Consumer perceptions of displayed product attributes in advertising

Please read the abstract (Synopsis) in the section 00front of this documentDissertation (MCom)--University of Pretoria, 2009.Marketing ManagementMComUnrestricte

Relationship intention and satisfaction as predictors of wholesale and retail customers’ loyalty towards their training providers

It is not surprising that service providers are increasingly attempting to establish customer loyalty as competition intensifi es in service industries. Building long-term relationships and satisfying customer expectations could be an effective strategy to follow according to research that suggests strong relationships between customer relationships, customer satisfaction and customer loyalty. However, some researchers suggest that service providers should direct their marketing efforts only towards customers who have relationship intentions. It is thus essential for service providers to consider customers’ relationship intentions and satisfaction when drafting strategies aimed at building customer loyalty. The purpose of this study was to determine the extent to which relationship intention and satisfaction predict customer loyalty within the wholesale and retail training sectors. Data were gathered from 185 wholesale and retail skills development decision-makers located across South Africa, who were involved in the selection of their organisations’ training providers. Using hierarchical multiple regression analysis, the fi ndings indicate that relationship intention and satisfaction signifi cantly predict customer loyalty towards wholesale and retail training providers. Wholesale and retail training providers thus need to understand that establishing customer loyalty depends on their ability to develop strong relationships with customers who are receptive to relationship marketing efforts, and to ensure that these customers’ needs are met.http://www.unisa.ac.za/default.asp?Cmd=ViewContent&ContentID=22335am2016Marketing Managemen

Exploring relationship intention and the duration of customer support in the South African banking industry

Because it is generally more expensive to attract new customers rather than retain the existing ones, service providers are investing in resources to establish successful customer relationships. In identifying and targeting customers who are willing to engage in a relationship, service providers often rely on the length of time for which customers have supported them. However, relationship marketing strategies would be better directed at customers with relationship intentions, who are more receptive to relationship building. The purpose of this study was first to investigate South African banking customers’ relationship intentions and then to determine whether the duration of their support influences their relationship intentions. Non-probability convenience sampling was used to gather data from 276 respondents in the greater Johannesburg metropolitan area. The results indicate that the relationship intention measurement scale was valid and reliable and that respondents with different relationship intentions viewed the five sub-constructs constituting relationship intention differently. The study also established that the duration of the respondents’ support did not influence their relationship intentions. It is recommended that, instead of focusing on customers who have supported the bank for longer periods, they specifically target customers with relationship intentions when building customer relationships.http://reference.sabinet.co.za/sa_epublication/jcmanam201

Relationship intention and relationship quality as predictors of clothing retail customers' loyalty

Retailers endeavour to establish and maintain strong relationships with customers in order to build customer loyalty. Unfortunately, such endeavours are not always successful as not all retail customers reciprocate retailers’ relationship efforts. Customers’ intentions to engage in relationships with retailers (i.e. relationship intentions) should thus be the starting point in building customer loyalty. Moreover, customers’ perceptions of the strength of their relationship with a retailer (i.e. relationship quality) should also be considered when building customer loyalty. The purpose of this study is to determine whether clothing retail customers’ relationship intentions and relationship quality, individually and in combination, predict their loyalty to clothing retailers. Data were collected from 511 respondents in South Africa’s greater Tshwane metropolitan area. From a hierarchical multiple regression analysis, it was found that clothing retail customers’ relationship intentions and relationship quality are individually, and in combination, predictors of their loyalty to the retailer. Results furthermore indicate that relationship quality mediates the relationship between relationship intention and customer loyalty. The findings highlight the importance of first determining customers’ relationship intentions, and then reinforcing positive perceptions of relationship quality when building customer loyalty.http://www.tandfonline.com/loi/rirr20hj2019Marketing Managemen

