Creating a value proposition in the optometry industry: perceptions of customers
- Authors: Mmamogobo, Maleage Jacob
- Date: 2023-12
- Subjects: Optometry--Economic aspects , Optometry--Practice , Consumer behavior -- South Africa , Corporate image -- Management
- Language: English
- Type: Doctoral theses , text
- Identifier: http://hdl.handle.net/10948/65782 , vital:74237
- Description: The highly competitive environment in the optometry healthcare industry, the over-serviced urban market and the cost of keeping businesses operating with little knowledge of how a profitable business operates lead most independent business owners to employ inappropriate strategies to manage situations that arise, and the optometry industry, particularly standalone practices, are particularly vulnerable to these challenges. As a result, creating a value proposition for customers has become a common approach to operations and ensuring service providers’ survival in new and existing practices. Therefore, the limitations under which service providers operate need to be investigated to determine which competencies are lacking. The study aimed to create a value proposition in the optometry industry in South Africa by exploring optometry customers’ perceptions. Through a qualitative research approach a total of 17 telephone interviews and eight mask-to-mask interviews were conducted with participants (five per chosen service provider from all nine provinces). The participants were drawn from all service providers’ current customers, including those whom in the past three months used the services or products, purchased an optical frame temple or full pair of spectacles, underwent an eye examination, and others. The qualitative data analysis employed content and thematic analyses, focusing on key elements such as the importance of creating a value proposition, developing a value proposition process, and the challenges associated with its creation. The five building blocks for creating a value proposition are visibility, service and product, price and value, reputation management and communication. This study’s findings will assist individual service providers to evaluate themselves against customers’ expectations and benefit customers and researchers. The main recommendations are 24-hour online access to a website, quality of services or products, full standard optometry service, affordable health care products or services, a short turnaround time for complete products, and acquired management skills to grow and generate sales. , Thesis (PhD) -- Faculty of Business and Economic Sciences, School of Management Sciences, 2023
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- Date Issued: 2023-12
The influence of visual identity elements on the creation of a footwear brand in Ghana
- Authors: Kwarteng-Amaniampong, Emmanuel
- Date: 2023-12
- Subjects: Branding (Marketing) -- Ghana , Brand name products -- Ghana , Footwear industry -- Ghana
- Language: English
- Type: Doctoral theses , text
- Identifier: http://hdl.handle.net/10948/65666 , vital:74226
- Description: Branding is crucial to increase and improve competitiveness in the contemporary market. Due to consumers' sophisticated and high standards for various branded items and services, marketers and organisations are now investing in branding to increase the visibility of their goods and services. All industries share this. The high demand for international footwear brands in Ghana has made the local market uncompetitive, causing many local footwear organisations to lose customers and income to their international competitors and ultimately leading to the failure of many local footwear organisations (Agyeman, 2013:24; Vidal, 2022:2). To save Ghana's declining footwear industry, a new footwear brand must be built. The commitment to the effective implementation of the new footwear brand will raise consumer awareness, improve its visual and cognitive image, and increase its competitiveness. The study investigated how footwear manufacturers could build a powerful brand to save Ghana's domestic footwear market. The study also examined how visual identity elements affected the new footwear brand identity development in Ghana's footwear manufacturing industry. The necessary sample was drawn using convenience non-probability sampling approaches, cluster sampling, and basic random probability sampling. A questionnaire was used in the study's quantitative research design to collect the primary data from a sample of 400 consumers who made footwear purchases at Ghana's three biggest malls: Kumasi City Mall, Accra City Mall, and Achimota Mall in the Ashanti and Greater Accra regions, respectively. The questionnaires were distributed to the respondents via email, then, IBM SPSS (version 28)and AMOS software were used to investigate the data. Descriptive statistics andinferential statistics were the two main types of analysis used for the primary data. These provided the frequency tables showing data structures, correlations showing relationships between variables, regressions showing visual identity elements as predictors of footwear brand identity in Ghana. From the empirical results, the visual identity elements: brand name, logo and symbol colour, slogan, and typography had a statistically significant relationship with the new footwear brand identity in Ghana. The results further reveal that brand awareness and brand image significantly measured the new footwear brand identity. , Thesis (DPhil) -- Faculty of Business and Economic Sciences, School of Management Sciences, 2023
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- Date Issued: 2023-12
Creating value through experiential marketing for mobile network operators in Ghana
- Authors: Yiadom, Michael Boakye
- Date: 2019
- Subjects: Target marketing -- Ghana , Branding (Marketing) -- Ghana Marketing -- Ghana Telecommunication -- Ghana
- Language: English
- Type: Thesis , Doctoral , DPhil
- Identifier: http://hdl.handle.net/10948/44357 , vital:37158
