194 research outputs found
Customer empowerment in tourism through Consumer Centric Marketing (CCM)
We explain Consumer Centric Marketing (CCM) and adopt this new technique to travel context. Benefits and disadvantages of the CCM are outlined together with warnings of typical caveats
Value: CCM will be expected as the norm in the travel industry by customers of the future, yet it is only the innovators who gain real tangible benefits from this development. We outline current and future opportunities to truly place your customer at the centre and provide the organisation with some real savings/gains through the use of ICT
Practical Implications: We offer tangible examples for travel industry on how to utilise this new technology. The technology is already available and the ICT companies are keen to establish ways how consumers can utilise it, i.e. by providing âcontentâ for these ICT products the travel industry can fully gain from these developments and also enhance consumersâ gains from it. This can result in more satisfied customers for the travel (as well as ICT) companies thus truly adopting the basic philosophy of marketin
An Intelligent Customer Relationship Management (I-CRM) Framework and its Analytical Approaches to the Logistics Industry
This thesis develops a new Intelligent Customer Relationship Management (i-CRM) framework, incorporating an i-CRM analytical methodology including text-mining, type mapping, liner, non-liner and neuron-fuzzy approaches to handle customer complaints, identify key customers in the context of business values, define problem significance and issues impact factors, coupled with i-CRM recommendations to help organizations to achieve customer satisfaction through transformation of the customer complaints to organizational opportunities and business development strategies
Evaluating E-Relationship Marketing Features on Hotel Mobile Apps
The advent of technology has changed the course of marketing in both the academic and the business field. Given the increasing number of mobile transactions, hotel companies have launched mobile applications (apps) as an alternative e-relationship marketing (e-RM) channel. This study modified a progressive five-level e-relationship building model. The model was employed to evaluate e-RM features of the top 10 hotel companiesâ mobile apps. The results indicated that these hotel companies maintained e-RM feature sophistication at the lower levels (Basic and Reactive), but relatively speaking, they did not utilize e-RM features extensively at the higher levels (Accountable, Proactive and Partnership). The findings implied that hotel companies employed mobile apps as a communication channel to provide basic information and allow for transaction rather than to deliver better customer values and strengthen long-term relationships
Constructing an online serviceScape for the funeral industry
An online servicescape serves as a moderator for excellence in Customer Relationship Management (CRM). The study approached the online servicescape from the perspective of the funeral industry. Nowhere is the relevance of an online servicescape more apparent than in an industry which is firstly, unsought, and secondly, perceived as dismal. During the process of arranging a funeral, the customer is experiencing an unusual purchase situation as it is a purchase that cannot be avoided. The possibility also exists that the customer most likely did not seek information about a funeral home prior to the demise of a loved one. A third contributing factor is the emotional state of the customer which will, in a time of bereavement, have a strong impact on the rational decision-making process. Considering these conditions, the study approached the online servicescape based on three elements, namely Search Engine Optimisation, perceived value, and perceived usefulness of the online servicescape. These elements contribute to trust in the funeral homeâs online offerings, which could influence the purchase outcomes significantly. The aim of the study was to construct a functional servicescape for an unsought business such as a funeral home, hence contributing significantly to the CRM body of knowledge as it was determined that this has not been explored before from an academic perspective. A quantitative, exploratory methodology was implemented. The exploration is depended on Bitner's (1992a:60) seminal model of servicescapes, Harris and Goode's (2010:230-243) model for online servicescapes, and the key constructs of Simon's (1996:141-142) Design Theory to provide a methodological basis with which to construct the key elements for a funeral industry based online servicescape. The data collection process followed a twostep process. A content analysis was conducted on existing websites from five English speaking countries, followed by a survey that largely reflected the content analysis variables to gain customer insights. The data was analysed using a descriptive analysis process. v It was determined that customers would trust a functional servicescape, which will most probably lead to a purchase situation. However, customers also indicated the opposite if they detect anything on the website that might lead to distrust. It was therefore concluded that it is imperative for a funeral home to ensure that their online servicescape meets the functional needs of customers in order ensure trust and purchase intention.Thesis (PhD) -- Faculty of Business and Economic science, 202
The determinants of social CRM entrepreneurship : An institutional perspective
Despite a growing interest in social media adoption by corporations, there is minimal knowledge about the drivers of social customer relationship management (SCRM). This study examines the determinants of SCRM entrepreneurship from an institutional perspective and specifically from the banking sector. Data on 19 banks were obtained from 183 responses to a questionnaire. These data were analyzed using Partial Least Square (PLS) path modeling. The findings show that organizational and technological contexts have a significant positive impact on SCRM entrepreneurship. The results also reveal a significant impact of institutional normative and coercive pressures on SCRM entrepreneurship. The findings of this study provide researchers and practitioners with a deeper understanding of how external institutional pressures and internal organizational and technological contexts can interact to create SCRM entrepreneurship. Furthermore, this study contributes to knowledge about the motivations and methods of SCRM adoption and evaluation
