Total quality management as a strategic tool in service delivery:

a case of the Commission on Restitution of Land Rights,

Mahikeng

T C Mahatlhe

orcid.org/0000-0001-7928-6459

Dissertation submitted in fulfilment of the requirements for the

degree Master of Commerce in Business Management at
Mahikeng Campus of the North-West University

Supervisor: Dr A Litheko

Date of submission: March 2023

DECLARATION

I, Tshiamo California Mahatlhe, student number 21510679, hereby declare that this
dissertation/thesis submitted to the North-West University, Mahikeng Campus, for Master of
Commerce in Business Management under the Faculty of Economic and Management Sciences
represents my own unaided work.

…………………………….. …………………………………

SIGNATURE OF STUDENT DATE

i
ABSTRACT

This study aims to examine whether total quality management as a strategic tool can be applied
to improve service delivery to land claimants. The literature review indicated that TQM can be
used to improve the quality of services rendered at the Commission on Restitution of Land Rights,
and the satisfaction of land claimants determines the quality of service delivered to claimants.

The nature of the study was quantitative research with the positivism type of paradigm, and the
deductive approach was also applied. Data was collected from land claimants with the aim of
understanding their perception on how service can be enhanced at CRLR. Questionnaires were
applied to collect primary data, books, government publications, journal articles, newspapers, the
internet, Google Scholar, and policy documents were used for secondary data collection. Non-
probability sampling, and a combination of the convenience and purposive sampling method was
utilised for the study.

The literature review revealed that to enhance service quality, the CRLR should adopt TQM
practices such as total employees’ involvement, customer focus, customer satisfaction, service
quality, organisational culture, effective communication and team work. In addition, employees
from top management level to lower management level are responsible for the success of TQM
implementation at the organisation.

This study recommends that for effective and efficient quality performance, organisations should
adopt the TQM systems and service quality dimensions for the sake of service improvement,
which will lead to high level of claimants’ satisfaction. The research contributes to a better
knowledge and understanding regarding the implementation of TQM as a strategic tool in public
organisations rendering services to the community; in this regard, land claimants.

Keywords: Total Quality Management, service quality, customer satisfaction, land claimants.

ii
AKNOWLEDGEMENT

My appreciations are extended to the following people for making my research project a success
as well as loving, guiding and supporting me during this study. This study would not have been
completed without them.

• I thank my Creator forgiving me the courage to believe in myself and the strength to complete
my research.
• I acknowledge the department of agriculture, land reform and rural development (DALRRD)
for sponsoring the bursary and for permitting me to conduct my research at the CRLR.
• A huge thanks to my supervisor, Dr A Litheko for the guidance, hard work and encouragement
during this study. I am truly grateful to God for directing me to his office and showing me that
he is the perfect person to guide me through the entire study.
• To Prof Potgieter for encouraging me to never give up and be persuasive towards my study.
• To my loving partner, Mr Boetie Scheepers, for his love and support all the way. I am truly
grateful to have him in my life.
• To my dearest mother, Mrs Keogotsitse, for being my pillar of strength; my father Mr
Keogotsitse, for believing in me, and my grandmother, “Mamzo”, for supporting me at all times.
• To my brothers, Goitseone and Kamogelo, and sister, Masego, for seeing me as their mentor,
which motivated me to always do my best in everything I do.

Philippians 4:13 “I have the strength to face all conditions by the power that Christ gives me”

MAY THE LORD BLESS AND PROTECT YOU, MAY HE SHINE HIS FACE UPON YOU, BE
GRACIOUS TO YOU AND GRANT YOU EVERLASTING PEACE AMEN.

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TABLE OF CONTENTS

DECLARATION ................................................................................................................. I

ABSTRACT ......................................................... IERROR! BOOKMARK NOT DEFINED.

ACKNOWLEDMENT ....................................................................................................... III

LIST OF FIGURES............................................................................................................ X

LIST OF TABLES ............................................................................................................ XI

LIST OF ACRONYMS ..................................................................................................... XII

LIST OF KEYWORDS................................................................................................... XIV

CHAPTER 1:INTRODUCTION AND PRECISING............................................................. 1

1.1 Introduction .............................................................................................. 1

1.2 Background and motivation ......................... Error! Bookmark not defined.

1.3 Research problem .................................................................................... 4

1.4 Preliminary literature review .................................................................... 7

1.5 Research objectives ................................................................................ 9

1.5.1 Primary objective ...................................................................................... 9

1.5.2 Secondary objectives ............................................................................... 9

1.6 Research methodology .......................................................................... 10

1.6.1 Literature investigation .......................................................................... 10

1.6.2 Empirical investigation .......................................................................... 10

1.6.2.1 Research design ..................................................................................... 11

1.6.2.2 Research population .............................................................................. 12

1.6.2.3 Sample frame .......................................................................................... 13

iv
1.6.2.4 Sample methods ..................................................................................... 13

1.6.2.4.1 Sampling size ........................................................................................... 15

1.6.2.5 Research instruments ............................................................................ 15

1.6.2.6 Data collection ........................................................................................ 17

1.6.2.7 Data analysis........................................................................................... 17

1.6.2.8 Reliability and validity ............................................................................ 19

1.7 Significance of the study ....................................................................... 20

1.8 Ethical considaration ............................................................................. 20

1.9 Delimitation of the study ........................................................................ 21

1.10 Study exposition..................................................................................... 21

CHAPTER 2:TOTAL QUALITY MANAGEMENT IN SERVICE DELIVERY TO LAND

CLAIMANTS ................................................................................................................... 23

2.1 Introduction ............................................................................................ 23

2.2 Total quality management...................................................................... 24

2.2.1 The nature of total quality management .............................................. 24

2.2.1.1 Six sigma ................................................................................................. 28

2.2.1.2 Lean six sigma ......................................................................................... 30

2.2.2 Elements of TQM .................................................................................... 33

2.2.3 Constructs of total quality management ............................................... 36

2.2.3.1 The six Cs of total quality management .................................................... 40

2.2.4 Benefits of total quality management ................................................... 44

v
2.2.5 Reasons for failure of TQM implementation ........................................ 45

2.2.6 Service quality ........................................................................................ 50

2.2.6.1 Service quality dimensions ....................................................................... 51

2.2.6.2 Comparison of manufacturing and service industry .................................. 54

2.3 CRLR in South Africa ............................................................................. 56

2.3.1 Nature of CRLR to land claimants ......................................................... 56

2.3.2 Historical background of land claims in South Africa ......................... 58

2.4 Conclusion .............................................................................................. 60

CHAPTER 3:RESEARCH METHOD............................................................................... 61

3.1 Introduction ............................................................................................ 61

3.2 Research paradigm ................................................................................ 62

3.3 Step 1: Research design ........................................................................ 66

3.4 Step 2: Information needs ...................................................................... 69

3.4.1 Primary data ............................................................................................ 69

3.4.2 Secondary data ....................................................................................... 72

3.5 Step 3: Sampling plan ............................................................................ 73

3.5.1 Research population .............................................................................. 73

3.5.2 Sample frame ......................................................................................... 74

3.5.3 Sampling methods.................................................................................. 75

3.5.3.1 Probability sampling.................................................................................. 75

3.5.3.2 Non-probability sampling .......................................................................... 76

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3.5.4 Sample size ............................................................................................. 76

3.6 Step 4: Data collection and research instruments ............................... 77

3.6.1 Data collection ........................................................................................ 77

3.6.2 Research instruments ............................................................................ 80

3.7 Step 5: Data analysis .............................................................................. 83

3.8 Step 6: Reliability and validity ............................................................... 85

3.8.1 Reliability ................................................................................................ 85

3.8.2 Validity..................................................................................................... 86

3.9 Step 7: Ethical consideration................................................................. 87

3.10 Conclusion .............................................................................................. 87

CHAPTER 4 RESULTS AND FINDINGS ........................................................................ 89

4.1 Introduction ............................................................................................ 89

4.2 Demographic profile ............................................................................... 91

4.2.1 Gender of respondents ............................................................................ 91

4.2.2 Age of respondednts................................................................................. 92

4.2.3 Marital status of respondents .................................................................... 93

4.2.4 Language of respondents ......................................................................... 94

4.2.5 Occupation of respondents ....................................................................... 95

4.2.6 Location of respondents .......................................................................... 96

4.2.7 Waiting period for land restoration of respondents .................................... 97

4.3 Reliability and validity of constructs .................................................... 98

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4.3.1 Reliability of constructs ......................................................................... 98

4.3.2 Validity of constructs ............................................................................. 99

4.4 Land claimants' perceptions of construct: Close-ended questions . 100

4.4.1 Effective communication ..................................................................... 100

4.4.2 Customer focus .................................................................................... 102

4.4.3 Customer satisfaction .......................................................................... 103

4.4.4 Organisational culture.......................................................................... 104

4.4.5 Service quality ...................................................................................... 105

4.5 Association between constructs and demographic variables .......... 106

4.6 Correlation of variables: Spearman’s rank correlation ..................... 110

4.7 Association between the constructs: Spearman’s rank correlation . 111

4.8 Land claimants’ suggestion on improvement of customer satisfaction

at the CRLR: Open-ended question..................................................... 113

4.9 Conclusion ............................................................................................ 114

CHAPTER 5 CONCLUSION AND RECOMMENDATIONS ........................................... 115

5.1 Introduction .......................................................................................... 115

5.2 Empirical findings ................................................................................ 116

5.2.1 TQM AS A STRATEGIC TOOL TO IMPROVE SERVICE DELIVERY TO

LAND CLAIMANTS ................................................................................ 116

5.2.2 DEMOGRAPHIC DESCRIPTION OF RESEARCH POPULATION ......... 117

5.2.3 EFFECTIVE COMMUNICATION GIVEN TO LAND CLAIMANTS AT THE

CRLR .................................................................................................... 118

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5.2.4 LEVEL OF CUSTOMER FOCUS BY THE CRLR TO LAND CLAIMANTS118

5.2.5 LEVEL OF CUSTOMER SATISFACTION AT THE CRLR ..................... 119

5.2.6 PERCEPTION OF LAND CLAIMING THE ORGANISATIONAL CULTURE 119

5.2.7 QUALITY OF SERVICE RENDERED AT THE CRLR ............................. 120

5.3 Recommendations ............................................................................... 121

5.4 Future research prospects................................................................... 126

5.5 Limitations of the study ....................................................................... 126

5.6 Conclusion ............................................................................................ 126

REFERENCES ............................................................................................................ 128

ANNEXURE A: Survey instrument ...................................................................................

ANNEXURE B: Item scales ...............................................................................................

ANNEXURE C: Ethical consideration ( permission form the DALRRD )........................

ANNEXURE D: Language editor certificate

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LIST OF FIGURES

Figure 1.1 Layout of the chapter ................................................................................... 2

Figure 2.1 Total quality management and land claimants ....................................... 24

Figure 2.2 DMAIC-Lean six sigma standard methodology........................................ 31

Figure 2.3 Elements of TQM ........................................................................................ 34

Figure 2.4 TQM constructs .......................................................................................... 37

Figure 2.5 Diagram of 6Cs of TQM.............................................................................. 41

Figure 2.6 SERVQUAL dimensions ............................................................................ 51

Figure 2.7 The CRLR flow chart .................................................................................. 57

Figure 3.1 Research methodology process ............................................................... 62

Figure 3.2 Inductive and deductive approaches ....................................................... 65

Figure 4.1 Quantitative data analysis ......................................................................... 90

Figure 4.2 Gender of respondents ............................................................................. 91

Figure 4.3 Age of respondents ................................................................................... 92

Figure 4.4 Marital status of respondents ................................................................... 92

Figure 4.5 Language of respondents ......................................................................... 94

Figure 4.6 Occupation of respondents ....................................................................... 95

Figure 4.7 Location of respondents ........................................................................... 96

Figure 4.8 Waiting period for land restoration of respondents ................................ 97

Figure 4.9 Land claimants' perception concerning effective communication ....... 101

Figure 4.10 Land claimants' perception concerning customer focus ...................... 102

Figure 4.11 Land claimants' perception concerning customer satisfaction............ 103

Figure 4.12 Land claimants' perception concerning organisational culture ........... 104

Figure 4.13 Land claimants' perception concerning service quality........................ 105

Figure 4.14 Suggestion regarding improvement of customer satisfaction at the

CRLR ......................................................................................................... 113
Figure 5.1 Conclusion and recommendations ........................................................ 115

x
LIST OF TABLES

Table 1.1 Statistics on land claims: South Africa ..................................................... 5

Table 1.2 National backlog of land claims ................................................................. 6

Table 1.3 Concept analysis of TQM ........................................................................... 8

Table 2.1 Total quality management description ..................................................... 26

Table 2.2 Traditional view of quality vs. total quality............................................... 27

Table 2.3 Principles of Sigma presented by various authors ................................. 29

Table 2.4 Manufacturing industry vs. service industry .......................................... 55

Table 3.1 Types and components of paradigm ........................................................ 63

Table 3.2 Difference between qualitative and quantitative methods ...................... 66

Table 3.3 Comparison of qualitative and quantitative methods.............................. 70

Table 3.4 Comparison between primary and secondary data ................................. 73

Table 3.5 Statistical summary of the distributed questionnaire ............................. 78

Table 3.6 Strengths and weaknesses of a questionnaire ........................................ 82

Table 4.2 Gender of respondents ............................................................................. 91

Table 4.3 Age of respondents ................................................................................... 92

Table 4.4 Marital status of respondents ................................................................... 93

Table 4.5 Language of respondents ......................................................................... 94

Table 4.6 Occupation of respondents ....................................................................... 95

Table 4.7 Location of respondents ........................................................................... 96

Table 4.8 Waiting period for land restoration of respondents ................................ 97

Table 4.9 Reliability of construct............................................................................... 98

Table 4.10 validity of constructs ................................................................................. 99

Table 4.11 Cross-tabulation: Gender & effective communication .......................... 106

Table 4.12 Cross-tabulation: Occupation & customer focus .................................. 107

Table 4.13 Cross-tabulation: Marital status & customer satisfaction ..................... 108

Table 4.14 Cross-tabulation: Gender & organisational culture ............................... 109

xi
Table 4.15 Cross-tabulation: Occupation & service quality .................................... 109

Table 4.16 Correlation of variables: Spearman's rank correlation.......................... 110

Table 4.17 Association of constructs ....................................................................... 112

xii
LIST OF ACRONYMS

CRLR Commission on Restitution of Land Rights

CV Construct Validation

CRM Customer Relationship Management

CS Customer Satisfaction

DALRRD Department of Agriculture, Land Reform and Rural Development

DD Direct Descendants

DMAIC Define, Measure, Analyse, Improve and Control

LAMOSA Land Access Movement of South Africa

LC Land Claimants

ODI Original Dispossessed Individuals

QM Quality Management

SMS Service Management System

SPSS Statistics Package for Social Science

SERVQUAL Service Quality

TQM Total quality management

xiii
LIST OF KEYWORDS

Customer satisfaction

Customer satisfaction is a baseline standard of performance and a possible standard of

excellence for any business organisation (Grigoroudis & Siskos, 2010). According to Singhier
(2013), customer satisfaction is a term generally used to measure a customer’s perceptions of an
organisation’ services. Customer satisfaction is described by Khadka et al. (2017) and Keshavarz
et al. (2018) as a crucial component of a business strategy as well as for customer retention.

