The role of customer service in shaping consumer buying patterns among SMEs in East London
Anam Keyiya · Tshepo Tlapana
International Journal of Business Ecosystem & Strategy · 2026 · Vol. 8 / Issue 3 · 45-54
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Abstract
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.
Keywords: {'name': 'Consumer Buying Patterns'}, {'name': 'Consumer Behaviour'}, {'name': 'Customer Service'}, {'name': 'Service Quality'}, {'name': 'Small and Medium-sized Enterprises'}
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Anam Keyiya
Walter Sisulu University
Tshepo Tlapana
Walter Sisulu University
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