Constructing an online serviceScape for the funeral industry
An online servicescape serves as a moderator for excellence in Customer Relationship Management (CRM). The study approached the online servicescape from the perspective of the funeral industry. Nowhere is the relevance of an online servicescape more apparent than in an industry which is firstly, unsought, and secondly, perceived as dismal. During the process of arranging a funeral, the customer is experiencing an unusual purchase situation as it is a purchase that cannot be avoided. The possibility also exists that the customer most likely did not seek information about a funeral home prior to the demise of a loved one. A third contributing factor is the emotional state of the customer which will, in a time of bereavement, have a strong impact on the rational decision-making process. Considering these conditions, the study approached the online servicescape based on three elements, namely Search Engine Optimisation, perceived value, and perceived usefulness of the online servicescape. These elements contribute to trust in the funeral homeâs online offerings, which could influence the purchase outcomes significantly. The aim of the study was to construct a functional servicescape for an unsought business such as a funeral home, hence contributing significantly to the CRM body of knowledge as it was determined that this has not been explored before from an academic perspective. A quantitative, exploratory methodology was implemented. The exploration is depended on Bitner's (1992a:60) seminal model of servicescapes, Harris and Goode's (2010:230-243) model for online servicescapes, and the key constructs of Simon's (1996:141-142) Design Theory to provide a methodological basis with which to construct the key elements for a funeral industry based online servicescape. The data collection process followed a twostep process. A content analysis was conducted on existing websites from five English speaking countries, followed by a survey that largely reflected the content analysis variables to gain customer insights. The data was analysed using a descriptive analysis process. v It was determined that customers would trust a functional servicescape, which will most probably lead to a purchase situation. However, customers also indicated the opposite if they detect anything on the website that might lead to distrust. It was therefore concluded that it is imperative for a funeral home to ensure that their online servicescape meets the functional needs of customers in order ensure trust and purchase intention.Thesis (PhD) -- Faculty of Business and Economic science, 202
New Media, Branding and Global Sports Sponsorship
New media has emerged as a significant dimension of branding and global sports sponsorship because it provides the capability to communicate with consumers worldwide via a multitude of digital platforms. This paper discusses the results of a systematic review of the development of global sports sponsorship and the importance of new media integration to the sector for the future. Results indicate that a new paradigm is emerging which involves thematically linked, integrated, strategic global marketing initiatives driven by new media applications, which have enhanced the value of sports sponsorship
Technologicalship in e-banking services: a constraint or contributor to relationship marketing in retail banking in East London, Eastern Cape, South Africa
Contemporarily, one of the major business demands is to extensively understand the impact of technology on the major business strategies and practices. Technologicalship marketing, a concept investigated in this study, emanates from a symbiosis of technology and relationship marketing. Per se, a prevalent area of debate pertains to whether technology promotes or constrains relationships. Outstandingly, this study pursued the technologicalship marketing concept, a new and vital 21st century suggestion in literature (Zineldin, 2000:16). Secondly, against the scarcity of empirical studies in mass marketing environments, the study at hand focused on retail banking client relationships. Lastly, the proposed meta-construct hypothetical model is an essential relationship marketing instrument. The proposed model consists of four major relationship marketing construct categories, namely, personal contact, customer retention, customer switching and relational exchange. At the hand of these constructs, the research primarily aimed to determine the impact of technology on client relationships in e-banking with the focus of closing the gap prevalent in literature on whether technology constraints or supports relationship marketing. The study focused on retail banking client relationships of the four major commercial banks in East London, Eastern Cape, South Africa. A survey was conducted of a sample of 200 clients selected using the convenience sampling method. The study hypothesised that technology is resulting in more transactional than relationship marketing in retail banking by constraining social constructions, customer retention and relational exchange, whilst, promoting customer switching mobility. Through the GLM regression analysis method, findings of the study established that technology was to a larger extent supporting relationship marketing. However, it is envisaged that technology is resulting in the disappearance of human contact which is a critical aspect of relationships. Conclusively, the researcher recommended that the only plausible strategy is to endeavour to integrate the human aspect at self-service podiums e.g. mounting of staff at ATM points, which most banks have been doing
Emotional antecedents of customer loyalty in the formal retail industry of South Africa
Text in English with abstracts in Zulu and AfrikaansDespite its substantial growth and contribution to the economy of the country, the
South African retail industry is faced with various challenges, including customersâ
changing buying habits and expectations, the evolution of e-commerce, the entry of
giant retailers into the retail market, and the growing importance of the urbanised
middle class and its potential purchasing power.