- Description: Experiential marketing and value creation have become paramount for businesses, worldwide, to remain competitive and sustainable. Due to the global economic crisis which put all public and private sector businesses under financial stress, experiential marketing has become necessary as a mechanism in facilitating value creation for the mobile network operators (MNOs) in Ghana to survive and to outdo their counterparts in the industry. The effective and efficient implementation of the experiential marketing programmes and campaigns, aside from helping these businesses in deriving value, could further assist the government of Ghana in its quest to develop the telecommunications industry. The government has stated that the mobile network industry of the country should be based upon the principles of open markets and fair competition, which requires strong policies and strategies in experiential marketing to create value as well as to survive. It must be noted that a unique product or service experience creates a memorable customer experience where emotion has a significant impact on business performance in terms of customer satisfaction, retention, and loyalty, as well as growth in sales and revenue and return on capital employed (ROCE). It is of the utmost importance, therefore, that network operators have the necessary resources and techniques in experiential marketing to facilitate sustainable value creation in the industry, as a lack of proper resources and implementation strategies can hinder the successful creation of value. Given this situation, this study sought to create value through experiential marketing for MNOs in Ghana. The study sought to empirically test a hypothetical model reflecting 11 independent variables on experiential marketing (i.e. mediating variables), particularly with proper attention to the experiential value gained by consumers after consumption. Also, the study addressed the contribution of all mobile components, namely processes, physical evidence, and people, in experiential marketing and creating value for businesses. The remaining hypothesis aimed at identifying the impact of the mediating variable (i.e. experiential marketing) on the dependent variable (i.e. business value) to assess how value is created through experiential marketing for MNOs in Ghana. The outcome of the primary research helped in recommending strategies that could be employed by businesses for improving competitiveness and sustainability. The debate about value creation through experiential marketing to MNOs in Ghana is not available. Consequently, this study attempted to develop a hypothetical model to provide a scientific, theoretical, and empirical contribution to MNOs, other businesses, and the entire telecommunications industry of Ghana in order to aid them in creating value through experiential marketing. To achieve the objectives of this study, a quantitative approach using a face-to-face self-administered questionnaire was adopted to test the hypotheses. The participants were randomly selected based on the 10 regions to which they belong in the country. With a visit to the regional offices of the mobile operators, the questionnaires were conveniently administered. A total of 384 participants were selected through a stratification sampling and, in addition, a total of 31 participants were conveniently added, producing a total of 415 respondents who completed the survey. Based on the analysis of various secondary sources, a hypothetical model regarding creating value through experiential marketing for MNOs in Ghana was constructed. The proposed hypothetical model indicated that the mediating variable of experiential marketing, with sub-variables related to experiential mix (i.e. sense, feel, think, act, and relate) and experiential value (i.e. emotional, functional, and social), is possibly influenced by the independent variables. This influence is also known as the mobile mix, namely 1) physical evidence with sub-variables related to the physical environment, building and spatial layout, and corporate branding; 2) process with sub-variables related to technology development, research and development, and machines and operation; and 3) people with sub-elements related to input and output logistics, marketing and customers services, human resource management, and procurement managing. The business value (i.e. the dependent variables) was identified as consisting of sales value, growth value, and return on capital employed value (ROEV). IBM’s SPSS AMOS (Version 25) was utilised for data analysis. Descriptive statistics were used to summarise the data of respondents leading to easy interpretation by the researcher. Inferential statistical analysis was utilised to test for relationships between identified variables by using a validity test, a reliability test, correlation, and a structural equation model (SEM). The empirical results revealed that the mobile mix (i.e. the independent variables) has a significant positive influence and relationship with experiential marketing (i.e. the mediating variables). On the other hand, experiential marketing was identified as having a significant positive influence on business value (i.e. the dependent variables). The majority of the respondents agreed concerning the variable items measuring experiential marketing and its influence on creating value to MNOs in Ghana. It is envisaged that the empirical evidence provided in this study could assist MNOs in Ghana in understanding the factors influencing experiential marketing and its role in creating value and, thereby, assist these businesses in strategy development and decision-making. This study provides relevant and practical recommendations that could make MNOs in Ghana generate sustainable long-term value. Thus, the objectives of this study were achieved, and the research problem was answered. This study could also act as a foundation for other studies, thereby contributing to the body of knowledge in this regard.
