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Theses and dissertations (Management Sciences)

Permanent URI for this collectionhttp://ir-dev.dut.ac.za/handle/10321/14

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Has files: YesSubject: search.filters.subject.Retail trade--South Africa

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    The influence of customer service on consumer buying behaviour at selected supermarkets in the greater Durban area
    (2016) Musasa, Tinashe; Moodley, Padhma
    Customer service has been identified as a crucial aspect of the retail mix that can pose great significance in the creation of a store image. The modern retail sector has become highly competitive, with consumers demanding exceptional service that surpasses the expectations of service such that, comprehensive service strategies remain crucial for retailers to succeed (Timm, 2008:110). Furthermore, the increasing sameness of merchandise among supermarkets has induced retail giants in South Africa to rely on offering high quality service to remain competitive and build some source of differentiation (Beneke et al., 2012:173). Comprehensive service strategies are a requirement for retailers to remain competitive as they positively influence consumer perception of service that ultimately creates a store image (Harris 2010:17). Failure of service delivered to meet or exceed consumer expectation results in negative perception among consumers and customers end up deserting that particular retailer in search of better service elsewhere (Johnston and Marshall 2010:173). The main aim of this study was to determine the influence of customer service on consumer buying behaviour at selected supermarkets within the greater Durban area. To accomplish the objectives of this study, a quantitative study was conducted in the form of a descriptive survey. A sample of 400 respondents was questioned. Self- administered questionnaires were distributed amongst participants. Non-probability sampling was used in selecting respondents in the greater Durban area. Reviewed literature and findings of the study made the basis for conclusions and recommendations of this study. Results of this study indicate the following: • There is a positive perception towards service delivery in most Durban supermarkets and the majority of respondents indicated their willingness to continue visiting specific stores and recommend them to others. • There is a relationship between customer service and consumer buying behaviour. It is therefore recommended that supermarket management continue to uphold service quality as it not only ensures customer retention but also generates positive attitudes towards the stores.
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    Employee commitment to customer service in South Africa
    (2007) Premjee, Dipika
    Retailing no longer involves just growth or expansion into new product, consumer segments or geographic areas. Organisations are now learning to shift their emphasis to managing under conditions of modest, zero or for some organisations, under negative growth. This is to a large extend has been the result of changing consumer behaviour, the emergence of new competitors, global economic recession, and rapid technological advances in the retailing industries. These pressures of business today make many people think that the only thing that counts is financial success, i.e. being the investor of choice. In successful organisations everyone's energy is focused on the "Triple bottom line" as the target. That is, if the organisation has been built the right way, it will be the Provider of Choice, Employer of Choice, and Investor of Choice. The leaders of these organisations believe that people, their customers and business partners are as important as their bottom line. These companies realise that profit is the applause you get for taking care of your customers and creating a motivated environment for your people. Despite its importance, this topic has been given little attention in the academic literature. In the case of retailing, services are designed more to augment the core offering or add value rather than represent the core offering itself? The limited and fragmented research on retail services focuses on specific areas such as quality issues and store image. Thus given this void in the literature, the bases of the study would be to approach retail services as a strategic perspective by focusing on the service orientation of a retailer's business strategy. If a retailer decides to strategically augment its products with services, it is essential that the retailer make this change systematically with a long-term orientation. The study would involve examining one level of service orientation, i.e. individual level. In this research stream, a service orientation is treated as a personality measure whereby certain people are more service orientated than others.