Promoting perceived service quality and organisational performance through customer retention strategies: the moderating role of ICT

Abstract

PurposeThe major objective of the study is to investigate the effect of selected customer retention strategies (fair pricing, online marketing and frequent communication) on perceived service quality and organisational performance within the retail sector in Zimbabwe. Also, the study sought to understand the moderating role of ICT on the effect of customer retention strategies on perceived service quality and organisational performance.Design/methodology/approachA cross-sectional survey of 280 employees within Zimbabwe's retail sector was adopted and respondents were selected using simple random sampling method. A structured questionnaire with Likert type questions was used to gather data.FindingsThe study findings indicate that the performance of organisations within the retail sector is influenced by superior service quality, selected customer retention strategies and also moderated by the use of ICT.Originality/valueThe study contributes to the business management body of knowledge by assessing the effect of selected customer retention strategies (fair pricing, online marketing and frequent communication) on perceived service quality and organisational performance within the retail industry of an emerging economy. The study is also unique in that it used ICT to moderate the effect of selected customer retention strategies on perceived service quality and organisational performance.

The Influence of High Performance Work Systems on Service Quality and the Mediating Role of Trust, Job Satisfaction and Affective Commitment

“…Telephone interactions limit the evaluation of such service delivery such that consumers must base their perceptions only on the interpersonal characteristics of employees ( (Kloutsiniotis & Mihail, 2018). Lovemore et al , (2023) said service quality shows how a company focuses on meeting consumer needs with high performance and timeliness to match consumer expectations.…”