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This study explores how customer service influences consumer buying patterns among SMEs in East London, South Africa. SMEs are crucial to the local economy, yet many face challenges in retaining customers due to inconsistent service quality and limited resources. The research examines how service factors such as staff professionalism, communication, complaint handling, and responsiveness impact customer satisfaction, loyalty, and purchasing choices. Using the SERVQUAL model, Expectancy-Disconfirmation Theory, and Relationship Marketing Theory, a quantitative, cross-sectional survey was conducted. Data from 100 consumers who recently interacted with East London’s SMEs indicate that customer service is the top factor influencing purchasing decisions, surpassing price, product quality, and convenience. Friendly, helpful staff, strong after-sales support, and effective communication are key to fostering loyalty and repeat business. Although perceptions of service quality are generally positive, 25% of respondents expressed dissatisfaction due to delays, poor communication, and a lack of product knowledge. These issues underscore the need for targeted initiatives, including staff training, digital engagement, and loyalty programs. The study highlights the growing role of digital platforms in improving service delivery, especially for younger, tech-savvy consumers. Overall, the study recommends that SMEs should focus on regular training programs centered on customer engagement, product knowledge, and complaint handling. This will enhance service consistency and professionalism, leading to higher customer satisfaction and loyalty.

Customer service quality is still a major problem in Zimbabwe’s telecommunications sector. This study aimed to develop a framework to improve customer service in the sector. It focused on how network reliability, how quickly complaints are resolved, staff skills and empathy, and customer involvement in service improvement affect customer satisfaction. Customers often face network failures, slow responses to complaints, and poor communication with service providers. These problems reduce customer satisfaction.: The study used data collected in Manicaland Province, Zimbabwe. A convergent parallel mixed-methods approach was used. Quantitative data were collected from a random sample of 220 customers, while qualitative data were collected from 13 purposively selected participants, including managers and frontline customer service staff. Data analysis was conducted using SPSS AMOS version 23 and thematic analysis. The results showed that network reliability had a strong and positive effect on customer satisfaction. Staff competence and empathy also had a significant positive effect on customer satisfaction, showing that skilled, respectful, and caring staff improve customers’ experiences. In contrast, complaint-resolution efficiency did not have a significant effect on customer satisfaction. The analysis further showed that value co-creation partially mediated the relationship between network reliability and customer satisfaction, as well as between staff competence and customer satisfaction. The study recommended that regulators such as Postal and Telecommunications Regulatory Authority of Zimbabwe (POTRAZ) enforce service quality standards, and that policymakers support digital inclusion and innovation. The study contributes that customer satisfaction can be improved by upgrading network infrastructure, providing ongoing staff training, empowering frontline employees, and creating formal ways to engage customers.

In the competitive business environment, organisations are increasingly adopting Customer Relationship Management (CRM) strategies to strengthen customer retention and improve service delivery. This study explored CRM as a strategic tool for customer retention at a selected Information Communication Technology (ICT) company based in Johannesburg, South Africa. A quantitative research approach was employed, targeting 121 employees across sales, marketing, business development, logistics, and finance departments. These employees were selected due to their direct engagement with customers. Data were collected through structured online questionnaires and analysed using the Statistical Package for the Social Sciences (SPSS) version 26. Descriptive and inferential statistical techniques, including Pearson’s correlation and regression analysis, were applied to evaluate the relationship between CRM and customer retention. The findings revealed a moderate but significant positive correlation between CRM and customer retention, indicating that strategic CRM practices contribute to stronger customer loyalty. The research concludes that CRM is a critical organisational strategy that can enhance customer retention if properly integrated and supported across business functions. It recommends further investment in CRM systems, employee training, and customer engagement initiatives to sustain competitive advantage and long-term growth.

The continued increase in food demand globally, has witnessed a corresponding growth in the fast-food restaurant business. The study of food and service quality as major drivers of customer satisfaction and behavioural intention has therefore become a strategic area of interest. This study explored how food and service quality affect customer satisfaction and behavioural intention in the context of quick-service restaurants in Tshwane City of South Africa. Guided by a positivist philosophy, the study employed a deductive approach to theory development. A cross-sectional descriptive research design was adopted and a structured survey instrument was used to collect data from 173 online participants. The results were analysed using IBM SPSS 26, and partial least squares structural equation modelling in Smart PLS 4 to test hypotheses. The findings showed that although food quality had a significant positive effect on behavioural intention, it was not a predictor of customer satisfaction. All the elements of service quality exhibited significant positive influence on satisfaction and behavioural intention. This study offers invaluable insights for managers to embrace customer-driven strategies such as offering high quality food and service because the success of culinary business revolves around achieving customer satisfaction, which is vital for creating positive behavioural intentions. Future studies can be done using relatively larger sample sizes for more generalisability in related studies or other service domains.

