Faculty of Management Sciences

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Customer relationship management as a strategic tool for customer retention at a selected ICT company in Johannesburg
(2024) Sibisi, Christopher; Rawjee, Veena Parboo; Govender, Jeevarathnam Parthasarathy
In the aftermath of Covid-19 and its negative impact on business and profitability, many businesses are seeking innovative solutions to curb the loss of customers. The adoption of effective customer relationship management (CRM) initiatives is on the rise in many industries in South Africa. This is primarily characterised by the fact that it is now extremely difficult to secure new business when the company continues to lose its existing business to competitors. The adoption of CRM has been profoundly successful because of its ability to synergise various units within the company to work together to achieve common goals. The goal is to provide quality customer service with the intention of achieving customer satisfaction that leads to customer retention. Through good CRM strategies, systems and processes, companies build strong organisational capabilities and competencies that enable them to create sustainable competitive advantages. This study focused on CRM as a strategic tool for customer retention at a selected Information Communication Technology company in Johannesburg. The study adopted a quantitative method to collect data on the various factors influencing the use of CRM in the organisation. The population of the study consisted of 121 employees in the company from whom the data was collected using electronic questionnaires as the data collection instrument. The study population consisted of sales, marketing, business development, outbound logistics and finance teams. These participants were selected because of their engagements with current and potential customers. The study used the Statistical Package for the Social Sciences (SPSS) version 26 software for data analysis. This software was used to produce graphs and tables to generate meaningful interpreted data. The demographic data was analysed using frequency distribution tables.
Assessing customer satisfaction from the services delivered by Eskom Academy of Learning (EAL) : a case study of Eskom KwaZulu-Natal Operating Unit
(2023) Thusi, Cynthia Zibuyile; Xulu-Gama, Nomkhosi
The Eskom Academy of Learning in KZN (KwaZulu-Natal) occupies the role of Learning and Development; therefore, it provides training to employees for the sole purpose of closing the competency gap by building a highly skilled workforce that will meet the strategic objectives of the organization. The main purpose of this study was to assess the services delivered by Eskom Academy of Learning, with a particular focus in Eskom KZN. The three objectives of the study were to assess customer satisfaction from the services delivered by Eskom Academy of Learning KZN, to identify areas of improvement within Eskom Academy of Learning KZN and to recommend practical strategies for enhancing customer service in Eskom Academy of Learning KZN. This study used a mixed methods approach to conduct the survey. The target population was 185 Eskom employees for quantitative survey and 5 senior managers for qualitative survey. This included male and female students employed within Task Grading T05-E Band. Two data collection instruments were developed for the study, to satisfy the requirements of the design. Following the online questionnaire, which was structured on a five-point Likert scale, in-depth personal interviews were conducted. To select participants for the quantitative data collection, the researcher used systematic random sampling. Quantitative data analysis was conducted first, using the Statistical Package for the Social Sciences (SPSS) version 28.0; while thematic analysis was used to analyse data obtained from interviews. The results indicated that the Eskom Academy of Learning has been effective in meeting its goals, indicated by a significant level of satisfaction among employees. The findings further revealed the determinants of customer satisfaction. While the academy has largely been able to satisfy the employees, information gathered from the interviews identified areas that require improvement. Four main strategies are suggested for the improvement of customer service in Eskom Academy of Learning, namely: fostering a culture of customer satisfaction surveys, being aware of the business training needs through Individual Development Plans, proactive planning of training interventions and conducting on-job post assessments to determine if training received was relevant and effective.
The role of the corporate branding on the customer retention at the selected developmental bank in KwaZulu-Natal
(2023) Mthethwa, Praise-God S’Bongiseni; Maharaj, Mandusha
The study's goal was to look into the role of corporate branding on customer retention at a selected development Bank of KwaZulu-Natal in the greater Durban area. The study focused on determining the increasing tendency of respondents to migrate to other banks. The quantitative research design was used. Respondents included clients that were account holders at the selected bank branches in KwaZulu-Natal. The most appropriate technique was a personadministered survey. A total of 400 structured questionnaires were administered. Descriptive and inferential statistics were used to analyze the data. The influence of corporate branding on client retention at the bank was investigated using a confirmatory factor analysis model. Customer retention is influenced by cultural values and family ties, according to the CFA analysis. According to the findings, respondents have a positive relationship with their bank and give high ratings to its services. Regarding inferential statistics, it was discovered that there is a significant price agreement among IThala SOC Ltd products. The ANOVA test shows that the respondents' decision-making differs only by their age group. Furthermore, there is widespread agreement among bank employees about the importance of teamwork and the Ubuntu spirit, and another area of focus was determining whether there were any service quality issues that could contribute to customers' negative perceptions of the bank. As a result, further research into the quality of service and its impact on clients at IThala SOC Ltd is recommended. Some clients expressed a desire to elaborate on the quality of service they received.
