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Title: Customer perceptions of service quality at a Durban based spirit merchant
Authors: Moodley, Logidesan 
Issue Date: 2009
The South Africa alcohol industry is one of the most challenging and competitive
sectors of the FMCG. With the strong presence of international brands, the local
spirits environment is seemingly becoming tough and uncertain, due to products
and prices reaching parity. Organisations within this monopolized industry are
faced with intense competition and are seeking ways to differentiate themselves
from the competition. One of the differentiating factors being considered by the
organisation under study is improving its service delivery.
The aim of this study is to evaluate customer expectations and perceptions of
service quality at Edward Snell & Co Ltd. within the greater Durban area. This
report has reviewed current literature and opinions about customer service, and
has also reviewed factors such as customer service, service characteristics and
its measurement. The report also covers data analysis, data collection, and
questionnaire design in the research methodology chapter.
The analysis of the results reveals important gap findings amongst the tangibles,
reliability, responsiveness, assurance and empathy dimensions of service quality.
Finally, in order to improve the levels of customer service at Edward Snell & Co
Ltd., recommendations such as regular service quality measurements, education
of the organisation’s workforce and other general recommendations are included
in the study.
Submitted in fulfillment of the requirements for the Masters in Business Administration--Durban University of Technology, Durban, South Africa, 2009.
Appears in Collections:Theses and dissertations (Management Sciences)

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