An Empirical Examination of Customer Satisfaction in the Steel Industry: Evidence from South Africa
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Customer satisfaction is a fast growing concept and pivotal to the performance of any organisation. In recent years, the concept has become the primary issue in all industries including B2B. However, some companies in the B2B have not embraced the concept to gauge their customers’ satisfaction. The purpose of the study was to assess customer satisfaction levels with current services provided by the company selling reinforcing steel to the construction industry. The study has a South African focus and used B2B steel company to assess the concept of customer satisfaction. A survey was carried out in the steel industry to gather information regarding customer satisfaction. A quantitative research approach was used and data were collected by means of a questionnaire that was distributed among the company’s customers. Of the 176 questionnaires distributed, 113 were completed in full while 5 questionnaires were incomplete, giving a response rate of 64%. The questionnaires were completed by executives as representatives of companies surveyed. The company has developed a positive relationship with its customers through various types of service interaction such as on time delivery, technical back up, quality of the product, ability to meet specific requirements, correct invoicing, sales services, good communication and utilitarian value. However, the area of stock availability had a wider gap and it was recommended that the company must always make the plant available for production. There is a positive perception of the company’s service quality and customer satisfaction even though there is scope for improvement as reflected by the existing of gaps within the company’s operations.
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