Customers’ perceptions of service delivery by trade and investment KwaZulu-Natal in the greater Durban area
(2022-09) Somera, Anamika; Hawkins-Mofokeng, Raymond Hilary
This study aims to evaluate the perceptions of customers regarding the service delivery of Trade and Investment KwaZulu-Natal. Several research studies on service quality have resulted in positive outcomes for organisations which have proven that services can be improved upon, revenues can be increased, customer retention can be maintained, and this can result in attracting new customers through positive word-of-mouth outreach. This research unravelled a level of awareness as identified by the Corporate Strategy Plan compiled by Sigma International 2019 of the services offered by Trade and Investment KwaZulu-Natal (TIKZN). The gaps that highlighted the perceptions and expectations created were the motivation behind this study, which examined the effect of service delivery from a sample size of 400 businesses locally within Central Durban, Amanzimtoti, Umhlanga, Westville and Morningside, as well as some of the businesses that lie on the outskirts of the greater Durban area. A quantitative approach was adopted in this study and data was gathered through questionnaires. The study also used the probability cluster sampling technique to draw a sample from the Trade and Investment KwaZulu-Natal’s database. Customer perception and expectations of service quality were measured using the SERVQUAL instrument, which consists of five dimensions: reliability, tangibles, responsiveness, empathy, and assurance. Gap analysis was used to evaluate gaps in terms of the quality of services delivered. The data collection procedure ensured that ethical considerations were followed in collecting data from the respondents. Descriptive and inferential statistics were used to analyse data by means of the Statistical Package for the Social Sciences (SPSS version 27®). The findings of this study using SERVQUAL illustrate that customer expectations were higher than perceptions across all five service quality dimensions. The results imply that customers were not happy with the level of service being delivered by Trade and Investment KwaZulu-Natal on each of the dimensions. Based on the findings of this study, recommendations have been proposed to close the gaps and ultimately improve service quality so that Trade and Investment KwaZulu-Natal is able to achieve customer satisfaction and improve service delivery. These findings of the study are limited to KZN and should not be generalised beyond this region. Therefore, it is recommended that future research investigate employeerelated aspects of service quality effectiveness, such as role stress, ambiguity, conflict and job satisfaction, as well as other customer-related service outcomes apart from perceived service quality.
Patients perception of service quality in Orthotics and Prosthetics Department at a selected university
(2019-09) Thabethe, Nosipho; Penceliah, Darry S.
Interest in orthotics and prosthetics has grown considerably over the last decade. South Africa is experiencing a shortage of registered orthotic and prosthetic specialists, and this poses a problem for patients who require artificial devices. In this sector, the most important strategy for orthotists and prosthetists is to obtain and maintain patient expectations and perception of service quality. Customer satisfaction and service quality are very important concepts that organisations must understand in order to remain competitive in business and hence grow. It is therefore vital for organisations to know how to measure these constructs from the patients’ perspective in order to better understand their needs and hence satisfy them. The aim of this study is to assess patients’ perceptions and expectations of service quality at Medical Orthotics and Prosthetics Department at a selected University in KwaZulu-Natal. The objectives are; to identify patient’s expectations in terms of the delivered services provided at the Medical Orthotics and Prosthetics department; to ascertain the perceptions of patients’ towards the services provided at the Medical Orthotics and Prosthetics department and to measure the gap between patients’ perceptions and expectations of service quality using a modified version of the SERVQUAL model. The instrument used to assess the patients’ perceptions of service quality was the SERVQUAL questionnaire, measuring expectations and perceptions according to the five service quality dimensions. One hundred and twenty patients were surveyed using the SERVQUAL questionnaire. The respondents were selected using non-probability sampling within which convenience sampling was applied. The data was analysed using descriptive and inferential statistical techniques. The study shows that patients' expectations of service quality exceeded their perceptions of the five service quality dimensions used in the SERVQUAL questionnaire. The smallest dimension gap score proved to be tangibles, while the largest gap score of the study proved to be assurance followed by responsiveness. Therefore, it is recommended that the selected (MOP) department attend to these gaps and ensure that the necessary strategies are implemented so that patients receive a high level of service quality as expected.
An evaluation of customer satisfaction with water service quality in the uMgungundlovu District Municipality
(2021) Muthwa, Emmanuel Xolani; Matsiliza, Noluthando S.