Customer satisfaction is a key driver of competitive advantage in the automobile industry. Understanding how customer support influences perceived service quality becomes increasingly important as service expectations rise. This study investigates the role of customer support in shaping service quality perceptions and its impact on overall satisfaction. A quantitative survey of 504 customers across various industries assessed perceptions of service quality, support effectiveness, and satisfaction levels. Results show that customer support significantly strengthens the relationship between service quality and satisfaction. Customers receiving higher levels of support reported greater satisfaction. These findings highlight the need for organisations to deliver high-quality services and invest in robust support systems. The study offers empirical evidence and practical insights for adopting a customer-centric approach to enhance loyalty and sustain market competitiveness.

The retail sector plays a crucial role in the global economy, and its competitiveness largely depends on the quality of services provided to customers. This paper aims to investigate the effects of human capital development practices on service quality, customer satisfaction, and overall business competitiveness in the retail industry. To achieve this objective, the study adopted a quantitative research design with an interpretive paradigm. A sample of 180 participants was randomly selected from the selected retail stores in the Eastern Cape, South Africa. The study employed a structured questionnaire to collect data on human capital development, service quality, customer satisfaction, and business competitiveness. The data analysis began with data cleansing and coding in Microsoft Excel, followed by SmartPLS. The findings of the study revealed that investments in human capital development, such as employee training, refresher workshops, and professional development, have a positive impact on the quality of services provided by retail organisations. Improved service quality, in turn, leads to higher levels of customer satisfaction, which is a key driver of customer loyalty and business competitiveness. Furthermore, the study revealed that the enhanced service quality and customer satisfaction resulting from human capital development contribute to the overall competitiveness of retail businesses. The study recommends that the retail industry invest in training and development initiatives, particularly soft skills. Implementing automated machines to improve service quality and high production requires a well-trained workforce.

In the modern dynamic higher education landscape, the efficiency and effectiveness of frontline services have a significant impact on the student experience. Understanding first-time entry students' perspectives is critical in South African universities, where diverse challenges and opportunities intersect. These students begin their academic journey with a mixture of anticipation, expectations, and uncertainties, making their insights invaluable in assessing the efficiency of frontline services. By comprehending the perspectives of FTENs this paper seeks to uncover opportunities for improving frontline service delivery, enhancing student satisfaction, and fostering a supportive environment conducive to academic success. By addressing this research question: what insights and implications can be deduced regarding frontline service efficiency in the context of a South African university through an examination of FTENs experiences? Through a pluralistic research approach incorporating both qualitative and quantitative inquiry, employment of questionnaires and thematic content analysis, the study illuminates the nuanced challenges experienced by FTENs. The findings underscore a mixture of positive and negative implications, highlighting both strengths and areas for improvement within the institution's service delivery framework. On one hand, a majority of participants reported positive service experiences, emphasizing the helpfulness, patience, and professionalism of the front-line administrative staff. The study also uncovered significant challenges faced by some students, including delayed responses, perceived staff frustration, and concerns regarding fairness and inclusivity. This research contributes to advancing a deeper understanding of the intricate interplay between FTENs’ experiences and the institution’s effectiveness.