Land claimants

The Restitution of Land Rights Act 22 of 1994 defines a claimant as any person who has lodged
a land claim. Farlex (2016) define a claimant as a party that makes a claim, especially one that is
legally cognisable. The Restitution Act lists the functions of the Commission on Restitution of
Land Rights as to receive and acknowledge receipt of all claims for the restitution of rights in land
lodged with or transferred to it in terms of this Act; take reasonable steps to ensure that claimants
are assisted in the preparation and submission of claims (Ramutsindela et al., 2016).

Service delivery

Service delivery is a component of business that defines the interaction between providers and
clients, where the provider offers a service, whether that be information or a task, and the clients
either find value or lose value as a result (Reference, 2020). Martins and Ledimo (2015) define
service delivery as the actual delivery of a service to clients.

Service quality

Service quality is described as an approach to managing business processes to ensure full

satisfaction of the customer and quality of the service provided (Naiko et al., 2012). Awoke and
Wollo (2015) describe it as the performance that matches customers’ expectations through the
measurement of how well service is delivered. Malik et al. (2020) argues that service quality is
when the service delivered to clients or customers meets or exceeds the expectations of clients
or customers.

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Total quality management (TQM)

Total quality management, as explained by Bedi (2010), is a set of systematic activities carried
out by the entire organisation to effectively and efficiently achieve organisational objectives so as
to provide services with a level of quality that satisfies customers, at the appropriate time and
price. Grigoroudis and Siskos (2010) maintain that total quality management is a management
approach for an organisation centred on quality, based on the participation of its entire
membership and aiming at long-term success through customer satisfaction, and benefits all
members of the organisation and society. TQM is defined by Mukhopadhyay (2020) as an
extension of the quality assurance approach; the emphasis is not only on managing quality at the
input and process points but also in developing a quality culture among all employees.

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 CHAPTER 1

INTRODUCTION AND PRECISION

1.1 Introduction

Total quality management and service quality are essential techniques when the organisation is
aiming at satisfying not only its customers but also the employees of the organisation. TQM is
whereby the entire organisation carried out all set of systematic activities to effectively and
efficiently achieve organisational objectives, and that will lead to customer satisfaction as it
provided the service with a level of quality at the appropriate time and price (Bedi, 2010). The
study will focus on these five TQM principles, namely; customer focus, service quality, customer
satisfaction, organisational culture and effective communication. Krajewski et al., (2010) argue
that TQM is a philosophy that stresses three principles for achieving high levels of process
performance and quality, and those principles are customer satisfaction, employee involvement
and continuous improvement in performance. Pries and Quigley (2012) maintain that TQM
involves the application of quality techniques to all segments of the enterprise, and TQM tools
can be applied to understand the capability and variation in the production process via specific
activity at the station.

Service quality as a significant tenet of customer relationship management (CRM) dynamics is

integral part of building strong relationships with customers through satisfaction and loyalty
(Chahal & Kumari, 2011). It plays a key role in differentiation in a competitive service -centred
market (Thaichon et al., 2014). Service quality should not only be accessible to customers who
can afford to buy it, but also those who cannot, meaning, the quality of service rendered in the
private sector should be the same as the ones in the public sector. The term quality has been
inaccurately expressed as suitable only to wealthy or rich people, but that is just fictional (Evans,
2016). Chahal and Kumari (2011) argue that the perceived outcome of service quality by the
organisation is proposed to moderate the relative strength of the relationships between service
quality (physical environment and interaction quality) and customer satisfaction and customer
loyalty.

This chapter will be guided by the following structure as presented in Figure 1.1, to work as a
researcher’s guide for the entire Chapter 1.

1
Figure 1.1 Layout of the chapter

1.1 Introduction

1.2 Background and motivation

1.3 Research problem

1.4 Preliminary literature review

1.5.1 Primary objective

1.5 Research objectives
1.5.2 Secondary objective
1.6 Research methodology

1.61 Literature investigation

1.6.2.1 Research design

1.6.2 Empirical investigation 1.6.2.2 Research population

1.6.2.3 Sampling frame

1.7 Contribution of the study
1.6.2.4 Sampling methods
1.8 Ethical consideration
1.6.2.5 Research instruments
1.9 Delimitation of the study
1.6.2.6 Data collection

1.10 Study exposition 1.6.2.7 Data analysis

1.11 Conclusion 1.6.2.8 Reliability & Validity

This study investigates total quality management as a strategic tool in service delivery through
the model of the Commission on Restitution of Land Rights. The land claimants are clients to the
CRLR, and, in this case, the land claimants refer to a person who has lodged a land claim. The
2
Restitution of Land Rights Act 22 of 1994 stipulates that a claimant qualifies to restitution of a right
in land only if the person was dispossessed of a right to land after 19 June 1913 as a result of
past racially discriminatory laws or practices; or it is a deceased estate dispossessed of a right in
land after 19 June 1913 as a result of past racially discriminatory laws or practices; or a person
claiming is a direct descendant of a person who has died without lodging a claim and has no
ascendant and has lodged a claim for the restitution of a right in land. The Restitution of Land
Rights Act 22 of 1994 further maintains that even the community or part of a community
dispossessed of the right to land after 19 June 1913 qualifies to restitution of a right in land.

For the Commission on restitution of land rights to satisfy its clients, it needs to consider these
two key aspects, i.e. total quality management, and service quality because in the end, the CRLR
is a public entity that provides service to public, specifically land claimants. The study focused on
total quality management as a strategic tool in service delivery at the Commission on Restitution
of Land Rights. The background and motivation for the mentioned study topic will be elaborated
on further in the subsequent section.

1.2 Background and motivation

Land restitution has been an ongoing process on the African continent. Claassens and Sihlali
(2020) state that a critical failure to deliver on the redistribution component has bedevilled the
whole programme in which redistribution was supposed to be the main driver for transferring land
to the legal owners, primarily being the black ethnic group in South Africa through directive
government action, avoiding the delays and complexity of the courts. In 2017, the ruling political
party, the African National Congress (ANC) adopted its new policy for comprehensive land reform
that will include enhanced options for expropriation without compensation and section 25 had to
be reviewed by the constitutional review committee (Pigou, 2018). Akinola (2020) and Yingi
(2021) explained that the pace of land redistribution under the principle of “willing buyer, willing
seller” approach has been slow and so heavily criticised that the ruling ANC has signalled its
intention to abandon the policy and the principle has provided fertile ground for populist politicians,
who have called for the expropriation of land without compensation.

Thomas and Hardy (2011) found that change is a firmly established priority for organisations, and
since the 1980s and 1990s, the experiment with total quality management, customer service
3
initiatives, reengineering, right-sizing, culture change, and many other change programmes was
introduced. Pries and Quigley (2012) quoted that TQM is the approach of choice when the
organisation or part of an organisation desires to perform a total overhaul of the complete system,
and TQM is relevant when thoughtfully applied as it is relevant when dealing with the frequent
nightmare that pertains to project management, especially regarding scheduling and budgeting.

The service quality (SERVQUAL) model is mostly applied to develop the quality of service to
industries which provides service and is one of the most influential service quality measurement
instruments (Maghsoodi et al., 2019). The perceived outcome of service quality of the
organisation is proposed to moderate the relative strength of the relationships between service
quality (physical environment and interaction quality), customer satisfaction, and customer loyalty
(Chahal & Kumari, 2011). Service quality comprises different dimensions. Chi and Quah (2013)
proposed that those dimensions or attributes which are (1) convenience, (2) reliability, (3)
responsiveness, (4) time, (5) assurance, (6) courtesy, and (7) tangibles, should be adapted by
the organisation. TQM should be an ongoing process for the Commission on Restitution of Land
Rights to be effective and each component must jointly work towards the same goal. The common
threads of these relationships are the mind-set that increased service quality leads to increased
customer satisfaction; increased customer satisfaction leads to increased customer retention
while increased customer retention leads to increased organisational performance (Kumar, 2012).
In addition, Maghsoodi et al. (2019) argue that the most effective solution to achieving a
sustainable organisation is to maintain the strategy of continuous improvement.

1.3 Research problem

The Restitution Act, amendment of 2014 by the Commission on Restitution of Land Rights and
regarded the re-opening of lodgement claims. The re-opening was supposed to be from July 2014
until 30 June 2019. The Amendment Act of 2014 did not sit well with claimants who lodged land
claims before the cut-off date of 31 December 1998, but still the land had not been restored to
them, yet the Commission on Restitution of Land Rights was re-opening new claims. That is where
the complainants approached the constitutional court regarding the Amendment Act of 2014, and
afterward “the constitutional court delivered a judgement which temporarily stopped the
proceeding of an application or claim under the dispensation of the amendment. That simply
means no new claims lodged between the 1st of July 2014 and 28 July 2016 could be adjudicated

4
upon or considered in any proceedings for the restitution of rights in land in respect of old claims
lodged before 31st December 1998” (Judiciary, 2017).

On the other hand, Belinkie (2015) mentioned that, during 2006, the Land Claims Commission
declared that 89% of the claims it received had been settled and those claims were settled through
pay-outs as opposed to land, and Land Restitution involves the adjudication of claims with the
party entitled to damages having the option of either land or monetary compensation. Mkhwanazi
(2019) analysed that the Land Claims Commission stated in the annual report for 2018/19 that
they settled claims for 177 623 hectares of land costing more than R881 million and a total over
of R1.7bn was transferred to beneficiaries who opted for financial compensation. Belinkie (2015)
reported that in 2006 the Land Claims Commission declared to have settled about 89% of the
claims received, yet 10 years later, the remaining 11% have not been settled.

The Commission on Restitution of Land Rights in the North West Province of South Africa is
responsible for restoring the land situated in four districts, namely the Dr Ruth Mompati, Ngaka
Modiri Molema, Bojanala and Dr Kenneth Kaunda, and had difficulties in settling the land claims
lodged before the cut-off date of 31 December 1998 before it can reopen the new claims. Table
1.1 displays that the Commission on Restitution of Land Rights received 2126 claims, of which
1195 opted for financial compensation while 215 opted for land restoration and 435 claims were
considered invalid.

Table 1.1: Statistics on land claims: South Africa

District Number Financial Land restoration Dismissed claims

municipality of compensation
projects/
files Number of projects Number of Number of
projects projects

Bojanala 504 94 56 234

Dr Kenneth Kaunda
905 751 42 41
Dr Ruth Segomotsi
Mompati 173 93 15 47
Ngaka Modiri
Molema 544 257 102 113

TOTAL 2126 1195 215 435

Source: Commission on Restitution of Land Rights (2020)

5
De Kock (2020) indicates the backlog for the entire South Africa, in October 2019, were 8 295
and during January 2020, it was 8 272, as shown in Table 1.2, which means in three months only
23 claims were settled. In July 2020, the total increased to 8 447, and that simply means 175
additional claims had been captured, which is a concern for the data integrity and drives the need
for formal verification (De Kock, 2020). Claassens and Sihlali (2020) reported that the restitution
has become a crisis in its own right as hundreds of thousands of people who lodged land claims
before the cut-off date in 1998 are still waiting for their land and many claimants have died in the
intervening 21 years. Yet, in 2014, the Commission on Restitution of Land Rights proceeded with
the reopening of new claims and received 80 000 additional claims. The South African
government in 1994 indicated that they redistribute 30% of commercial farmland within five (5)
years, but it managed a paltry one percent by 1999 and only 9.7% by 2018, and the slow pace of
reform and redistribution has generated enormous frustration (Pigou, 2018).