Water services are critical to the provision of safe drinking water. Access to clean water is recognised as a human right in many countries. In South Africa, the Constitution, the Water Service Act, and the National Water Act are the water legal framework. Recognizing the significance of having access to a safe and sufficient water supply has become a core business for many cities. However, as in many developing countries, South Africa is facing noteworthy challenges with water provision. These challenges are frequently characterized by intermittent water provision, low pressure, and poor water service quality. The uMgungundlovu district municipality has seen an increase in public outrage over water service quality, inevitably resulting in community reactions that are frequently the source of violent protests. Some of the issues that the communities are facing include inappropriate water access, a slow response time from the municipality, and inefficient water infrastructure. Thus, the study aimed to explore how satisfied the community in the uMgungundlovu district municipality is with the water service provision. Furthermore, this study intended to design a framework that can enhance water quality services in the uMgungundlovu district municipality. In this study, the water service quality was measured using the five dimensions (Tangibles, Reliability, Responsiveness, Assurance, and empathy) of the ServQual model coined by Parasuraman, Zeithaml, and Berry. To address the research problem and objectives, this study opted for a mixed-methods approach. This study collected qualitative data through the interview from twenty-four respondents, and quantitative data through questionnaire from 286 respondents in the uMgungundlovu district municipality. The findings of this study reveal that there is a gap in the water service quality provided by the uMgungundlovu district municipality to its customers in terms of what customers perceive and what they experience in all five dimensions of ServQual namely Tangibles, Reliability, Responsiveness, Assurance, and empathy. The study proposes a framework to enhance the water service quality in the context of the rural community. The proposed model is based on the ServQual model. Furthermore, the study recommends that uMgungundlovu district municipality should consider restructuring its customer care service, should consider updating and upgrading water equipment, and should consider modernising the water meter reading system and water statement system.
Service quality of administrative staff for student satisfaction a KZN University of Technology
(2021) Naidu, Lutchmee; Bayat, M. S.
Customer satisfaction and service quality are essential concepts that industries and higher education institutions must consider to sustain a competitive edge. Berry, Zeithaml and Parasuraman (1985: 44) aptly cited, “Quality is essential when service is what is being sold”. Assessing the needs and wants and knowing how to measure these from a consumer/student’s point of view is just as important. Considering service quality may be an antecedent to student satisfaction, if the University is successful in attaining a high level of service quality, this can ultimately lead to satisfied students, the profitability of an institution, loyalty and retention. Globally, students’ satisfaction and overall experience within an institution is a highly debated and complex topic in literature, with diverse views presented by various authors on student satisfaction within higher education. Student support services, a division within higher education institutions, provide students with essential administrative support. Therefore, the primary objective of this empirical study is to assess the level of service quality by examining the gap between expectations and perceptions of support staff by gathering data from B-Tech full-time and part-time students registered at a University of technology in South Africa. The results of this study can provide management with reliable data, which can assist in placing intervention mechanisms to monitor, maintain and improve service quality. This study adopted the quantitative data collection method and utilised an adapted SERVQUAL questionnaire designed and distributed to respondents selected using a purposive sampling technique. The SERVQUAL survey instrument was used to measure the gap between students’ expectations of service quality and their perceptions of the actual services delivered by the support staff. Overall, the analysis of the data gathered found that the service quality perceived by students was dissatisfactory, meaning that students’ expectations exceeded their perceptions. The findings indicated that service quality performance dimensions (RATER) are significantly and positively integrated with overall student satisfaction. This study also provides results that the University can benchmark to prevent potential problems and improve results. It can also assist other higher education institutions on the corrective measures central to a University's significant growth. Identifying the gaps in the services offered by support staff can improve service quality delivery and result in a high level of student satisfaction while gaining the University a competitive edge.
Customer perceptions of service delivery : a case study at Transnet Port Terminal, Pier2
(2018) Cele, Ntomb'zenhlanzeko; Davids, M. Noor
In 1877 the Durban Container Terminal (DCT) was developed as a container-only terminal. In recent years, investment in the terminal infrastructure at the DCT has increased and now the terminal accounts for 65% of all South Africa’s container imports and exports and is the busiest terminal in Africa. The DCT has easy access to the main road corridor between Durban and Johannesburg, which is South Africa’s greatest economic contributor. As demand increases, productivity and efficiency become more important, yet the terminal faces its ever unprecedented challenge which is space. A dedicated facility for the staging of container road trucks has been constructed. This facility is designed to eliminate road truck congestion at the entrance roadway to the terminal. The staging area contributes to the quality and speed of productivity in the terminal. At the core of the terminal’s success is its productivity. One of the productivity measures that are closely monitored is Truck Turnaround Time (TTT). The aim of this study was to analyse customers’ perceptions of service quality delivered at the Durban Container Terminal. The SERVQUAL instrument which is based on fived dimensions, namely reliability, tangibles, responsiveness, empathy and assurance was used to assess customer perception and expectation of service quality. A gap analysis was used to evaluate gaps in terms of service quality delivered at the terminal. A mixed methodological approach was adopted; thus a quantitative and qualitative study was undertaken. The 111 respondents used in the quantitative study were selected using purposive sampling. Descriptive and inferential statistics were used to analyse data by means of the Statistical Package for the Social Sciences (SPSS). Furthermore, 10 managers from the client base were selected to be interviewed using purposive sampling for the qualitative study. Qualitative data were analysed using content analysis. The data were transcribed and emerging themes identified and presented. The findings of this study using SERVQUAL illustrate that customer expectations were higher than perception across the entire five service quality dimensions. The results imply that customers were not happy with the level of service being delivered at the terminal on each of the dimensions. With respect to the qualitative study, the findings show that customers are concerned with the efficiency at the terminal and are not satisfied with the truck turnaround times. Furthermore, the results show that customers are facing challenges in terms of congestion which is compounding problems regarding the waiting time before transporters can access the service. Based on the findings of this study, recommendations have been proposed to close the gaps and ultimately improve service quality so that the terminal is able to achieve customer satisfaction and by implication, improved productivity.
