Customer perception on the effectiveness of customer centric sales channels in a financial cooperation in South Africa

Abstract

The main aim of the study was to determine which measurement tool, existing or adapted, would be able to determine the levels of customer centricity within the sales channels of a specific organisation, operating in the South African financial industry. A literary study showed that in order to determine the levels of customer centricity, customer experience should be measured. Six questionnaires were administered, namely, EXQ, NPS, CES, Customer satisfaction, Word-of-Mouth and Behavioural loyalty intention. The data showed a statistical significance and a positive relationship between all the constructs within all the questionnaires except with that of CES.