This creates risks that are mostly beyond retailersâ control. Therefore, there is a
general drive among retail brands to build customer loyalty in order to respond to
these contemporary dynamics within the industry and, ultimately, enhance
sustainability. It is noted from literature that current understanding of customer
behaviour in the South African retail space is largely the result of rational behavioural
measurement, while the subconscious behaviour of customers is often neglected.
The study on which this thesis reports attempted to address this gap in the current
knowledge base. The current study makes a novel contribution to knowledge in
using complementary traditional and neuromarketing instruments in a sequential
mixed method research design to measure verbal, non-verbal and physiological
emotions, which indicate the key influential cognitive and emotive factors shaping
shopping decisions.
For a comprehensive understanding of customer behaviour, the study primarily
explored the emotional antecedents of customer loyalty in the formal retail industry of
South Africa. In order to explore and describe both retail brands and customersâ
experiences regarding the drivers of retail brand loyalty, the empirical phase of the
study adopted a sequential mixed method research design. This design comprised
eight individual semi-structured interviews, which focused on and explored the
fundamentals of behavioural and attitudinal loyalty within the context of a customer
relationship management strategy.
x
Based on the findings emerging from the quantitative mall intercept survey with 300
retail customers, the study identified the motivating factors of greatest likelihood
among customers that best explain retail brand loyalty, namely product quality,
convenience of location, customer care, product variety and availability, as well as
fair pricing. Furthermore, findings emerging from the inferential analysis (structural
equation modelling, two-step cluster analysis, optimal scaling and multivariate binary
regression analysis) showed that brand trust, brand affect and attitudinal loyalty are
key predictors of behavioural loyalty. Additionally, customer loyalty differs depending
on customer predisposition towards the major retail brands tested. In this regard,
Pick n Pay, Massmart and Shoprite/Checkers recorded the most favourable
perceptions among customers.
As Despite its substantial growth and contribution to the economy of the country, the
South African retail industry is faced with various challenges, including customersâ
changing buying habits and expectations, the evolution of e-commerce, the entry of
giant retailers into the retail market, and the growing importance of the urbanised
middle class and its potential purchasing power.
This creates risks that are mostly beyond retailersâ control. Therefore, there is a
general drive among retail brands to build customer loyalty in order to respond to
these contemporary dynamics within the industry and, ultimately, enhance
sustainability. It is noted from literature that current understanding of customer
behaviour in the South African retail space is largely the result of rational behavioural
measurement, while the subconscious behaviour of customers is often neglected.
The study on which this thesis reports attempted to address this gap in the current
knowledge base. The current study makes a novel contribution to knowledge in
using complementary traditional and neuromarketing instruments in a sequential
mixed method research design to measure verbal, non-verbal and physiological
emotions, which indicate the key influential cognitive and emotive factors shaping
shopping decisions.