Relationship intention and service quality as combined competitive strategy

Offering superior service quality or building long-term customer relationships could offer effective strategies to create a competitive advantage. However, since not all customers desire to enter into relationships with service providers, it may be more profitable to focus relationship marketing strategies on customers with relationship intentions. The purpose of this study was to establish whether there is a relationship between relationship intention and service quality, as combining these approaches could result in formulating a greater competitive strategy than using either one of these strategies in isolation. Data were collected from 368 South African respondents. The results indicated positive relationships between respondents' relationship intentions and service quality expectations and perceptions. It was also established that respondents with moderate and low relationship intentions were significantly less satisfied with the service levels they receive compared with their expectations, whereas no difference was found for those with higher relationship intentions.https://www.inderscienceonline.com/loi/ijmedhj2019Marketing Managemen

Relationship intention amongst clothing retail customers : an exploratory study

ORIENTATION : Increasing competition has resulted in clothing retailers placing more emphasis on expensive relationship marketing tactics to retain customers. The retailers often use customers’ loyalty programme membership and the duration of their support to identify and target them in relationship-building efforts. RESEARCH PURPOSE : This study determines the viability of relationship intention by measuring and categorising clothing customers according to their relationship intentions. The study also explores the duration of customer support for a clothing retailer, membership of their loyalty programme and the relationship thereof with customers’ relationship intentions towards that retailer. MOTIVATION FOR THE STUDY: Relationship building efforts would be better directed at customers with relationship intentions. RESEARCH DESIGN, APPROACH AND METHOD : Quantitative in nature, this study followed a descriptive research design and used an interviewer-administered survey to collect data from 511 clothing retail customers residing in the greater Pretoria metropolitan area. MAIN FINDINGS : Clothing retailers can effectively determine and categorise customers according to their relationship intentions. The duration customers have supported a clothing retailer and its loyalty programme has no relationship with their relationship intentions. PRACTICAL/MANAGERIAL IMPLICATIONS : Clothing retailers should focus their relationship building on customers with relationship intentions, as they are more likely to respond favourably. They are more likely to be retained by the clothing retailer and provide a return on investment. CONTRIBUTION/VALUE-ADD : This study gives clothing retailers a reliable and valid measuring instrument that can be used to identify customers with relationship intentions, rather than relying on the duration of the customers’ support and their loyalty programme membershipS.W.K. is a PhD student at the North-West University (NWU). This is the first article from her thesis. P.G.M. (University of Pretoria) is the supervisor for the study.http://www.actacommercii.co.za/am201

Land-van-oorsprong produkbeeld en bereidwilligheid om vitamiene te koop

This article investigates the country-of-origin (COO) product image consumers hold with regard to vitamins which they perceive to originate from different countries as well as their willingness to purchase vitamins that originate from these countries. Results indicate that respondents consider the COO product image of vitamins originating from South Africa and USA equally favourably, but more favourably than Chinese vitamins. Respondents are also more willing to buy vitamins originating from South Africa than those originating from USA or China. The study also found moderate to strong correlations between the COO product image and the willingness of respondents to purchase vitamins originating from each country.Hierdie artikel ondersoek die land-van-oorsprong (LVO) produkbeeld wat verbruikers hou van vitamiene wat hulle meen van verskillende lande af kom. Die bereidwilligheid van verbruikers om vitamiene wat van hierdie lande afkomstig is te koop, word ook ondersoek. Resultate dui daarop dat die LVO produkbeeld vir vitamiene wat respondente meen van Suid-Afrika afkomstig is ewe gunstig is as die wat hulle glo van die VSA afkomstig is, maar baie meer postief is as vitamiene wat hulle meen van China afkomstig is. Respondente is ook meer bereidwillig om vitamiene te koop wat hulle meen van Suid-Afrika afkomstig is, as die wat hulle dink van die VSA en China afkomstig is. Die studie het ook korrelasies gevind tussen die LVO produkbeeld en die bereidwilligheid van verbruikers om vitamiene te koop wat van die onderskeie lande afkomstig is.This article was written by P.G. Mostert before he joined the University of Pretoria.http://www.ufs.ac.za/journals_ActaAcademicaam2016Marketing Managemen

