Original Research

Service expectations from high- and low-volume customers in the alcoholic beverage industry

Jacques Beukes, J.J. Prinsloo, Theuns G. Pelser
Acta Commercii | Vol 13, No 1 | a172 | DOI: https://doi.org/10.4102/ac.v13i1.172 | © 2013 Jacques Beukes, J.J. Prinsloo, Theuns G. Pelser | This work is licensed under CC Attribution 4.0
Submitted: 12 February 2013 | Published: 12 August 2013

About the author(s)

Jacques Beukes, School of Management Sciences, North-West University, South Africa
J.J. Prinsloo, School of Management Sciences, North-West University, South Africa
Theuns G. Pelser, Graduate School of Business and Government Leadership, North-West University, South Africa


Orientation: South Africa has a highly competitive alcoholic beverage market. All role players in this market place a huge emphasis on service delivery and customer service.

Research purpose: This research study investigated the relationship between the volume a customer buys from an alcoholic beverage supply company and what influence this volume has on their customer service expectations.

Motivation for the study: The main purpose of this study was to evaluate what influence the volume an organisation buys from alcoholic beverage suppliers has on their service quality expectations.

Research design, approach and method: A non-probability judgement sample method was used, with a sample size of 220 respondents. The questionnaire requested respondents (high- and low-volume) to rank their customer service expectations and opinions with reference to Parasuraman’s service delivery dimensions. Ranking was done using a five-point Likert scale.

Main findings: The findings of the study indicated that both the high- and low-volume customers felt that alcoholic beverage supply companies had to deliver on all five service delivery dimensions but failed to do so to full satisfaction.

Practical and managerial implications: It is recommended that the alcoholic beverage supply companies should address the problem areas identified in this study to avoid defection of customers.

Contribution and value add: This may assist alcoholic beverage supply companies to better understand the customers’ demographic profiles. The study also revealed that the satisfaction level experienced by customers in both sections of the study (high- and low-demand), with a considerable gap between expectations and opinions within the empathy dimension.



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