For a comprehensive understanding of customer behaviour, the study primarily
explored the emotional antecedents of customer loyalty in the formal retail industry of
South Africa. In order to explore and describe both retail brands and customersâ
experiences regarding the drivers of retail brand loyalty, the empirical phase of the
study adopted a sequential mixed method research design. This design comprised
eight individual semi-structured interviews, which focused on and explored the
fundamentals of behavioural and attitudinal loyalty within the context of a customer
relationship management strategy.
x
Based on the findings emerging from the quantitative mall intercept survey with 300
retail customers, the study identified the motivating factors of greatest likelihood
among customers that best explain retail brand loyalty, namely product quality,
convenience of location, customer care, product variety and availability, as well as
fair pricing. Furthermore, findings emerging from the inferential analysis (structural
equation modelling, two-step cluster analysis, optimal scaling and multivariate binary
regression analysis) showed that brand trust, brand affect and attitudinal loyalty are
key predictors of behavioural loyalty. Additionally, customer loyalty differs depending
on customer predisposition towards the major retail brands tested. In this regard,
Pick n Pay, Massmart and Shoprite/Checkers recorded the most favourable
perceptions among customers.
As a complement to the quantitative research phase of the study, a Self-Assessment
Manikin attitude measure was applied to a sample of 120 customers. This phase of
the study highlighted pertinent emotional elements as key mediators in securing
sustainable retail brand loyalty. In this regard, Woolworths and Pick n Pay recorded
the most favourable perceptions on four stimuli, namely quality, customer rewards,
customer care and brand logos. The study also applied eye tracking and galvanic skin response techniques to a
sample of 10 participants to determine customersâ psychophysiological reaction to
the four stimuli. Galvanic skin response findings showed that customers were
especially engaged with Spar, Shoprite/Checkers and Pick n Pay, while eye tracking
findings showed customersâ higher visual engagement with Shoprite/Checkers, Pick
n Pay and Spar.
A key overall finding of this study was the significant role of feelings and emotions in
driving customer loyalty. Retail brands lose relevance when they fail to connect
emotionally with customers, and without that emotional attachment, brands can
easily be replaced by generic imposters. A comprehensive understanding of
customer behaviour remains a quandary for marketing and business practitioners. In
an attempt to address this limitation, the current study used insights from non-verbal
attitudinal and psychophysiological measures to obtain a more comprehensive
behavioural understanding of retail customers.Nakuba imboni yezitolo ezihwebayo yaseNingizimu Afrika ibonise ukukhula
nokudlondlobala okukhulu futhi idlala indima esemqoka emnothweni wezwe,
ibhekene nezinselelo eziningana futhi ezihlukahlukene, kubandakanya indlelakuthenga
yamakhasimende eguquguqukayo kanye nalokho okulindelwe
ngamakhasimende nezimfuno zawo, ukungenisa ngezinkani kwemboni yokuhweba
nge-intanethi nobuxhakaxhaka bobuchwepheshe besimanjemanje, ukungena
kwezitolo eziyizikhondlakhondla emakethe yezitolo ezihwebayo, kanye nokukhula
