Evidence that consumers in emerging economies are more tolerant of ineffective customer service (CS), instigated an investigation into controllable elements of the service offering in a specific context in South Africa, namely, appliances sales departments in retail stores. The research aimed to identify possible shortcomings in CS amidst evidence that consumers are exposed to sophisticated merchandise that they have limited experience and understanding of. The intention was to suggest initiatives to augment the service offering so that it becomes more conducive for informed, responsible buying decisions. Household appliances represent a category of complex, durable and expensive merchandise that require more extensive information search before concluding buying decisions. A survey was done in 2007 through a pre‐tested structured questionnaire. Several branches of five prominent department stores were involved through liaison with industry. A store intercept method was used to recruit respondents: 296 questionnaires were filled in on the spot under supervision. Three sections of the questionnaire are relevant for this report: (1) consumers' satisfaction with CS; (2) a product knowledge test; and (3) demographic information. Factor analysis revealed a reduction of the original five elements of CS in the scale to three distinct elements that were labelled Personnel, Processes and Value for Money, and Product Presentation. The simpler scale suggests a less intricate judgment of CS in the context of this research. Means indicated that consumers were generally satisfied with all elements of CS, i.e. the service offering coincided with their expectations. Analysis of variance indicated no significant differences in the interpretation of any of the elements of CS by gender. A significant inverse relationship between satisfaction with CS and years of experience occurred for respondents with more than 25 years of experience in terms of Personnel (Element 1) and Processes and Value for Money (Element 2). Findings of the product knowledge tests were meant to verify consumers' CS judgments. However, scores were disappointingly low for all appliances across all respondent categories. Consumers' product knowledge could therefore not have supported informed buying decisions, despite prior experience and the opportunity to acquire additional product information during the in‐store encounter. Consumers' positive CS judgments suggest that they not necessarily realize their lack of crucial product knowledge. In the interest of informed and responsible buying decisions that have consequences for proper use and maintenance of appliances in the long term, retail stores that serve a broad customer base are encouraged to attend to in‐store customer assistance during the pre‐purchase phase, notwithstanding positive CS judgments. Non‐formal consumer education by competent, well‐trained salespeople is recommended to encourage evaluative rational product judgments. It is also suggested that store displays are designed to encourage ...

OPSOMMINGDie groot getal navorsingspublikasies oor kliënte-diens gedurende die afgelope dekade dui op die belangrikheid van die onderwerp. Studies het onder meer getoon dat verbruikersfasilitering 'n belangrike bydrae ten opsigte van uiteindelike verbruikerstevredenheid en veral ten opsigte van verbruikers se geneigdheid tot winkel lojaliteit, maak. Die bydrae van verkoopspersoneel raak selfs belangriker ten opsigte van duursame, komplekse produkte. Hier gebeur dit dikwels dat die verskeidenheid produkte op die mark verbruikers so oorweldig dat hulle nie oor die kennis en ondervinding beskik om sonder hulp ingeligte, verantwoordelike produkbesluite te neem nie. Ongelukkig rapporteer navorsers verder dat die kollektiewe rol van 'n verkoopspersoon in die kleinhandel, baie kompleks en veeleisend is. Die vraag is dus of 'n verkoopspersoon verbruikersfasilitering -wat net een aspek van die kollektiewe verkoopsrol verteenwoordig -as 'n prioriteit beskou en of ander rolvereistes moontlik voorkeur geniet omdat dit as meer lonend beskou word. Terwyl verbruikers dus onder die indruk verkeer dat hulle op verkoopspersoneel kan staatmaak en dat verkoopspersoneel vertrou kan word om hulle te fasiliteer om ingeligte verbruikersbesluite te maak, mag konflikterende en verwarrende rolverwagtinge optimale ondersteuning aan verbruikers belemmer.Hierdie navorsing het ten doel gehad om die komplekse rol van 'n verkoopspersoon soos wat dit kollektief tydens daaglikse roetine realiseer, te beskryf. Uiteindelike was dit van belang om te beskryf hoe die rol as verbruikersfasiliteerder figureer tydens 'n transaksie. Die invloed van belemmerende faktore soos verwarring ten opsigte van rolverwagtinge en rol stress is in aanmerking geneem. 'n Interpretivistiese benadering is gevolg om 'n interne perspektief van 'n verkoopspersoon se persepsie van sy rol in die kleinhandel te verkry deur middel van 'n diepte studie van 'n klein steekproef. Kwalitatiewe data insamelingstegnieke is gebruik.Daar is gevind dat 'n verkoopspersoon in die algemeen 'n hoë premie plaas op sy ondersteunende rol as verbruikersfasiliteerder en dat dit die rol is wat die meesste geniet word omdat dit tot 'n gevoel van eie waarde bydra. Ongelukkig word hierdie rol dikwels nagelaat ten gunste daarvan dat verkope bevorder moet word (klem op die rol as werknemer) om verkoopsteikens te bereik waardeur tersefdertyd groter kommissies verdien kan word. Laasgenoemde verhoog spanning tussen kollegas wat kompeteer om kliënte te wen eerder as om mekaar by te staan en te ondersteun. Kommissie gebaseerde vergoeding blyk die belangrikste oorsaak van verwarring en spanning onder vekoopspersoneel te wees wat interaksie tussen kollegas belemmer en verkoopspersoneel se optrede teenoor verbruikers negatief beïnvloed.