Table 1.2: National backlog of land claims

Outstanding claims count

Names of the
provinces in
South Africa October 2019 January 2020 July 2020 Last updated change

813 730 699 -41

Eastern Cape
8 8 8 -
Free State
451 443 428 -15
Gauteng
2687 2693 3020 +327
KwaZulu Natal
1474 1576 1555 -21
Limpopo
2036 2010 2002 -8
Mpumalanga
84 83 81 -2
Northern Cape
229 216 213 -3
North-West
513 503 441 -62
Western Cape
8295 8272 8447 +175
TOTAL (+ 2%)
Source: De Kock (2020)

Supported by the above-mentioned evidence and information, the Commission on Restitution of

Land Rights in the North-West provincial department would be in a better position to employ a
total quality management system as a strategic management tool for the betterment of service

6
and furthermore to effectively manage customer satisfaction by rendering quality service to
claimants.

1.4 Preliminary literature review

A literature review should give an overview of the study field “through reasonably comprehensive
assessment and critical reading of the study” (Bryman, 2012:102). In this study, the philosophy
underlying the implementation of a TQM strategy is to see organisational clients as the main
component to organisational success as maintained by Adjei and Mensah (2016). Talib et al.
(2011) argue that TQM awareness is an essential condition for the gradual progression towards
developing a TQM-based culture in an industry. Defeo (2019) points out that customer satisfaction
improvement, employees’ morale improvement, quality service improvement and creating a
positive organisational culture are the key reasons for TQM to be implemented at the CRLR.
Aletaiby (2018) indicated that the provision of goods and services by an organisation should be
fit for purpose on a consistently reliable basis and delight the clients with the service that
accompanies the supply of a good or service. Table 1.3 identifies the 17 essential constructs
outlined by previous TQM studies. However, only five constructs will be adapted for the purpose
of this study, namely (1) customer focus, (2) service quality, (3) customer satisfaction, (4) effective
communication and (5) organisational culture to address total quality management as a strategic
tool in service delivery. These constructs are more relevant to this study because it putted more
focus in customer satisfaction and will assist an organisation in improving or developing its
service.

The first construct, customer focus, is significant in building a prominent and lasting relationship
with the customers. According to Gupta (2021), customer focus is the foundation for customer
loyalty and a customer-focused organisation is important for helping you ensure that customers
leave the experience feeling good about your brand or service. Furthermore, customer-focused
businesses foster an organisational culture dedicated to enhancing customer satisfaction and
building strong customer relationships. Service quality is the second construct applied for the
study, because it plays a valuable role in building relationships with customers through
satisfactions and loyalty (Chahal & Kumari, 2011).

7
The third essential construct is customer satisfaction as it is delivered by meeting contractual
obligations, being transparent in case any problems show up by empathising with the customers
and being flexible in one’s approach (Gureja, 2013). Effective communication is the fourth
construct and, according to Kumar et.al. (2010), communication within the whole organisation is
very important for effective and efficient operations; furthermore, better communication could
reduce misunderstandings and confusion regarding the requirements from internal and external
customers.

Table 1.3: Concept analysis of TQM

Constructs

Quality performance
Service innovation
Top Management

Strategic Quality
Supplier Quality

Customer focus

communication
Service quality

Author(s)

Organisational
Benchmarking
management

Management

Management
improvement
commitment

Education &
Involvement

Recognition
Continuous

satisfaction
Team work
Employee

Reward &

Customer

Effective

Process
Training

Culture
Bouranta ✓ ✓ ✓ ✓ ✓
(2020)
Talib & ✓ ✓ ✓ ✓ ✓ ✓ ✓
Rahman
(2014)
Voon et al. ✓ ✓ ✓ ✓ ✓ ✓ ✓
(2014)
Montasser & ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
Manhawy
(2013)
Singh & ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
Sushil (2013)
Kumar et al. ✓ ✓ ✓ ✓ ✓ ✓ ✓
(2010)
Das et al. ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
(2008)
This Study ✓ ✓ ✓ ✓ ✓

The last construct applicable in this study is organisational culture, and Gureja (2013) states that
service culture manifests itself in the way the commitment is honoured, the degree of
responsiveness, level of competency, systematic empathy and the way complaints are handled.
While Talib et al. (2011:229) maintain that “issues to be considered when organizing TQM
awareness are quality problems and challenges that face the industry, knowledge and skill level

8
needed to understand TQM, availability and appropriateness of training facilities, the
organisational climate towards quality perception and determination of what is to be different from
present practice”. According to Rademeyer (2010), TQM also involves driving a commitment
among the different clusters and departments to share information with other cluster and
departments to reduce waste and eliminate service defects such as duplication of service. Palmer
and Holt (2010) review that the eight key elements that need to be considered for the successful
implementation of TQM are ethics, integrity, trust, training, teamwork, leadership recognition and
communication; these elements will be discussed further in Chapter 2.

1.5 Research objectives

According to Patidar (2013) a research objective is a clear, concise, declarative statement that
provides direction to investigating variables and it is a concrete statement describing what a
researcher is trying to achieve. The primary objective can be described as the main problem of
the study that a researcher is aiming to achieve at the end of the research study. The secondary
objectives are short term and narrow in focus and are more in number; they are also known as
general objectives. The secondary objectives systematically address various aspects of the
problem as defined by the statement of the problem and key factor that is assumed to influence
or cause the problem (Patidar, 2013).

1.5.1 Primary objective

The primary objective for this study is:

• To examine whether TQM can be employed as a strategic tool to improve service delivery to
land claimants in Mahikeng, North West Province of South Africa.

1.5.2 Secondary objectives

Secondary objectives for this study are:

• To acquire demographic profile of the research population

• To ascertain whether there is effective communication by CRLR.

• To assess the level of focus given to customers by CRLR.

9
• To analyse land claimants’ level of satisfaction with service delivery.

• To assess land claimants’ perception concerning service delivery culture by CRLR.

• To evaluate land claimants’ perception of service quality delivery by CRLR.

• To establish the correlation relationship between variables (Demographic variables; Age,

agender, occupation, marital status).

1.6 Research methodology

An innovative approach was proposed to develop techniques to find the research solutions
(Naber, 2015). This is a discussion of the research methods used during the investigations of the
study. The quantitative research design was applicable in this study with the use of the non-
probability convenience and purposive sampling approach. The research methods approach for
the study will be discussed in detail in Chapter 3. This section also explored the concepts of
reliability and validity.

1.6.1 Literature Investigation

Both primary and secondary data was applicable to this study. Primary data, as described by
Prada-Ramallal et al. (2018), is data that is collected by researcher or the supervision of an
investigator using interviews or self-administered questionnaires. Primary data is also known as
original data, and it is useful for current studies as well as for future studies. For the purpose of
this study, a questionnaire was utilised to obtain the primary data needed.

Secondary data, as indicated by Malijan (2013), is any source cited for its second-hand
information for a different work and it also pertains to data that has already been collected by
another person for another purpose. The information was acquired from the following sources:
North-West University library catalogues, books, government publications, journal articles,
newspapers, the internet, Google Scholar, and policy documents.

1.6.2 Empirical Investigation

The study developed questionnaires to address the empirical objectives of the study. The
sampling plan simply indicates the outlined plan that was used in the study. The below stated

10
section outlines how methods such as research population, sample size, sample frame research
design, research instrument, data collection and other potential methods of data analysis were
used in the study.

1.6.2.1 Research design

Research design is also referred to as a research paradigm and it is intended to provide the
academic framework through which the study is carried out (Sileyew, 2019). A paradigm is
basically our way of understanding the reality of the world and studying it (Rehman & Alharthi,
2016). The author maintains that a paradigm is a theoretical framework and a belief system with
assumptions about ontology, epistemology, methodology and methods. Five research paradigms
exist, namely; positivism, post-positivism, constructivism, critical or feminist and post-
structuralism (Fushimi, 2021). Positivism tends to produce quantitative data and its principal
orientation to the role of theory in relation to research is deductive, with empirical testing of theory
(Bryman et al., 2017). According to Krauss (cited by RePrac, 2017), the post-positivism
perspective is that not everything is completely knowable, and it is believed that something falls
outside of an objective reality if it cannot be mathematically verified. Constructivism tends to
produce quantitative as well and has multiple realities that need to be interpreted. Darkins (2017)
points out that post-structuralism critique is concerned with identifying the presence of
dichotomies and binaries; there is no reality external to the used language and language is
important when seeking to explain the social world. Rehman and Alharthi (2016) argue that
critical theory does not aim at explaining and understanding society but changing it. Rehman
and Alharthi (2016) further indicate that critical theory is subjective as it is assumed that no object
can be reached without a researcher affecting it.

Research design assists a researcher to concentrate on the objectives of a study with minimal
chances of any deviations (Wahyuni, 2012). Research design is categorised into three types, i.e.
exploratory, descriptive, and causal, and they are described as follows by Dane (2011):

• Exploratory research involves an attempt to determine whether a phenomenon exists or not;

it might be very complex and sometimes the object of exploratory research is the research
itself.

• Descriptive research involves examining a phenomenon to characterise it more fully or to

differentiate it from other phenomena.

11
• Causal research is also known as explanation research. Causal research involves a cause-
effect relationship between two or more phenomena.

The different research methods are categorised into three namely; qualitative, quantitative and
mixed methods, and are described as follows.

• The quantitative research method is a process of research that provides a numeric description
of trends, attitudes or opinions of a population by studying a sample of the population
(Creswell, 2014).

• The qualitative research method does not attempt to qualify results through statistical analysis
(Marczyl et al., 2010).

• Mixed-method research is when a researcher combines elements of qualitative and

quantitative research. For example, the use of qualitative and quantitative viewpoints, data
collection, analysis, and inference techniques, for the broad purposes of breadth and depth
of understanding and corroboration (Kajamaa et al., 2020).

Positivism, together with a descriptive research design was applicable to this study, the main
advantage of descriptive research design is that accurate data was collected to provide a clear
picture of the research topic as per Kumar’s (2018) description. The quantitative research method
was also used to collect data from land claimants because the researcher aims to investigate the
land claimants’ views and insights into the phenomenon under study, and the elements of the
quantitative method will be further discussed in Chapter 3.

1.6.2.2 Research population

A population is a set of individuals or a group of potential participants to whom a researcher wants

to generalise the results of a study (Nestor & Schutt, 2012). Salkind (2012) argues that population
is described as the entire group of elements that a researcher wants to study, and the study
population is entirely defined by a researcher based on the study objectives, and a single study
can include multiple populations, depending on how a research problem is defined.

The targeted population for this study were land claimants who reside in villages in and around
Mahikeng in the North West Province of South Africa. Moreover, the target population was the
land claimants in the organisational database of the legal entities registered under the persistence
of the Native Land Act (No. 27 of 1913) and resides in villages that are in and around Mahikeng
in the North-West Province of South Africa.

12
Below are estimated statistics for the land claims in the North-West Province of South Africa:
213 (backlog lodged from 1994- 1998)
+
11 873 (new claims lodged from 2014 -2016)
12086 Total

The estimated statistics for Ngaka Modiri Molema district:

97 (backlog lodged from 1994- 1998)
+
553 (new claims lodged from 2014 -2016)
650 Total

The above-mentioned statistics indicate that the CRLR has a backlog of 213 claims since 1998,
which needed to be finalised. This simply means that after 27 years, the CRLR still had
outstanding claims that need attention, and on top of that, the CRLR received another 11 873
new land claims without finalising the 213 backlogs. The targeted population was the claimants
who opted for land restoration in the North West Province and have a legal entity registered by
CRLR and the estimated statistics indicate the backlog of 650 claimants who lodged their claims
between 1994 and 2016.

1.6.2.3 Sampling frame

The sampling frame is a list of all the elements in a study population and it is always defined by
the study population, as resolved by Guest et al. (2013). In this case a sampling unit was the land
claimants, and the researcher has permission to access organisational databases for all
registered legal entities registered by the CRLR, but the sampling frame was specifically the land
claimants from the legal entities registered under the persistence of the Native Land Act (No. 27
of 1913).

1.6.2.4 Sampling methods

Sampling is categorised into two types that are described as follows: (1) Probability sampling is
described by Cozby and Bates (2012) as the likelihood of the occurrence of some event or
outcome and is used frequently in everyday life. Probability sampling is also known as random
sampling. Probability sampling methods are those in which the probability of selection is known
13
and is not zero, so there is some chance of selecting each element and a sample frame is needed
for this purpose (Nestor & Schutt, 2012).

There are four main types of probability sampling, according to McCombes (2020);

• Simple random sampling - where every member of the population has an equal chance of
being selected.

• Systematic sampling - is similar to simple random sampling but is usually slightly difficult to
conduct.

• Stratified sampling - is when the population has mixed characteristics and you divide the
population into subgroup based on the relevant characteristics.

• Cluster sampling is where-the population is divided into subgroups, but each subgroup has
similar characteristics to the whole sample.

Non-probability sampling is also known as non-random sampling and the probability of selecting
a single individual is not known. This is whereby a researcher must assume that potential
members of the sample do not have an equal and independent chance of being selected (Salkind,
2012). Non-probability sampling is divided into four types namely;

• Convenience sampling, which includes the individuals who happen to be most accessible to
a researcher.

• Voluntary response sampling is where participants volunteer themselves instead of a

researcher choosing them.

• Purposive sampling is where a researcher uses her judgement to select a sample that is most
useful to the purposes of the research.

• Snowball sampling is where the participants are recruited via other participants, as prescribed
by McCombes (2020).

Furthermore, non-probability sampling was applicable to the study due to its nature and scope of
the study. The researcher targeted a population from the organisational database of all registered
legal entities registered by the CRLR under the persistence of the Native Land Act (No. 27 of
1913). Non-probability convenience sampling and purposive sampling were utilised for this study;
the latter was adapted for this study because land claimants were selected to participate in the
survey as they were familiar with the land claimant process. The researcher approached land
claimants who were conveniently accessible with the use of the organisational database that was

14
most useful for this study. Furthermore, participants were purposively sampled because those
land claimants who are CRLR clients could provide data required for the nature of the study.

