Laetitia Radder

Laetitia Radder
Nelson Mandela University | NMMU · Department of Marketing Management

D.Com (Business Management)

About

57
Publications
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874
Citations
Introduction
Laetitia Radder is an Emeritus Professor at the Department of Marketing Management, Nelson Mandela University, South Africa. Research interests include Services Marketing, Experiential Marketing, Consumer Behaviour, Hospitality Studies, and Wildlife studies.

Publications

Publications (57)
Article
Full-text available
Background: Consumers are increasingly demanding memorable experiences, thereby placing pressure on businesses to meet these demands. The provision of memorable experiences is particularly important to the tourism industry as its core business is to provide experiences. To stage these experiences, businesses must know which dimensions to includ...
Article
Full-text available
Background: Consumers are increasingly demanding memorable experiences, thereby placing pressure on businesses to meet these demands. The provision of memorable experiences is particularly important to the tourism industry as its core business is to provide experiences. To stage these experiences, businesses must know which dimensions to include. F...
Article
Customer experiences are replacing commoditized products and services as organizational differentiators. However, providing superior customer experiences is hampered by two concerns. Firstly, the experience construct remains an elusive concept and secondly, scholars postulate that organizations cannot deliver experiences. Instead, for a memorable e...
Article
Full-text available
Marine tourism is one of the fastest growing types of tourism worldwide, yet, relatively little is known about individuals who participate in marine tourism activities. It is critically important for marine tourism businesses to know who their customers are as this information will enable them to design a suitable marketing program which appeals to...
Article
The vast number of competitors and the similarity of products on offer in the South African stainless steel stockist and distributor market force organisations to find alternative means of competing effectively. Customer satisfaction might be one such an example. Whilst research has confirmed the positive outcomes of customer satisfaction, much les...
Article
Marketers frequently use profile variables to differentiate between groups of customers. The question arises as to whether these variables can also be used by guesthouses in segmenting their market. Segmentation helps marketers better meet customers’ needs and leads to increased customer satisfaction. This study determines whether significant diffe...
Article
Tourism is a rewarding sector for several countries as it presents opportunities for growth and development. While tourism attractions are predominantly located in either a rural or an urban destination, literature lacks comparative research about experiences in these two contexts. The purpose of this study was to compare tourists’ experiences of...
Article
Full-text available
Tourism is a rewarding sector for several countries as it presents opportunities for growth and development. While tourism attractions are predominantly located in either a rural or an urban destination, literature lacks comparative research about experiences in these two contexts. The purpose of this study was to compare tourists’ experiences of v...
Article
This research suggests that experience quality and experience value be combined into a single multi-dimensional construct, termed experience composite worth. It briefly describes customer experience, experience quality and experience value and the overlap in the dimensions used in outlining experience quality and experience value. Pearson’s product...
Article
Purpose Globally, guesthouses provide an important source of accommodation to visitors and tourists. Surprisingly, research into this sector is rather sparse. The purpose of this paper is to examine the dimensions of experience value, determine guests’ perceptions of experience value, analyse the influences of various profile variables on experienc...
Article
Purpose – After identifying those underlying consumer value dimensions associated with the private game reserve experience, and their contribution to visitors’ behavioral intentions, the purpose of this paper is to compare managers’ and visitors’ perceptions of value experienced and value delivered. Design/methodology/approach – Two similar questi...
Article
Full-text available
This study focused on guesthouses and aimed to examine the dimensions of experience quality, determine customers' perceptions of experience quality and investigate various relationships: between the experience quality dimensions and experience quality; between experience quality and satisfaction; and between satisfaction and behavioural intentions....
Article
Full-text available
This study determined whether Pine and Gilmore's four experience economy realms (education, entertainment, escapism and esthetics) were represented by visitors' experiences of three South African heritage museums, evaluated whether their experience expectations associated with the experience realms had been met, and examined the relationship betwee...
Article
Full-text available
Orientation: Customer relationship management (CRM) is important to organisations striving for competitive advantage through building relationships with their customers.Research purpose: This study identified the factors preceding CRM and assessed selected South African small- and medium-sized tourism enterprises’ (SMTEs) readiness for CRM.Motivati...
Article
Organisations use loyalty programmes to stimulate customer loyalty, and consumers presumably join these programmes to obtain a number of benefits or rewards arising from their membership. While consumer loyalty and loyalty programmes have been popular research topics, research which investigates customers' perceptions of loyalty programme benefits...
Article
Tertiary institutions are vital settings for helping young adults gain the physiological, psychological and social benefits of participating in organised sport. This study aimed at determining the constraints that prevent students from continuing participation in organised sport at a South African university. It used a quantitative research design...
Article
Full-text available
Consumers are becoming increasingly less loyal as they continuously search for alternatives to optimally utilize their limited resources. With intensifying competition and growing customer choices, retailers have to deliberately satisfy customers, ensure their continued support and thus win their loyalty. Customer loyalty is known to increase reven...
Conference Paper
Customer relationship management (CRM) has become an important strategy for keeping organizations focused on the needs of customers, improve service levels and customer satisfaction and foster long-term relationships with customers, which may result in organizational profits and sustainability. Globally, small and medium tourism enterprises (SMTEs)...
Article
Full-text available
Museums are increasingly forced to pay attention to marketing-related aspects such as perceived service quality, satisfaction and loyalty. Using data from three South African heritage museums, this article first delineates the construct of perceived quality and then investigates the relationships between perceived quality, satisfaction and conative...
Article
Although participation in outdoor leisure activities has been the frequent focus of research, very few studies have examined non-resident hunters' motivations for participating in a South African hunting safari. Results of a factor analysis performed following a mail survey of hunters who had hunted in South Africa, indicated that they were motivat...
Article
Full-text available
