Magister Commercii - Mcom (Management)
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Browsing by Author "Herbst, Frederick"
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Item The effect of internal brand management on brand commitment and brand trust(University of the Western Cape, 2018) Mouton, Estelle; Herbst, FrederickThe focus of branding is often externally focused, yet it is the employees through their direct interaction with the brand, that can make or break the brand promise. Despite the important role of employees in building the brand, they are often overlooked in brand building strategies. The purpose of the study was to test the effect of internal brand management on brand commitment and brand trust in a government organisation. Front-line employees of the South African Post Office, a state-owned organisation in South Africa was selected to collect the data using convenience sampling. Cronbach Alpha and content validity was used to test the reliability and validity of the measurement instrument. The data was not normally distributed and non-parametric tests were performed during data analysis. Descriptive statistics was used to describe the basic characteristics of the respondents and the correlation coefficient (Rho) was used to test the relationships between variables. All three hypotheses were accepted. The results are consistent with previous research, however, new developments are emerging. For front-line employees to commit to the brand, they must trust the brand, which in turn is created through brand identity. Negative external communication influences the ability of front-line employees to deliver the expected brand promise. Importantly, the role of top management in fostering internal brand management cannot be overlooked.Item Investigating the impact of service quality and customer satisfaction on customer loyalty in life insurance in South Africa(University of the Western Cape, 2017) Carelse, Bradford Marcus; Herbst, FrederickService quality and satisfaction are very important concepts that companies must understand to remain competitive and grow (Angelova & Zekiri, 2011:232). Satisfied customers form the foundation of any successful business as customer satisfaction leads to repeat purchase, brand loyalty and positive word of mouth (Tsoukatos & Rand, 2006:501). The quality of service and the achievement of customer satisfaction and loyalty are fundamental for the survival of insurers (Taylor, 2001:30). Insurance companies are seeking to increase customer satisfaction and loyalty through improved service quality (Siddiqui & Sharma, 2010:171). The aim of this study is to examine the concepts of service quality, customer satisfaction and customer loyalty and their relationships with the goal of establishing greater clarity on the path of the relationship flow at Metropolitan in the life insurance industry in South Africa. 398 Metropolitan customers from the Customer Walk-in-Centres completed a structured questionnaire through computer assisted telephonic interviews (CATI). The analysis revealed that customer satisfaction mediates the relationship between perceived service quality and customer loyalty for customers from the Customer Walk-in-Centres of Metropolitan in South Africa. The results and findings provide extra information concerning customer's needs, wants and satisfaction for Metropolitan.