1.6.2.4.1 Sample size

Sampling size is determined through statistical procedures and a researcher may use her/his
experience or judgement to determine sample size. Neelankavil (2015) continues by maintaining
that the statistics in sample size are divided into two categories, which are descriptive statistics
and inferential statistics.

The sample for this research was land claimants who were conveniently available and relevant to
the purpose of the research. The data was collected from the land claimants and the participants
who reside in villages situated in and around Mahikeng. The inclusion criteria used were as
follows: participants should be 18 years and above; participants ideally range in all the income
groups and should reside in villages in and around Mahikeng. Inferential statistics were
implemented in the study as the researcher compiled data by using data drawn from the
population. The sample size was 300 claimants who reside in villages in and around Mahikeng.

The recommended sample, according to survey monkey was as follows:

Confidence level is 95%

Confidence interval being 5%

With the population of 650

242

However, more efforts were made to obtain more completed questionnaires to reduce the margin
of error; 300 questionnaires were distributed. However, 161 questionnaires were returned and
only 159 could be used for analytical purposes after the data editing and cleaning process was
completed.

1.6.2.5 Research instrument

This section will discuss different types of research instruments and elaborate on which is
applicable to this study. As described by Burns et al. (2017), a research instrument is the
quantification of an object’s attributes sought by a researcher in the research study. The types of

15
research instruments, namely, questionnaires, checklists, observations and interviews will be
described by Sobrepena (2011) and Nalzaro (2012) as follows:

• A questionnaire is a series of questions designed to elicit information that is filled in by all

participants in the sample. It is the most common type of research instrument, and it can be
gathered either through oral interviews or written questionnaires.

o Chiwandire (2014) defines self-administered questionnaires as a questionnaire that has

been designed specifically to be completed by a respondent without intervention by the
researcher. It is ideal for reaching a large, geographically dispersed sample and is a
particularly useful way of canvassing the views of those who might not wish to be
questioned face-to-face.

• Checklists are considered the simplest of the devices, consist of a prepared list of items, and
the presence or absence of the item may be indicated by inserting the appropriate word or
number.

• Observation is the most used instrument in qualitative research. It consists of two types,
which are unstructured observation and structured observation.

o Structured observation is the preparation of record-keeping forms such as category

systems, checklists and rating scales

o Unstructured observation is a method of collecting research data that has both opponents
and proponents.

• An interview is, in a sense, an oral questionnaire; instead of writing the responses, the
interviewee gives the needed information orally and face-to-face. The interview involves either
structured, semi-structured or unstructured verbal communication between the researcher
and subject, during which information is obtained for a study.

o Structured interviews are always operated with a formal written instrument, referred to as
the interview schedule.

o Semi-structured interviews allow the researcher to develop in-depth accounts of

experiences and perceptions with individuals (Cousin, 2009; Donoghue et al., 2021).

o Unstructured interviews are more conversational and are conducted in a stress-free,

relaxed situation.

A self-administrated questionnaire was used to collect data, and Chiwandire, (2014) defines self-
administrated questionnaires as a type of instrument designed for the purpose of collecting data
from the respondents without any intervention from the researcher. A self-administrated
16
questionnaire was applied as it is convenient to obtain a large quantity of participants effectively.
According to Nalzaro (2012), a good questionnaire is characterised as having a well stated title,
a statement of purpose, assures respondents about the confidentiality of responses, is designed
to achieve the objectives of the study, has a clear direction, avoids double-barrelled questions,
and the design facilitates the easy tabulation of data.

The self-administrated questionnaire was structured as follows: Part A: Demographics section,

Part B: Land claimants’ view of the service delivered by the organisation, and Part C: Claimants’
general comments on how the CRLR can improve its service delivery to land claimants.

1.6.2.6 Data collection

Data collection is described as a process of preparing and collecting data for a purpose from
various sources that have been systematically observed, recorded and organised (Nalzaro,
2012). Data pertains to information, especially facts, quantities, records or numbers collected to
be examined, considered and used to help in decision-making (Malijan, 2013). Data collection
refers to steps involved in collecting information, and both primary information and secondary
information are the two sources of information in most scientific research (Ndeudjeu, 2019).

The researcher submitted a formal letter requesting the Director-General of the Department of
Agriculture Land Reform and Rural Development (DALRRD) for permission to access the
organisational database of all legal entities registered by the CRLR, as well as permission to
interview land claimants as participants for the study. The researcher retrieved the land claimants’
database from the Commission on Restitution of Land Rights residing in villages in and around
Mahikeng. Questionnaires were emailed to the participants with the consent letter explaining the
purpose of the research, and those who did not have access to emails, were contacted by the
researcher telephonically and the later questionnaires were delivered to their place of residence
and arranged to be collected at a later date.

1.6.2.7 Data analysis

Data analysis implies the interpretation of data to draw outcome that mirror the ideas, interests
and theories that instigated the research (Babbie, 2013; Kumar, 2018). Data analysis depends
on the research hypothesis and the types of measurement scales used; it should be chosen to
match the purpose and design of a research project and the data collected (Dane, 2011).

17
All statistical techniques can be divided into two broad categories, namely descriptive and
inferential statistics.

• Descriptive statistics are used to describe the characteristics or features of a dataset, and the
term ‘descriptive statistics’ can be used to describe both individual quantitative observation as
well as the overall process of obtaining insights from those data, as indicated by Cooksey
(2020); and Hillier (2021). Furthermore, descriptive analysis, as analysed by Kemp et al.
(2018), is an important first step for conducting statistical analyses and acts as a versatile
source of information while enabling objective and comprehensive data to be obtained. It gives
an idea regarding the distributed data and allows the researcher to identify associations
among variables.

• Inferential statistics are statistical procedures that are used to reach conclusions about
associations between variables and they differ from descriptive statistics in that they are
explicitly designed to test hypotheses. Numerous statistical procedures fall in these
categories, most of which are supported by modern statistical software such as SPSS and
SAS (Bhattacherjee, 2012).

The following are four types of data analysis that involve descriptive, diagnostic, predictive and
prescriptive analysis:

• Descriptive analysis is the least amount of effort among all other methods, and it describes
the main features of the collection of quantitative data. It is usually the initial kind of data
analysis that is performed on the available data set (Bhasin, 2019).

• Diagnostic analysis takes the insights found from descriptive analysis and drills down to find
the causes of those outcomes. Organisations make use of this type of analysis as it creates
more connections between data and identifies patterns of behaviour (Gibson, 2019).

• Predictive analysis involves employing methods that analyse the current trends along with the
historical facts to arrive at a conclusion that makes predictions about the future trends of future
events. It is difficult and requires technical expertise in the subject (Bhasin, 2019).

• Prescriptive analysis, as explained by Gibson (2019), is the frontier of data analysis,

combining insight from all previous analyses to determine the course of action to take in a
current problem and it utilises the state of the technology and data practices.

Inferential statistics and descriptive analysis were focused on to determine the relationship among
constructs. The collected data was analysed using the statistical software program Statistical

18
Package for Social Sciences (SPSS) to achieve the objectives of the study. The study used
exploratory factor analysis in SPSS.

1.6.2.8 Reliability and validity

Validity is a property of the conclusions and interpretations that are made after studying the data
collected with some measure; validity has less to do with elements of the measure, test or
assessment itself, and more to do with the way in which a researcher uses a measure
(Weathington et al., 2010). Cozby and Bates (2012) define validity as the truth and accuracy of
information or findings. A later description of validity by Edmonds and Kennedy (2017) is the
extent to which the outcome accurately answers the stated research questions of a study. It is
important to note that validity takes on many different forms, operates on a continuum and
theoretically can be considered multidimensional.

Reliability refers to the consistency of a measure of behaviour and a formal way to understand
reliability is to use the concepts of true score and measurement error (Cozby & Bates, 2012).
Reliability can be estimated by comparing different versions of the same measurement and
validity is harder to assess but it can be estimated by comparing the results to other relevant data
or theory (Middleton, 2019). The reliability in the analysis was ensured by keeping records of the
survey from land claimants and the questionnaire was designed in such a way that it can be
completed much easier and accurately.

The researcher considered the validity and reliability of the research instruments that were able
to allow the reporting of credible and trustworthiness information in this study. The pilot survey
was considered in this study with the aim of testing the effectiveness of the research instruments.
The main objective of a pilot survey is that it tests whether survey questions are fully understood
by the respondents and to examine the effectiveness of the questionnaire in terms of structure
and presentation (Grigoroudis. & Siskos, 2010).

Reliability and validated measurement item scales used in previous studies were adapted for the
study and used to collect data from land claimants (Refer to Annexure B).

19
1.7 Significance of the study

The significance of the study lies in gathering information on the prominence of total quality
management, service quality and customer relationship management in the rendering of service
to clients; it also intended to assist in the improvement of customer satisfaction by influencing the
personnel when rendering quality service. For a problem to exist, that simply means some
techniques were put in practice that were not entirely adequate and the organisation needs to
identify new techniques and improved ways of doing things.

The implementation of TQM systems at the organisation could bring about needed change that
might improve the quality of service to clients. However, employees need to be educated about
the importance of the TQM systems, as employees would be expected to incorporate them in
their services offered to clients. The purpose of this study is to make organisation aware of how
TQM can assist by providing better service to clients, diminishing failures frequently appearing at
the organisation, by constantly concentrating on bringing improvement in the organisation and by
developing a good relationship between the claimants and the CRLR. This is emphasised by
Baporikar and Sony (2020:41) stating that total quality management that ensures all members of
an organisation should plays a part in improving the process, service and culture of work. TQM
principles are beneficial to any organisation because it reduces cost, increases staff morale,
reduces defects and increase customer satisfaction (Luthra et al., 2021).

1.8 Ethical consideration

Ethics is described as the process of studying moral standards and examining how it should be
interpreted and applied in various situations, ethics is more than doing the right thing
(Weathington, et al., 2010). A later description by Picardi and Masick (2014) indicates that ethics
is a subject that encompasses human behaviour, i.e. the motives and decisions that impact one’s
actions. Ethics explores how individuals act, the individuals, group and societal judgements about
these actions, and the rules for categorising these actions.

Ethic clearance was obtained from the Ethics Committee of the School of Management Sciences
in the Faculty of Commerce and Administration of the North-West University. An ethical approval
20
certificate (Certificate number: NWU-00867-21-A4) was issued by the NWU ethics committee.
The researcher received a formal letter from the Director-General of the Department of
Agriculture, Land Reform and Rural Development (DALRRD) for permission to access the
organisational database for all legal entities registered as well as to conduct a study on land
claimants as participants (Refer to Annexure C).

Ethical values that were considered are privacy, confidentiality, the right to information and
protection of participants from exposure to harm or risk.

1.9 Delimitation of the study

Delimitations are the limitations consciously set by the authors themselves. They are concerned
with the definitions that the researchers decide to set as the boundaries or limits of their work so
that the study’s aims, and objectives do not become impossible to achieve. In a way, delimitations
are not as much “why I did this”, but rather “why I did not do it like this” (Theofanidis & Fountouki,
2019). The focus of the study was on total quality management as a strategic tool in service
delivery at the Commission on Restitution of Land Rights in the North West Province of South
Africa. This entity reports to the Department of Agriculture Land Reform and Rural Development
(DALRRD). The participants had to be 18 years old and above, also should be residing in villages
in and around Mahikeng. In addition, the target population was the land claimants from the CRLR
database of the legal entities registered under the persistence of the Native Land Act (No. 27 of
1913) and reside in villages that are in and around Mahikeng in the North-West Province of South
Africa.

1.10 Study exposition

This study comprises five chapters and each of these chapters is structured as follows:

Chapter 1: Introduction and motivation

Chapter 1 introduces the research topic, which is the pedestal of the quality of service
rendered to the claimants in the field of the Commission on Restitution of Land Rights in the
North West Province of South Africa. This chapter also imparts the problem statement, the

21
motivation for the study, along with the research objectives and research method ology. The
research methodology phase includes all the techniques and research methods used during
the research to find the solution to the problem

Chapter 2: Total quality management in service delivery to land claimants

The preliminary literature review presents the nature and describes the key concept of total quality
management (TQM) and the importance of quality service in service delivery to land claimants at
the Commission on Restitution on Land Rights. This chapter further explores the nature and
history of the Commission on Restitution of Land Rights and how land claimants relates to
Restitution of the Land Rights Act 22 0f 1994.

Chapter 3: Research methods

The research methods applicable to this study are dealt with in Chapter 3 and include all the
techniques and research methods used during the research to find the solution to the problem.
The administration of questionnaires, sampling, data collection and all the instrument measures
used are discussed in this chapter.

Chapter 4: Results and analysis

This chapter presents the findings of this research and the interpretation thereof in the form of
discussions, figures, and tables. The findings are presented without being prejudiced in any way
whatsoever.

Chapter 5: Inferences and recommendations

The final chapter deals with the conclusions of the research and recommendations were provided
on how the service is delivered as well as how customer satisfaction within the Commission on
Restitution of Land Rights in the North-West Province of South Africa can be attained.

22
 CHAPTER 2
TOTAL QUALITY MANAGEMENT IN SERVICE DELIVERY TO LAND
CLAIMANTS

2.1 Introduction

The focus of this chapter is based on the concept of total quality management and, according to
Zehir et al. (2019), total quality management’s key focus is to satisfy customer needs for the
survival of the organisation. The implementation of total quality management is essential as it
indicates how the Commission on Restitution of Land Rights-CRLR could achieve a high level of
customer satisfaction with the use of total quality management (TQM model).