Contact centre operations are essential for providing customer support and managing client enquiries. A contact centre, akin to any other business, necessitates numerous essential components. A significant number of these components directly influence the business. Recognising and improving these elements can assist a contact centre in achieving its overarching objectives. The report seeks to analyse the essential elements that improve the efficiency and effectiveness of contact centre operations. The emphasis is on technology, personnel, and processes as the essential elements that enhance the efficient and effective operation of contact centres. The efficacy and efficiency of a contact centre environment encompass personnel, procedures, and technology across all organisational levels. These components must not be considered in isolation, as they influence the success or failure of a contact centre environment. Consequently, comprehending the interaction between these components is of paramount importance.Quantitative data were evaluated with the Statistical Package for the Social Sciences (SPSS). The convenience sample approach was deemed suitable for sampling contact centre agents, team leaders, and managers at the Department of Home Affairs. The study's principal findings indicate that both the literature research and the results highlighted the significance of components in facilitating the functioning and performance of contact centre operations. The data corroborate the idea that numerous contact centre failures stem from the absence of essential components necessary for its operation. The inclusion of suitable components in the contact centre has revolutionised management's oversight of these facilities. The analysis indicates that an effective team inside the company facilitates the management of contact centres. The report advocates for the implementation of integrated technological solutions to expedite customer interactions and improve operational efficiency in contact centres. It is advisable to invest in frequent employee training to ensure that staff are equipped to handle complex enquiries and effectively utilise advanced systems. Optimised process enhancement initiatives, including workflow simplification and decrease of call handling duration, are deemed essential for augmenting functionality.

This research investigates consumer perceptions of retail service quality at a particular supermarket chain located in KwaZulu-Natal, South Africa. It expands upon the SERVQUAL paradigm to examine the determinants influencing consumer happiness and loyalty within the supermarket scenario. The study utilised a quantitative research design to gather data from 400 customers at four supermarket sites in KwaZulu-Natal, South Africa. Exploratory and confirmatory factor analyses were employed to assess the dimensionality, reliability, and validity of variables evaluating retail service quality. Structural equation modelling (SEM) was utilised to examine the interrelations among these constructs. The study examined the impact of interpersonal interactions, loyalty, customer satisfaction, physical attributes, policies, and reliability on customer views. The results demonstrate that clients uphold favourable attitudes regarding all dimensions of service quality, with personal interaction, loyalty, and customer satisfaction being especially significant. The study establishes a substantial positive correlation among policy, physical attributes, interpersonal contacts, and customer happiness. Nonetheless, it fails to establish a substantial correlation between reliability and consumer pleasure. The study emphasises the significant impact of customer happiness on perceived loyalty. The study contributes by adapting and validating the SERVQUAL paradigm for the context of grocery chains. It provides pragmatic insights for service businesses seeking to improve customer experiences and cultivate loyalty.

Organisations in the public sector are faced with challenges in the delivery of high-quality services to clients. This research paper reports on a study conducted to determine clients’ perceptions of service quality at licensing service centres (LCSs) in the City of Tshwane (CoT) Metropolitan Municipality, South Africa. The research adopted a quantitative approach to realise the research objective. A convenience sampling method was used to collect primary data. 262 respondents participated in the research. A structured questionnaire was used to collect primary data from respondents. The research used the SERVPERF instrument to measure service quality. Respondents were asked to rate the level of service at LSCs. The descriptive data analysis method was used to analyse the primary data with the aid of a statistical software package, Statistical Package for Social Sciences (SPSS). Cronbach's alpha values were used to measure the internal consistency and reliability of the measurement scales. The results revealed that all rated service quality dimensions were average, which means that respondents neither agreed nor disagreed with statements about the level of service offered by LSCs. The research paper includes recommendations on the continuous improvement of service quality at LSCs and on future research directions.

This study explores customers' perceptions of the service quality provided in the hotel industry in Pretoria, in the Republic of South Africa. Considering the growth of the hotel industry in Pretoria, this study revealed that customers expect to receive a high level of service quality, leading to customer satisfaction and producing a positive perception of hotel service quality. An exploratory research design was adopted, and qualitative data were collected by interviewing hotel customers. Regarding limitations, this study was conducted at one selected hotel in Pretoria. Atlas.ti software was used to analyse the collected data. The analysis of the data identified several specific themes that were relevant to shaping the perceptions of the respondents in terms of service quality and their satisfaction with the service quality received. The themes supported existing literature regarding (i) the factors influencing perceptions of service and (ii) the specific influences within those themes, which were elaborated on, finally leading to recommendations for managing service quality perceptions in the hotel industry.  

