Dutch Journal of Finance and Management

Dutch Journal of Finance and Management, 2020 - Volume 4 Issue 2, Article No: em0066
https://doi.org/10.29333/djfm/9300

Published Online: 29 Nov 2020

Views: 2744 | Downloads: 1355

The study was focusing on the effectiveness of using (SMS) instalment platform as a way of meeting customer satisfaction at Edgars stores Ltd in Zimbabwe. The main objective of the research was to measure the effectiveness of SMS installment platform on customer satisfaction. Causal research design was employed and a simple random sampling technique was used in selecting the respondents. Questionnaires were used to gather data from a sample size of 357 consisting of 342 customers and 15 staff members of Edgars’ stores Ltd. The data collected was analyzed through the use of SPSS version 20 in order to determine the strength of the relationship and the moderating effect. The data findings were presented in form of tables. The research findings from the hypothesis tests explored that there is a strong significant and positive relationship between SMS installment platform service and customer satisfaction. The study recommended the company to use SMS platform for other promotion activities like sending bonus vouchers, news release and advertisements. This will encourage more customers to shop hence improved market share. The SMS platform can also be used to give after sales services and other personalized information and birthday wishes. All these will increase customer satisfaction.

Short Message Services (SMS) installment platform customer satisfaction

• Campbell, B., Mahy, R. and Jennings, C. (2006). The message session relay protocol. In Work in Progress. https://doi.org/10.17487/rfc4975
• Carter, L. and Belanger, F. (2004, January). Citizen adoption of electronic government initiatives. In System Sciences, 2004. Proceedings of the 37th Annual Hawaii International Conference on (pp. 10-pp). IEEE. https://doi.org/10.1109/HICSS.2004.1265306
• Cheng, J. M. S., Blankson, C., Wang, E. S. T. and Chen, L. S. L. (2009). Consumer attitudes and interactive digital advertising. International Journal of Advertising, 28(3), 501-525. https://doi.org/10.2501/S0265048709200710
• Colgate, M. (1997). Personal bankers and relationship marketing: a New Zealand case study. Journal of Financial services marketing, 2, 84-96.
• Collins, K. K. (2014). SMS and Customer Satisfaction in the Banking Industry.
• Day, J. Rosenberg, and H. Sugano. A model for presence and instant messaging. IETF Request For Comments (RFC 2778), February 2000. https://doi.org/10.17487/rfc2778
• Dickinger, A., Haghirian, P., Murphy, J. and Scharl, A. (2004, January). An investigation and conceptual model of SMS marketing. In System sciences, 2004. proceedings of the 37th annual hawaii international conference on (pp. 10-pp). IEEE. https://doi.org/10.1109/HICSS.2004.1265096
• Ellison, S and Winther, M., (2007). Analysts, “Common Short Codes: The Time Is Now For Mobile Marketing and Outreach,” IDC.
• Esmaeilpour, M. (2014). Analyzing after Sales Services in House Appliances Products and Measuring Customers Satisfaction: A Survey in Bushehr, Iran. International Journal of Marketing and Management, 2(1), 62-79.
• Fill, C. (2005). Marketing Communications: Engagements Strategies and Practice (4th ed.). Pearson Education Ltd.
• Goffin, K. (1999). Customer support: a cross-industry study of distribution channels and strategies. International Journal of Physical Distribution & Logistics Management, 29(6), 374-398. https://doi.org/10.1108/09600039910283604
• Haghirian, P., Madlberger, M. & Inoue, A. (2008). Mobile advertising in different stages of development: a cross-country comparison of consumer attitudes. In Hawaii International Conference on System Sciences, Proceedings of the 41st Annual (pp. 48-48). IEEE. https://doi.org/10.1109/HICSS.2008.318
• Johnson, M. D., Gustafsson, A., Andreassen, T. W., Lervik, L.& Cha, J. (2001). The evolution and future of national customer satisfaction index models. Journal of economic Psychology, 22(2), 217-245. https://doi.org/10.1016/S0167-4870(01)00030-7
• Mallat, N. (2007). Exploring consumer adoption of mobile payments–A qualitative study. The Journal of Strategic Information Systems, 16(4), 413-432. https://doi.org/10.1016/j.jsis.2007.08.001
• Obermiller, C. & Spangenberg, E. R. (1998). Development of a scale to measure consumer skepticism toward advertising. Journal of consumer psychology, 7(2), 159-186. https://doi.org/10.1207/s15327663jcp0702_03
• Oliver, R. L. (1999). Whence consumer loyalty?. The Journal of Marketing, 33-44.
• Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. the Journal of Marketing, 41-50.
• Peersman, C., Cvetkovic, S., Griffiths, P. and Spear, H. (2000). The global system for mobile communications short message service. IEEE Personal Communications, 7(3), 15-23. https://doi.org/10.1109/98.847919
• Szymanski, D. M. and Hise, R. T. (2000). E-satisfaction: an initial examination. Journal of retailing, 76(3), 309-322. https://doi.org/10.1016/S0022-4359(00)00035-X
• Zerfos, P., Meng, X., Wong, S. H., Samanta, V. and Lu, S. (2006, October). A study of the short message service of a nationwide cellular network. In Proceedings of the 6th ACM SIGCOMM conference on Internet measurement (pp. 263-268). ACM. https://doi.org/10.1145/1177080.1177114

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.