Understanding the contribution of marketing to the shareholder value of a company has been a major challenge for marketing research. The purpose of this dissertation was creating and validating an attitudinal measure of customer equity in hospitality businesses, thus providing a link between return on marketing and the shareholder value of a company. The theoretical background of the customer equity construct was examined, and then systematic scale development processes were initiated. The results produced two concise scales: (1) 17 items that represent the six dimensions of customer equity in the restaurant industry and (2) 19 items that represent the six dimensions of customer equity in the hotel industry. Six dimensions of customer equity achieved strong convergent validity, discriminant validity, and internal consistency, indicating unidimensionality of the constructs. To further validate the newly developed scale, criterion validity was checked in correlation with six criterion measures using data collected from 590 hospitality industry consumers. The results demonstrate that customer equity closely reflects the shareholder value of a company. Also, it was found that value equity, brand equity, relationship equity, and service quality are significantly and positively correlated with overall customer equity of a company. In conclusion, customer equity represents the long-term value of a company, and reflects shareholder value of the company, thus providing a link with return on marketing investments. Theoretical and managerial implications are discussed. / Ph. D.

Customer loyalty as a concept is a critical strategic option in today’s competitive environment. It is no surprise therefore that managers and researchers have increased their study and understanding of the concept as a strategic marketing imperative over the past decades to capture market share and improve profitability. Indeed the theoretical perspective is that competitive pricing as well as company image and reputation contribute to customer satisfaction and that service quality along a number of pathways drives customer loyalty and profitability thus: service quality--> customer satisfaction--> customer loyalty --> market share --> profitability. A few empirical studies have found these linkages to be true. However these factors differ in importance based on the cultural setting. We investigate (1) whether these relationships exist and (2) which of these factor(s) is/are important in motivating consumer loyalty from the perspectives of retail banking customers in Ghana. The study draws on customer behaviour and attitude premised on the SERVQUAL and SERVPERF models originated by Parasuraman et al., (1988), Cronin and Taylor (1992), and Brady and Cronin (2001) respectively as well as other researches based on the literature on customer satisfaction and loyalty. We used both quantitative and qualitative research approaches in our study and have drawn from both primary and secondary sources of data. We made use of a 7 point likert scale to develop indexes for the main constructs measured in this study and applied correlation, chi square (χ2) and regression analyses to evaluate the hypothesised relationships. Further we qualitatively analysed aspects of the data hinging on explanatory aspects of our research. The results among other things reveal that whilst service quality (especially empathy and reliability) and bank image and reputation are important instigators of customer satisfaction and loyalty, competitive pricing showed a weak linear relationship with customer satisfaction and loyalty (r < 0.5). On the other hand, increased market share was found to influence banks’ profitability. Finally we discuss the management implications of the study in terms of customer retention and profitability strategies for the banks in Ghana. We emphasise that management strategies that are service quality conscious, use person-organisation fit approaches to recruitment and effectively communicate strategies could help institutionalise a culture that is customer relation centred, help banks survive the competition, retain their customers and in the long run increase their profitability.