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- Date Issued: 2019
A proposed sustainable funding framework for the public broadcaster in South Africa
- Authors: Nyembezi, Cydric Luvuyo
- Date: 2018
- Subjects: South African Broadcasting Corporation -- Finance , Finance, Public -- South Africa Sustainable development -- South Africa
- Language: English
- Type: Thesis , Doctoral , DPhil
- Identifier: http://hdl.handle.net/10948/34443 , vital:33379
- Description: Public service broadcasting in South Africa is the responsibility of the South African Broadcasting Corporation (SABC), which is the only national public service broadcaster mandated through the South African Broadcasting Act. Consequently, the SABC is meant to be a tool for information, entertainment and education that is accessible by all citizens, regardless of their social and economic status in the community. However, like all enterprises, the SABC requires a sustainable source of revenue to function effectively. It is of the utmost importance that the SABC has the necessary resources and stable source of revenue to fulfil its public service responsibilities, as a lack of proper resources and insufficient funds can hinder the provision of these services. The global economic crisis has put all public and private sector companies under financial pressure. The effect of this financial pressure was felt by the SABC and led to financial loss, subsequently posing a serious threat to the financial sustainability of the SABC. Given this situation, this study sought to develop a sustainable funding framework by identifying factors that influence the financial sustainability of the public broadcaster in South Africa and to provide alternative strategies for improving the financial sustainability of the public broadcaster in South Africa, which has thus far proved unsustainable and insecure. Past research has focused mainly on defining a public service broadcaster or a public mandate, or considered the future of public service broadcasters. In these past studies, researchers mostly debated the SABC funding challenges without attempting to develop a funding framework for the SABC. To achieve the objectives of this study a quantitative approach using a web-based distribution survey method was adopted to test the hypotheses. The participants were randomly selected in each provincial SABC office from the database of managers, unionised and non-unionised employees, as well as the database list of freelancers. A total of 432 participants, selected through a stratification sampling technique, were considered and 175 respondents completed the survey. However, after data clean-up only 168 respondents’ data was usable. Based on the analysis of various secondary sources, a theoretical framework regarding sustainable funding of the public broadcaster in South Africa was constructed. The proposed theoretical framework indicated that the intervening variable, which is sustainable funding, is possibly influenced by three independent variables namely, internal stakeholders, a competitive environment and the management of resources. The perceived outcomes (dependent variables) of a sustainably funded public broadcaster were identified as customer benefits and organisational performance. The computer programme STATISTICA was used for data analysis. Descriptive statistics was used to summarise the data of the respondents and allow easy interpretation by the researcher. Inferential statistical analysis was used to test for relationships between identified variables using a validity test, reliability test and correlation and regression analysis. The empirical results revealed that sustainable funding formed two separate intervening variables. These variables were renamed sustainable funding enabler and sustainable funding as part of management control. The dependent variable customer benefits and organisational performance also loaded onto a single factor and was renamed organisational outcomes. Given the results, it was determined that internal stakeholders, competitive environment and management of resources have a significant positive influence on the sustainable funding enabler for the public broadcaster. In turn, sustainable funding enabler had a significant positive influence on the organisational outcomes (customer benefits and performance). On the other hand, only the management of resources had a positive influence on sustainable funding as part of management control of the public broadcaster. Furthermore, sustainable funding as part of management control still had a significant positive influence on the organisational outcomes. The majority of the respondents agreed in their responses in relation to the variable items measuring sustainable funding as a part of management control and its influence to the organisational outcomes of the public broadcaster. In conclusion, sustainable funding of the public broadcaster is influenced by the identified variables, namely internal stakeholders, competitive environment and management of resources. In turn, sustainable funding has a positive influence on the organisational outcomes (customer benefits and performance). It is envisaged that the empirical evidence provided in this study will assist the SABC in understanding the factors influencing financial sustainability and thereby assist the organisation during strategy development and decision making. This study provides relevant and practical recommendations that will make the SABC financially sustainable. Finally, the objectives of this study were achieved and the research questions were answered. This study can also act as a foundation for other studies, thereby contributing to the body of knowledge.
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- Date Issued: 2018
Investigating the impact of brand reputation on brand architecture strategies : a study on a South African automotive company
- Authors: Waddington, Andrew John
- Date: 2012
- Subjects: Branding (Marketing) -- Case studies Automobile industry and trade -- South Africa -- Case studies Toyota Jidōsha Kōgyō Kabushiki Kaisha -- Case studies Automobiles -- Marketing -- Case studies Product management -- Case studies Branding (Marketing) -- Management -- Case studies Corporate image -- Management -- Case studies Brand name products -- South Africa -- Case studies
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1179 , http://hdl.handle.net/10962/d1002796
- Description: The brand architecture of an organisation has become increasingly important to global management and marketing professionals, as it deals with structures and designs of brands which are constantly influenced by a changing environment. The market realities and changes brands face continuously impact the reputation of the brand, which is critical to sustain competitive advantage. The primary purpose of the study was to investigate the impact brand reputation has on brand architecture strategies, and an automotive company was chosen as the focus of the research. This research aims to help managers, marketers and brand owners make informative decisions regarding the brand architecture of a company. A quantitative content analysis methodology was used along with a webpage keyword counting application (WebWords). The application was used based on the principles outlined by Corporate Brand and Reputation Analysis (COBRA), which uses a four step progressive filtering process in filtering traditional and consumer generated media. The results from WebWords were then aligned to the brand architecture strategies from the brand relationship spectrum (BRS) to gain insight as to which of the strategies from the BRS were most vulnerable to reputational damage. The study found that the branded house and sub-brand strategies were most vulnerable to reputational damage based on the number reputational hits received. The connection between the master brand and the sub-brands could cause both brands to be affected should any reputational issues arise.
