Marketing Professor receives NRF rating
Prof Mostert’s research focuses on services marketing, relationship marketing and relationship intention. Research on organisation-customer relationships established that organisations want to build long-term relationships with customers because it leads to higher profits, a better competitive position, and a greater chance of success. His research contributes to the current debate by considering organisation-customer relationships from the customer’s perspective. Specifically, his research found that it is possible to identify groups of customers who want to reciprocate the relationship-building efforts of organisations by displaying higher levels of relationship intention. Based on these findings, his research also considered the influence of customer relationship intention on their relationships with organisations, following service failures in the service delivery process, as well as following organisations’ service recovery efforts to restore customer satisfaction.
Prof Mostert’s current research focuses on a new field of relationship marketing, namely service brand avoidance. His future research will include determining the influence of organisations’ service recovery efforts following service failures on customers’ brand avoidance behaviour.
– Author Department of Marketing Management
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Prof Mostert (left) receiving his award from NRF CEO, Dr Molapo Qhobela