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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 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.

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.