Marketing study to impact banks’ approaches to customer relationship management

Annette Willemse -- Sat, 10/17/2015 - 11:27

Marketing study to impact banks’ approaches to customer relationship management

The doctoral study by Dr Ephrem Habtemichael Redda – as conferred during the October graduation ceremony of the Vaal Triangle Campus of the North-West University (NWU Vaal), is set to enhance banks’ future approaches to customer relationship management. 

Dr Redda with Prof Herman van der Merwe The promoter of the study, Prof J Surujlal


In his study: “Electronic banking services in South Africa – Service quality scale development and validation”, Dr Redda developed, tested and validated a measuring scale for electronic banking services.  From the findings of his study, a model providing South African banks with an instrument to measure, manage and improve electronic banking services to consumers has been proposed. The model has determined the casual relationship amongst four important constructs, namely: electronic banking service quality, customer value, satisfaction, and loyalty.  Understanding the intricate relationships amongst these constructs will enhance banks’ approaches to relationship management. The model he has proposed is expected to assist banks in devising appropriate customer service solutions.

* The promoter of this study was Prof J Surujlal


More about Dr Ephrem Habtemichael Redda

Born on 12 January 1981 in Guila, Eritrea, Ephrem completed matric in 1999 at Holy Saviours Catholic Seminary in Asmara, Eritrea. After spending one year in the Social Sciences programme at the University of Asmara, Ephrem received a merit scholarship from a United Nations Development Programme (UNDP) administrated by the University of Asmara to pursue his studies in Banking at the University of Johannesburg.

During 2005 and 2006, he completed several Economics modules with UNISA for non-degree purposes. In 2010, he completed a Postgraduate Certificate in Education (PGCE) with distinction at UNISA. In 2012, he completed a Master’s degree in Marketing at the Vaal University of Technology (VUT) in Vanderbijlpark. The title of his dissertation was: “Customer perceptions of technology-based banking service quality and its relationship to customer satisfaction and loyalty.” During this tie Ephrem lectured Banking and Credit Control modules at the University of Johannesburg.

Following this he participated in an Internship programme of Standard Bank South Africa. From 2009 to 2014, he was employed by the Sedibeng West District of the Gauteng Department of Education, as an educator and mainly taught Economics and Accounting subjects to matric students. Since October 2014, he has been employed as a lecturer in the School of Economic Sciences at the Vaal Triangle Campus. 

Prof Linda du Plessis conferred the degree The Campus Registrar, Ms Elbie Steyn