CUSTOMER SERVICE AND ITS IMPACT ON CONSUMER BUYING PATTERNS

The study focuses on the relationship between customer service and consumer shopping patterns at a selected retailer in Whittlesea, South Africa. The study's primary objectives were to identify the fundamental components of customer service and assess if customers are satisfied with the service levels they obtain from the chosen retailer, and if not, to suggest ways to improve it. Self-administered questionnaires were used to collect data, which was then quantitatively analyzed. As a result, data from 135 respondents were collected using the most efficient and less time-consuming non-probability and convenience sampling method. The findings reveal that customers are dissatisfied with the service levels of the retailer and thus recommend that there should be improvements with: i) Assisting of customers whilst shopping; ii) handling of customer complaints; understanding of customer needs; and iv) general politeness towards customers

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