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Faculty of Management Sciences

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Author: search.filters.author.Veerasamy, Dayaneethie

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    Cultural diversity and its influence on the attitudes of Africans and Indians toward marketing communication : a South African perspective
    (Open Journal Systems, 2016-12) Ijabadeniyi, Abosede; Govender, Jeevarathnam Parthasarathy; Veerasamy, Dayaneethie
    Culture has been reported to be one of the major factors influencing attitudes toward marketing communication. However, identification across prevailing cultural dimensions could have unique implications for attitudes toward marketing communication. This paper examines how African and Indian cultural values may or may not influence attitudes toward marketing communication. It explores how Africans converge with or diverge from Indians with regards to culturally sensitive attitudes toward marketing communication, based on a Marketing Communication-Specific Cultural Values (MCSCV) model adapted from the individualism-collectivism constructs. Attitudes toward marketing were measured based on the advertising scale of the Index of Consumer Sentiment toward Marketing (ICSM) practices. Data generated for this study were based on responses provided by 283 and 92 African and Indian shoppers at the main shopping malls in the most predominant African and Indian townships in Durban, South Africa viz. Umlazi and Chatsworth, respectively. Analysis of Variance (ANOVA) and Categorical Principal Component Analysis (CATPCA) were conducted on the dataset. Findings revealed that both races displayed more individualistic than collectivistic tendencies toward marketing communication, but Africans exhibited more collectivistic tendencies than their Indian counterparts. In addition, respondents’ individualistic tendencies have a significant influence on attitudes toward marketing communication which showed that consumers’ indigenous cultural disposition play a moderating role on attitudes toward marketing communication. This study builds on the marketing literature by validating the implications of cultural diversity for marketing communication. The study emphasizes how the interplay between target markets’ underlying cultural dispositions and cultural values held toward marketing communication, influence the consistency or inconsistency in consumers’ attitudes toward marketing communication.
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    Using e-communication in the mobile telecommunications industry
    (Virtus Interpress, 2015) Veerasamy, Dayaneethie
    This article examines how e-communication is used in the mobile telecommunications industry and the impact it has on relationship marketing. The use of new electronic media such as the Internet, e-mail, websites, cellular technology, blogs and social networking sites for communication purposes is called e-communication. Relationship marketing is about creating and maintaining long-lasting, profitable relationships with customers. E-communication makes it possible for the organisation to personalise their interactions with their customers which is one of the major benefits of relationship marketing. Allowing an organisation to identify their most important customers, aids in recognising the lifetime value of these individual customers. The aim of this pilot study was to examine the way in which e-communication is being utilised in the mobile telecommunications industry and evaluate how it can lead to creating and maintaining satisfied customers over the long term. This research was descriptive, cross-sectional and quantitative in nature. Since this study is a precursor to a full study, only 20 respondents participated. The majority of the respondents were mobile phone users for 6-10 years. 85% of the respondents indicated that their service provider uses e-communication while 15% indicated that they do not use it. There were majority positive responses regarding trust, commitment and loyalty.
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    The service quality experience of International students: the case of a selected higher education institution in South Africa
    (MCSER Publishing, 2014-05) Veerasamy, Dayaneethie; Noel, Dion Trevor; Govender, Jeevarathnam Parthasarathy
    The university, which forms the basis for this paper, has seen significant growth in the number of international student enrolments. It is against this background that international students’ expectations and perceptions of service quality are assessed. A census was conducted among this group of students which comprised 215 respondents using the SERVQUAL instrument. The results indicate a high degree of internal consistency among the five dimensions of service quality in terms of both expectations and perceptions. It emerged that there were varying gaps in the twenty items that were measured, with the empathy dimension exhibiting the largest gap score. Recommendations are made on how the university can improve on service quality levels among its international students.
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    Intercultural communication and work integrated learning : a South African perspective
    (IFRD, 2013-03) Ramlutchman, Nisha; Veerasamy, Dayaneethie
    Over the past decade, higher education institutions in South Africa have begun the shift towards a more structured work integrated learning framework, merging an academic component with specific industry requirements. Stemming from an ethnically diverse South African society, the South African corporate sector is made up of a group of varied individuals who bring with them specific cultural dynamics to the working environment. This paper investigates the intercultural communication sensitivity of students during their work integrated learning training, resulting in a discussion on the value for integrating intercultural education at a tertiary curricula level. The study is located at the Durban University of Technology. The study was quantitative and descriptive in nature. A total of 189 questionnaires were completed and returned by students who completed their work integrated learning (WIL) training during 2010. The intercultural sensitivity scale developed by Chen and Starosta was used in the questionnaire to measure the intercultural sensitivity level of these students during their WIL training. The results showed that the students were comfortable engaging with different cultural groups during their WIL training, students also attached a high value to the respect for cultural differences and they found the experience of interacting with people from different cultures uplifting
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    The influence of social networking on lifestyle : a higher education perspective
    (IFRD, 2013-04) Veerasamy, Dayaneethie; Govender, Jeevarathnam Parthasarathy
    Social networks have become a way of life for many people who use them to connect and communicate with the world at large. Social media is defined as any tool or service that uses the Internet to facilitate conversations. Facebook is one of the most popular social networking sites (SNSs) and has a total of 55 million active users worldwide with an average of 250000 new registrations per day. After Yahoo, MySpace and Google, Facebook is also the fourth most popular SNS in South Africa. The purpose of the paper was to determine whether social networks have an influence on higher education students’ lifestyles and behaviour. This research was descriptive and quantitative in nature. The sample comprised 386 students studying at the Durban University of Technology (DUT). The results indicated that the majority of the respondents preferred Facebook as their social network of choice. More than half of the respondents indicated that they access their preferred social network five times or more per day. The majority of the respondents agreed that social networks allow for global interaction and that maintaining relationships has become easier with social networking,
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    An evaluation of the emerging teen market in Durban, South Africa : some marketing implications
    (International foundation for research and development, 2012-06) Veerasamy, Dayaneethie; Robertson, Natasha
    Children between the ages of eight and twelve, known as teenagers or teens, have become a lucrative customer base. These teens are considered to be ‘in between’ the traditional child and teenager stages of development. South African society has undergone a sweeping change in its vital institution–the family. Trends such as smaller family size, single parent households, dual incomes and postponing children until later in life means that society is increasingly becoming cash rich and time poor. Guilt plays a major contributing role in spending decisions as time-stressed parents substitute material goods for quality time spent with teens, therefore opening a floodgate to marketers who monopolize on this pang and guilt factor. Guilt consumerism has now transformed teens into key players in marketing strategies. This research paper aims to provide an insight into the rising consumerism in teens due to the ‘nag’ and ‘pester’ power- bug that has fuelled marketing tactics.
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    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.
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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.