Research Publications (Management Sciences)

Permanent URI for this collectionhttp://ir-dev.dut.ac.za/handle/10321/217

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The impact of communication on customer relationship marketing among cellular service providers
(2007) Poovalingam, Kasthuri; Veerasamy, Dayaneethie
This article examines how communication is currently being employed in the cellular industry to improve service to customers in an attempt t o establish a long-term relationship with them. It does so by analyzing the communication process and the communication mix that cellular service providers utilize to engage with their customers. The primary goal of a business is sustained superior performance to ensure consistent growth. The cellular industry is no different. One method that can ensure this superior performance and differentiate a business from its competitors will always be the quality of its relationship with customers. Whilst research has been conducted on a general aspect of relationship marketing, there appears to be no significant study on how communication efforts can promote relationship marketing in the cellular industry. Hence this study investigates the extent to which communication impacts on relationship marketing and whether improved communication can result in sustainable long-term relationships. This was a quantitative cross sectional study where the survey method was employed using a simple random sample. The target population consisted of existing cellular phone users, both contract and prepaid. Structured Interviews were used to assist the researcher in The Impact of Communication on Customer Relationship Marketing obtaining information from an intended sample of 300 cellular phone users. At the end of six weeks, 251 responses were received reflecting an overall response rate of 83.7%. The findings indicate that the majority of cellular phone users were satisfied with the communication efforts of their service provider and that the communication tools used by the service providers were effective in promoting relationship marketing. Moreover, existing customers indicated that they would become advocates of their service provider, as they did not regret their choice of service provider particularly because service providers tailor make packages for their customers. In addition, customers indicated that they would like to be informed of long and medium term plans, new developments and any fundamental changes that are going to take place. If service providers are to maintain sustainable relationships, they need to conduct regular satisfaction surveys to get feedback from customers and monitor their attitudes towards them.
Coping with complexity and turbulence : an entrepreneurial solution
(World Scientific Pub. Co., 2006) Mason, Roger Bruce
This paper considers the adoption of an entrepreneurial orientation as a paradigm for companies operating in a complex and turbulent environment, viewing the environment as a complex and turbulent system in terms of chaos theory. Approaches suggested by chaos theory are compared with the entrepreneurial orientation to identify if such an orientation matches these suggested approaches. Literature on chaos theory and on entrepreneurship is compared, and a short case is presented, providing an illustration of how a company operating successfully in a complex and turbulent environment has used the principles of an entrepreneurial orientation. The paper identifies considerable similarity between the management approaches suggested by chaos theory and the principles of the entrepreneurial orientation, indicating that chaos theory may provide the theoretical underpinning of the relationship between entrepreneurial orientation and turbulent environments. The case also shows how an entrepreneurial orientation has been successfully used in a complex and turbulent environment. The conclusion is that companies operating in a complex and turbulent environment could benefit from adopting an entrepreneurial orientation.
Word of mouth as a promotional tool for turbulent markets
(Routledge, 2008) Mason, Roger Bruce
Word-of-mouth advertising involves activities to encourage consumers to talk about a product or company to friends and neighbours, setting in motion a chain of communication that could spread through a whole market. Each activity, itself small and relatively unimportant, could escalate through word of mouth to create strong, positive brand images and beliefs. A major characteristic of chaos theory, sensitive dependence on initial conditions (the butterfly effect) is at work in word of mouth. This paper reviews word of mouth literature from a chaos/complexity theory perspective. Using a multiple case study approach, the significance of word of mouth in turbulent markets is assessed. It was found that more successful companies tended to use word of mouth proactively, and that it is an effective marketing tool for turbulent environments. Furthermore, chaos theory is shown as a good lens through which to view word of mouth. This paper is important because word of mouth has had little attention from the academic community, with the exception of electronic or Internet based word of mouth. Furthermore, it suggests an academic theory to underpin word of mouth that has not been considered before. In addition, it is important because, in South Africa and possibly in other under-developed and developing countries, word of mouth is critical to marketing to less sophisticated or literate markets.
