IDEAS home Printed from https://ideas.repec.org/a/rnd/arjebs/v9y2017i3p28-45.html
   My bibliography  Save this article

Customer Service Expectations from South African Alcoholic Beverage Suppliers in Urban and Rural Areas

Author

Listed:
  • Jacques Beukes
  • Hein Prinsloo
  • Theuns G Pelser

Abstract

South African alcoholic beverage suppliers (SAABS) have to focus their efforts on quality customer service as a means of differentiation. Quality of service is a competitive advantage and serves as a marketing tool for many companies; it also contributes to customer loyalty and retention. Offering quality service is considered an essential strategy for success and survival in today’s competitive business market. A commitment to quality must start from the top of any organisation, be it a service delivery company or a manufacturing or merchandising business, and spiral down to the bottom. SAABS need to understand their customers’ perceptions of the service offering, their existing relationship with the company and their levels of satisfaction. The study set out to measure the service delivery expectations and realisations of customers that receive delivery from SAABS based on their geographical location. It required the implementation of a descriptive research method. The target population comprised customers of SAABS situated in the Gauteng, Western Cape and North West Provinces of South Africa. A sample size of 926 was realised. The results from the study indicate that customers expect the SAABS to deliver on all five service quality dimensions but fail to do so to their satisfaction. If the SAABS used the proposed customer relationship management (CRM) framework, it can improve on their service delivery and customer service. This, in the long run, will improve customer satisfaction, loyalty and retention.

Suggested Citation

  • Jacques Beukes & Hein Prinsloo & Theuns G Pelser, 2017. "Customer Service Expectations from South African Alcoholic Beverage Suppliers in Urban and Rural Areas," Journal of Economics and Behavioral Studies, AMH International, vol. 9(3), pages 28-45.
    • Handle: RePEc:rnd:arjebs:v:9:y:2017:i:3:p:28-45
    DOI: 10.22610/jebs.v9i3(J).1744
    as

    Download full text from publisher

    File URL: https://ojs.amhinternational.com/index.php/jebs/article/view/1744/1442
    Download Restriction: no
    File URL: https://ojs.amhinternational.com/index.php/jebs/article/view/1744
    Download Restriction: no
    File URL: https://libkey.io/10.22610/jebs.v9i3(J).1744?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Colin Shaw & John Ivens, 2002. "Building Great Customer Experiences," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-55471-9, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hugo Martins & Paulo Carvalho & Nuno Almeida, 2021. "Destination Brand Experience: A Study Case in Touristic Context of the Peneda-Gerês National Park," Sustainability, MDPI, vol. 13(21), pages 1-17, October.
    2. Pearce, Philip L., 2020. "Tourists' perception of time: Directions for design," Annals of Tourism Research, Elsevier, vol. 83(C).
    3. Jatinder Singh & Oriol Iglesias & Joan Batista-Foguet, 2012. "Does Having an Ethical Brand Matter? The Influence of Consumer Perceived Ethicality on Trust, Affect and Loyalty," Journal of Business Ethics, Springer, vol. 111(4), pages 541-549, December.
    4. Muhammad Waqas & Zalfa Laili Binti Hamzah & Noor Akma Mohd Salleh, 2021. "Customer experience: a systematic literature review and consumer culture theory-based conceptualisation," Management Review Quarterly, Springer, vol. 71(1), pages 135-176, February.
    5. Skorek Monika, 2016. "Attitudes of Polish Consumers Toward Experiential Marketing," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 24(4), pages 109-124, December.
    6. Ioannis Rizomyliotis & Athanasios Poulis & Kleopatra Konstantoulaki & Apostolos Giovanis, 2021. "Sustaining brand loyalty: The moderating role of green consumption values," Business Strategy and the Environment, Wiley Blackwell, vol. 30(7), pages 3025-3039, November.
    7. Sara Amoroso & Simonetta Pattuglia & Imran Khan, 2021. "Do Millennials share similar perceptions of brand experience? A clusterization based on brand experience and other brand-related constructs: the case of Netflix," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(1), pages 33-43, March.
    8. Katarzyna Dziewanowska, 2015. "Dimensions of Real and Virtual Consumer Experiences," Faculty of Management Working Paper Series 42015, University of Warsaw, Faculty of Management.
    9. Zhenshan Xu & Hong Zhang & Chunhui Zhang & Man Xu & Nan Dong, 2019. "Exploring the Role of Emotion in the Relationship between Museum Image and Tourists’ Behavioral Intention: The Case of Three Museums in Xi’an," Sustainability, MDPI, vol. 11(3), pages 1-20, January.
    10. Hyunjoon Kim & Jinkyung Jenny Kim & Muhammad Asif, 2019. "The Antecedents and Consequences of Travelers’ Well-Being Perceptions: Focusing on Chinese Tourist Shopping at a Duty Free," IJERPH, MDPI, vol. 16(24), pages 1-22, December.
    11. Damien Chaney & Renaud Lunardo & Rémi Mencarelli, 2018. "Consumption experience: past, present and future," Post-Print hal-01951670, HAL.
    12. Sofia Salgado Pinto, 2008. "THE SPECIFICATION of HIGH INTERACTION SERVICE PROCESSES," Working Papers de Gestão (Management Working Papers) 022008, Católica Porto Business School, Universidade Católica Portuguesa.
    13. Ajemunigbohun SUNDAY, 2018. "Policyholder’s Experience of Claims Settlement Methodologies in Motor Insurance Business in Nigeria," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 2, pages 5-11.
    14. Cao, Yue & Dong, Yizhe & Ma, Diandian & Sun, Li, 2021. "Customer concentration and corporate risk-taking," Journal of Financial Stability, Elsevier, vol. 54(C).
    15. Corina Paula TARTA, 2013. "The Perception Of Young Romanians On Experiential Marketing," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 311-321, November.
    16. Baird, Michael & Ouschan, Robyn & Phau, Ian, 2011. "Discrepancies of positive and negative consumption expectations in high risk drinking experiences," Australasian marketing journal, Elsevier, vol. 19(1), pages 1-6.
    17. Kim, Dohee & Park, Byung-Jin (Robert), 2017. "The moderating role of context in the effects of choice attributes on hotel choice: A discrete choice experiment," Tourism Management, Elsevier, vol. 63(C), pages 439-451.
    18. Holbrook, Morris B., 2006. "Consumption experience, customer value, and subjective personal introspection: An illustrative photographic essay," Journal of Business Research, Elsevier, vol. 59(6), pages 714-725, June.
    19. Sheng, Chieh-Wen & Chen, Ming-Chia, 2012. "A study of experience expectations of museum visitors," Tourism Management, Elsevier, vol. 33(1), pages 53-60.
    20. Xianfeng Ai & Zhigang Jiang & Kang Hu & Siva Chandrasekaran & Yan Wang, 2020. "Integrating a Cross-Reference List and Customer Journey Map to Improve Industrial Design Teaching and Learning in “Project-Oriented Design Based Learning”," Sustainability, MDPI, vol. 12(11), pages 1-17, June.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rnd:arjebs:v:9:y:2017:i:3:p:28-45. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Muhammad Tayyab (email available below). General contact details of provider: https://ojs.amhinternational.com/index.php/jebs .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.