Marketing of Engineering Services in Sub-Saharan Africa.

      Аннотация: South African organisations that offer engineering services to the local and foreign market contribute significantly towards South Africa’s overall Gross Domestic Product (GDP). The importance of engineering services in South Africa motivates the need to gain new insight into a sub-group of service marketing specific to the Sub-Saharan Africa cement market. The primary objective of this research is the evaluation of how engineering services currently conduct business in Sub-Saharan Africa and compare it to what is found in available literature. The comparison of these two should identify key areas for improvement and determine whether these companies are built upon a unified service perspective as described in literature. The literature review and interviews conducted indicate that suppliers and cement producing customers operating in the SSA market are faced with three main challenges when doing business. These three challenges include: geographical location, increased market competition and exchange rate fluctuations.

Ключевые слова: Customer Relationship Management, service level agreement, Service Marketing, Service Marketing Mix, Service-oriented Architecture, Sub-Saharan Africa, Science of Service Management and Engineering, Marketing of Engineering Services, Engineering Service Management, Business Model Navigator