Analysing rural tourism motivation factors and ICT adoption with specific reference to Malealea Lodge in Lesotho
(2015) Tsephe, Neo Puleng; Mnguni, Erasmus M.; Eyono Obono, Seraphin Desire
Tourism can be classified either as urban tourism or as rural tourism, and it is one of the fastest growing industries globally. Rural tourism is usually associated with rural development because it has strong linkages to rural resources; but it remains underdeveloped compared to urban tourism. This underdevelopment of rural tourism serves as a motivation for this study whose aim is to examine the factors affecting the perceived satisfaction of rural tourists especially in this digital world where Information Communication and Technology (ICTs) is pervasive. In fact, ICT has transformed the travel industry in a remarkable way. The objectives of this study were: I) to select suitable theories that can explain the perceived satisfaction of rural tourists; ii) to design a conceptual model of the factors affecting the perceived satisfaction of rural tourists; iii) to empirically test the planned conceptual model of the perceived satisfaction of rural tourists, and, iv) to recommend measures to be taken for the improvement of the satisfaction levels of rural tourists to the point where they can significantly contribute to the full development of rural tourism. These objectives were achieved using content analysis of existing literature on rural tourism satisfaction and through a survey of tourists from the Malealea Lodge which is located in the Mafeteng District, in the Mountain Kingdom of Lesotho. The results of this study are the following: I) the push and pull motivation theory was selected to explain the perceived satisfaction of rural tourists; ii) rural tourism demographics, their push and pull motivation, and their level of ICT adoption were hypothesized as the factors that affect tourists satisfaction with their rural tourism experiences; iii) the satisfaction of rural tourists with their rural tourism experience is affected by their occupations (demographic factor), by their level of ICT adoption, and by their pull motivation; and this satisfaction is not affected by other demographic attributes nor by the push motivation of rural tourists; iv) it is recommended that rural tourism marketing be increased in order to attract clients from other regions besides Africa and Europe and other age groups apart from young Africans which were found by xiii this study to be the biggest rural tourism clientele group, and that peace and security be maintained in rural tourism destinations as these two attributes were found to have an effect on the perceived satisfaction of rural tourism. Finally, more research should be conducted on the effect of ICT adoption on rural tourism satisfaction.
Service quality at Varsity Colleges in Durban North and Westville : students' perceptions
(2011) Devnarrian, Pravesh; Penceliah, Soobramoney; Govender, Jeevarathnam Parthasarathy
Customer satisfaction, customer value and service quality have become the primary focus of service organisations in today’s customer era. The higher education industry is no different. As higher education institutions strive for competitive advantage, customer service and service quality are becoming driving forces. Today, service quality is recognized as one of the most important factors in developing and maintaining successful relationships. Superior service quality leads to enhanced customer satisfaction and increased loyalty. Institutions that focus on superior quality service can enjoy a distinctive competitive edge since improved levels of service quality are linked to higher revenues, higher customer retention and increased market shares. The aim of this research study was to evaluate customer service quality at Varsity Colleges in Westville and Durban North. The SERVQUAL questionnaire was used as the instrument to measure students’ expectations and perceptions according to five quality dimensions. Four hundred and fifty one respondents were selected from the two campuses using non-probability sampling and convenience sampling. Descriptive and inferential statistical techniques were used to analyse the data. Conclusions and recommendations were made from the findings of the research study. The study revealed that students’ expectations of service quality exceeded their perceptions on the five service quality dimensions used in the SERVQUAL questionnaire. Improvements are necessary in certain dimensions of service quality. In order to improve service quality, it is recommended that Varsity Colleges close these gaps by ensuring that apt strategies are put into place in order to improve service quality.

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