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- Date Issued: 2012
Attracting and retaining customers in South Adrica's banking sector
- Authors: Anani, Ajibola Plakunle
- Date: 2010
- Subjects: Banks and banking -- Customer services -- South Africa -- Port Elizabeth , Customer relations -- Management , Consumer satisfaction -- South Africa -- Port Elizabeth
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8575 , http://hdl.handle.net/10948/1532 , Banks and banking -- Customer services -- South Africa -- Port Elizabeth , Customer relations -- Management , Consumer satisfaction -- South Africa -- Port Elizabeth
- Description: The business environment and the economy of the society today are continuously witnessing the impact of globalisation. Telecommunication advancement and transportation has greatly made the impact of globalisation to be felt. Globalisation though argued to have its merits and its demerits have resulted in fierce competition amongst businesses. The banking industry is not isolated from these competitions. Any business wishing to survive and stay profitable in the recent world must be able to compete in the global economy. Hence, for any bank to sustain itself and remain profitable it must be able to withstand the competition in the environment it operates. To be able to compete in the banking industry means delivering better services to customers than competitors. This study presents how the South African banks can satisfy their customers and remain profitable in the face of competition. The South African banking industry consists of local and foreign banks and these banks compete for customers in the environment in which they are located. Increase in different branches by different banks has made the competition even fierce. In other to suggest recommendations for the South African banks to satisfy their customers and become profitable, the researcher identified some problem areas that need to be improved upon. These include customer loyalty, relationship banking and electronic banking. These variables were researched to understand how they affect the banks and the customers and where tested using both a qualitative and a quantitative analysis to ascertain if the customers were satisfied with the banks‟ approach of managing these variables. The results indicated that the customers were satisfied to a lesser extent. Any bank wishing to satisfy its customers and remain profitable in other to compete in the industry needs to satisfy the customer to a large extent. Therefore, recommendations where suggested based on the empirical results to help improve the banking industry‟s ways of attracting and retaining customers. The former will lead to customer satisfaction which again will lead to increased profitability.
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- Date Issued: 2010
An evaluation to assist a metropolitan broker division to improve the level of service quality towards contracted brokers
- Authors: Calitz, Andries P
- Date: 2001
- Subjects: Customer services -- Quality control , Insurance companies -- South Africa , Customer relations
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:10942 , http://hdl.handle.net/10948/d1006206 , Customer services -- Quality control , Insurance companies -- South Africa , Customer relations
- Description: In this study the service quality from a Metropolitan Broker Division towards contracted brokers in the southern region was investigated. From the industry and competitor analyses it can be concluded that service quality has become an important factor in the financial service industry, especially in the insurance industry. It is therefore important to look at options to outperform competitors. The literature survey was aimed at improving the level of quality service to contracted brokers. Based on the information obtained through the literature study and survey, a guideline to assist a Metropolitan Broker Division to improve the level of service quality was developed. The purpose of the empirical study was to determine if the service that contracted brokers receive from the Metropolitan Broker Division is of an acceptable level. The answers from respondents were analysed and compared with findings from the literature study. Recommendations were formulated for improving the level of service quality towards contracted brokers. The empirical study results were satisfactory and informative. The positive responses identified can be utilised to strengthen the marketing strategies by Metropolitan Broker Division while attention should be given to the negative responses.
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- Date Issued: 2001
Effects of discrimination on promotion of women into top managerial positions in the Eastern Cape
- Authors: Yona, Noxolo Nondwe Trewhellah
- Date: 2001
- Subjects: Sex discrimination against women , Businesswomen
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:10902 , http://hdl.handle.net/10948/57 , Sex discrimination against women , Businesswomen
- Description: The effects of discrimination on promotion of women into top managerial positions is investigated in this study. In order to investigate these effects, the use of a questionnaire for survey was developed. The questionnaire consisted of thirty-one statements in which a response to each question contributed towards the results of this study. The literature study was used as an eye opener to the South African situation with comparison to other countries. The purpose of the empirical study was to determine the effects of discrimination especially in the Eastern Cape. The answers of the respondents were analysed and interpreted with relation to the findings from the literature study. Concluding remarks are provided which could assist firms in the private sector when faced with the challenge of the advancement of women and the implementation of the Labour policies which endorse the equal opportunity programme.
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- Date Issued: 2001