kokubaluleka kwabantu abahlala emadolobheni abasesigabeni sempilo
esimaphakathi kanye namandla abo okuthenga.
Lokhu kudala ubungozi obuvamise ukuba ngaphezu kwamandla nolawulo lwezitolo
ezihwebayo. Ngakho-ke, kunomkhankaso oqhutshwa yizitolo zonkana ezihlose
ngawo ukwakha ubudlelwano namakhasimende kanye nokuqinisekisa
ukwethembeka kwamakhasimende ukuze zikwazi ukumelana nezimo ezikhona
esikhathini samanje embonini yezitolo ezihwebayo, futhi ekugcineni, ukuze zikwazi
ukusimamisa ibhizinisi lazo liqhubeke njalo futhi likhule lidlondlobale. Kuphawulekile
emibhalweni efundiwe ukuthi ukuqonda kanye nolwazi olujulile olukhona
njengamanje mayelana nokuziphatha kwamakhasimende eNingizimu Afrika
emkhakheni wezitolo ezihwebayo ikakhulukazi kuwumphumela wokukalwa kwezinga
lokuthatha izinqumo ngobuhlakani nokwenza izinto emva kokucabangisisa, kepha-ke
ngakolunye uhlangothi kuvamise ukushaywa indiva ukwenza izinto
kwamakhasimende ngaphandle kokuqaphela nokucophelela futhi ngokuthathela
izinto phezulu noma ngaphandle kokucabangisisa ngalokho akwenzayo. Lolu cwaningo okubikwa ngalo kulo mbiko wocwaningo luzamile ukubhekana naleli
gebe elikhona njengamanje eliphathelene nokuntuleka kolwazi. Lolu cwaningo
lwamanje lufaka isandla esinohlonze kanye nemibono ephusile olwazini olukhona,
ngokusebenzisa amathuluzi asekelayo ajwayelekile kanye nalawo asebenzisa
ubuchwepheshe bokukala ukusebenza kwengqondo, ngaphansi kwedizayini
yocwaningo egxile kwindlela-kusebenza exubile yokwenza izinto ngokulandelana
kwazo, ngenhloso yokukala imizwa ezwakaliswa ngomlomo, ngezenzo noma
ngeminyakazo yomzimba, okuyinto ebonisa izimo nezici-bunjalo ezisemqoka futhi
ezinomthelela omkhulu eziphathelene nokusebenza kwengqondo kanye nemizwa,
okuyizona ezilawula izinqumo zamakhasimende eziphathelene nokuthenga. Ngenhloso yokuqonda ngokuphelele ukuziphatha kwamakhasimende, lolu cwaningo
lwacubungula futhi lwahlaziya ikakhulukazi izici-bunjalo zemizwa elawula
ukwethembeka kwamakhasimende embonini yezitolo ehlelekile yaseNingizimu
Afrika. Ukuze kucutshungulwe futhi kuchazwe kokubili izinhlobo zezitolo kanye
nezimo ahlangabezane nazo amakhasimende mayelana nezici-bunjalo ezenza
amakhasimende athembeke esitolo esithile futhi athenge kusona ngaso sonke
isikhathi, isigaba socwaningo esiphathelene nolwazi oluphathekayo nolubonakalayo
sasebenzisa idizayini yocwaningo egxile kwindlela-kusebenza exubile yokwenza
izinto ngokulandelana kwazo. Le dizayini beyibandakanya ama-semi-structured
interviews enziwa nababambiqhaza bocwaningo abayisishiyagalombili,
okuyizingxoxo ezabe zigxile ekucubunguleni ukwethembeka kwamakhasimende
okuphathelene nokuziphatha kwawo kanye nendlela abuka ngayo izinto ngaphansi
kwesimo seqhingasu lokuphathwa kobudlelwano namakhasimende. Ngokususela kwimiphumela eyatholakala kwinhlolovo ebandakanya abathengi
abangama-300 okwaxoxiswana nabo ezikhungweni ezinenxanxathela yezitolo,
ucwaningo lwahlonza izimo nezi-bunjalo ezikhuthaza futhi zihehe amakhasimende
okuyizona ezingasetshenziswa ukuchaza kangcono ukwethembeka
kwamakhasimende ezitolo ezithile, okuyikhwalithi yomkhiqizo, ukufinyeleleka kalula
kwendawo lapho kutholakala khona isitolo, ukunakekelwa kwamakhasimende,
imikhiqizo ehlukahlukene kanye nokutholakala kwayo, ngokunjalo namanani-ntengo
angambi eqolo. Ngaphezu kwalokho, imiphumela eyatholakala ohlaziyweni
lwezinqumo ezithathwe ngokubheka ubufakazi kanye nokuqonda okujulile (structural equation modelling, two-step cluster analysis, optimal scaling kanye ne-multivariate
