Customer satisfaction is a critical component of a business’ competitive strategy. The Cane
Testing Service (CTS) division of the South African Sugar Association is operating in a
deregulated market environment and thus has to ensure that customers are always satisfied
with the quality of service received from CTS.
This study aimed to establish the change in customer satisfaction levels between 1998 and
2003. The study set out to determine customer satisfaction levels with specific customer
groupings of combined millers and growers, millers-only and growers-only of all fourteen
Mill Group Boards. The study investigated customer satisfaction levels for each of the
sixteen service characteristics for the fourteen Mill Group Boards.