Using a blended approach to facilitate postgraduate supervision
(Routledge, 2009) De Beer, Marie; Mason, Roger Bruce
This paper explores the feasibility of using a blended approach to postgraduate research-degree supervision. Such a model could reduce research supervisors’ workloads and improve the quality and success of Masters and Doctoral students’ research output. The paper presents a case study that is based on a framework that was originally designed for blended learning activities. It is based on supporting different types of interaction between postgraduate research students and their supervisors. The findings show that a blended approach to postgraduate supervision improves the supervision process, reduces the administrative workload of the supervisor, and creates a dynamic record of the supervision process. The results to date imply that traditional supervision practice needs to be revisited and modified to include digital procedures. The research project is in its infancy and, since at least three years is necessary for the completion of postgraduate degrees, this paper reports only on the first two stages of the research project.
Residual brand awareness following the termination of a long-term event sponsorship and the appointment of a new sponsor
(Journal of marketing communications, 2006) Mason, Roger Bruce; Cochetel, Fabrice
This study examined brand awareness after a change in sponsor and audience perceptions about the sponsors and the event before and after the change. A survey of the audience at a surfing event was conducted. The findings were that the original sponsor maintained high awareness levels with the audience, particularly awareness of the previously sponsored event, thereby supporting the proposition that long-term sponsorship supports long-term brand awareness. Secondly, the research found that a change in sponsorship does not necessarily lead to changes in respondents’ perceptions of the event. Thirdly, the research showed that there was a mismatch in the values of the original sponsor and the event, whereas the current sponsor had a closer match with the event’s values. Sponsorships change fairly frequently and it would be of interest to sponsors to know the extent to which benefits continue to accrue after they have stopped sponsoring an event. Since almost no research has been carried out on residual awareness and awareness decay, this paper should contribute to knowledge about the cessation of sponsorships, as well as to the broader field of sponsorship knowledge.
Management actions, attitudes to change and perceptions of the external environment : a complexity theory approach
(Mercury House Publishers, 2008) Mason, Roger Bruce
This paper, based on complexity theory principles, suggests relationships between environmental turbulence, managers' perceptions of the external environment, attitudes to change, management actions and business success. Data was collected via a case study method, using indepth interviews, document analysis and observation from two companies each in the computer and packaging industries. Findings reflected a relationship between environmental perceptions and attitudes to change. The more successful firms expected and almost welcomed change, while the less successful companies were victims of change. Overall external environment perceptions, attitudes to change and the resulting management approaches differed between the more successful and less successful companies.
An exploration of marketing tactics for turbulent environments
(Emerald Group Publishing Limited, 2009) Mason, Roger Bruce; Staude, Gavin
The purpose of this paper is to propose that the choice of marketing tactics is influenced by the company's external environment. It aims to illustrate the marketing tactics suggested for a complex, turbulent environment, when marketing and the environment are viewed through a complexity lens. Design/methodology/approach – A marketing mix model, derived from complexity literature, was assessed via a multiple case study to identify the type of marketing mix suggested for a complex, turbulent environment. The study was exploratory, using in-depth interviews with two companies in the IT industry. Findings – The results tentatively confirmed that the more successful company used a destabilizing marketing mix, and suggest that using complexity theory to develop marketing tactics could be helpful in turbulent environments. Research limitations/implications – The findings are limited by the study's exploratory, qualitative nature and the small sample. Generalizing should be done with care and therefore further research with larger samples and in different environments is recommended. Practical implications – The paper will benefit marketers by emphasizing a new way to consider future marketing activities of their companies. The model can assist marketers to identify the tactics to use, dependent on the nature of their environment. Originality/value – Most work on complexity in marketing has concentrated on strategy, with little emphasis on tactics and the marketing mix. Therefore, the paper is an important contribution to the understanding of marketing mix choices, of interest to both practising marketers and marketing academics.
Socio-economic implications of the KwaZulu-Natal sardine run for local indigenous communities
(NISC Ltd., 2010) Myeza, Joyce; Mason, Roger Bruce; Peddemors, V.