Service quality and customer retention remain essential issues in the service sector. This research delves into unravelling the complex relationships between the facets of the SERVQUAL model (reliability, responsiveness, tangibility, assurance, and empathy) and the retention of hotel customers in less-urban areas of Ghana. A cross-sectional survey of 450 customers of hotels in the Volta Region produced data for descriptive and regression analyses using Smart PLS 4. The results show that service quality was rated moderately, only assurance and empathy significantly affect customer retention, while tangibility, reliability, and responsiveness do not. Generalizability of our findings to other regions of Ghana and elsewhere might be questioned because the study was limited to only one region. However, this seeming limitation provides novelty and value in several ways. Firstly, while SERVQUAL is widely used, its application to less-urban geographical areas like the Volta Region is uncommon. Moreover, the study provides a deeper understanding of how service quality affects customer retention by focusing on a specific, narrow regional area. Further, by differing from the usual broader hospitality research, this distinctive approach offers valuable insights into local customers' unique preferences and behaviours that larger-scale studies may overlook.

Designing tailored services is critical to enhancing client satisfaction for private and public services such as road traffic. Among the factors associated with car accidents are traffic violations of established rules and regulations. Indeed, driving skills and practice have become crucial in a complex and dynamic road environment. The study’s objective was to advise traffic department managers on how to customize their service for drivers regarding their experience. A questionnaire assessing their expectations and perceived performance with regard to six traffic service quality dimensions, namely tangibility, reliability, promptitude, responsiveness, assurance, and empathy, was self-administered to 886 motorists chosen using a simple random sampling technique in the Philippines and South Africa. Data collected were analyzed using ANOVA and Post Hoc Tuckey HSD. Results indicate that less experienced drivers had a better appreciation of traffic service quality provided by traffic departments and officers. Therefore, more focus should be placed on experienced drivers to raise their level of satisfaction.

Over the last decade, both inflation and societal pressures have increased. The COVID-19 outbreak exacerbated these problems, resulting in a decrease in people's earning ability and contributing to an increase in the unemployment rate in developing countries. Equally tricky for businesses is satisfying price-sensitive customers in the face of unpredictability. Thus, price- and value-obsessed customers are often less committed to a company since they seek fabulous discounts. Therefore, this study examined perceptions of customer satisfaction and brand loyalty amongst millennials in South Africa during the COVID-19 pandemic. Data from respondents were gathered using a descriptive quantitative research methodology, and a simple random sampling procedure was employed to select 142 respondents. Additionally, the research's driving principle was positivism. A self-administered questionnaire was given to the participants to complete. This study's findings suggest a strong and positive relationship between brand loyalty and customer satisfaction. The survey results were thus crucial for learning about the factors that affected customers, such as their shopping preferences and whether or not they would remain loyal to the brand. The results also show that the COVID-19 pandemic has, in some way or other, altered millennials' shopping habits. This research might be helpful to the management of the company in developing comprehensive and in-depth data about a target market so that they can plan and execute the most successful strategies.

Loyalty Programs (LPs) aim to increase profit by rewarding, with various benefits, customers who patronize the retailer. This study investigated the benefits LPs provide in the South African Fast-moving consumer goods (FMCG) marketplace and how these influence relationship quality and loyalty between retailer and customer. How the perceived benefits of LPs contribute to relationship quality (satisfaction, trust and commitment), and how they lead to loyalty are examined. To illustrate these relationships, a model showing three independent (perceived benefits, namely altruistic, consumeristic, and egoistic) and three dependent variables (relationship quality, namely trust, satisfaction, and commitment), plus customer loyalty, was developed. A quantitative survey was administered electronically over 11 days to a randomly selected sample of 5000 consumers per day from a commercial database, resulting in 1944 responses. After the deletion of incomplete or inappropriate responses, 479 usable replies remained. Since this sample was self-selected, it should be considered a convenience sample. Structural equation modelling (SEM) with confirmatory factor analysis (CFA) was applied to test the hypotheses and develop the model. SEM indicated that respondents consider egoistic and consumeristic benefits as the same. Furthermore, trust and satisfaction manifest as a single construct. Both consumeristic and altruistic benefits had a significant positive relationship with this unified construct of trust/satisfaction, and the relationship between altruistic benefits and commitment was also positive and significant. Finally, although neither altruistic nor consumeristic benefits appeared to contribute directly to loyalty, a positive relationship existed between the new construct of trust/satisfaction and those of commitment and loyalty. The pathway to loyalty is indirect, and to reach this sought-after goal, relationship quality constructs must first be achieved.