Jaeger and Adair (2016) and Besterfield et al. (2019); indicated that the TQM concept was
publicised in the middle of the 1980s for improving quality, customer satisfaction as well as
employee satisfaction. In addition, Besterfield et al. (2019) maintain that Hendricks and Singhai
have proven that TQM is a very good investment, and it was shown by a ten-year study. Ali and
Alolayyan (2013) and Ajmal et al. (2016) appraise that every member’s commitment in the
organisation is totally obtained through quality to prevent and identify organisational errors. Ooi
et al. (2011) urged that TQM should never be ignored, even in small service firms, as it is an
influential aspect on customer satisfaction as well as service quality; furthermore, TQM should
not focus more on the organisational internal aspects alone but also on the customers’
expectation.

The layout of this chapter is graphically depicted in Figure 2.1, and it will discuss the first
component of TQM that has six sub-heading, namely: (1) the nature of total quality management,
(2) the elements, (3) the principles of total quality management, which will lead to (4) the benefits
of applying total quality management (TQM), followed by (5) the benefits of TQM. This chapter
will conclude with Land Claimants as the second component, explaining the concept of land
claimants, in particular from a South African perspective.

23
Figure 2.1: Total quality management and land claimants

Total Quality Management in Service

Delivery to Land Claimants

Nature of TQM

Elements of TQM
TOTAL QUALITY
MANAGEMENT
Principles of
TQM

Benefits of TQM

Reasons for
TQM failure

Service quality

LAND CLAIMANTS Land claimants in

South Africa

2.2 Total quality management

Total quality management is a tool for an organisation, and it can assist an organisation to
continue improving its services to customers and at the same time assisting an organisation to
continuously improve on how it delivers service to its customers; it also does not only focus on
customers, but also organisational culture, including employees (Aburayya et al., 2020; Permana
et al., 2021).

The study will focus on the importance of TQM as a strategic tool in providing quality service to
land claimants. Customer satisfaction is a goal for every organisation, in particular a public
institution such as the Commission on Restitution of Land Rights, which renders services to
claimants.

24
Quality of service delivery at the CRLR depends on the satisfaction of claimants and the quality
of service can be achieved through the implementation of TQM. Quality of service can be defined
as a comprehensive customer evaluation of a service and the extent to meet customer
expectations and provide customer satisfaction (Heizer & Rander, 2011).

2.2.1 The nature of total quality management

Total quality management is more focused on the continuous improvement of operations from top
level management that formulates policies and strategies, to lower-level management that puts
systems in place to implement the strategies developed. In addition, the ideas and plans of
employees can be integrated into the decision-making systems of an organisation. Fetzgerald
(2009) and Sutirna (2020); indicate that TOTAL (everyone from top to lower management is
involved in) QUALITY (continuously improving service to customer) MANAGEMENT (with data
and profound knowledge). The term total quality management can simply be defined as the
following: Total (every unit in the Commission on Restitution of Land Rights), Quality (involved in
delivering excellent service) Management (by planning, organising, leading and controlling human
resourced).

According to Pries and Quigley (2012), TQM is the approach of choice when an organisation or
a part of an organisation desires to perform a total overhaul of the complete system. The
underlying principles of TQM are to do what is right, from the right beginning and at all times
(Lagrosen & Lagrosen, 2019). TQM has been recognised as a successful management
philosophy in the manufacturing industry of services (Beresky, 2017); however, there is limited
research on the importance of TQM in a public organisation, particulary public organisations
rendering service to land claimants. Mosadeghrad (2013) indicates that TQM will not succeed
unless rooted in a supportive environment, supportive leadership, quality culture and appropriate
structure; however, Padhi (2014) urges that a philosophy of quality has been created from the
constructs of improvement of initiative, leadership, design and planning.

TQM has emerged as a successful tool for companies to be efficient and efficiency when
implementing changes in the workplace environment. It is necessary to systematise and develop
a set of methods that are in line with the TQM system to be able to identify the requirements and
expectations of customers also to respond quickly to identify requirement (Topalovic, 2014). A
successful TQM as indicated by Merih (2016), requires the full cooperation and commitment from

25
top level management, middle level management, and lower-level management to subordinates
in the Commission on Restitution of Land Rights. Evans and Lindsay (2016) maintain that TQM
has changed the way companies view customers, human resources, service and manufacturing
processes.

CRLR needs to know that when adapting this kind of a tool being total quality management, it is
not only for the benefit of customer satisfaction, but also the well-being of organisational culture.
Culture plays an important role when it comes to the success of TQM. According to Akrani (2012),
organisational culture should be modernised continuously on a daily basis in order to encourage
employees’ feedback, which will ensure the comfort of employees towards their allocated work.
For the Commission on Restitution of Land Rights to assess themselves and describe what
actions should be taken to achieve and see how effective TQM is implemented, a framework is
needed, and the new TQM model provides a simple framework for excellent quality performance
and covers all necessary aspects of an organisation (Arikkok, 2017).

Total quality management has different description from various authors and the description is
presented in Table 2.1.

Table 2.1: Total quality management description

AUTHOR DESCRIPTION
Bedi (2010) A set of systematic activities carried out by the entire organisation
to effectively and efficiently achieve company objectives to provide
services with a level of quality that satisfies customers, at the
appropriate time and price.
Grigoroudis and A management approach for an organisation centred on quality,
Siskos (2010) based on the participation of its entire membership and aiming at
long-term success through customer satisfaction and benefits all
members of an organisation and the society.
Besterfield et al. Both a philosophy and a set of guiding principles that represent the
(2011) foundation of a continuously improving organisation.
Pries and Quigley The approach of choice when an organisation or a part of an
(2012) organisation desires to perform a total overhaul of the complete
system.
Marih (2016) A set of management practices throughout an organisation geared
to ensure an organisation consistently meets or exceeds customer
requirements.

26
 Kiran (2017) An integrated organisational approach in delighting both external
and internal customers by meeting their expectations on a
continuous basis through everyone involved with an organisation
working on continuous improvement in all services and procedures,
along with proper problem-solving methodology.
Watts (2020) Define it as a management approach that provides unparalleled
customer satisfaction through the constant delivery of quality
service, seeking to provide long-term success.
Mehta (2021) A management philosophy that prioritises customer satisfaction
through the improvement of the organisation’s performance and co-
ordination of various processes in all business units.

This study is in line with the description by Grigoroudis and Siskos (2010), analysing TQM as a
management approach for an organisation centred on quality, aiming at long-term success
through customer satisfaction, and benefiting all employees and management of an organisation
and society (land claimants). Mohamed and Siraji (2021) state that TQM is defined through the
lens of customer satisfaction and, in that case, the best way to long-term success is by providing
high quality service that meets customers’ needs and that is the main idea behind the TQM
elements approach.

Most organisations apply traditional quality aspects instead of total quality, and Molis (2018)
argues that in traditional quality, employees are instructed by superiors of the organisation on
what to do based on the objectives and short-term goals, while total quality involves all members
of the organisation to focus more on continuous customer satisfaction when pursuing its long-
term goals. CRLR should focus on the total quality rather than the traditional view of quality, and
the differences between the two are presented in Table 2.2 below.

Table 2.2: Traditional view of quality vs. Total quality

Traditional view of quality Total quality

Productivity and quality are in conflict.
Result of quality improvement is based on
lasting productivity gains.
It is defined as meeting customer It is defined as meeting customer satisfactory
satisfactions only. needs and exceeding customer expectations.
Quality is measured by establishing an Quality is measured by establishing a high-
acceptable level of non-conformance and performance benchmark for customer
measuring it against that benchmark.
27
 satisfaction while continuously improving
performance.
Shortcomings are expected when An effective control system is used to prevent
producing services. shortcomings.
Quality is a separate function in an Quality should be a unified function
organisation. throughout an organisation
Employees are accountable for poor Management is accountable for at least 85%
quality. of poor quality.
Short-term supplier relationship and is cost Long-term supplier relationship and it is
driven quality oriented.
Source: Botha (2012)

The above table indicates that the measurement, implementation and philosophy of the traditional
view differ from total quality management and further implies that, in traditional quality
management, only the management of the organisation instructs employees regarding what to do
based on the organisation’s short-term goals, while total quality management focuses on long-
term success, as argued by Molis (2018).

Total quality management could work only when the relevant tools are implemented. In other
words, CRLR can improve its service delivery to claimants with the use of relevant elements and
principles of TQM. This includes the six-sigma method, which, according to Ikumapayi et al.
(2020) and Hanna and McLaughlin (2021) increases customer satisfaction, produces more
reliable service and gives a better understanding of customer requirements. The following section
will focus on the six sigma, its principle as well as methodologies.

2.2.1.1 Six sigma

Different quality approaches have been developed by various authors over the years to improve
the quality of service delivered to customers, and Munro et al. (2015) identify those quality
approaches as the quality circle approach, which was developed from 1979 to 1981 and involved
only ten or fewer employees and their supervisors, followed by statistical process control
developed in the mid-1980s, simply to control company processes. During 1987 it was ISO 9000
by the International Organisational for Standardisation that assisted companies with quality
system development, and then the reengineering approach was developed to restructure the
entire organisational process from 1996 to 1997. Munro et al. (2015) further explain that the
quality approach established from 1988 to 1996 was benchmarking for the purpose of improving
the company’s performance by measuring its performance against the best-in class companies

28
or competitors, followed by the balanced scorecard approach, around the 1990s, to assist the
managerial level in monitoring their performance. Then came the six-sigma approach, which this
entire section will be focused on, and it was developed in 1995, according to Munro et al. (2015),
while Merih (2016) diverged that six sigma was established in the 1980s.

Six sigma is a set of statistical tools adopted within quality management to construct a framework
for improvement processes (Voehl et al., 2013; Merih, 2016). Merih (2016) further indicates that
six sigma has evolved to become an extension to total quality management. Six sigma, as defined
by Tewari (2016), is a well-organised, data-driven approach and methodology for eliminating
defects and the latest description of six sigma by Kumar (2021) is a set of management
techniques designed to reduce the likelihood of errors that will lead to business improvement. The
aim of TQM is to utilise resources more effectively and efficiently as well as to accomplish success
in customer satisfaction through six-sigma by stabilising the pertinent resources, as indicated by
Vijaya and Jiju (2015).

Table 2.3 presents the principles of six sigma by various authors that are needed at the CRLR,
which will reduce error and improve organisational processes.

Table 2.3: Principles of sigma presented by various authors

Author(s)
Sigma principles according to
The council for six
StarAgile (2020)

sigma certificate

various authors
Henshall (2018)
Kumar (2021)

Rathi (2020)

Joel (2019)

2018)

Customer focus ✓ ✓ ✓ ✓ ✓ ✓

Measure the value and identify ✓ ✓ ✓ ✓

variation

Streamline the process ✓ ✓

Waste reduction ✓ ✓ ✓ ✓

Enhance collaboration within the ✓ ✓ ✓ ✓ ✓ ✓

team / stakeholders’ involvement

29
 Ensure a flexible and responsive ✓ ✓ ✓ ✓
ecosystem/ controlling the
process
Continuous process ✓
improvement
Reduce or remove variation ✓ ✓ ✓ ✓ ✓

Comprehending the work ✓ ✓

Streamline the effort ✓ ✓

systematically and scientifically

The principles of sigma are techniques that CRLR could apply for reducing unsatisfactory
claimants and that will automatically increase the claimant’s satisfaction level. As further argued
by Kumar (2021) that the sigma principles will lead to improvement in the organisation, in that
manner the performance of CRLR employees will improve as more focus will be added to
claimants and errors occurring at the CRLR will be reduced.

Voehl et al. (2013) assesses that six sigma should not be the only operational philosophy to
improve the quality of process output by eliminating defects, but lean methodology should also
be considered as it focuses on eliminating organisational waste. Lean methodology is used by
many organisations to improve organisational processes and reduce waste, as reviewed by
Mostafa et al. (2020). Voehl et al. (2013) and Mccarthy (2020) basically imply that the combination
of lean and six sigma will work very well to eliminate defects at the CRLR as they have similarities;
the combination of two methodologies is well known as lean six sigma and will be further
discussed in the following sub-section.

2.2.1.2 Lean six sigma

The CRLR should consider the lean six sigma method to solve existing problems to be able to
reduce organisational errors and improve the organisational process. Okes (2019) describes lean
six sigma as a method created to solve an existing problem whereby the root of the problem is
unknown, while Kumar (2021), Mccarthy (2020), and Aartsengel and Kurtoglu (2013) appraise
that lean six sigma practitioners use standard methodology called DMAIC (define, measure,
analyse, improve and control). The DMAIC methodologies are presented in Figure 2.2.

30
Figure 2.2: DMAIC: Lean six sigma standard methodology

Define

Control Measure

DMAIC METHODOLOGY

Improve Analyse

Source: StarAgile (2020)

Step 1: Define

In this phase, the customer perspective defines the organisational problem. Also, goals are set
together with the resources that will enable the achievement of organisational goals (Kumar,
2021). According to Rathi (2020), this phase simply means the organisation defines the
opportunities they are looking for, the problems they are trying to fix, new organisational objectives
or customer demand that they are trying to complete. The CRLR firstly needs to identify the
stumbling blocks that prevent them from improving the organisational process, so that they can
identify tools that will be needed to remove obstacles in the way of the RCLR improvement
process.

Step 2: Measure

The analysis of data is applicable in this phase to find the roots defects in an organisational
process and the focus of this phase is on data collection that sought to measure and identify the
problem with the use of data collection tools (Takao et al., 2017). As further maintained by Takao
et al. (2017) this phase also determines the location of the problem, data collection, checking the
reliability of data and establishing the goals and objectives of these problems.

