CUSTOMER SERVICE AND ITS IMPACT ON CONSUMER BUYING PATTERNS
pdf

Keywords

Customer service
purchasing pattern
retailing
customer buying patterns
service quality

How to Cite

TLAPANA, T., & MDUBA, K. (2021). CUSTOMER SERVICE AND ITS IMPACT ON CONSUMER BUYING PATTERNS. Modern Management Review, 26(2), 67-78. https://doi.org/10.7862/rz.2021.mmr.12

Abstract

The study focuses on the relationship between customer service and consumer shopping patterns at a selected retailer in Whittlesea, South Africa. The study's primary objectives were to identify the fundamental components of customer service and assess if customers are satisfied with the service levels they obtain from the chosen retailer, and if not, to suggest ways to improve it. Self-administered questionnaires were used to collect data, which was then quantitatively analyzed. As a result, data from 135 respondents were collected using the most efficient and less time-consuming non-probability and convenience sampling method. The findings reveal that customers are dissatisfied with the service levels of the retailer and thus recommend that there should be improvements with: i) Assisting of customers whilst shopping; ii) handling of customer complaints; understanding of customer needs; and iv) general politeness towards customers.

https://doi.org/10.7862/rz.2021.mmr.12
pdf

References

Adams, R. L. (2016). 10 reasons why good customer service is your most important metric [Access: 28 August 2020]. Access on the internet: https://www.entrepreneur.com/amphtml/284799.

Cant, C. M., Van Heerden, C. H. (2017). Marketing Management: A South African Perspective. 3rd edition. Cape Town: Juta and Company (Pty) Ltd.

Drury, A. (2020). Customer service [Access: 4 October 2020]. Access on the internet: https://www.investopedia.com/terms/c/customer-service.asp

Jeske, H., Chimusoro, E., Karodia, A. M. (2015). An evaluation of customer service and the impact of efficiency on Namibia's logistical sector: A study involving selected courier companies. “Singaporean Journal of Business, Economics and Management Studies”, 3(6).

Joseph, C. (2019). What are the benefits of delivering excellent customer service? [Access:

October 2020]. Access on the internet: https://smallbusiness.chron.com/benefits-delivering-excellent-customer-service-2086.html

Kokemuller, N. (2020). What is customer courtesy? [Access: 4 October 2020]. Access on the internet: https://smallbusiness.chron.com/customer-courtesy-66845.html

Lamb, J., Hair, C., McDaniel, C., Boshoff, C., Terblanche, N., Elliott, R., Klopper, H. B. (2015). Marketing. 5th edition. Cape Town: Oxford.

Marx, N.J.M.M., Erasmus, A. C. (2006). An evaluation of the customer service in supermarkets in Pretoria East, Tshwane Metropolis, South Africa. “Journal of Family Ecology and Consumer Sciences”, 34(1).

Megha. (2020). Top 5 benefits of customer satisfaction [Access: 12 September 2020]. Access on the internet: https://www.zonkafeedback.com/blog/benefits-of-customer-satisfaction?hs_amp=true

Oberlo. (2015). What is customer service? A definition and more – Oberlo wiki [Access: 28 August 2020]. Access on the internet: https://www.oberlo.com/ecommercewiki/customer-service

Pawlewicz, K. A history of customer service (blog) [Access: 19 August 2020]. Access on the internet: https://blog.olark.com/the-history-customer-service

Quickstone Capital. (2016). 10 critical components of customer service. [Access: 3 October 2020]. Access on the internet: https://www.quickstonecapital.com/merchant-cash-advance-blog/10-critical-components-of-customer-service-0.

Ramroop, T. (2020). Customer service definition and skills for 2020 and beyond [Access: 4 October 2020]. Access on the internet: https://www.zendesk.com/blog/customer-service-skills/

Setia, P., Venkatesh, V., Joglekar, S. (2013). Leveraging digital technologies: How information quality leads to localized capabilities and customer service performance. “MIS Quarterly”, 37(2).

Theodoras, D., Laios, L., & Moschuris, S. (2005). Improving customer service performance within a food supplier-retailers context. International Journal of Retail & Distribution Management, 33(5), 353-370.

Timesheets. (2017). 7 ways staff can help your marketing [Access: 3 October 2020]. Access on the internet: https://www.timesheets.com/blog/2017/05/7-ways-staff-help-marketing/

Tlapana, T. (2020). Customer Service at Independent Retail Food Chains in Kwazulu-Natal. “Expert Journal of Marketing”, 8(2).

Venetis, K. A., Ghauri, P. N. (2004). Service quality and customer retention: building long-term relationships. “European Journal of marketing”.

All texts published in the Journal "Modern Management Review" are available in the full version on the website of MMR. Digital IDs have also been entered from number 19 (3/2012) (DOI: 10.7862/rz.2018.mmr.1)

Open Access – CC BY-NC-ND 3.0 PL

This is an open access journal which means that all content is freely available without charge to the user or his/her institution. Users are allowed to read, download, copy, distribute, print, search, or link to the full texts of the articles, or use them for any other lawful purpose, without asking prior permission from the publisher or the author.

Downloads

Download data is not yet available.