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Factors that influence customers’ spaza shopping experience

- Yase, Tembelihle

Authors: Yase, Tembelihle
Date: 2022-04
Subjects: Home-based businesses--South Africa-Port Elizabeth
Language: English
Type: Master's theses , text
Identifier: http://hdl.handle.net/10948/55780 , vital:53877
Description: Spaza shops, originating in South Africa during the 1970’s, often operate in townships, selling products and services to customers who live mostly within walking distance of the shop. Almost five decades later, and spaza shops abound across most townships in South Africa. These businesses not only provide grocery items and services to customers in the township community but are a means for people to earn a livelihood for themselves and also contribute economically through creating employment opportunities in the informal sector. Research about spaza shops shows that there is a growing customer interest in purchasing products and services from spaza shops, and that if spaza shops are to continue growing, they need to be more competitive. Research by renowned authors in the field of experience marketing, Pine and Gilmore (2013) puts forward that experiences are the new relevant economic offering, and an essential value creating platform for businesses to be more competitive. However, before customer experience can be enhanced in spaza shops, it is important to first identify the factors that influence customer experience in a spaza shop context. Considering the latter, the primary objective of this study was to measure factors that influence customer experience in spaza shops. A descriptive research design was selected for this study, followed by a positivistic research paradigm and quantitative research methodology. Secondary data was collected through articles, journals, books and from newspapers. Primary data was collected using a survey in the form of a self-administered questionnaire. The target population for this study was customers who are older than 18 years, who had bought grocery items (products and services) in spaza shops located in Nelson Mandela Bay townships specifically in Walmer Township, KwaZakhele, Zwide, Motherwell, KwaMagxaki and New Brighton. A non-probability sampling method and convenience sampling technique were used to distribute a total of 200 selfadministered questionnaires. Once the data collection phase was completed, the data from the questionnaires was recorded, coded, and cleaned on a single excel spreadsheet. After the latter was done, a total of 185 questionnaires were deemed useable and considered for data analysis, which was conducted with the aid of IBM SPSS Statistics version 27 (computer software). , Thesis (MCom) -- Faculty of Business and Economic Sciences, School of Management Sciences, 2022
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Date Issued: 2022-04

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