31
Step 3: Analyse

Hypotheses are developed of relationships between inputs and outputs, and to validate these
hypotheses made, statistical analysis and data are used (Council for Six Sigma Certification,
2018). Rathi (2020) contends that the cause of the problem must be analysed by teams to build-
up possible solutions that will improve the quality service as well as the organisational process.
The Commission on Restitution of Land Rights needs to analyse the stumbling blocks that have
prevented them from delivering on its mandate of redistribution to claimants in four districts of the
province by the cut-off date of 31 December 1998.

Step 4: Improve

CRLR (management as well as its employees) teams-up to find suitable ways to improve the
implementation of organisational processes. The Council for Six Sigma Certification (2018)
indicates that ideas are developed from the analysis phase to the improved phase by six sigma
teams, meaning the hypothesis testing starts in the analytical phase and continues during the
improved phase by selecting solutions and implementing them as teams.

Step 5: Control

The final phase is to determine whether the performance objectives and the design identified in
the previous phase are well implemented and the improvements are sustainable (Kumar, 2021).
The author further maintains that measurement systems to be used should be validated, the
capability process should be established, and the final process should be implemented.

DMAIC methodology will assist the CRLR with the identification of the existing problem and most
vital identify the root of the occurring problem by creating teams aiming to draft solutions that will
improve the quality of service rendered at the CRLR and how to maintain it. The analysis will
enable the CLRL to know the accurate techniques to apply. Management needs to instil teamwork
ethos for the achievement of the five steps of DMAIC. The organisational performance
improvement depends on the goals established by the leadership as their responsibility is to
ensure that quality processes are implemented in the organisation (Masood et al., 2013). In other
words, leadership, communication and other types of TQM elements play an important role in the
quality improvement process at the CRLR and these key elements of TQM will be discussed in
the subsequent section.

32
2.2.2 Elements of TQM

TQM aims at continues improvement progression through the management, employees,

organisational culture as well as equipment, and it cannot succeed without the support of key
elements of TQM. As indicated by Palmer et al. (2010) and Dasari (2015) TQM elements needed
to be considered for a successful implementation of TQM are ethics, integrity, trust, training,
teamwork, leadership recognition and communication. Arteaga et.al. (2020) reviewed that to
achieve effectiveness in the organisation, top management, middle management and lower
management should be encouraged to implement TQM elements to learn to identify the
mechanisms that improve organisational performance. In addition, CRLR needs to practise the
TQM elements to improve organisational performance, which will lead to customer satisfaction
and loyalty.

Management needs to match the elements of TQM by accessing the need of an organisation
apparatus (Sahai et al., 2020). Effective techniques are required according to Arteaga et al. (2020)
and Oji et al. (2020), to quantify the impact of TQM elements in organisational strategic
performance; also, in multi-criteria situations, the very same techniques should be able to provide
important information to the organisation. TQM elements also enable innovation at the CRLR,
and these key elements are categorised into four groups according to their functions, as shown
in Figure 2.3: Group 1: Ethics, integrity, and trust; Group2: Leadership, teamwork and training;
Group 3: Recognition; and Group 4: Communication.

33
Figure 2.3: Elements of TQM

Group 4
Group 4
Communication
Communication
Recognition
Group 3

• Training
Group 2 • Teamwork
• Leadership

• Ethics.
Group 1 • Integrity
• Trust

Group 4: Communication

Source: adapted from Dasari (2015)

Key elements can be divided into four groups according to their functions, and Padhi (2014)
identifies those groups as follow:

Group 1: Ethics, integrity and trust:

• Ethics: According to Padhi (2014) and Dasari (2015), a business code of ethics establishes
organisational ethics. It is a guideline that all employees should practice in the performance
of their work. Dasari (2015) further maintains that ethics is the discipline concerned with any
bad and good situation.

• Integrity: The opposite of integrity is seen as duplicity and TQM will not work in an
atmosphere of duplicity (Unde & Unde, 2021). The author maintains that morals, values,
honesty, fairness and sincerity imply integrity.

• Trust: Employees as well as management at the CRLR come from different backgrounds and
to some trust is not an easy thing to do, but to work openly as a team they need to trust and
be honest with each other. By trusting one another, CRLR will be a pleasurable working
environment. The management study guide (2021) indicates that trust among employees
eventually improves a healthy relationship and helps with better decision-making, which
contributes to the implementation of total quality management.
34
Group 2: Training, teamwork and leadership:

• Training: Interpersonal skills, technical skills, improvement, problem-solving skills, the ability
to function within teams, decision-making and job management performance analysis are the
requirements when training employees. The purpose of training employees is so that they
become effective in their working environment, as formulated by Padhi, (2014).

• Teamwork: Teamwork is very important at the CRLR for TQM to work. The organisation will
receive quicker and find better solutions to any problems (Tariq, 2011). The author urges that
teamwork increases improvement in processes because that is where employees feel more
comfortable bringing up problems that may occur and strategies as a team in finding solutions.

• Leadership: Management study guide (2021) indicates that TQM does not depend only on
the efforts of employees, but also the top-level management of the organisation to formulate
effective policies and strategies, which will deliver high quality service to meet the customers’
expectations. At the same time, Masood et al. (2013) urged that leadership is more
responsible for quality issues than employees. Furthermore, leadership must always provide
support and encourage employees.

Group 3: Recognition:

• Recognition: Generally, there is no one who does not want to be appreciated or recognised.
Employees at CRLR also want to be appreciated and recognised for a job well done, and
management should not underestimate the need to recognise its’ employees because
unrecognised employees become demoralised. Demoralised employees lead to a
dysfunctional organisation with poor performance. Management study guide (2021) indicates
that the final element of TQM and the most important factor is the recognition of employees,
which motivates employees to work hard as a team and deliver their very best.

Group 4: Communication:

• Communication: is a common understanding of ideas between the sender and the receiver
and it acts as a vital link between all elements of TQM (Tariq, 2011), while Bhatnaga et al.
(2012) indicate that communication is way too broad and ambiguous when described by
different scholars. Bhatnaga et al. (2012) further define communication as an intercourse of
words, messages, symbols and letters that brings about mutual understanding and good
human relations. Balamurugan (2021) states that the binding mortar of all the TQM elements

35
 is communication and the message when communicating needs to be clear from the sender
so that the receiver interprets it in, the way the sender intended. Communication is one of the
greatest pillars in the organisational relationship.

Communication is key as all the elements mentioned and the commission will not succeed without
communication. For CRLR management to see all the TQM elements be successful, it needs to
communicate the importance of CRLR ethics and integrity through trust among colleagues, as
well as training, teamwork, leadership and recognition through communication. Elements of TQM
as well as constructs of TQM will serve as a solid foundation of service quality for the CRLR, and
those TQM constructs will be discussed in the following section.

2.2.3 Constructs of total quality management

TQM constructs guide an organisation in what needs to be followed to achieve the organisation’s
vision and mission. `Aminu (2018) reviewed that TQM constructs are implemented to increase
customer satisfaction and minimise organisational errors. Aminu (2018) further indicates that an
organisation is better placed to benefit from TQM constructs only if that organisation has core
principles centred on continuous improvement of the quality. Mohammed et al. (2013) and
Diamandescu (2016) indicate the fact that constructs of total quality management are specified
in the ISO International Organisation 9000:2005, while DeFeo (2019) maintains that integrated
systems like ISO 9000 standards that allow effective and efficient TQM should be applied in an
organisation. As briefly described, ISO 9000 in sub-section 2.2.1.1 is one of the quality
approaches that was established during 1987 by the International Organisation for
Standardisation (ISO) as a set of standardisations to assist organisations with quality system
development and continuous quality management (Munro et al., 2015; Kunas, 2012). The focus
of this study is on TQM and not ISO, and therefore the researcher will not dwell more on ISO.

Total quality management has numerous key constructs that can move an organisation towards
excellence when implemented together (DeFeo, 2019). Reynolds (2013) argues that the quality
of every department is expanded by TQM, from top management to lower level employees and it
enables management to adopt a strategic approach to quality. In that manner, it puts more effort
into prevention rather than inspection. The Commission on Restitution of Land Rights needs to
consider the adoption of TQM constructs to be able to render quality service. Figure 2.4 presents
those TQM constructs needed to be adapted at the CRLR:

36
Figure 2.4: TQM Constructs

TQM Constructs
Customer focus

Service quality

Organisational
CRLR Customer satisfaction Performance

Effective communication

Organisational culture

Source: Adapted from Gomwe (2022)

• Customer-focus

The main dominant TQM practice that has been enhancing quality performance, according to
Adebanjo and Kehoe (2001), Masood et al. (2013), Mark (2013), and Celsi and Gilly (2010) is
customer focus, which leads to a positive impact on organisational performance. In addition,
Gupta (2021) mentioned that customer focus creates a lasting relationship with customers; in
particular the land claimants. At the same time, Verhoef and Lemon (2013) appraise that customer
focus leads to organisations performing beyond the service delivery objectives that meet
customer expectations.

Customers are the reason why CRLR exist, and therefore an organisation needs to focus on
customer satisfaction by delivering quality service and maintaining customer relationship
management. DeFeo (2019) states that the success of a TQM system is to understand that quality
is determined by customers. In addition, Yaacob (2014) proposed that for customer focus to be
successfully implemented, the organisation needs to pay more attention to customer data as it
will assist them when addressing customer-related issues. CRLR needs to focus on what
customers want and not what an organisation think is good for the customers.
37
• Service quality

Service quality is the second TQM construct applied and is regularly abbreviated to ServQual,
according to Borie and Damanhouri (2013), Apornak (2017), Fernandes and Solimun (2018), and
Tamanna (2020). Tamanna (2020) maintains that service quality is one of the important tools to
attain and retain customers in an organisation. Kunas (2012) argues that service quality is the
first concept that must be considered for any organisation, regardless of whether it is in the public
or private sector, seeking to implement a service management system (SMS). Nandan (2010)
indicate that service quality has been viewed by various authors as a construct that determines
the level of customer satisfaction, but Miklós et al. (2019) considered the SERVQUAL model as
a multidimensional construct to measure both the quality of service being rendered and the level
of customer satisfaction in the organisation.

The effect of service quality regarding customer loyalty can only be interceded by customer
satisfaction and that simply indicates that the CRLR needs to ensure that it pays more attention
to how it constructs and improves the quality of service offered to land claimants, appraised by
Fernandes and Solimun (2018).

Customer satisfaction as the third construct in this study will be discussed in the following sub-
section, and many authors, such as Miklós et al. (2019) and Nandan (2010) have indicated that
customer satisfaction is determined by the quality of service rendered in the organisation.

• Customer satisfaction

Topalovic (2015) contends that TQM is applied world-wide by many companies as one of the
important techniques of quality improvement and the quality of service can be assessed by
measuring customer satisfaction, which leads to customer loyalty and customer satisfaction,
which is the third construct applied in this study. The organisation should provide huge
opportunities for customers to give feedback because those suggestions can be utilised in the
organisation as quality improvement when implementing a customer-focused strategy and that
will also improve customer satisfaction, indicated by Yaacob (2014).

Customer satisfaction is measured through the quality of service rendered by the organisation
(Atiyah, 2017). Stainnow (2011) reviews that factual decision-making is significant to ensure

38
customer satisfaction, employee management and overall increased operations within an
organisation. Stainnow (2011) further indicates that there are five steps in the factual approach to
decision-making, and those steps are as follows:

o Measurement and data collection applicable to specific objectives should be taken to

begin the decision-making process.

o Ensure that accurate data is reliable and accessible to involve parties in the decision-
making process.

o Ensure effective overview of facts by analysing data using binding procedures and
methods.

o Be aware of the importance of applied statistical techniques within decision-making

processes.

o Take appropriate action by implementing decisions based on the valid analysis balanced
outcome with knowledge and insight.

Customer satisfaction has a greater impact on the loyalty of customers towards an organisation
or how customers view the quality of service rendered by an organisation, and customer
satisfaction can be achieved at CRLR by providing customer expectations above the level
expected by customers as well as taking factual decision-making when implementing TQM.

• Effective communication

Effective communication comprises strategies and plays a large part in maintaining morale and
motivating employees at all levels during organisational change (Wagh, 2017). Rougan (2015)
states that all organisations need effective communication, regardless its size and nature and the
author further indicate that TQM depends on communication that flows in all directions and TQM
will not work without effective communication. García et al. (2018) maintain that employee
involvement is one of the key factors when enhancing job satisfaction, and management needs
to focus more on job and individual characteristics to be able to increase employees’ job
satisfaction, which will automatically lead to or increase customer satisfaction.

The communication construct is very important as it is involved in all other TQM constructs; for
example, the CRLR cannot focus on customers without the communication of employees; top
management level cannot make decisions without involving or communicating with the involved
39
parties; or the continual improvement at the CRLR will not happen without any communication
amongst employees and claimants

• Organisational culture

Achieving an organisation’s vision, mission and goals is the strategic and systematic approach of
quality management (Wagh, 2017). Strategic planning is crucial at CRLR for management
together with the employees to jointly come up with a strategy on how to achieve an organisation’s
goals. Rougan (2015) points out that parties need to understand the vision, mission, objectives,
policies, principles and processes of an organisation. Continuous improvement is a sign of
teamwork as well as cross-functional process management in an organisation, and it attains,
maintains and improves organisational standards (Knein et al., 2020).

The involvement of total employees (from top management level, middle management level to
lower management level) will bring better communication and co-operating team relationships
among them and will also increase quality improvement and productivity at the CRLR. Total
employee is one of the key constructs that leads to achieving CRLR goals without any obstacles,
but even when the obstacles occurs, it will be easier to resolve it as a team focusing in one goal.
In addition, it will enable the CRLR to focus on customers by achieving its vision, mission and
goals to increase customer satisfaction.