This paper reports on the findings from a study of the economic and social effects of the annual sardine run on the indigenous community on the south coast of KwaZulu-Natal, South Africa. Data were gathered using questionnaires and personal interviews with 329 members of the community, and their knowledge, perceptions and attitudes about the sardine run, as well as their level of involvement in, and the financial benefits accrued from it, were assessed. Although around two-thirds of those interviewed were aware of the sardine run and just over half participated in it, only some 17% benefited financially from it. However, despite this low level of participation, the financial benefit to the community could amount to R17-18 million, and as much as R34- 54 million if a multiplier effect of 2-3 is applied. There was a high level (over 70%) of willingness to learn more about the event, and to become more involved in training exercises that would allow local people to take advantage of opportunities arising from the sardine run. It is recommended that management strategies and development plans should be implemented towards assisting the indigenous communities to become more involved in the sardine run.
A 21st century framework for quality management
(Academic Journals, 2012-02-07) Moonsamy, Gonasagren Vimlan; Singh, Shalini
Emerging trends such as globalisation, customer power and sophistication, social responsibility and environmental sustainability consciousness are creating new business challenges and market demands for organisations. In order for the business world to realise growth and sustainable success in this environment, many organisations changed the strategy they followed in the last three decades. The new strategies moved from being predominately product-focused, using process management and cost reduction, which used to be core functions to quality management, to more risk mitigation, revenue generation and reputational focused drivers. Hence, in the last twenty years the world of business has changed significantly, whereas the field of quality has not correspondingly changed in thinking or form. The aim of this paper is to demonstrate the supposition that quality has become out-dated over the last two decades. This paper will focus on the change that quality management as a discipline should undertake by proposing a quality stewardship and leadership (QSAL) framework for managing quality, under a new definition, namely, quality stewardship, into the future. In addition, this study will also include an empirical study which was undertaken to evaluate the support for the proposed framework.
Using factor analysis to explore principal components for quality management implementation
(Springer, 2012-10-01) Moonsamy, Gonasagren Vimlan; Singh, Shalini
Quality remains or continues to be one of the top ranking strategic issues in all major organisations. However, today organisations are faced with increasingly sophisticated and informed stakeholder expectations. Standards by which organisations are judged are continuously evolving as are consumer’s expectations, needs and preferences. Thus, in such an environment, the alignment of quality with today’s business challenges, are widely criticized. There is a sense that quality has become outdated somewhere over the last two decades and that it is still predominately understood and practiced using the framework and direction provided historically by quality leaders such as Deming, Juran, Crosby and others. The above has resulted in many organisations struggling with the implementation of quality management. The purpose of this paper is to explore the current status of quality management practices in manufacturing related organisations in South Africa. It extracts principal components, for quality using factor analysis, in order to suggest key factors for quality management in present day, as practiced by the organisations that participated in this study
Mentorship and sustainable research output : a case study of the University of Johannesburg
(IP Publishing Ltd, 2012-04) Nundulall, Reetha; Dorasamy, Nirmala
Higher education institutions (HEIs) in South Africa are facing challenges arising as a result of the shift from traditional teaching activities to a combination of research and teaching. Increasing emphasis on research, an integral part of this transformation of higher education, has required HEIs to develop and implement capacity development strategies to enable those new to research to engage in research output; and mentorship is a strategy that is enjoying increasing popularity. This article explores the challenges faced in the implementation of a formal research mentorship programme (REMP), using the University of Johannesburg as a case study. A quantitative approach was adopted to obtain the perceptions of academic staff of REMP as a strategy for building research capacity. The findings reveal that whilst the REMP is strongly favoured by academics as a means of guiding novice researchers, key factors need to be addressed to ensure its success. This article examines the challenges for both mentors and mentees and suggests actions to help mentorship programmes make sustainable contributions to the development of research capacity.
