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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.

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.

Service quality is crucial for all service providers operating in the open market across all industries, particularly in the aviation sector, which produces billions of dollars in annual revenue from its services. The level of service quality significantly influences client satisfaction, and conversely, customer happiness reciprocally affects the service provider. In order to attain diverse company objectives, it is imperative to prioritize customer happiness specifically during the process of privatization. The primary objective of this research is to examine the influence of airport service quality on customer satisfaction within the context of a privatized airport. Descriptive and correlation analyses were utilized in the study. A total of 400 questionnaires were administered to passengers who embarked from Aden Adde International Airport as part of the study. Subsequently, the data was subjected to analysis utilizing a statistical software program designed for social science software (SPSS). The results of this analysis revealed a robust and positive correlation between Airport customer services and customer happiness. The study additionally revealed that a significant proportion of the airport's passengers expressed dissatisfaction with the services provided by Aden Adde International airport. 

The objective of this study is to examine the impact of corporate social responsibility (CSR) performance on brand image and customer satisfaction. Moreover, the analysis was performed to examine the impact of brand image and customer satisfaction on customer engagement. This study examines the impact of customer interaction on customer loyalty. This study employs quantitative analysis techniques to empirically examine the formulated hypothesis. The research sample consists of consumers from the cement business in Cirebon, West Java, Indonesia. The study employed a sampling technique that utilized random sampling to gather a sample of 180 respondents, who served as a representative of the study population. The data was acquired by distributing questionnaires and analyzed using the structural equation modeling technique with the assistance of AMOS software. The analytical results demonstrate empirical support for all hypotheses proposed in this study. This study demonstrates that the performance of corporate social responsibility (CSR) has a beneficial impact on the identity of a brand and the happiness of customers. In order to enhance brand recognition and improve consumer happiness, it is important to achieve superior corporate social responsibility (CSR) performance. Moreover, the recognition of a brand and the contentment of customers have a favorable impact on the involvement of customers, and the involvement of customers has a favorable impact on their loyalty. This study offers suggestions to organizations, including those in the cement industry, on how to enhance their corporate social responsibility (CSR) efforts to improve brand recognition and consumer contentment. Effective CSR performance may be attained by addressing five key aspects: social responsibility, environmental stewardship, cultural preservation, human resources management, and socio-economic development. Moreover, it is essential to enhance brand recognition and consumer contentment in order to maximize customer involvement and allegiance.

In this study, the impact of technology is especially examined as a factor in the determination of customer perceived value and satisfaction in the professional business-to-business services of the general insurance industry. Five hundred forty-seven relevant responses from randomly chosen Vietnamese consumers who bought insurance products were acquired using both a hypothetical-deductive method and an inductive technique employing structured questionnaires. The regression study shows that while technology and technical abilities are judged to be unimportant, risk coverage, reputation, reliability, and premium positively influence consumers' opinions of value toward insurance firms. As technology cannot replace the relationships developed with service professionals, organizational consumers do not view technology as a deciding factor when choosing insurance, so avoiding favoring technology over human interaction is imperative. This warning could impact people's views, quality of life, and society. The performance of service workers should be improved through soft HRM techniques in the future, and marketers and politicians should prioritize reputation-building initiatives and training in interpersonal communication. Future research on insurance purchase behavior in business-to-business settings, particularly in developing economies, can use the proposed model as a guide. Additionally, by concentrating on the most advantageous aspects of resource allocation, this framework provides invaluable insights for firms looking to create or strengthen their competitive advantage.

This study aims to analyse seller loyalty through community marketing and seller satisfaction. This study employs a method with a sample of 135 sellers from the Shopee Campus community in Bekasi. Research data were obtained through questionnaires distributed to the sample and analysed using SmartPLS 0.3. The results showed that community marketing significantly positively affected seller loyalty. Thus, community marketing has a significant positive effect on seller satisfaction. Moreover, seller satisfaction has a significant positive effect on seller loyalty. In contrast, community marketing through seller satisfaction positively affects seller loyalty.

The purpose of this study is to explain and analyze the effect of the e-servicescape dimension on perceived value and loyalty to e-commerce sites in Indonesia. The sampling technique used a non-probability sampling technique with a sample of 195 respondents who had shopped at e-commerce more than three times. Data collection is done by spreading the distribution through WhatsApp, Instagram, and Facebook. The research variables consist of aesthetic appeal, layout & functionality, and financial security as independent variables, perceived value as a mediator, and attitude and behavior loyalty variables as dependent variables. The study used AMOS 24 to analyze the data. The results of the study show that the three independent variables are only layout & functionality that have a positive and significant effect on consumers' perceived value perceptions, while the variables of aesthetic appeal and financial security harm perceived value. Furthermore, the perceived value variable has a positive and significant effect on attitude and behavior loyalty as well as attitude loyalty has a significant positive effect on behavioral loyalty. The implication of this research is to add literature and insight for e-commerce players in Indonesia to increase the aesthetic appeal of online stores and financial security so that consumers are loyal in attitude and behavior and that practices that can harm consumers and negatively impact e-commerce players do not occur. Research needs to do further research on the same object but with different results or different objects, such as electronic products or e-commerce bills.

The purpose of this study was to establish the effect of financial capability on customer relationship management in private hospitals in Kenya. The study adopted descriptive survey design. It targeted 161 private hospitals which are accredited by NHIF in Kenya and which formed the unit of analysis of the study. Simple random sampling was then be used to obtain the 644 respondents. The researcher utilized a structured questionnaire with a five-point Likert scale to gather the data. The collected data was coded and entered in SPSS for further analysis. Descriptive and inferential analysis was conducted. The findings indicate there was a statistical and significant relationship between financial capabilities and customer relationship management. Financial capabilities explained 48.5% of the variability in customer relationship management in private hospitals. Hospitals should plan ahead forecast on financial emerging issues to avoid financial distress. Good governance is critical in an organization because it enables flexible adjustments to the emerging spending patterns as strategic demands arise.