Thesis (MBA)--Stellenbosch University, 2007. / ENGLISH ABSTRACT: Within the realm of business it is about the triple bottom line and being able to sustain the
viability of the profits that accrue. Yet, business cannot exist without customers and
therefore customer satisfaction is a key to long term business relationships. If a business
considers customer satisfaction to be important, then a mechanism for the measurement
of the customer's satisfaction needs to be determined and monitored; thereby enabling
improvements and continued support. This has resulted in the establishment of the
customer relationship marketing (CRM) concept. Many businesses embark on a
marketing drive without any means of measurement and control of the customer
relationship. This document gives direction in the implementation and application of a
customer satisfaction program (CSP).
Some of the well known customer satisfaction index programs are discussed. These focus
on creating a common measurement for international, national, regional and individual
companies. These are discussed as background to the process of developing a CSP.
Aspects that are investigated are leadership, management, development and
implementation of a CSP. Consideration is given to the various aspects of questionnaires
and how they can influence respondents' answers. Furthermore the emotional aspects of
customers are also considered. No program is complete without considering the future
and what that might hold for business and hence any program that assists with
maintaining business relationships. Therefore a look into what the future of CSP's could
be is also discussed in general.
Finally, a set of flow diagrams are presented that summarise the various aspects that
should be considered when developing and implementing a CSP. The various steps can
assist in focussing an organisation in its introduction of such a program.
This document is by no means complete, however, it is a foundation upon which a
successful CSP can be built. / AFRIKAANSE OPSOMMING: Binne die gebied van besigheid gaan dit oor die winsgrens en die volhouding van
lewensvatbare winste. Tog kan geen besigheid 'n bestaansreg he sonder kliente nie en dus
is klientebevrediging die sleutel tot langtermyn besigheidsverhoudings. As 'n besigheid
klientebevrediging as belangrik beskou, dan moet daar 'n meganisme bepaal word
waardeur klientebevrediging gemeet en gemonitor kan word sodat dit kan lei tot
verbeteringe en volhoudende ondersteuning. Die uitvloeisel hiervan is die konsep van
klienteverhoudingsbemarking. Menige besigheid het op bemarkingstogte gegaan sonder
enige meting van of beheer oor die klienteverhoudings. Hierdie dokument dui die rigting
aan in die implementeering en toepassing van 'n klientebevredigingsprogram.
Verskeie van die welbekende klientebevredigingsindeksprogramme word bespreek. Die
programme fokus op die skepping van 'n gemeenskaplikke meting vir internasionale,
nasionale, streeks en individuele besighede. Hulle word bespreek sodat 'n fundament gele
kan word vir die ontwikkeling van 'n klientebevredigingsprogram.
Die aspekte wat ondersoek word is, leierskap, bestuur, ontwikkeling en implementering
van 'n klientebevredigingsprograrn. Oorweging word gegee aan verskeie aspekte van
meningspeilingvraestukke en hoe hulle respondente kan beinvloed. Verder word die
emosionele aspekte van kliente ook oorweeg. Daar word ook aandag geskenk aan wat die
toekoms moontlik kan wees ten opsigte van klientebevredigingsprogramme.
Laastens, word 'n stel vloeidiagramme voorgele wat die verskeie aspekte saamvat waarna
gekyk moet word wanneer 'n klientebevredigingsprogram oorweeg word. Die verskeie
stappe kan help met rigtingbepaling wanneer 'n organisasie dit oorweeg om so 'n program
bekend te stel.
Hierdie dokument is geensins volledig en kan as 'n fondasie beskou word waarop 'n
suksesvolle klientebevredigingsprogram gebou kan word.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/70658 |
| Date | 12 1900 |
| Creators | Relling, Manfred Theodor |
| Contributors | Loubser, S., Stellenbosch University. Faculty of Economic and Management Sciences. Graduate School of Business. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | Unknown |
| Type | Thesis |
| Rights | Stellenbosch University |
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