A longitudinal study of customers perceptions of their confidence in, and satisfaction with, the South African sugar association cane testing service division

Abstract

Customer satisfaction is a critical component of a business’ competitive strategy. The Cane Testing Service (CTS) division of the South African Sugar Association is operating in a deregulated market environment and thus has to ensure that customers are always satisfied with the quality of service received from CTS.

This study aimed to establish the change in customer satisfaction levels between 1998 and 2003. The study set out to determine customer satisfaction levels with specific customer groupings of combined millers and growers, millers-only and growers-only of all fourteen Mill Group Boards. The study investigated customer satisfaction levels for each of the sixteen service characteristics for the fourteen Mill Group Boards.