Constructs of TQM have been categorised as the 6Cs of TQM and will be discussed in the
following sub-section as presented in Figure 2.5.

2.2.3.1 The six 6Cs of total quality management

Katyani (2012) and fellow authors reviewed other principles of TQM and categorise them as the
6Cs of TQM. Egwunatum et al. (2021) indicate that poor quality of service is caused by a lack of
strict compliance with TQM principles in the organisation. In addition, Egwunatum et al. (2021)
state that the implementation of TQM principles at the CRLR will lead to quality of service and the
indication by Halpiah et al. (2021) is that the TQM system serves to complement the demand of
customers’ quality service requirements by achieving the desired quality service from the
organisation.

40
The 6Cs, as illustrated in Figure 2.5, consist of commitment, culture, continuous improvement,
cooperation, customer focus, and control. In addition, customer focus and continuous
improvement from the 6Cs of TQM have already been reviewed under the above section of TQM
principles, but will also be discussed, as it forms part of the 6Cs of TQM.

Figure 2.5: Diagram of 6Cs of TQM

Commitment

Control Culture

6 Cs of
TQM
Customer Continuous
Focus Improvement
Cooperation

HOW TO IMPLEMENT TOTAL QUALITY

MANAGEMENT
• COMMITMENT FROM EMPLOYEES
• QUALITY IMPROVEMENT CULTURE
• CONTINUOUS IMPROVEMENT IN PROCESS
• CO-OPERATION FROM EMPLOYEES
• FOCUS ON CUSTOMERS’ REQUIREMENTS
• EFFECTIVE CONTROL SHALL BE LAID

Source: Katyani (2012)

• Commitment from employees

A management that is committed to providing long-term organisational support must participate

in the quality programme (Besterfield et al., 2011). Ahad et al. (2021) maintain that full
commitment from employee can only be obtained through emotional intelligence, because
employees’ attitudes direct the emotional intelligence towards good productivity in the
Commission on Restitution of Land Rights.

41
• Quality improvement culture

Quality improvement culture in the organisation is significant in that it encourages employees to

be active in the effective administration of allocated work according to Katyani (2012), and the
author further indicated that the culture of an organisation needs to be taken seriously and be
efficient daily and employees are encouraged to give feedback continuously. Mosadeghrad
(2014) points out that to make the implementation of TQM successful, a supportive environment
culture and management are required, as well as a strong organisational infrastructure. El Safty
(2012) identifies five focus areas that can contribute to creating a quality culture:

o A view stating that “we participate as a team”

o Communicate honestly and openly

o Access to information

o A focus on organisational process and

o Having the knowledge that all the organisational failures and successes are merely a learning
experience.

According to Bedi (2010), there are five stages of quality culture, namely the dormant, awakening,
grouping, action and maturity stages and are discussed as follows:

o Dormant stage

In this stage of an organisational quality culture, there is no evident interest in becoming involved
in quality or anything related to quality and management thinks that things are fine as they are.
Everyone in an organisation is in their comfort zone with the organisational situation.

o Awakening stage

This stage is whereby the situation is not as pleasant as it was during the dormant stage because
conditions have changed radically.

o Grouping stage

Teamwork is needed in this stage as the crisis has occurred and something must be done. When
crises occur, very few top management personnel really know exactly how-to bring quality into
the activities, because, at some point, there might be nothing wrong with the methods they apply
but how those methods are applied could be the problem. Those methods are used as general
strategies to improve the performance of the organisation in the quality field, without first studying
the situation properly.
42
o Action stage

Gradually it dawns that the input applied in the form of trendy methods and approaches has only
generated marginal results. It is then that management realises that measures of quite a different
character are called for. This requires a strategic plan for the development of activities, followed
by their implementation.

o Maturity stage

A clear focus on customers is a natural part of the operations in this stage and integrated into
everything that is done in the organisation. The focus is upon the customers because now the
organisation has realised that customer satisfaction is key when implementing TQM in an
organisational culture.

• Continuous improvement of processes

Lotich (2016) states that continual improvement drives an organisation to be both analytical and
creative in finding ways to become more competitive and more effective at meeting customers’
expectations. When the Commission on Restitution of Land Rights process continues to improve,
that shows commitment and determination of the management and employees in customer
satisfaction.

• Cooperation from employees

Cooperation from employees in the CRLR strengthen a good working relationship with
management. That will only be obtained when management involves employees to have an input
and participate in decision-making towards the achievement of an organisational vision and
mission. Besterfield et al. (2011) maintain that TQM is the challenge for the whole organisation,
meaning it is everyone’s responsibility to be cooperative and effectively involved.

• Focus on customer requirements

The focus on customer requirements is significant in building a lasting relationship with the
customers and the CRLR needs to recollect that customers are part of the organisation and not
intruders; they are not a disruption to employees but the purpose to their work. Therefore,
customer desire and satisfaction must be prioritised in the organisation.

43
• Effective control shall be laid down

Effective control for monitoring and measuring the real performance of an organisation needs to
be taken seriously and if TQM implementation is to function appropriately, then the
documentation, procedures and awareness of current best practice are important (Sharma et al.,
2014).

The principles deliberated above indicated criteria to follow when considering TQM systems at
the Commission on Restitution of Land Rights; the sub-section also reviewed other principles that
were categories as the 6Cs of TQM by Katyani. Through the application of TQM principles, the
CRLR will benefit productivity and a high level of customer satisfaction and those benefits of
applying the TQM system will be discussed in the subsequent section.

2.2.4 Benefits of total quality management

Thoughtful implementation of TQM principles at the CRLR will provide a productive strategy for
the greater benefit of the organisation, and Lalita (2020) mentioned that the organisation’s top
management needs to achieve the benefit of the TQM practices in the service delivery process
and eventually convert it into positive results of the CRLR’s performance. In addition, when the
CRLR applies the above-mentioned TQM principles, it will achieve greater benefits and these
benefits of TQM are described by Defeo (2019) and Wagh (2017) as follows:

• Improve customer satisfaction.

• Resolve problems way before they occur.

• Resolution towards problems occurring during operations.

• Improve the morale of employees.

• Improve teamwork in an organisation.

• Improve performance of suppliers.

• Increase productivity within the organisation.

• Create continuous improvement.

• Create a positive organisational culture.

44
Through the benefit of TQM, the CRLR will have a healthier working environment when
employees are satisfied at the workplace due to the teamwork spirit among the top, middle and
lower management at the CRLR, also because employees are being recognised for their job well-
done as it improves their morale and motivates them to be effective and efficient. In addition,
employees’ satisfaction spontaneously improves customer satisfaction due to a productive and
positive organisational culture.

The benefit of total quality management has been discussed, as illustrated in Figure 2.1, to show
that CRLR will have some serious challenges if it fails to implement TQM elements and principles,
as well as lean six sigma, and reasons for failure of TQM implementation will be discussed in the
following sub-section.

2.2.5 Reasons for failure of TQM implementation

TQM implementation is one of the important factors for the effective and efficient improvement of
organisational productivity (Gharakhane et al., 2013), but the implementation of a TQM system
could lead to failure when it is not planned and executed well. Suleman and Gul (2015) maintain
that the effective implementation of TQM in an organisation has become a key concern to
management, employees, customers and suppliers who work in an organisation. The reasons for
the failure of TQM are explained as follows by Mosadeghrad (2013) and Wehbe (2017):

• Organisational culture

Management is an organisational driver that drives an organisation to its vision and goals,
meaning when management loses its focus, the whole organisation is lost. Management needs
to first know and understand the TQM system before it can expect employees, middle and front-
line managers to excel in the TQM system. Mosadeghrad (2013) states that TQM efforts such as
poor strategic planning, inadequate resources, poor communication and poor organisational
culture are linked to the management of TQM change; while Ali and Anwar (2021) argue that
trust, recognition of employees and positive work culture contribute positively towards the
organisational and increase employees’ performance positively.

45
• Lack of commitment and involvement from the top management

Top management’s commitment and involvement play a key role in the implementation and
reviewing of TQM programmes, which implies that top management should not be based at the
top level but should be working with the senior personnel at the customers’ premises to show how
they value and focus on their customers (Tzempelikos, 2015). Committed management shows
great leadership and the involvement of the top management will enlighten the implementation of
TQM as they provide the corporate resources for its implementation. Illiterate TQM and poor
communication between management and subordinates are the main motives behind the lack of
commitment and involvement of top management to TQM.

• Lack of commitment and involvement from the middle and front-line manager

Top management should involve middle managers in the decision-making and implementation of
TQM so that they can act as change facilitators (Mosadeghrad, 2014). Top management would
find it difficult to execute work without involving the middle and front-line manager. Tsai and Young
(2010) state that a lack of commitment is caused by fear in most aspects.

• Lack of commitment and involvement from employees

TQM systems do not involve only the management at the CRLR but should also involve
employees. According to Mosadeghrad (2013), lack of employees’ commitment is the main threat
to the success of the organisation and a common understanding of quality among employees
should be created at the CRLR and involvement of employees should be done to maintain the
quality momentum.

• Inappropriate planning

Proper planning is needed before the initial plan could be organised, controlled or even led by the
CRLR. Mosadeghrad (2013) indicates that long-term planning is needed for successful TQM
implementation, and proper planning can overcome many TQM implementation problems. The
author maintains that quality goal settings, action plans, staffing, defining roles and responsibility
are very important for TQM success. The vision, mission and values of the organisation need to
be considered during the initiation of a proper plan (Sadikoglu, 2014).

46
• Poor justification for TQM

The significance of the implementation of the TQM in the CRLR should be presented more by top
management, for middle management as well as subordinates to take TQM system seriously.
Wagh (2017) argues that little attention is given to TQM in terms of financial and human resources
because most organisations do not involve quality during the strategic planning; therefore, in that
manner, CRLR should adopt TQM not because it was forced to do so, but because it sees the
necessity to so. CRLR should adopt TQM as a strategy to improve processes and procedures in
providing quality services.

• Lack of vision and clear direction

Management is to create a vision of a better future for the employees and communicate it
effectively to them and work jointly towards its achievement. Clear vision and communication
need to be articulated to employees by CRLR management. Lack of vision reduces top, middle
and lower management’s willingness to take risks.

• Unsuccessful previous organisational change

The previous failure of organisational change influences the attitude of employees towards an
organisation. It leads to employees losing trust in organisational change effectiveness and having
uncertainty towards future change programmes, but positive experiences of employees with
previous change programmes encourage their commitment.

• Poor quality structure

For TQM implementation to succeed at the CRLR, the quality of organisational structure is also
essential and should be prioritised by management. The quality of organisational structures
requires the determination of activities to be performed and the responsibilities association with
the activities determine communication channels as well as internal job relations.

• Lack of proper training

Proper training is needed not only for management but all employees at the CRLR. Proper
controls and procedures should be employed to avoid miscommunication. For TQM
implementation to succeed, it requires management as well as employees of CRLR to have the

47
appropriate knowledge and skills in the field of quality management. Proper training forces
employees to possess the adequate knowledge and skills in performing their jobs as well as to
possess specific values and skills associated with TQM issues and activities.

• Lack of employee motivation and satisfaction

Lack of employee motivation is the reason why TQM implementation fails because employees
should be appreciated rather than reprimanded. Management systems need to be used to
improve the quality of an organisation without condemning the work of employees.

• Poor employee empowerment

Empowerment of employees should be taken seriously at the CRLR, as it motivates and

encourages employees to better their quality of work. Empowerment improves employees’ self-
esteem to solve problems (Mosadeghrad, 2014), and it goes along with supporting systems from
top management as well as accountability of employees for their decision-making.

• Lack of an efficient recognition and rewards programme

Employees should be rewarded for meeting deadlines, but regulations should be applied on
meeting quality standards. Providing incentives to employees who have performed well will
encourage employees and sets the stage for long-term results.

• Poor teamwork

Teamwork plays an important role in the implementation of TQM. A proper team at the CRLR will
allow employees to brainstorm collectively and that will increase successful problem-solving and
to arrive at solutions more efficiently and effectively. Wehbe (2017) indicates that unity and loyalty
in the workplace are motivated by teamwork, it provides the diversity of creative thoughts,
problem-solving approaches as well as great learning opportunities.

• Difficulties in changing organisational culture

TQM will only succeed when it is rooted in a supportive organisational culture and a corporate
culture of quality needs to be developed. A corporate culture of quality involves the support from

48
top management, teamwork, motivation, building and enhancing trust, pure communication,
proper planning and training, and equitable compensation. Proper training and education provide
a good foundation for organisational culture change required for TQM implementation.

• Communication barriers

Negative assessment should immediately be communicated to top management at the CRLR and
should not be ignored right from the beginning. Effective communication is key for the success of
the TQM.

• Lack of proper process management

For TQM implementation to succeed, it depends on developing effective and efficient procedures,
understanding customers’ needs and expectations, understanding and improving processes,
determining crucial procedures, clarifying standards and monitoring quality activities
(Mosadeghrad, 2014).

• Lack of customer focus

Customer focus is when the organisation meets the needs and expectations of current and
potential customers by understanding exactly what customers need and then delivering perceived
value to them. But when the organisation does not focus on the needs of customers, then how
will they know which perceived value to deliver? This co-creation is built on DART (Dialog, Access,
Risk benefits and Transparency) and is the joint creation of value by the organisation and the
customers, which leads to a better understanding of customer needs and expectations.

• Lack of monitoring and evaluation system

Monitoring and evaluation of TQM systems are key as they will have an idea of any progress or
deterioration of TQM at the CRLR. It is top management’s responsibility to continuously monitor
TQM to ensure that it is fully institutionalised thought an organisation.

