Browsing by Author "Oodith, Devina."

Now showing 1 - 4 of 4

The effectiveness of the call centre in managing customers and their needs.
(2012) Oodith, Devina.; Parumasur, Sanjana Brijball.
Since customer service has become a key ingredient in cementing relationships, customer call centres have emerged as a tool for improving greater customer satisfaction. The aim of the study is to investigate the service environment within the call centre of the organisation and to explore the extent to which both call centre agents and customers perceive the dimensions (Human Resource, Technology, Infrastructure/Sick Building Syndrome, Customers) as having the potential to influence call centre effectiveness. The target institution selected is a Public sector service organisation that is an incoming call centre. In terms of the sample size of the study a sample of 151 call centre agents and 220 customers was drawn for the study using the cluster sampling and simple random sampling techniques respectively. A probability sampling technique was used to ensure greater generalisation of results. A separate questionnaire was administered to both sets of samples respectively; which comprised of 5 sections each. Section A pertained to the biographical details of respondents while Sections B through to E pertained to questions relating to the sub-dimensions of the study. The Validity and Reliability of the questionnaire was assessed using Factor Analysis and Cronbach’s Coefficient Alpha respectively. Descriptive and Inferential statistics were used to generate the results of the study. This study revealed that customer relationship management and services marketing are the cornerstone in today’s fast paced business world and failure by a business to embrace these concepts can cause firms to lose valuable customers in the future. The results of the study reflect that both agents and customers perceive that the dimensions (Human Resource, Technology, Infrastructure/Sick Building Syndrome and Customers) have the potential to significantly influence call centre effectiveness. Call Centres are indeed very powerful tools in forging strong ties between a firm and its customers but proper management and control is critical to this relationship. Based on the results of the study, a model comprising of critical recommendations has been compiled for practioners and other stakeholders which when implemented has the potential to enhance call centre effectiveness.
Exploring the efficacy of digital marketing to promote higher education using social media platforms.
(2022) Oodith, Devina.
In recent years, businesses have adopted different marketing strategies and digital marketing has become a frequent way that businesses connect with their customers. This research aimed to explore if digital marketing is an effective method of promoting higher education using social media platforms. The study was conducted within a private tertiary institution in KwaZulu-Natal. 224 students completed the online questionnaire comprising 5 sections. Section A was based on the biographical particulars of respondents, while sections B to E were related to questions dealing with the sub-dimensions of the study. The sampling method adopted in this study was non-probability sampling. The Validity and Reliability of the questionnaire were evaluated using Factor Analysis and Cronbach’s Coefficient Alpha respectively. Descriptive and Inferential Statistics were implemented to initiate the results of this study. The empirical findings of this study indicate that there is a positive relationship between the effectiveness of digital marketing, the impact of digital marketing in higher education through social media, the effectiveness of social media and prevalence, frequency, and purpose of social media in promoting higher education. There were no significant differences in biographical profiles (gender, age, race, programme of study, and level of study) regarding each dimension of the study except for the level of study at the 1% level of significance. A framework with recommendations for improving efficacy has been developed based on the key dimensions of the study. It is recommended that future research investigate the efficacy of other social media platforms in higher education and increase the scope and exposure to include a broader spectrum of tertiary institutions to gain a broader perspective.
Exploring the efficacy of digital marketing to promote higher education using social media platforms.
(2022) Surujpal, Vidata.; Oodith, Devina.
In recent years, businesses have adopted different marketing strategies and digital marketing has become a frequent way that businesses connect with their customers. This research aimed to explore if digital marketing is an effective method of promoting higher education using social media platforms. The study was conducted within a private tertiary institution in KwaZulu-Natal. 224 students completed the online questionnaire comprising 5 sections. Section A was based on the biographical particulars of respondents, while sections B to E were related to questions dealing with the sub-dimensions of the study. The sampling method adopted in this study was non-probability sampling. The Validity and Reliability of the questionnaire were evaluated using Factor Analysis and Cronbach’s Coefficient Alpha respectively. Descriptive and Inferential Statistics were implemented to initiate the results of this study. The empirical findings of this study indicate that there is a positive relationship between the effectiveness of digital marketing, the impact of digital marketing in higher education through social media, the effectiveness of social media and prevalence, frequency, and purpose of social media in promoting higher education. There were no significant differences in biographical profiles (gender, age, race, programme of study, and level of study) regarding each dimension of the study except for the level of study at the 1% level of significance. A framework with recommendations for improving efficacy has been developed based on the key dimensions of the study. It is recommended that future research investigate the efficacy of other social media platforms in higher education and increase the scope and exposure to include a broader spectrum of tertiary institutions to gain a broader perspective.
The perception and attitude of generation Z consumers on e-cigarette marketing: a University of KwaZulu-Natal perspective.
(2022) Zungu, Lindeliwe.; Oodith, Devina.
E-cigarette awareness over the past few years, has experienced a notable increase especially among the youth. E-cigarettes have been promoted heavily on the internet and on social media websites which reach millions of young people (Payne, Orellana-Barrios, Medrano Juarez, Buscemi and Nugent, 2016). E-cigarette marketers also use eye-catching, colourful and innovative packaging to attract the youth. Therefore, this study aims to quantitatively examine the perception and attitude of Generation Z consumers on e-cigarette marketing. The study focuses on the perception and attitude of Generation Z (UKZN) students on e cigarette marketing. In particular the perception and attitude of students towards e-cigarette use, smoking cessation, health risks/benefits, packaging as a marketing tool and regulation of e-cigarettes will be examined. A sample of 375 students from the University of KwaZulu-Natal (UKZN) Westville campus was drawn using a non-probability convenience sampling technique to generate the results. Participants completed the online questionnaire compromising of four sections. Section A was based on the biographical information of participants. Sections B, C and D were related to questions pertaining to the sub-dimensions of the study. The validity and reliability of the questionnaire were assessed using factor analysis and Cronbach’s Coefficient Alpha respectively. Descriptive and inferential statistics were employed to initiate the results of the study. The empirical results of this study indicate that there is a significant positive relationship between the marketing influence of e-cigarettes and the influence of packaging regulation in South Africa respectively, at a 1% level of significance. There is a significant difference in the perceptions of students, varying in biographical profiles (gender, age, race, study programme and level of study) regarding each dimension of the study. Recommendations from the results of the study provide insight to policymakers and provide them with the power to counter these marketing strategies appropriately.