The influence of passenger satisfaction on relationship formation in the South African domestic airline industry

Customers are increasingly becoming aware of alternative offerings in the market place, and are thus more demanding in terms of their expectations pertaining to service delivery. As airlines in particular are vulnerable to competitors’ offerings, they should offer passengers high levels of service and ensure that passengers are satisfied with their service offering in an effort to build long-term relationships. Building long-term relationships is important due to the financial and social benefits it holds to both the business and its customer. This study investigates whether passenger satisfaction influences whether or not passengers have formed a long-term relationship with the airline they fly with most often. Data was collected from South African domestic passengers departing from OR Tambo International Airport in Johannesburg by means of a convenience sample. Main findings from the study indicate that the majority of dissatisfied respondents have not formed a long-term relationship with the domestic airline, while satisfied respondents are more inclined to form a long-term relationship.This article was co-written by P.G. Mostert before he joined the University of Pretoria.http://www.journals.co.za/content/journal/busmanam2017Marketing Managemen

Banking customers’ attitudes toward complaining : their likelihood of voicing a complaint and service recovery they consider appropriate

This paper measures the attitude of banking customers towards complaining and their likelihood to complain when a service failure is experienced at their current and another bank. Insight is also provided into the service recovery responses customers consider appropriate when a service failure is experienced. The target population included individuals in the Gauteng Province of South Africa who hold a bank account in their personal capacity. An interviewer-administered survey was used to collect data using non-probability quota sampling based upon population group and gender. A demographic profile of respondents, as well as the findings in terms of the aforementioned constructs and related hypotheses is provided. The study found that respondents have a positive attitude towards complaining, and that they are significantly more likely to voice a complaint when experiencing a service failure at their current bank than at another bank. Significant differences also exist with regard to the individual responses respondents consider appropriate when confronted with a hypothetical service failure experienced at their current bank and another bank.This article was co-written by P.G. Mostert before he joined the University of Pretoria.http://www.academicjournals.org/journal/AJBMam2017Marketing Managemen

Building customer relationships as retention strategy in the South African domestic passenger airline industry

Organisations are increasingly focusing on building long-term relationships with customers, thereby increasing their probability for success by offering customers higher levels of satisfaction, increasing customer loyalty, and ultimately retaining customers. Airlines in particular can benefit from retaining customers as the airline industry is characterised by fierce competition and many airlines are finding it difficult to survive against the backdrop of enormous challenges in the past decade, including the significant decline in demand for air travel together with rising costs and the worldwide economic downturn. This study investigates the effect which a strategy by airlines of building relationships with customers has on customer satisfaction, loyalty, and ultimately customer retention. The effect of service failures on customers’ relationships with airlines are also considered as a negative experience could results in customers defecting to competitors. A questionnaire, comprising six sections, was specifically compiled to determine customer retention in the South African domestic passenger airline industry. Data were collected by trained fieldworkers from OR Tambo International Airport by means of a non-probability convenience sampling method from 324 passengers flying with the various domestic airlines. Findings indicate that most respondents were satisfied with the airlines’ overall service; respondents who formed relationships with domestic airlines were more loyal toward the airlines; and the relationships of respondents who were satisfied with airlines’ service recovery efforts were either strengthened or unchanged. The findings from this study support findings from international studies by providing a unique South African perspective on the effect of a strategy of building relationships with customers on their satisfaction, loyalty and ultimately retention. It can therefore be recommended that the organisations competing in the South African service sector, and specifically the domestic airline industry, make special efforts to build relationships with existing customers, rather than to continually try to acquire new customers. This strategy could result in a higher probability of success by increasing customer satisfaction, customer loyalty, and ultimately customer retention.This article was written by P.G. Mostert before he joined the University of Pretoria.http://www.actacommercii.co.zaam2016Marketing Managemen