The conceptualisation of tourism and hospitality within a public administration framework in South Africa : a case study of a Tourism Provincial Administrative Authority in KwaZulu Natal
(International Foundation for Research and Development, 2013-07) Balkaran, Rishi
Objectives of this paper are to: locate the study into a conceptual framework by conceptualising and clarifying Tourism and Public administration and management; Constitutional and legislative provisions relevant to the tourism and hospitality industries; National, provincial and local government administration with a view to locating Tourism and the Tourism Provincial Authority. Paper clarifies the intrinsic relationship between Government functions at national, provincial and local levels and the tourism and hospitality industries. The essence of the paper depicts the policy and a legislative framework formulated by government for the purposes of effective and efficient application to relevant structures at central, provincial and local levels. The welfare of the tourism and hospitality industries depend to a large extent on the delivery of services from public institutions at all levels of government.
The proposed banning of alcohol advertising in a developing economy
(International Foundation for Research and Development, 2013-04) Govender, Jeevarathnam Parthasarathy
The growing problem of alcohol misuse and its social consequences have been attributed to the advertising of alcohol, by some parties. Alcohol companies and the advertising industry have refuted this claim. It is against this background that this paper seeks to assess consumer attitudes towards alcohol advertising in South Africa. A survey was conducted amongst a sample of 400 respondents. Respondent demographics and attitudes towards the advertising of alcohol were ascertained. The results indicate no significant relationship between the selected demographic variables (viz. gender, age, income, education level and race) and attitude towards the advertising of alcohol. Some perspectives on the implications for policy and practice are presented.
Are higher education institutions positioned to reap the dividends of open education resources? : the case of Durban University of Technology
(The Clute Institute, 2013-09) Van der Merwe, Alexander Dawid
The potential benefits of open education resources (OERs) are well documented in the literature. These include cheaper education, improved equity in respect of educational prospects, greater access to higher education opportunities for non-traditional learners, encouraging new modes of collaborative learning and leveraging public funds by sharing knowledge. So compelling are these advantages that leading universities globally are currently experimenting with new business models calibrated to extract value from educational offerings that, increasingly, will be expected to include free content. In spite of the obvious merits of OERs, the open education movement faces challenges which are rooted significantly in educators' perceptions of these resources. This descriptive case study sought to examine the attitudes Durban University of Technology (DUT) faculty have towards OERs with the aim of gauging their capacity to be actively involved as developers and users of these materials. The study found that in spite of respondents' recognition of the advantages of OERs and even a degree of superficial employment of these instructional aids, there appears to be no real open education ethos at the institution. Evidence of this includes the relatively low level of sharing of content amongst faculty an d the consensus of respondents that there is no institutional support for OER initiatives. The study concludes that for the university to retain its relevance in an evolving educational landscape, it should create a framework that will not only create space for OER projects but should also address the very human need for recognition and acknowledgement that developers of free and open content have.
Role of student ratings of lecturers in enhancing teaching at higher education institutions : a case study of the Durban University of Technology
(International Foundation for Research and Development, 2013-05) Dorasamy, Nirmala; Balkaran, Rishi
Evaluation of the quality of programmes by students is considered an important assessment instrument in determining programme effectiveness within higher education institutions. Student ratings of lecturers are only a partial assessment of programmes, since other evaluations beyond students’ perceptions are also considered important within higher education institutions. Student ratings are not only important in determining how students perceive their programmes within a highly competitive higher education landscape in South Africa, but also highlight the strengths and weaknesses of programmes which can be used as an impetus for programme enhancement, especially in view of the increasing number of students entering higher education, while government spending is steadily diminishing. The purpose of this study is to assess student ratings of teaching competencies that can be used for programme evaluation. A quantitative approach was used to analyse the various elements within specific domains in the lecturer evaluation instrument used by the Faculty of Management Sciences at the Durban University of Technology (DUT). The data reported are suggestive of the usefulness of identifying student ratings of important teaching competencies, which is considered as important in a growing student centred orientation within higher education institutions. The article offers constructive analysis of student ratings of various teaching competencies across departments in the faculty, while highlighting strategies to ensure enhanced validity of student ratings. Student ratings of lecturers provide valuable information for faculty to use in programme assessment and consequent programme enhancement. Further, student ratings of lecturers encourages a student’s voice through confidential participation, thereby ensuring that the student experience is fore grounded at the learning and teaching interface.
