Customer service has been identified as a crucial aspect of the retail mix that can pose great si... more Customer service has been identified as a crucial aspect of the retail mix that can pose great significance in the creation of a store image. The modern retail sector has become highly competitive, with consumers demanding exceptional service that surpasses the expectations of service such that, comprehensive service strategies remain crucial for retailers to succeed (Timm, 2008:110). Furthermore, the increasing sameness of merchandise among supermarkets has induced retail giants in South Africa to rely on offering high quality service to remain competitive and build some source of differentiation (Beneke et al., 2012:173). Comprehensive service strategies are a requirement for retailers to remain competitive as they positively influence consumer perception of service that ultimately creates a store image (Harris 2010:17). Failure of service delivered to meet or exceed consumer expectation results in negative perception among consumers and customers end up deserting that particular retailer in search of better service elsewhere (Johnston and Marshall 2010:173). The main aim of this study was to determine the influence of customer service on consumer buying behaviour at selected supermarkets within the greater Durban area. To accomplish the objectives of this study, a quantitative study was conducted in the form of a descriptive survey. A sample of 400 respondents was questioned. Self- administered questionnaires were distributed amongst participants. Non-probability sampling was used in selecting respondents in the greater Durban area. Reviewed literature and findings of the study made the basis for conclusions and recommendations of this study. Results of this study indicate the following: • There is a positive perception towards service delivery in most Durban supermarkets and the majority of respondents indicated their willingness to continue visiting specific stores and recommend them to others. • There is a relationship between customer service and consumer buying behaviour. It is therefore recommended that supermarket management continue to uphold service quality as it not only ensures customer retention but also generates positive attitudes towards the stores.
Customer service has been identified as a crucial aspect of the retail mix that can pose great si... more Customer service has been identified as a crucial aspect of the retail mix that can pose great significance in the creation of a store image. The modern retail sector has become highly competitive, with consumers demanding exceptional service that surpasses the expectations of service such that, comprehensive service strategies remain crucial for retailers to succeed (Timm, 2008:110). Furthermore, the increasing sameness of merchandise among supermarkets has induced retail giants in South Africa to rely on offering high quality service to remain competitive and build some source of differentiation (Beneke et al., 2012:173). Comprehensive service strategies are a requirement for retailers to remain competitive as they positively influence consumer perception of service that ultimately creates a store image (Harris 2010:17). Failure of service delivered to meet or exceed consumer expectation results in negative perception among consumers and customers end up deserting that particular ...
Studies on consumer decision making styles largely focused on determining and replicating these t... more Studies on consumer decision making styles largely focused on determining and replicating these to varying contexts. Literature remains limited on what underlying psychological variables lead to the manifestation of consumer decision making styles. The purpose of this study is to investigate the roles of psychological antecedents and consumer innovativeness in determining consumer decision making styles of millennials in South Africa. A quantitative survey of 320 South African millennials through social groups was utilized. Non-probability convenience sampling determined selection of participants. Reliability statistics were applied to substantiate the effectiveness of this study’s questionnaire and data collection approach. Presentation and interpretation of data were achieved through descriptive and inferential statistics respectively. Findings of this study confirmed that psychological antecedents and consumer innovativeness pose either direct or inverse relationships on consumer...
The aim of this study was to assess the applicability of the Consumer Styles Inventory (CSI) prop... more The aim of this study was to assess the applicability of the Consumer Styles Inventory (CSI) proposed by Sproles and Kendall (1986 cited by Azizi 2012:91) in determining consumer decision-making styles within South Africa. Likewise, the major problem of this study revolved around generalisability of US and European based data of consumer decision-making styles in an African context. Moreover, generational evolution necessitated the need for current introspection within an African context. Accordingly, objectives of this study included determining consumer decision-making styles of millennial South Africans, determining additional dimension(s) of the CSI model characteristic of a multi-cultural society, ascertaining an updated consumer decisionmaking style model and explore the implications associated with cohorts identified as recreational shoppers. The study adopted a quantitative survey in gathering data from millennial consumers. Structured questionnaires with Likert scales were ...
PurposeThis study aims to ascertain the significance of retail service quality dimensions on shop... more PurposeThis study aims to ascertain the significance of retail service quality dimensions on shopping frequency at supermarkets in Durban. This study also adopts the Retail Service Quality Scale (RSQS) to South African supermarket consumers.Design/methodology/approachPrimary data were collected from 399 consumers through mall intercepts using an adapted RSQS. Non-probability convenience sampling was utilised in selecting participants from different malls in Durban. To analyse data the SPSS software was utilised with multiple regression analysis to confirm relationships between variables of the study.FindingsResults indicate a significant linear relationship between retail service quality and shopping frequency. Two of the three dimensions of retail service quality (atmospherics and reliability) have a positive and significant influence on the shopping frequency of consumers whereas one dimension (policy) showed no significant influence on the dependent variable.Research limitations/...
The aim of this study was to measure the influence of psychological antecedents of consumer decis... more The aim of this study was to measure the influence of psychological antecedents of consumer decision-making styles of millennial consumer’s innovativeness in Botswana. The study adopted a quantitative survey in gathering data from millennial consumers. Structured questionnaires with Likert scales were utilized in data collection. The targeted population comprised of 400 generation Y consumers in which 320 were successfully selected and tested through convenience sampling. The study results indicated that millennial consumers in Botswana are under no time pressure to complete their shopping activities and highly materialistic in their shopping choices. They are independent shoppers impervious to interpersonal influence and confident of their shopping decision-making. The results also revealed that millennial consumers in Botswana identify themselves as independent decision makers that do not rely on external influence. Finally, the study results pointed out that the greater majority ...