binary regression analysis) yabonisa ukuthi ukwethenjwa kohlobo lomkhiqizo,
ukukhanga nokuthandeka komkhiqizo kanye nokwethembeka okuphathelene
nendlela-kubuka kuyizibikezeli ezisemqoka zokuziphatha kwamakhasimende
okuhambisana nokwethembeka emikhiqizweni ethile. Futhi ngaphezu kwalokho,
ukwethembeka kwamakhasimende kuyehluka, futhi lokhu kuncike ekuhehelekeleni
kwamakhasimende ezitolo enkulu ezihloliwe. Mayelana nalokhu-ke, abakwa-Pick n
Pay, Massmart kanye nabakwa-Shoprite/Checkers yizona zitolo ezibonise
ukuthandwa kakhulu ngamakhasimende. Njengendlela yokweseka nokunezezela phezu kwesigaba socwaningo
olukhwantithethivu olwenziwe, kwasetshenziswa isikali sendlela-kubuka esibizwa
nge-Self-Assessment Manikin kwisampula yamakhasimende ayi-120. Lesi sigaba
socwaningo saqhakambisa izimo nezici-bunjalo eziphathelene nemizwa ezifanelekile
njengezinto ezisemqoka kakhulu ekuqinisekiseni ukwethembeka kwamakhasimende
esitolo esithile ngokuqhubekayo. Mayelana nalokhu, abakwa-Woolworths kanye
nabakwa-Pick n Pay babonisa ukuthandwa kakhulu ngamakhasimende mayelana
nezici-bunjalo ezihehayo futhi ezikhuthazayo ezine, okuyikhwalithi, imivuzo
yamakhasimende, ukunakekelwa kwamakhasimende kanye nemibala egqamile,
igama elidumile nezimpawu zesitolo. Ucwaningo lwasebenzisa futhi nezindlela zokucwaninga eziphathelene nokulandela
umkhondo wamehlo amakhasimende kanye nezimpawu zemizwa yamakhasimende
ezibonakala esikhumbeni semizimba yawo, okuyizindlela zocwaningo
ezasetshenziswa kubabambiqhaza bocwaningo abayi-10 ngenhloso yokuhlonza
indlela-kusabela kwamakhasimende ephathelene nengqondo nomzimba kulezi zicibunjalo
ezikhuthazayo futhi ezihehayo ezine ezishiwo ngenhla. Imiphumela yendlela
yocwaningo ebheka izimpawu zemizwa yamakhasimende ezibonakala esikhumbeni
semizimba yawo yabonisa ukuthi amakhasimende ahehelekela ikakhulukazi
kwabakwa-Spar, Shoprite/Checkers kanye nabakwa-Pick n Pay, kanti ngakolunye
uhlangothi imiphumela yendlela yocwaningo ebheka futhi ilandele umkhondo
wamehlo amakhasimende yabonisa ukuheheka kwamehlo okuphakeme ezitolo
zabakwa-Shoprite/Checkers, Pick n Pay kanye nabakwa-Spar. Umphumela omkhulu futhi osemqoka otholakale kulolu cwaningo yindima ebaluleke
kakhulu edlalwa yimizwa ekukhuthazeni ukwethembeka kwamakhasimende. Izitolo
zilahlekelwa yiwozawoza yazo kumakhasimende uma zihluleka ukuxhumana
namakhasimende ngokwemizwa, futhi ngaphandle kwalokho kuxhumana
ngokwemizwa nokuzwana, izitolo zingazithola kalula zisesimweni lapho indawo yazo
isithathwe yizitolo-mbumbulu ezingosandanezwe. Ukuqondakala okuphelele
kwendlela aziphatha ngayo amakhasimende futhi enza ngayo izinto kusalokhu
kuyinkinga nesithiyo esikhulu kwizazi nezisebenzi ezenza umsebenzi wokukhangisa
nokuqhuba ibhizinisi. Njengomzamo wokubhekana nalesi sithiyo, lolu cwaningo
lusebenzise ulwazi nokuqonda okujulile okutholakale kwizikali zendlela-kubuka
yamakhasimende kanye nezikali zesimo sengqondo nesomzimba samakhasimende
ukuze kutholakale ukuqonda okuphelele futhi okujulile okuphathelene nokuziphatha
kwamakhasimende athenga ezitolo kanye nendlela enza ngayo izinto.Ondanks sy stewige groei en aansienlike bydrae tot die landsekonomie, het die
Suid-Afrikaanse kleinhandelsbedryf met verskeie uitdagings te kampe. Veranderinge
in kliënte se koopgewoontes en verwagtings, groeiende e-handel,
reusekleinhandelaars wat die kleinhandelsmark betree, die toenemende invloed van
die verstedelikte middelklas en sy potensiële koopkrag is enkele hiervan.
