African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 156

AJMM Articles

Customer Retention Strategies Implemented by Fast-Food Outlets in the Gauteng, Western Cape and Kwazulu-Natal Provinces of South Africa - A Focus on Something Fishy, Nandos and Steers

May 2009

  Customers will always remain the primary focus of every business because without customers there will be no reason for a business to operate. Fast-food companies offer products which are perishable hence there is a need to retain existing customers who are loyal and frequent purchasers. The fast-food industry in South Africa is experiencing numerous market-related changes, which ranges from...

Author(s): Mornay Roberts-Lombard

A synthesis model of market orientation constructs toward building customer value: A theoretical perspective

May 2009

  This paper aims to develop a synthesis model for integrating the main perspectives of market orientation constructs. A critical review of the related literature was done. As a result, a synthesis model was proposed. A lack of empirical research exists in developing and less-developed countries. Future research need to address this research gap by examining the proposed synthesis model of market orientation in...

Author(s): Wail Alhakimi and Rohaizat Baharun

Investigating service quality dimensions in South African motor vehicle servicing

April 2009

    The motor industry plays a critical role in the economy of South Africa, with respect to both GDP and employment. Service quality is a fundamental aspect of service provision, and this is especially the case with motor vehicles, where substantial profits are generated in the servicing of vehicles. The study was conducted using a convenience sample of 761 respondents who were owners of various...

Author(s): A. Berndt

Competitive intelligence and marketing effectiveness in corporate organizations in Nigeria

April 2009

  The purpose of this paper is to assess the impact of competitive intelligence on the marketing effectiveness of corporate organizations. While much empirical works have centered on marketing effectiveness, the generalizability of its relationship to competitive intelligence in the Nigerian context has been under researched.  A 36- item survey questionnaire to measure competitive intelligence and...

Author(s): N. G. Nwokahand F. E Ondukwu

The heat equation and the dynamics of labor and capital migration prior and after economic integration

April 2009

In the article, the dynamic approach was implemented to the task of Pareto allocation of the factors for a region after economic integration. The regional flows of labor and value added of sectors were found to have opposite directions to each other, with their dynamics obeying the heat equation, while the dynamics of the capital to the equation of attenuated oscillations. In case of economic integration the spatial...

Author(s): R. T. Dalimov

Customer retention practices of small, medium and large hotels in South Africa: An exploratory study

April 2009

With the increasing competitive environment organizations are continually looking for innovative ways to not only acquired but also to retain their customers. The aim of this study is to establish the perceptions of hotel management of all sizes of hotel regarding the importance of customer retention practices. An interviewer administered, in office survey was used to collect data from a representative sample of 56...

Author(s): D. J. Petzer, T. F. J. Steyn and P. G. Mostert

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