Customer service has been identified as a crucial aspect of the retail mix that can pose great si... more Customer service has been identified as a crucial aspect of the retail mix that can pose great significance in the creation of a store image. The modern retail sector has become highly competitive, with consumers demanding exceptional service that surpasses the expectations of service such that, comprehensive service strategies remain crucial for retailers to succeed (Timm, 2008:110). Furthermore, the increasing sameness of merchandise among supermarkets has induced retail giants in South Africa to rely on offering high quality service to remain competitive and build some source of differentiation (Beneke et al., 2012:173). Comprehensive service strategies are a requirement for retailers to remain competitive as they positively influence consumer perception of service that ultimately creates a store image (Harris 2010:17). Failure of service delivered to meet or exceed consumer expectation results in negative perception among consumers and customers end up deserting that particular retailer in search of better service elsewhere (Johnston and Marshall 2010:173). The main aim of this study was to determine the influence of customer service on consumer buying behaviour at selected supermarkets within the greater Durban area. To accomplish the objectives of this study, a quantitative study was conducted in the form of a descriptive survey. A sample of 400 respondents was questioned. Self- administered questionnaires were distributed amongst participants. Non-probability sampling was used in selecting respondents in the greater Durban area. Reviewed literature and findings of the study made the basis for conclusions and recommendations of this study. Results of this study indicate the following: • There is a positive perception towards service delivery in most Durban supermarkets and the majority of respondents indicated their willingness to continue visiting specific stores and recommend them to others. • There is a relationship between customer service and consumer buying behaviour. It is therefore recommended that supermarket management continue to uphold service quality as it not only ensures customer retention but also generates positive attitudes towards the stores.
Customer service has been identified as a crucial aspect of the retail mix that can pose great si... more Customer service has been identified as a crucial aspect of the retail mix that can pose great significance in the creation of a store image. The modern retail sector has become highly competitive, with consumers demanding exceptional service that surpasses the expectations of service such that, comprehensive service strategies remain crucial for retailers to succeed (Timm, 2008:110). Furthermore, the increasing sameness of merchandise among supermarkets has induced retail giants in South Africa to rely on offering high quality service to remain competitive and build some source of differentiation (Beneke et al., 2012:173). Comprehensive service strategies are a requirement for retailers to remain competitive as they positively influence consumer perception of service that ultimately creates a store image (Harris 2010:17). Failure of service delivered to meet or exceed consumer expectation results in negative perception among consumers and customers end up deserting that particular ...
Studies on consumer decision making styles largely focused on determining and replicating these t... more Studies on consumer decision making styles largely focused on determining and replicating these to varying contexts. Literature remains limited on what underlying psychological variables lead to the manifestation of consumer decision making styles. The purpose of this study is to investigate the roles of psychological antecedents and consumer innovativeness in determining consumer decision making styles of millennials in South Africa. A quantitative survey of 320 South African millennials through social groups was utilized. Non-probability convenience sampling determined selection of participants. Reliability statistics were applied to substantiate the effectiveness of this study’s questionnaire and data collection approach. Presentation and interpretation of data were achieved through descriptive and inferential statistics respectively. Findings of this study confirmed that psychological antecedents and consumer innovativeness pose either direct or inverse relationships on consumer...
The aim of this study was to assess the applicability of the Consumer Styles Inventory (CSI) prop... more The aim of this study was to assess the applicability of the Consumer Styles Inventory (CSI) proposed by Sproles and Kendall (1986 cited by Azizi 2012:91) in determining consumer decision-making styles within South Africa. Likewise, the major problem of this study revolved around generalisability of US and European based data of consumer decision-making styles in an African context. Moreover, generational evolution necessitated the need for current introspection within an African context. Accordingly, objectives of this study included determining consumer decision-making styles of millennial South Africans, determining additional dimension(s) of the CSI model characteristic of a multi-cultural society, ascertaining an updated consumer decisionmaking style model and explore the implications associated with cohorts identified as recreational shoppers. The study adopted a quantitative survey in gathering data from millennial consumers. Structured questionnaires with Likert scales were ...
PurposeThis study aims to ascertain the significance of retail service quality dimensions on shop... more PurposeThis study aims to ascertain the significance of retail service quality dimensions on shopping frequency at supermarkets in Durban. This study also adopts the Retail Service Quality Scale (RSQS) to South African supermarket consumers.Design/methodology/approachPrimary data were collected from 399 consumers through mall intercepts using an adapted RSQS. Non-probability convenience sampling was utilised in selecting participants from different malls in Durban. To analyse data the SPSS software was utilised with multiple regression analysis to confirm relationships between variables of the study.FindingsResults indicate a significant linear relationship between retail service quality and shopping frequency. Two of the three dimensions of retail service quality (atmospherics and reliability) have a positive and significant influence on the shopping frequency of consumers whereas one dimension (policy) showed no significant influence on the dependent variable.Research limitations/...
The aim of this study was to measure the influence of psychological antecedents of consumer decis... more The aim of this study was to measure the influence of psychological antecedents of consumer decision-making styles of millennial consumer’s innovativeness in Botswana. The study adopted a quantitative survey in gathering data from millennial consumers. Structured questionnaires with Likert scales were utilized in data collection. The targeted population comprised of 400 generation Y consumers in which 320 were successfully selected and tested through convenience sampling. The study results indicated that millennial consumers in Botswana are under no time pressure to complete their shopping activities and highly materialistic in their shopping choices. They are independent shoppers impervious to interpersonal influence and confident of their shopping decision-making. The results also revealed that millennial consumers in Botswana identify themselves as independent decision makers that do not rely on external influence. Finally, the study results pointed out that the greater majority ...
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