Dit gee aanleiding tot risikoâs wat grotendeels buite die beheer van kleinhandelaars
is. As gevolg van die hedendaagse dinamiek in die bedryf, poog kleinhandelsmerke
om kliëntlojaliteit te verstewig en hulle eie volhoubaarheid te verseker. Dit blyk uit die
literatuur dat die kleinhandelsektor se siening van kliëntgedrag in Suid-Afrika op die
meting van rasionele gedrag berus, en dat die onbewuste gedrag van kliënte
verontagsaam word. Hierdie tesis doen verslag van Ć studie om hierdie leemte in die huidige kennis te
probeer aanvul. Dit lewer Ć bydrae deur aanvullende tradisionele en
neurobemarkingsinstrumente in Ć opeenvolgende gemengde metode as
navorsingsbenadering te gebruik. Verbale, nieverbale en fisiologiese emosies is
gemeet aangesien hulle die kognitiewe en emotiewe faktore is wat inkopiebesluite
bepaal. Hierdie studie het hoofsaaklik die emosionele antesedente van kliëntlojaliteit in die
Suid-Afrikaanse formele kleinhandelsbedryf verken om Ć grondige begrip van
kliëntgedrag te kry. Ten einde kleinhandelsmerke en kliënte se ervarings van die
drywers van kleinhandelsmerklojaliteit te beskryf en te verken, is Ć opeenvolgende
gemengdemetode-navorsingsontwerp gevolg. Dit het uit agt halfgestruktureerde,
private onderhoude bestaan. Hierin is gekonsentreer op die grondslae van gedragsen
houdingslojaliteit teen die agtergrond van Ć kliĂ«nteverhoudingsbestuurstrategie. Op grond van die bevindings van Ć kwantitatiewe winkelsentrumopname onder 300
kleinhandelskliënte, is die motiveringsfaktore met die grootste waarskynlikheid
aangetoon. Hulle is produkgehalte, Ć gerieflike ligging, kliĂ«ntesorg,
produkverskeidenheid, beskikbaarheid en billike pryse, en bied die aanneemlikste
verklaring vir kleinhandelsmerklojaliteit. Volgens die bevindings van die inferensiële
ontleding (struktuurvergelykingmodellering, tweestaptrosontleding, optimale
skalering en meerveranderlike binĂȘre regressieanalise) is merkvertroue, merkaffek
en houdingslojaliteit betroubare aanwysers van bedragslojaliteit. Afgesien hiervan
verskil kliëntlojaliteit na gelang van kliëntpredisposisie jeens kleinhandelsmerke wat
getoets is. Kliënte was vir vier stimuli (naamlik gehalte, kliëntbelonings, kliëntesorg
en merklogoâs) die ontvanklikste vir Pick n Pay, Massmart en Shoprite/Checkers. Aanvullend tot die kwalitatiewe navorsingsfase van hierdie studie is Ć
selfasseringsmodelhoudingmeting op Ć steekproef van 120 kliĂ«nte toegepas. Hierdie
fase het die aandag gevestig op pertinente emosionele elemente as
sleuteltussengangers in die opwekking van volhoubare kleinhandelsmerklojaliteit. Vir
die vier stimuli (naamlik gehalte, kliĂ«ntbelonings, kliĂ«ntesorg en merklogoâs) was
kliĂ«nte se persepsies van Woolworths en Pick n Pay die gunstigste. Hierbenewens is oogvolg- en galvaniese velreaksietegnieke op Ć steekproef van 10
deelnemers toegepas om hulle psigofisiologiese reaksie op die vier stimuli te bepaal.
Die galvaniese velreaksietoetse het aangedui dat kliënte besonder ontvanklik was vir
Spar, Shoprite/Checkers en Pick n Pay, en volgens die oogvolgtoetse visueel meer
aangetrokke tot Spar, Shoprite/Checkers en Pick n Pay was.
Hierdie studie het bevind dat emosies in die algemeen Ć deurslaggewende rol in
kliĂ«ntlojaliteit speel. Kleinhandelsmerke raak irrelevant as hulle nie Ć emosionele
band met kliënte smee nie. Sonder hierdie emosionele verbintenis kan generiese
bedrieërs maklik die plek van kleinhandelsmerke inneem. Bemarkings- en
sakepraktisyns het nie Ć deeglike begrip van kliĂ«ntgedrag nie. Om dit reg te stel, het
hierdie studie nieverbale houdings- en psigofisiologiese toetse toegepas om die
gedrag van kleinhandelskliënte beter te begryp.Business ManagementD. Com. (Business Management
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