Privately-owned minibus taxis provide public transportation to 65% of South African households. However, relatively little is known about the characteristics and expectations of these commuters. This research identified the underlying dimensions of minibus taxi commuters expectations, documented market segments based on these dimensions and reports...
Article
Full-text available
This research verifies the usefulness of the service quality principles and the Basic Service Package elements of the Augmented Service Offering model in measuring perceived service quality of a complex wildlife tourist activity. In addition, it determines the existence of a quality-satisfaction and quality-intention link. The South African hunting...
Article
Following a customer-centred approach to marketing requires an understanding of customers needs, expectations and perceptions. This paper uses a disconfirmation paradigm and investigates visitors expectations and perceptions of the products, services and experiences offered by all the heritage museums in Port Elizabeth, South Africa. Seven factors...
Article
Full-text available
Based on its versatility as a personal and direct medium of communication, short message service (SMS) provides a potentially useful avenue to higher educational institutions for marketing their programs to prospective students. However, the success of mobile marketing depends largely on its acceptance by the target population. This study explores...
Article
South Africa, as one of the most recognised trophy hunting destinations in the world, boasts a highly-developed, well-controlled, and professional hunting and game ranching industry (Radder & Han 2008). Despite past successes, providers of the hunting safari are challenged by the global economic downturn, negative public perception due to a few ind...
Article
Full-text available
This study adds to the service quality literature on student housing, particularly within a South African context. The study proposes and confirms a modified model of SERVQUAL and assesses the quality of on-campus student housing at a South African university based on 430 respondents expectations and perceptions. Exploratory, first- and second-orde...
Article
African wildlife meat offers South Africans' a healthy and novel red meat alternative, yet consumption is far less than that of beef and lamb. Laddering interviews with 40 respondents were employed to identify the consequences and values associated with the product's perceived attributes. Important attributes included low levels of fat, dryness, no...
Article
This article examines the values and motivations of South African biltong hunters. A hierarchical value map of associations between attributes, consequences and values resulted from laddering interviews with 34 hunters. The Means-End Chain approach proved useful in identifying: (a) personal values, (b) wildlife value orientations, and (c) motivatio...
Article
This study adds to the service quality literature on student housing, particularly within a South African context. The study proposes and confirms a modified model of SERVQUAL and assesses the quality of on-campus student housing at a South African university based on 430 respondents' expectations and perceptions. Exploratory, first-and second-orde...
Article
Purpose Knowledge of brand awareness and its role is important for the design of an organisation's marketing strategies. This study aims to determine the brand awareness of high‐ and low‐involvement products among Black and non‐Black students enrolled at a South African university. Design/methodology/approach A self‐administered survey was complet...
Article
Purpose – This study aims to determine similarities and differences in business travellers' expectations and managers' perceptions of the service provided by guest houses. Design/methodology/approach – Two questionnaires with seven-point Likert scales were used to measure travellers' expectations of guest house service and managers' perceptions of...
Article
Meat is a universally valued and sought-after source of human nutrition. However, concerns are raised about the health implications of eating too much saturated animal fat. This also applies to South Africa where the high incidence of heart disease and cancer is often linked to consumption of red meat. Despite venison offering a healthy alternative...
Article
South African venison is new to many South African consumers and retail outlets. Although it is a natural, healthy red meat alternative, it still has very low sales. The marketing of venison can be enhanced if marketers understand the individual decision-making processes that consumers engage in when contemplating accepting or rejecting the product...
Article
Wild deer, antelope and other exotic animals have been hunted and their meat consumed for centuries. Although the game industry is the fastest growing agricultural industry in South Africa, the sale of venison constitutes a mere 2% of the estimated annual gross income of the wildlife industry. This is surprising, since, apart from its nutritional v...
Article
Hunting is an experience that, to a great extent, consists of ideas, expectations and a hope for fulfillment. Knowing what the hunter expects is the first and possibly the most critical step in delivering a quality experience. Being wrong about what the hunter wants could mean: losing his business if another game rancher better meets his expectatio...
Article
Full-text available
Total quality management resulting from the quest for total customer satisfaction implies giving every customer a product tailored specifically to their needs at a price comparable to that of mass produced products. Mass customisation offers several benefits, but are organisations ready for the paradigm shift? Three sets of factors that are indicat...
Article
Changes in the South African retail clothing environment have resulted in various opportunities and threats. The conventional approach to dealing with the environment is finding a strategic fit and adjusting to changes in the environment. This article shows how findings by complexity scientists about chaos and order, and non-linear circular feedbac...
Article
An understanding of hunters' requirements will enable farmers to more closely tailor their facilities and services to the specific value expectations of their guests. When expectations are met, satisfaction results, giving rise to customer loyalty, profitability and growth. This study was aimed at determining the expectations of kudu hunters in the...
Article
Full-text available
Total quality management resulting from total customer satisfaction today can mean giving every customer a product tailored specifically to his or her needs. In the past, manufacturing was usually characterized by keeping costs down with economies of scale. Mass customization can result in a challenging manufacturing environment typified by both hi...
Article
Research has proved that total quality management is crucial to the success of many organizations. This article points out that intensified competition and developments in a turbulent environment necessitate a shift in the quality mindset to also include providing delight to all stakeholders by offering them superior value and satisfaction beyond w...
Article
Competition is at the core of the success or failure of any organization, and determines the appropriateness of its activities. In developing a strategy, managers must examine the marketing opportunities in each business and product-market, as well as the organization's distinctive competencies or strengths relative to its competitors. The SPACE ma...
Article
Full-text available
Competition is at the core of the success or failure of any organization, and determines the appropriateness of its activities. In developing a strategy, managers must examine the marketing opportunities in each business and product-market, as well as the organization's distinctive competencies or strengths relative to its competitors. The SPACE ma...

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