Measuring brand loyalty in the medical device industry of South Africa : a study across the public and private health-care system
- Authors: Rozani, Veliswa Celestine
- Date: 2014
- Subjects: Brand loyalty , Organizational behavior , Medical supplies -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8914 , http://hdl.handle.net/10948/d1021070
- Description: Brands are major role-players in the organisational business strategy; and they are recognised as one of the most valuable assets a company can possess. The entry of low-cost competitors has redefined the entire competitive landscape of the health-care industry through their ability to transform their value chain, in order to drastically reduce prices. With the fierce rivalry amongst the competitors, and a quest for companies to achieve competitive advantage, companies must design their strategies better than their competitors. For a company to be successful in such an environment, customer-brand loyalty is a critical issue. The main objective of this study was to measure brand loyalty in the medical-devices industry of South Africa, and to establish the key influencing factors of brand loyalty in this industry. The measurement of brand loyalty in the medical devices industry is founded on a conceptual brand-loyalty framework for the Fast Moving Consumer Goods (FMCG) industry developed by Moolla (2012). The 12 brand loyalty factors identified by Moolla are: customer satisfaction; switching costs or risk aversion; brand trust; involvement; repeat purchases; relationship proneness; commitment; perceived value; brand relevance; brand affect; brand performance and culture. The empirical study was conducted among 250 medical practitioners across the private sector and public sector health-care system of South Africa. The methodology adopted in the study included the sampling procedure, the data collection, the questionnaire development and the statistical techniques used to analyse the results. The results were analysed with regard to: Factor analysis; Cronbach’s Alpha coefficients, mean values and inferential statistics. The results were presented in a conceptual framework, in order to measure brand loyalty in the medical devices industry of South Africa. The results of this study concluded that the brand loyalty influences, as identified by Moolla, are important for measuring brand loyalty in the medical devices industry. The empirical results focused on the demographic profile of the respondents, the validity of the questionnaire, the reliability of the results obtained, as well as the importance of the research variables. The analysis enabled certain conclusions to be drawn relating to the significant factors of brand loyalty in the medical devices industry in South Africa. A comparison was conducted relating to age group, gender profile, the health-care sector and the medical specialization – to determine whether there were any significant differences in the influence of the brand-loyalty factors identified. The chapter concluded with a conceptual framework for the medical-devices industry adapted from Moolla (2012) framework.
- Full Text:
- Date Issued: 2014
- Authors: Rozani, Veliswa Celestine
- Date: 2014
- Subjects: Brand loyalty , Organizational behavior , Medical supplies -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8914 , http://hdl.handle.net/10948/d1021070
- Description: Brands are major role-players in the organisational business strategy; and they are recognised as one of the most valuable assets a company can possess. The entry of low-cost competitors has redefined the entire competitive landscape of the health-care industry through their ability to transform their value chain, in order to drastically reduce prices. With the fierce rivalry amongst the competitors, and a quest for companies to achieve competitive advantage, companies must design their strategies better than their competitors. For a company to be successful in such an environment, customer-brand loyalty is a critical issue. The main objective of this study was to measure brand loyalty in the medical-devices industry of South Africa, and to establish the key influencing factors of brand loyalty in this industry. The measurement of brand loyalty in the medical devices industry is founded on a conceptual brand-loyalty framework for the Fast Moving Consumer Goods (FMCG) industry developed by Moolla (2012). The 12 brand loyalty factors identified by Moolla are: customer satisfaction; switching costs or risk aversion; brand trust; involvement; repeat purchases; relationship proneness; commitment; perceived value; brand relevance; brand affect; brand performance and culture. The empirical study was conducted among 250 medical practitioners across the private sector and public sector health-care system of South Africa. The methodology adopted in the study included the sampling procedure, the data collection, the questionnaire development and the statistical techniques used to analyse the results. The results were analysed with regard to: Factor analysis; Cronbach’s Alpha coefficients, mean values and inferential statistics. The results were presented in a conceptual framework, in order to measure brand loyalty in the medical devices industry of South Africa. The results of this study concluded that the brand loyalty influences, as identified by Moolla, are important for measuring brand loyalty in the medical devices industry. The empirical results focused on the demographic profile of the respondents, the validity of the questionnaire, the reliability of the results obtained, as well as the importance of the research variables. The analysis enabled certain conclusions to be drawn relating to the significant factors of brand loyalty in the medical devices industry in South Africa. A comparison was conducted relating to age group, gender profile, the health-care sector and the medical specialization – to determine whether there were any significant differences in the influence of the brand-loyalty factors identified. The chapter concluded with a conceptual framework for the medical-devices industry adapted from Moolla (2012) framework.
- Full Text:
- Date Issued: 2014
The leadership competencies subordinates value : an exploratory study across gender and national culture
- Authors: Gondongwe, Sharon
- Date: 2014
- Subjects: Leadership , Organizational behavior , Organizational behavior -- Cross-cultural studies , Organizational behavior -- Sex differences
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1203 , http://hdl.handle.net/10962/d1015673
- Description: The effectiveness of leadership is largely dependent on whether the leadership competencies exhibited by leaders are congruent with the value system endorsed by subordinates. One of the ways in which leaders can influence subordinates is by understanding the leadership competencies valued by subordinates. Gender and national culture are two of the many factors that have an influence on the leadership competencies valued by subordinates. A large amount of research has been conducted to determine if, indeed, gender and national culture influence the leadership competencies subordinates' value. However, most of this research has been conducted in Europe and North America, places in which national cultures differ significantly from those prevailing in African countries. This study, from a South African and Zimbabwean perspective, attempted to ascertain if gender and national culture influence the leadership competencies they value in their leaders. Existing studies have indicated that gender and national culture do not influence the leadership competencies valued in a leader. The findings of this study are in accordance with previous research and agree that gender and national culture do not influence the leadership competencies valued in a leader. The results of this study indicated that male and female subordinates value similar leadership competencies. With respect to national culture, both South African and Zimbabwean subordinates value similar leadership competencies. Based on the findings of this study, regardless of gender and national culture, all subordinates value a leader who is loyal, visionary, openly embodies integrity, and is a leader who empowers subordinates.
- Full Text:
- Date Issued: 2014
- Authors: Gondongwe, Sharon
- Date: 2014
- Subjects: Leadership , Organizational behavior , Organizational behavior -- Cross-cultural studies , Organizational behavior -- Sex differences
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1203 , http://hdl.handle.net/10962/d1015673
- Description: The effectiveness of leadership is largely dependent on whether the leadership competencies exhibited by leaders are congruent with the value system endorsed by subordinates. One of the ways in which leaders can influence subordinates is by understanding the leadership competencies valued by subordinates. Gender and national culture are two of the many factors that have an influence on the leadership competencies valued by subordinates. A large amount of research has been conducted to determine if, indeed, gender and national culture influence the leadership competencies subordinates' value. However, most of this research has been conducted in Europe and North America, places in which national cultures differ significantly from those prevailing in African countries. This study, from a South African and Zimbabwean perspective, attempted to ascertain if gender and national culture influence the leadership competencies they value in their leaders. Existing studies have indicated that gender and national culture do not influence the leadership competencies valued in a leader. The findings of this study are in accordance with previous research and agree that gender and national culture do not influence the leadership competencies valued in a leader. The results of this study indicated that male and female subordinates value similar leadership competencies. With respect to national culture, both South African and Zimbabwean subordinates value similar leadership competencies. Based on the findings of this study, regardless of gender and national culture, all subordinates value a leader who is loyal, visionary, openly embodies integrity, and is a leader who empowers subordinates.
- Full Text:
- Date Issued: 2014
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