce une influence positive sur la qualité de la relation client en ligne. L’hypothèse postulant que l’interactivité perçue de l’espace client du site web exerce une influence positive sur la qualité de la relation client en ligne est partiellement validée. En revanche, la présence sociale de l’espace client du site web n’exerce pas une influence positive sur la qualité de la relation client en ligne. / The Internet has dramatically changed the way companies interact with their customers. Because of the importance of e-customer relationship management, companies have to reconsider their strategies in terms of relationship marketing. The purpose of this research is to investigate the way users of personal websites’ accounts evaluate e-relationship quality within two sectors: the banking sector and the mobile phone sector. This research deals with an important concept: appropriation.A qualitative study has been conducted in order to build a research model and to create a measurement scale to study the appropriation of a personal websites’ account. Therefore, an online survey (N=534) was conducted to test the hypothesis. The findings suggest that the appropriation of a personal websites’ account is a mediating variable between perceived ease of use, perceived usability and relationship quality, both in the banking sector and in the mobile phone sector. In the same way, privacy has a positive influence on e-relationship quality. Moreover, perceived interactivity has a positive influence on e-relationship quality, but that particular hypothesis is partially validated. Finally, social presence does not have a positive influence on e-relationship quality.