The number of loyalty programmes has increased rapidly, becoming one of the most used marketing practices in the global retail market today. The primary objective of this study was to determine whether special treatment benefits influence Generation Y students’ attitudes towards retail point-based loyalty programmes and usage behaviour in South Africa by extending the theory of planned behaviour and adding unique treatment benefits and consumer satisfaction factors to propose a model for this study. The study employed a quantitative method, where a self-administered questionnaire was used to collect data from a non-probability convenience sample of 388 students (aged 18 to 24 years), across two public higher education institutions’ campuses in the Gauteng province. The collected data was examined using descriptive statistics, exploratory factor analysis, reliability, correlation analysis multicollinearity and structural equation modelling (SEM). The study results indicate that subjective norms, unique treatment benefits and perceived behavioural control positively influence consumer satisfaction. The results also indicate that consumer satisfaction has a positive influence in shaping consumer attitudes towards retail point-based loyalty programmes which in turn influence usage behaviour of Generation Y students.

Customer loyalty is crucial in the retail banking sector, given the increasing competition within the industry and the emerging non-traditional players. This paper examines the influence of external exigencies on customer loyalty of retail banks in Nigeria. Data used in this study was collected from 424 customers of eight (8) selected banks located in Ibadan, a metropolitan city in Nigeria. The primary statistical tool used was Partial Least Square Structural Equation Modelling (PLS-SEM) in analysing data collected. The study's findings revealed that external exigencies as a construct, has a positive influence on customer loyalty with internal appearance of bank and attractive advertisement accounting for the main factors contributing to loyalty. Similarly, External Exigencies were found to have positive influence on Customer Loyalty to their banks, at significant level. The managerial implication of this study is the consideration of non-core banking factors that can enhance customer loyalty in retail banking.

The high student attrition at the masters' and doctorate levels requires universities to be customer-oriented, and flexible in their capacity to deliver higher value to mature students whose needs and expectations are high. Therefore, this study aims to assess student experience and service delivery levels that academic departments provide postgraduate students at public universities in KwaZulu-Natal. An empirical study was conducted amongst masters’ and doctorate students at a university of technology, a traditional university, and a comprehensive university. The study involved a survey questionnaire with a five-point Likert scale and included seven service delivery dimensions which respondents were to rank accordingly. Data were subjected to descriptive and inferential statistics and the factors that emerged from factor analysis were tested for reliability and validity by conducting Cronbach's alpha. The results show that postgraduate students are university customers and therefore expect courtesy and professionalism in the delivery of postgraduate programmes. The results further suggest that retention capabilities exist for the traditional university compared to the other types of universities. Students seem to be moderately satisfied with the quality of academic services offered by universities. Service delivery experience among students appears to vary across universities. Universities should take cognisance of the gaps and attempt to be more customer-oriented to ensure the needs and expectations of graduate students are met. The findings of the study may serve as guidelines for a follow-up qualitative study to establish the specific areas where students were not satisfied.

The higher education sector has evolved over the past decade due to the ever-changing needs of students who are its primary customers. As a result, most students have to deal with unmet expectations which subsequently lead to service failure. Even though service failure cannot be eliminated, higher education institutions are expected to provide an effective complaints management system to resolve student problems and service failure incidents. This study analyzed service failure and complaints management in higher education institutions. A quantitative, descriptive, and cross-sectional study was undertaken using 430 full-time students across three public universities in South Africa. The findings of this study showed that students encounter various forms of service failures in institutions of higher learning with the majority experiencing service failures in respect of funding and academic registration. Also, most of the students were generally satisfied with the complaints management system. Thus, this study can help institutional managers to understand service failure incidents confronting the sector. Furthermore, the study provides an opportunity for institutional managers to assess the effectiveness of the complaints management system and make improvements to ensure a better student experience

<p>The key to long-term success in banking is consistent improvement and delivering of quality product and or value-added service that conform to the expectations of customers. IT-innovative products/services and processes (technological innovation) facilitate these key elements of customer satisfaction and critical factors for retaining valued customers. The objective of this paper is to explore the effects of technological innovation on service consistency and the consequential effects on customer satisfaction and loyalty covering seven universal banks in Ghana. The results of the empirically tested model reveal new/improved product/process functionalities, service consistency and innovative product/process satisfaction contribute significantly to customer loyalty (<em>p < 0.001</em>). Service consistency has a marginal higher impact (<em>β </em>= .373) on customer loyalty than the others. Product/process quality contributes significantly (with <em>β</em> ranging from .345 to .742 and <em>p < 0.001</em>) to each of the above three antecedents than all other items.</p>