International students’ expectations and perceptions of service quality : the case of a higher education institution in South Africa
(International Foundation for Research and Development, 2012-10) Govender, Jeevarathnam Parthasarathy; Veerasamy, Dayaneethie; Noel, Dion Trevor
South Africa has recently seen a significant increase in international student enrolments in recent years. In order to be competitive, attention needs to be given to service quality with a view to being the institution of preference. This paper therefore seeks to assess international students’ expectations and perceptions of service quality. A census was conducted among the 215 international students, using the SERVQUAL model as the measuring instrument. The results indicate that there are gaps between international students’ expectations and perceptions on the five service quality dimensions. An analysis of variance was conducted to test for significant differences between three biographical variables viz. faculty of study, qualification enrolled for and region of residence versus the five dimensions of service quality, on both expectations and perceptions. Recommendations are presented on how the institution can enhance service quality among its international students.
The role of Personal Income Tax Reforms in the transition to a democratic and egalitarian Egypt
(Virtus Interpress, 2012) Abdel-Baki, Monal A.; Dorasamy, Nirmala
The efficacy of the 2005-Personal Income Tax (PIT) reform in enhancing the macroeconomic performance in Egypt is tested using a structural vector autoregressive model. The results reveal that PIT reforms have successfully generated jobs and accelerated GDP growth. The reforms may cause mild inflation in the short-run, but their long-term effects are non-inflationary. This is the first effort to assess the PIT reforms in Egypt, with the aim of helping the new government to assess preceding policies and pursue the successful ones. The research is also an important lesson for the leaders of emerging economies encountering similar circumstances to enact reforms and to perpetuate economic growth and sociopolitical stability.
Inclusivity for ethical public sector governance in South Africa
(Virtus Interpress, 2012) Dorasamy, Nirmala; Balkaran, Rishi
Critical success factors influencing project success in the construction industry
(University of the Free State, 2012) Garbharran, Hari Lall; Govender, Jeevarathnam Parthasarathy; Msani, Thulani Armstrong
The construction industry is one of the largest job creators in developing countries and is highly competitive. The high number of project failures suggests the existence of underlying critical success factors which have not been identified. This article assesses the perceptions of contractors and project managers on the critical success factors that lead to project success in the construction industry. This article is based on the four COMs model (comfort, competence, communication and commitment). A survey was conducted among 95 project managers and 61 active grade four contractors in Durban, South Africa. The findings reveal that both project managers and contractors strongly support the identified critical success factors as significant in achieving project success. There was no significant difference in their perception of critical success factors, based on the biographic characteristics. The recommendations presented may be used as a guideline for successful execution of construction projects.
Local economics development : a critique of the African experience
(Unisa Press, 2012) Reddy, Purshottama; Wallis, Malcolm
About 30–40 years ago, Local Economic Development (LED) was conceptualised in developing countries and is still gaining momentum in these countries. It has been practised as a development strategy in various forms, more particularly in developed countries. In the African context, LED has been incorporated with local or community development, and these poverty alleviation strategies have focused on social goals over the short term, rather than economic goals that are more broad-based and longer term. Particular emphasis has been placed on survival strategies and remedial measures to address social problems, as opposed to sustainable development over the longer term. Globally, LED strategies seek to enhance economic growth. In the African context, the approach adopted includes the former, but prioritises poverty alleviation and greater inclusion of previously excluded groups. African countries that develop a positive linkage between growth and poverty alleviation are the exception rather than the rule. Only countries that are reasonably well developed, diversified, globally linked and have an urbanised economy would fall into this category; South Africa has managed to bridge this divide and is a rare exception. The African Continent as a whole is experiencing distinct challenges in implementing LED, namely a lack of human resources, and limited financial, institutional and technical capacity. Furthermore, the development environment is not very enabling and this has also proved to be a stumbling block in facilitating LED in many countries.