Original Research

Precursors and outcome of customer satisfaction/delight in business-to-consumer relationships in Botswana

Olumide Jaiyeoba, Douglas T. Svotwa, Mornay Roberts-Lombard
South African Journal of Business Management | Vol 51, No 1 | a1809 | DOI: https://doi.org/10.4102/sajbm.v51i1.1809 | © 2020 Olumide Jaiyeoba, Douglas T. Svotwa, Mornay Roberts-Lombard | This work is licensed under CC Attribution 4.0
Submitted: 11 October 2019 | Published: 30 September 2020

About the author(s)

Olumide Jaiyeoba, Faculty of Business and Accounting, Botho University, Gaborone, Botswana
Douglas T. Svotwa, Department of Business Management, Botho University, Gaborone, Botswana
Mornay Roberts-Lombard, Department of Marketing Management, School of Consumer Intelligence and Information Systems, College of Business and Economics, University of Johannesburg, Johannesburg, South Africa


Purpose: This study examines the degree and the extent to which the satisfaction/delight of cellular network customers in Botswana is affected by the service delivery skills of network employees, the value received from offerings of the network and the trust that they have within a service environment. In addition, the effect of customer satisfaction/delight (CSD) on their loyalty is established.

Design/methodology/approach: The research design applied was descriptive, and self-administered survey instruments were used to collect data from satisfied cellular network customers. For the data analysis, 350 completed questionnaires were used. In addition, the testing of proposed models was secured.

Findings/results: Perceived employee service delivery, perceived value and trust have a significant positive influence on the satisfaction/delight experiences of customers, while such experiences influence customer loyalty significantly and positively.

Practical implications: This study guides cellular providers towards establishing how service delivery, value and trust could improve customer satisfaction/delight among cellular customers in Botswana, leading to sustainable customer loyalty and a competitive advantage for the firm.

Originality/value: Few other studies have investigated CSD experiences in relation to the stated precursors and outcome in an emerging African market.


perceived employee service delivery skills; perceive value; trust; customer satisfaction; customer delight; customer loyalty.


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Crossref Citations

1. A relationship marketing perspective on delight, its antecedents and outcomes in a banking context
Tendai Douglas Svotwa, Charles Makanyeza, Mornay Roberts-Lombard, Olumide Olasimbo Jaiyeoba
European Business Review  vol: 35  issue: 3  first page: 306  year: 2023  
doi: 10.1108/EBR-09-2022-0170