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Souza.pdf: 2563102 bytes, checksum: 869d7fe9ed00b6040e6866a51ef92753 (MD5) Previous issue date: 2017-04-13 / The quality of service in public services is vital for society, especially services for urban mobility. This work aims to analyze the quality of the service provided to the user of the Municipal Urban Planning Institute (IMPLURB), an organ belonging to the Municipality of Manaus (PMM), aiming to propose improvements aimed at citizens. The specific objectives are: to identify the profile of users of the services; Evaluate the perception of service providers regarding the quality practiced, seeking to qualify the service according to their need; And propose improvements based on Total Quality Management (TQM). Regarding the methodology, the research is of the descriptive type, of quantitative nature; As well as the means, bibliographical, documentary, case study and field research, using 139 (one hundred and thirty-nine) questionnaires with structured questions for data collection. The questionnaire was divided into five dimensions: tangibility, reliability, responsiveness, security and empathy, with a weighting in the SERVPERF (Service Performance) scale method. As for the statistical data, the free statistical software R 3.0.3 was used. The results show a positive general perception of 64.8% of service takers, regarding the quality practiced. It is recorded that of the 22 assertions studied, only four presented indices below the average (physical space unsuitable for people with special needs, requested services delivered outside the promised time, body does not open exceptions to attend at different times if users have an extra need , And the use of the Internet or the telephone for information and scheduling were not channels of service of the service that sought. On the other hand, five assertions achieved an approval rate equal to or greater than 80%, namely: 80% believe that they receive the guidelines correctly in the first contact; 86.4% feel that servers transmit responsibility in the performance of their tasks; 85% believe that servers are capable of serving users; 82% believe that servers treat users with attention and cordiality; And 84.1% say that the servers show respect and respect to users. Thus, above-average rates revealed by this research may provide reflections on the quality of the service provided to the Autarchy user, thus collaborating with proposals for improvements aimed at assisting the citizens of Manaus. / A qualidade do atendimento em serviços públicos é vital para a sociedade, especialmente os serviços voltados à mobilidade urbana. Este trabalho tem como objetivo analisar a qualidade do atendimento prestado ao usuário do Instituto Municipal de Planejamento Urbano (IMPLURB), órgão pertencente à Prefeitura Municipal de Manaus (PMM), visando propor melhorias voltadas aos cidadãos. Têm-se como objetivos específicos: identificar o perfil dos usuários dos serviços; avaliar a percepção dos tomadores de serviços quanto à qualidade praticada, buscando qualificar o atendimento conforme a necessidade dos mesmos; e propor melhorias com base na Gestão da Qualidade Total (GQT). Com relação à metodologia, a pesquisa é do tipo descritiva, de natureza quantitativa; quanto aos meios, bibliográfica, documental, estudo de caso e pesquisa de campo, utilizando-se 139 (cento e trinta e nove) questionários com perguntas estruturadas para a coleta de dados. O questionário foi dividido em cinco dimensões: tangibilidade, confiabilidade, responsividade, segurança e empatia, com lastro no método de escala SERVPERF (Service Performance). Quanto aos dados estatísticos foi empregado o software estatístico livre R 3.0.3. Os resultados revelam percepção geral positiva de 64,8% tomadores de serviço, quanto à qualidade praticada. Registra-se que das 22 assertivas estudadas, apenas quatro apresentaram índices abaixo da média (espaço físico inadequado para portadores de necessidades especiais; serviços solicitados entregues fora do tempo prometido; órgão não abre exceções para atender em horários diferenciados caso os usuários tenha uma necessidade extra; e a utilização da internet ou do telefone para informações e agendamentos não foram canais de atendimento do serviço que buscava). Por outro lado, cinco assertivas lograram índice de aprovação igual ou superior a 80%, a saber: 80% acreditam que recebem as orientações corretamente no primeiro contato; 86,4% sentem que os servidores transmitem responsabilidade no cumprimento das suas tarefas; 85% considera que os servidores são capacitados para atender os usuários; 82% julga que os servidores tratam os usuários com atenção e cordialidade; e 84,1% reputa que os servidores demonstram consideração e respeito aos usuários. Sendo assim, os índices acima da média revelados com esta pesquisa, podem proporcionar reflexões a respeito da qualidade do atendimento prestado ao usuário da Autarquia, colaborando assim, com proposições de melhorias voltadas ao atendimento dos cidadãos de Manaus.

The primary aim of this thesis was to undertake research in a Higher Education and Training Institution in a Provincial Government Department in the Western Cape to determine which variables affect the services that are being delivered and the quality of the services and how these services could be improved. The population selected for the purpose of the research was a large number of students at a Higher Education and Training Institution in a Provincial Government Department in the Western Cape. A research sample represented by a subset of participants from this organisation was selected. A biographical questionnaire and the SERVQUAL questionnaire were administered to a sample of 130 students enrolled at a Higher Education Institution in the Western Cape. The results indicate that there are significant relationships between selected biographical variables and perceptions of service quality. Moreover, there were also statistically significant differences in perceptions on the variables Reliability, Responsiveness, Assurance, Tangibles and Empathy. Tentative conclusions can be drawn from the results and recommendations regarding future research are highlighted.

The primary aim of this thesis was to undertake research in a Higher Education and Training Institution in a Provincial Government Department in the Western Cape to determine which variables affect the services that are being delivered and the quality of the services and how these services could be improved. The population selected for the purpose of the research was a large number of students at a Higher Education and Training Institution in a Provincial Government Department in the Western Cape. A research sample represented by a subset of participants from this organisation was selected. A biographical questionnaire and the SERVQUAL questionnaire were administered to a sample of 130 students enrolled at a Higher Education Institution in the Western Cape. The results indicate that there are significant relationships between selected biographical variables and perceptions of service quality. Moreover, there were also statistically significant differences in perceptions on the variables Reliability, Responsiveness, Assurance, Tangibles and Empathy. Tentative conclusions can be drawn from the results and recommendations regarding future research are highlighted.

