Customer Service Expectations from South African Alcoholic Beverage Suppliers

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Jacques Beukes
J.J. Prinsloo
Theuns G. Pelser


To be successful in the current highly competitive market a South African alcoholic beverage supplying company (SAABSC) must guarantee customer service and service quality. As a means of differentiation companies have to focus their efforts on quality customer service. The purpose of the study is to measure the service delivery expectations and realisations of customers that receive delivery from SAABSC based on their geographical location. It required the implementation of a descriptive research method. The target population comprised customers of SAABSC situated in the Gauteng, Western Cape and North West Provinces of South Africa. The results from the study indicate that customers expect the SAABSC to deliver on all five service quality dimensions but fail to do so to their satisfaction. Recommendations on how to improve on these dimensions are given in the form of CRM strategies that SAABSC can implement. Ensuring that these recommendations are implemented will ensure a higher level of service quality and customer satisfaction. This should lead to increased customer retention, sales and profit growth, increased loyalty, the addition of new customers and overall better customer relationship.


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How to Cite
Beukes, J., Prinsloo, J., & Pelser, T. (2018). Customer Service Expectations from South African Alcoholic Beverage Suppliers. Alternation Journal, 25(1), 127-153. Retrieved from
Author Biographies

Jacques Beukes, North-West University, Mafikeng Campus

J.J. Prinsloo, North-West University, Mafikeng Campus

Theuns G. Pelser, University of KwaZulu-Natal