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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.
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    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.
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    Factors affecting brand loyalty of cellular network provider brands in South Africa
    (2018) Ramlall, Karishma; Meintjes, Corne
    Brand loyalty is the relationship customers have with the service provider from the usage of a cellular network provider’s brand. There are many factors affecting brand loyalty of cellular network provider brands in South Africa. Brand loyalty is an effective tool in that it makes customers become emotionally attached to the brands they purchase. Thus, there is a need to explore the factors which affect brand loyalty of cellular network provider’s brands. Cellular phones have become a basic communication aspect in both developed and developing countries. In South Africa, cellular phones at present are estimated to have about forty million sim cards in distribution and ninety percent individual users. Therefore, this study, seeks to reveal the factors that influence cellular network provider brand loyalty. The aim of this study was to determine factors affecting brand loyalty of cellular network provider brands in South Africa. A quantitative, non-probability research approach was employed and convenience sampling was used to identify and select study participants consisting of three hundred and ninety-four (394) participants. From a literature study, it was determined that brand elements, identity, image, awareness, the information advertised on online media, reputation, customer needs, satisfaction and customer expectations influenced brand loyalty of cellular network provider’s brands. Based on the findings, it was revealed there is a significant relationship between these factors affecting brand loyalty. Various recommendations are suggested and implications outlined to cellular network providers. The main elements which need attention is customer expectations and customer needs. The findings indicated that cellular network providers need to increase their network providers brand recall and develop marketing strategies to ensure customers can recognize cellular network brands amongst other network providers in the cellular network provider brand industry.
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    Factors influencing customer churn rate and retention in the mobile market
    (2008) Mokadikwa, Tyson; De Beer, Marie
    The aim of the study was to identify causes of churning, to find ways of managing it and to diagnose customers‟ communication needs. Furthermore the research tested the impact of messaging services on customer retention and whether these services could compensate for the declining revenue or become new cash cows for service providers. The units of analyses were young people of ages ranging from 15 to 24. This group was chosen because it was found, during the study, that they used new services more often than any other age group. The initial plan, however, was to interview the entire population of cellphone users. Stratified random sampling was used to randomly select the units of analysis. Interviews were conducted at the homes of respondents, in the streets and at a shopping centre. Causes of customer churning were found to be billing by service providers that confused customers and „better phone deals offered by the competitors‟ resulting in some of the respondents switching providers. Other aspects about which respondents complained and which therefore could cause churning are „poor network quality‟, „confusing pricing structure‟ and „long waiting on customer care line‟. The respondents indicated that their communication needs could be satisfied by services that are easy to use, a helpful customer care agent and being able to retain a number when switching a service provider. Therefore churning could be managed by removing or reducing the causes of it and attracting the customers by meeting their communications needs, which are, improving customer care service and designing services that are easy to use. The research was inconclusive on the messaging services. Of the three new messaging services that were studied, only one was extremely popular, while the other two were hardly used. Instant messaging was the second most used service to voice and SMS and it was also ranked second, in order of importance. The other two messaging services, mobile email and MMS, received low rankings from the respondents. In addition more than a quarter (27%) of the respondents had never used mobile email. The implications of these findings are that service providers should improve their customer care service and design services that are easy to use.