Magister Commercii (Industrial Psychology) - MCom(IPS) / The primary aim of this thesis was to undertake research in a Higher Education and Training Institution in a Provincial Government Department in the Western Cape to determine which variables affect the services that are being delivered and the quality of the services and how these services could be improved. The population selected for the purpose of the research was a large number of students at a Higher Education and Training Institution in a Provincial Government Department in the Western Cape. A research sample represented by a subset of participants from this organisation was selected. A biographical questionnaire and the SERVQUAL questionnaire were administered to a sample of 130 students enrolled at a Higher Education Institution in the Western Cape. The results indicate that there are significant relationships between selected biographical variables and perceptions of service quality. Moreover, there were also statistically significant differences in perceptions on the variables Reliability, Responsiveness, Assurance, Tangibles and Empathy. Tentative conclusions can be drawn from the results and recommendations regarding future research are highlighted. / South Africa

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Text in English / The study sought to assess the quality of library services by investigating the gaps between various service quality variables using the LibQUAL, SERVQUAL and SERVPERF models. The pragmatic paradigm formed the basis of this study while the mixed methods approach was adopted. The convergent parallel mixed methods design where both quantitative and qualitative data collection methods and data were integrated was adopted. Using the side-by-side comparison style, both sets of data were separately analysed and presented. The results were then compared to establish if they confirm or disconfirm each other. Questionnaires were administered to 94 users of the library. To calculate the level of service quality, the study measured the service adequacy gap (SAG), service superiority gap (SSG), zone of tolerance (ZoT), and D-M scores. Followup focus group discussions (FGDs) were conducted to validate, supplement and further explore the issues that arose from data collected using the questionnaires. The findings revealed a gap between the users’ expectations and perceptions of service quality and that library services were not meeting users’ expectations. The users’ expectations exceeded their perceptions since all service quality scores (SAG, SSG, ZoT and D-M scores) were either low or negative. Generally, the library performed well in the dimensions that touch on human aspects of the library but did poorly in the aspects that touch on information collections, library space and equipment. There were no significant differences between the protocols, with the overall gaps between perceptions and desires being all negative. The findings of the FGDs confirmed those of the questionnaires. The study recommended that the Court should allocate resources in a way that ensures human aspects of the library remain at high levels of service quality, while the shortcomings on aspects of information control, library space and equipment addressed. However, while addressing the physical space aspects, the library should bear in mind that users did not rate them as important for their purposes. This means that the library will need to invest in electronic content that can be accessed remotely by users. In view of the findings, the study concluded by developing a service quality framework on quality improvement and its sustenance at the library and the Court at large. / Information Science / D. Litt. et Phil. (Information Science)

The basic purpose of this study was to examine the influence of service quality on customer satisfaction, perceived customer value and behavioral intentions, in three, four and five star hotels in Ethiopia. Additionally, an attempt was made to assess the differences pertaining to these constructs across customer profile (e.g., gender, nationality etc.) and hotel characteristics (e.g., star ratings etc.). A quantitative survey approach was used to obtain primary data from the respondents (hotels’ guests/customers) by administering the structured questionnaire. The original SERVPERF dimensions and related items were modified to best fit with hotel sector, by using desk review and preliminary interviews with manager, consultants and corporate clients of the hotels. A pilot study was carried out with 35 hotel customers to test the initial reliability and validity of the instrument. The final questionnaire was distributed to 440 respondents from 44 hotels (under three, four and five star categories), by using stratified (proportionate) random sampling. Of the distributed questionnaires, 435 were collected back (over 98% return rate), as completely filled, and used for the purpose of analysis. Descriptive statistics (mean score and standard deviation) were used to examine the customers’ perceptions of service quality, customer value, satisfaction and behavioral intentions. To identify the key service quality dimensions in the Ethiopian hotel sector, Principal Component Analysis (PCA) was employed. The results revealed six underlying factors, namely: Assurance, Reliability, Responsiveness, Empathy, Room Tangibles and Food & Beverage Tangibles. Regression analysis was carried out to examine the relationship between the study constructs, whereby perceived service quality was found to be maintaining significantly (p<0.05) positive influence on customer value, satisfaction and behavioral intentions (measured as customer revisits and word-of-mouth recommendations) in the Ethiopian hotel sector. Moreover, both customer value and satisfaction were observed to be partially mediating the influence of service quality on behavioral intentions, with higher contribution from satisfaction than perceived value. Finally, the respondents’ nationality, gender, visit purpose, length of stay, hotel location and star category were found to be determining their perceptions of overall service quality. However, further research is needed before generalizing these relationships to other sectors/contexts. / Business Management / D.B.L.