Faculty of Management Sciences
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Item Customer service as a strategic tool amongst independent retail food chains in KwaZulu-Natal(2017) Tlapana, Tshepo Peter; Govender, Jeevarathnam ParthasarathyThis study aimed at determining and evaluating customer service in independently owned retail food chains within the province of KwaZulu-Natal in South Africa. Furthermore, it included assessing the level of retail service quality, current customer service tools employed by independent food chains in KwaZulu-Natal and the extent to which customer service tools are being used. The study was also about establishing whether there was a significant relationship between retail service quality and customer satisfaction. The study targeted both customers and managers of independent food chains in KwaZulu-Natal from whom a sample of four mangers were interviewed and 444 customers were conveniently selected to participate in the study. Both qualitative and quantitative methods were employed in the collection of data. The findings revealed that majority of the customers were generally dissatisfied with the quality of services offered by independent food chains owing to a lack of complementary services (ATM terminals, parking and toilets), facilities for shoppers with special needs (physically handicapped, wheel chaired or translators), inability to offer customers credit, failure to provide a wide product assortment, short operating hours and general appearance of store (cleanliness, good product display, presentation on how to use merchandise and availability of shopping trolleys, signage to locate and identify merchandise). The results, however, revealed that there is a relationship between customers’ expectations and their perceived satisfaction. Equally significant, the results showed that customers were satisfied with accessibility and safety of the stores, and that they will be considering independent food chains in KwaZulu-Natal as their primary stores. The study concluded by recommending that: independent retail food chains study their customer profiles as it was evident during interviews that customer profiling or segmentation was not being undertaken in detail; retailers are urged to identify and establish customer service needs and requirements so as to facilitate proper product and service mix design; retailers are also recommended to keep regular communication with customers to inform them about promotions or any new developments taking place; retailers should introduce customer loyalty programmes; provide regular staff training on customer service through workshops and follow-up refresher courses; retailers should offer quality merchandise and incorporate latest technological innovations; handle and process third party payment; meet and exceed customer service expectations of customers; upgrade their facilities to accommodate customers with disabilities; and finally retailers should have well-defined returns policies, parking facilities, rest rooms and introduce trolleys with baby-seating facilities.Item Store layout and its impact on consumer purchasing behaviour at convenience stores in Kwa Mashu(2009) Tlapana, Tshepo Peter; Garbharran, Hari Lall; Docrat, SulemanStore layout is an important factor affecting consumer behaviour and a critical determinant towards the creation of store image. Well designed layouts are extremely important because they strongly influence in-store traffic patterns, shopping atmosphere, shopping behaviour, and operational efficiency (Vrechopoulos et al., 2004: 13). When an inconsistency occurs, some consumers will abandon that establishment in search of another one which offers fast, convenient and better services (Andersen, 1997: 118). Taking a more strategic approach to store layout can reap big rewards by boosting sales, increasing customer loyalty and ultimately increasing turnover (Clark, 2003: 42). The overall aim of the study was to ascertain if independent convenience stores in Kwa Mashu are aware of the impact of store layout on purchasing patterns of consumers. In order to accomplish the objectives of the study, a quantitative study was conducted at the convenience stores at Kwa Mashu by means of self-administered questionnaires. A sample of 400 respondents was asked questions pertaining to the study. The respondents were selected through non-probability sampling within which convenience sampling was applied. Conclusions and recommendations were thereafter drawn from the literature and the findings of the study. The results of this study show that consumers experience problems with store layout. It was found that appearance of the store, merchandise display, store atmosphere, instore service and accessibility are the major causes of this discomfort. Therefore, it is recommended that convenience retail owners in Kwa Mashu attend to those areas and see to it that necessary strategies are implemented to help customers where there is a need.