During the course of consumer behaviour research an augmented focus pertaining to consumer brand selection and the reason/s why consumers purchase a particular brand became evident. Research postulates that consumers tend to purchase brands that have personality attributes that closely correspond to their actual self-concept and enhance their self-image, thereby bringing them closer to their ideal self-concept. Self-congruity is of paramount importance to marketing for the reason that most of the products consumers purchase are influenced by the images consumers have about themselves. According to Sirgy in 1982, self-congruity defines the procedure in which consumers match their own self-concept with the imageries of a particular brand (as cited in Sohn & Yuan, 2011). In this era of hyper competition in the marketplace, it is imperative that marketers establish and preserve an enduring, mutually beneficial relationship between their brands and their target markets in order for their companies’ growth and survival. This article aims to assess the influence that actual and ideal self-congruity have on consumers’ purchase intentions with reference to the clothing and mobile phone brands that are purchased by consumers. This study was undertaken in EThekwini (Durban), South Africa and was conducted within a Public Tertiary Institution comprising of postgraduate and undergraduate students from three colleges. The institution comprised of thirteen Schools which participated in this study. A sample of 385 respondents was drawn using simple random sampling with a 100% response rate from respondents. Since students represent a lucrative market segment for marketing managers to penetrate, a survey was undertaken in order to unearth whether there exists a congruous relationship between the self-concept of students and the personality attributes of the brands they purchase; and to determine the impact that this relationship has regarding students’ brand preference, customer-brand satisfaction and brand loyalty on students’ purchase intentions. Data for the sample was collected using a self-developed, precoded questionnaire whose psychometric properties were statistically determined. Data was analyzed using descriptive and inferential statistics. The results indicate that actual and ideal self-congruity does influence purchase intentions significantly and there exists a positive relationship among students’ actual and ideal self-congruity, brand preference, customer-brand satisfaction and brand loyalty. Consumers tend to base brand choices for clothing and mobile phones very closely to their perceptions of their actual and ideal self-concepts thus this becomes important for marketers to monitor and target in order to better influence future purchase intentions of these consumers. Based on the results of the study recommendations have been made to better understand consumers and their actual and ideal selves more critically with a view to servicing them more efficiently. The results, thus enable marketing managers to improve brand loyalty, brand preference and customer-brand satisfaction among consumers; and gain insight into consumers’ actual and ideal self-congruity.

This study assessed the impact of Sick Building Syndrome (layout, ergonomic design of workstation, lighting/ventilation, health and performance, noise and aesthetics) on the effectiveness of Call Centre agents in managing customers and their needs. The study was undertaken in Durban, South Africa, and was conducted within a Public Sector service environment, which comprised of four major call centers employing 240 call centre agents. A sample of 151 call centre agents was drawn across using a simple random sampling technique and a 63% response rate was achieved. These call centre agents were responsible for inbound calls only. Data was collected using a self-developed, precoded questionnaire whose validity and reliability were statistically determined using Factor Analysis and Cronbach’s Coefficient Alpha respectively. Data was analyzed using descriptive and inferential statistics. The results indicate that the dimensions of Sick building Syndrome have the potential to impact on agents’ performance. Based on the results of the study a graphical representation has been designed and presents recommendations that, when implemented in call centre environments, have the potential to enhance agents’ effectiveness in managing customers and their needs.

Prahalad (2005) believes that the bottom of the pyramid (BOP) proposition can fulfill both the social goals of poverty eradication and the business goals of profits. The current ominous state of poverty in South Africa together with South Africa’s commitment to the United Nations Millennium Declaration to halve poverty by 2015 has motivated the researchers to consider Prahalad’s proposition of collaborating with the various constituencies including the multinational corporations (MNCs) to address the needs of the BOP market. This paper aims to evaluate the feasibility of implementing Prahalad’s Bottom of the Pyramid (BOP) proposition in the South African market and to conceptualize alternative approaches to developing marketing strategies for the South African BOP consumers. The study adopts a theoretical research study. It reviews statistics on the extent of poverty in South Africa. Arguments for and against the BOP proposition are examined and the researchers assess how the BOP proposition may work in the South African context. The secondary data indicates that the BOP is a lucrative market in the South African context. The authors conclude that the BOP proposition, if effectively implemented, has the potential to reduce poverty in South Africa and increase the profits of multinational corporations (MNCs). The researchers recognize the importance of MNC’s buying into the BOP proposition from the standpoint of corporate social responsibility (CSR). They also propose a 6As Framework for the implementation of the BOP philosophy and a model for eradicating/minimizing poverty through profits.

Customer call centres have become a critical form of service delivery for many organisations hence technological innovations serve as a critical point of contact between the organisation and its customers and can assist in raising the stakes in businesses in terms of customer service delivery (Burgess & Connell, 2004). According to the 2017 Global Customer Experience Benchmarking Report technology has been the number one enabler to positively enhance customer service experience in the last 5 years (Business Tech, 2017). Customers have become so empowered that they expect to have flexibility to contact a business however they choose; either via a telephone, email or Facebook. The key to ensuring satisfaction though is system’s efficiency and ease of use. This study was undertaken in EThekwini (Durban), South Africa and was directed within a Public Sector service environment comprising of four major call centres employing a total of 240 call centre agents. Using simple random sampling, 220 customers were drawn from all consumers subscribing to e-billing in EThekwini (Durban). Data for the customer sample was collected using a precoded, self-developed questionnaire whose psychometric properties were statistically determined. Data was analyzed using descriptive and inferential statistics. The results specify that in terms of customers’ perceptions of the influence of technology, on call centre effectiveness the majority of the customers found it challenging to use the technology and to understand the self-help options that were provided to them by the call centre. There were problems encountered with logging in customer queries and complaints and most customers were dissatisfied with their overall customer experience. Based on the results of the study recommendations have been made to manage the interactions between the customers and call centre’s more proficiently and powerfully.

This study assessed the critical ingredients for call centre agents’ effectiveness (skills/knowledge/ability/attitude, interpersonal skills, training and development, remuneration/motivation, teamwork) in managing customers and their needs. The study was undertaken in Durban, South Africa, and was conducted within a Public Sector service environment which comprised of four major call centres employing a total of 239 call centre agents. A sample of 151 call centre agents was drawn using the cluster sampling technique and a 63% response rate was achieved. These call centre agents were responsible for inbound calls only. Data was collected using a self developed, precoded questionnaire whose validity and reliability were statistically determined using Factor Analysis and Cronbach’s Coefficient Alpha respectively. Data was analysed using descriptive and inferential statistics. The results indicate that remuneration/motivation, followed by teamwork, negligibly followed by training and development, interpersonal and other skills/knowledge/ability/attitudes are crucial ingredients for effectively managing customers and their needs. Based on the results of the study a model is designed and presents recommendations that, when implemented in call centre environments, have the potential to enhance agents’ effectiveness in managing customers and their needs.