CRLR needs to look at the above-mentioned criteria to check whether they are applicable to the
organisation, and if they are, that basically means the organisation is in great danger and is far
from implementing TQM approaches. The organisation should focus more on TQM
49
implementation rather than paying all attention to increasing profit margins; however, CRLR is a
public institution that is not a profit-driven institution but is expected to utilise state resources
effectively for the benefit of the public. The implementation of TQM approaches will reproduce the
quality of service at CRLR, and the next section will discuss the service quality methods and its
dimensions, as shown in Figure 2.1.

2.2.6 Service quality

A service quality model was developed and implemented by the three American marketing gurus,
namely Zeithal, Parasuraman and Berry between 1983 and 1988 to measure and capture
customers’ experienced in-service quality (Kobirazzaman, 2020). According to Kansra and Jha
(2016), there are 19 service quality models developed in the past by various researchers. Ledimo
(2015) describes service delivery as the actual delivery of a service to the customer. However,
Naiko et al. (2012) argue that service quality is an approach to managing business processes to
ensure full satisfaction of the customer and quality of the service provided. Now the term quality
has been inaccurately expressed as suitable only to wealthy or rich people, but that is just fictional.

The importance of CRLR as a public institution to render quality service to the public is to measure
how well a service is delivered and to check whether it matches customer expectations, also to
manage organisational processes to ensure full customer satisfaction and quality of the service
is provided (Naiko et al., 2012; Awoke & Wollo, 2015). Service quality would not only make the
CRLR unique from other organisations but will also gain claimants’ loyalty, as argued by Kansra
and Jha (2016). In addition, this means that the CRLR will have time to implement innovative
ideas on how to continue improving the quality of service instead of spending time on solving
claimants’ complaints, which could have been avoided from the beginning.

The SERVQUAL model which stands for Service Quality model is a type of method in a research
established to capture and analyse the consumer’s expectations and perceptions on the service
rendered and this model assist in bridging the gap between customer expectations and needs
(Bhasin, 2022). The SERVQUAL model measure service quality through five dimensions, namely
reliability, assurance, tangible, empathy and responsiveness, according to Rahman and Islam
(2018), Ananda and Sonal (2017) and Nabila (2016). These dimensions play an important role at
the CRLR when aiming for customer satisfaction through service quality improvement, and the

50
service quality approach should not only be applicable to customers who can afford to buy the
service but should be accessible to every customer whether in the private or public sector.

Figure 2.6 graphically depicts the service quality dimensions to be acknowledged by the
organisation for customer satisfaction.

Figure 2.6: SERVQUAL dimensions

Reliability

Responsive-
ness Assurance

Empathy Tangibles

Source: Kansra & Jha (2016)

2.2.6.1 Service quality dimensions

The SERVQUAL tool measures five dimensions of service quality that have an impact on
customer satisfaction and need to be implemented by CRLR. Pukurar et al. (2019) and Nandan
(2010) state that service quality used to have ten dimensions, and these were identified as
reliability, responsiveness, competence, access, courtesy, communication, credibility, security,
understanding the customer and tangibility; but later, in 1988, the framework was modified into
five dimensions as tangibility, reliability, responsiveness, assurance and empathy. The five
dimensions of service quality are described by various authors as:

51
• Tangibility

Tangibles are considered as equipment, machines and physical facilities used in the organisation
to provide the service (Miklós et al., 2019). In addition, Miklós et al. (2019) further mentions that
a presentation of an organisation is essential for achieving quality service, meaning that at the
CRLR, claimants’ satisfaction relies on how employees present themselves when rendering
services to the claimants (the employees’ attire), and the presentation in the organisational outlets
given to claimants. Hygienic offices also matter a great deal to claimants as it shows that CRLR
takes its customer seriously.

• Reliability

Reliability is the ability to perform the promised service accurately and dependably (Ukessays,
2021). In this case, reliability simply means delivering what has been promised to claimants by
the CRLR, the CRLR delivering its mission objectives without any challenges. Campbell (2017)
argues that meeting promised delivery dates as well as accruing billing form part of reliability of
the organisation. The loyalty of claimants depends on the reliability of the organisation.

• Responsiveness

Responsiveness is the willingness of the organisation or employees to render a precise, prompt

and suitability service to claimants (Yarimoglu, 2014). Promptness is very important to the
claimants, as it signifies professionalism and respect to claimants and that will increase claimants’
loyalty. Adewoye (2014) indicates that responding promptly to emails and enquiries, picking-up
calls on time and being sure to return missed calls to claimants are part of responsiveness and it
shows that customers are being prioritised at the CRLR.

• Assurance

Assurance refers to the knowledge, courtesy and competence of the service rendered by
employees to its customers as well as the employees’ ability to convey trust and confidence
(Shelburne, 2014). In this case, employees at the CRLR always need to show some respect to
claimants and be polite when assisting claimants to earn their trust.

52
• Empathy

The provision of caring individual attention of the organisation to its customers to indicate that the
organisation prioritises the satisfaction of customer needs (Ukessays, 2021). Adewoye (2014),
indicates that giving care and individual attention to customer means showing some concern
when interacting with enrolees and listening actively. Employees at the CRLR should be
approachable and be a good listener to claimants, regardless how difficult a claimant may be.

To achieve claimants’ satisfaction through the implementation of TQM approaches, CRLR must
ensure that quality of service is rendered, and it can be achieved when the organisation delivers
what was promised to claimants in a prompt manner and agreed duration. Also, when CRLR takes
into consideration that the physical facilities well represent the organisation, the competency of
service by employees is rendered with empathy. At the same time, Camgöz-Akdag and Zineldin
(2010) identify their vision of the five quality dimensions as follows:

o Quality of object

This is technical quality, and that simply means what customers receive. In this case, it is the
service received by the claimants, the main reason why claimants visit the CRLR.

o Quality of processes

This is the functional quality, meaning how the CRLR provides the core service to its claimants
and it measures how well the organisational activities are being implemented. It includes how
employees service its claimants, which includes the courtesy, promptness and attentiveness
given to their needs and desires.

o Quality of infrastructure

It measures the basic resources needed to perform the services to claimants. Are there enough
and accurate resources to enable the CRLR to perform its duties without any obstacles? Is the
infrastructure user friendly for the claimants (elderly) who visit the organisation? Also, the
resources used, are they appropriate to perform efficiency and effective service?

53
o Quality of interaction

Measures the quality of information exchange, e.g. the amount of time spent by employees to
understand the claimants’ needs, financial exchange and social exchange; whether the
employees at the CRLR makes it their responsibility to understand a claimant’s expectations and
needs. For CRLR to have a good relationship with its customers, it needs to be transparent and
share the necessary information with the claimants.

o Quality of atmosphere

The relationship and interaction process between the parties are influenced by the quality of the
atmosphere in a specific environment where they cooperate and operate. Especially in poor
developing countries that lack a friendly atmosphere, this explains poor quality of care. To avoid
this atmosphere, an indicator should be considered very critical. It is also key for employees at
the CRLR to know how to interact with the claimants because in the end, they are the reason why
the organisation exists.

Five dimensions have been described by various authors using different terminology, but their
expression is the same. These dimensions show that CRLR should never take them for granted
as they contribute to the quality of service through TQM implementation. Service quality
measurement assists management to enhance the efficiency and quality of services to achieve
customer satisfaction after recognising quality problems. Ghotbabadi et al. (2012) indicate that,
to find customer needs and service weaknesses in the primary stage of service delivery will allow
the organisation to improve its service quality perception through high quality of service. The next
section is basically a comparison of dimensions used in the manufacturing industry to the ones
used in the service industry.

2.2.6.2 Comparison of manufacturing and service industry

Firstly, the description of a service industry by Collins (2012) is any industry that produces
intangible activity or service to fulfil a client’s particular need instead of producing a tangible
product, while the manufacturing industry is described by Levinson (2018) as an industry that
creates products from either raw materials or components and then transforming them into a
finished products that will be sold to customers at the marketplace. Heizer and Render (2011)
present the difference between the dimensions of quality in the manufacturing and service
industries in Table 2.4:
54
Table 2.4: Manufacturing industry vs. service industry

Manufacturing industry Service industry

Features Courtesy/ consideration
Reliability Reliable to customer needs
Durability Punctuality
Performance Consistency
Conformance to specification Tangible factors
Serviceability Atmosphere
Source: Heizer & Render (2011)

Table 2.4 indicates that the manufacturing industry is based more on physically features, and the
service industry is focused on the courteous of the service performed, manufacturers delivering
products at the agreed upon duration, while punctuality plays an important role in a service
industry. Harris (2021); Lee et al. (2014); Forsman (2011) mentioned that a service industry
provides service instead of producing goods, and consumption of the service often takes place
while it is in generation. Harris (2021) furthermore reviewed that intangible services that may not
be easily identified are provided in the service operation. In addition to that, Ali (2021); Benedettini
et al. (2015) indicated that in the service industry, there is a greater probability to fail rather than
in product sales, and therefore, according to Kiani et al. (2020), Shamim et al. (2016); Soinio et
al. (2012) innovation is one of the value-added means that can succeed in the survival of the
service industry. This is because the organisation is a public institution with a primary objective of
rendering services to the community - in this case to the land claimants. CRLR is considered a
service industry, and therefore the TQM tools and service quality dimensions should be key
factors of the organisation.

The nature and history of the Commission on Restitution of Land Rights will be discussed in the
subsequent sub-heading, as illustrated in Figure 2.1, and this is to provide a comprehensive
understanding of how the Restitution of Land Rights Act 22 of 1994 is applicable to land claimants
and on how TQM can benefits land claimants.

55
2.3 CRLR in South Africa

The Commission on Restitution of Land Rights (CRLR) is a commission that reports to the
Department of Agriculture, Land Reform and Rural Development (DALRRD), guided by the
restitution of land rights act 22 of 1994. The Restitution of Land Rights Act 22 of 1994 indicates
that the Commission on Restitution of Land Rights focuses on people who were dispossessed of
a right to land after 19 June 1913 as a result of past racially discriminatory laws and its aims at
providing effective and efficient equitable redress to victims of racially-based land dispossessions.

2.3.1 Nature of the CRLR to land claimants

The Commission on the Restitution of Land Rights was intended to be a relatively small court-
driven component, targeting people who were forcibly removed during apartheid. It has been
indicated by Belinkie (2015) that, at the same time, the government designed land tenure reform
to provide ownership possibilities to African farmers who had worked or had other historical claims
to white-owned farmland. The figure below graphically depicts the CRLR flow chart.

Figure 2.7 explains that everything starts with administrative processes whereby the claimant
lodges a claim, then an official captures and screens it, after which the investigation takes place
to verify the validity of a claim and, if a claim is invalid, then it will be dismissed, but if it is valid,
then more restitution processes occur, including the gazette notification for affected parties if there
are any (Commission on Restitution of Land Rights, 2014). Negotiation will take place with the
affected parties and the CRLR to settle the agreement. After the approval and settlement of
claims, it is an obligation for the claimants to register a legal entity with either the CPA (Communal
Properly Association) or the Trust for the Commission on Restitution of Land Rights to transfer
the land.

56
Figure 2.7: The CRLR flow chart

Pre-lodgment

Lodgments section 10
Identification of interested parties/facilitation

Options exercise and land holding patterns

Screening & prioritisation

section 2(1)

Investigation/Research
Rule 3 & 5 section 2(1)
Site visit-section 11(8)
section 42D referral

Progress report section

11(1) & rule 3

Gazette & publicity

section 11(1) & rule
▪
▪
▪
▪

Negotiation

Settlement agreement Identification of disputes

section 14 (1) (C)

Mediating section 13

Court referral

Source: Commission on Restitution of Land Rights (2014)

The Commission on Restitution of Land Rights works closely with the branch of Land Tenure and
Administration, as one of the Land Tenure and Administration’s function is to develop tenure
reform and land rights policies. In other words, these two mentioned legal entities, namely the

57
Communal Property Association and Trust are established by this branch (Commission on
Restitution of Land Rights, 2014). Historical background of the land claims will be elaborated on
further in the following sub-section.

2.3.2 Historical background of land claims in South Africa

Land reform is probably one of the most difficult domestic policies issued to be dealt with not only
in South Africa, but also countries such as Zimbabwe, Namibia and Australia, and in each of these
countries, the process of land reform is incomplete. This argument is supported by Villiers (2003),
Nhongo et al. (2020) and Santos (2020). Villiers and Nhongo et al. (2020) maintain that land
restitution has been an ongoing process on the African continent that has delayed providing
solutions to all stakeholders, in particular the claimants.

In the early 1990s, South Africa was a profoundly divided society characterised by the deep
poverty of the majority of its people, high levels of inequality (in relation to race, but also gender
and class), social disorder, endemic violence and severe political tensions (Parliament, 2016).
According to Jack (2019) and Lahiff (2008), for almost 350 years, beginning with the first
European settlement in the Cape of Good Hope in the 1650s, indigenous South Africans were
displaced to make way for European settlers and at the time of South Africa’s transition to
democracy in 1994, race-based dispossession was more widespread than in any other African
country. Parliament (2016) continues by indicating that the legacies of the past state policies
loomed large, reaching back to the very beginnings of European settlement by colonial powers in
the 17th century and stretching forward to 20th century policies of segregation and apartheid.
Tong (2007), Besteman (2019) and Jackson et al. (2019) explain that black South African were
not allowed to reside in or near white people’s area and prohibited from being the title deed
holders of the lands that whites were interested in owning. Most of the land taken from black
South African were given different names and re-structured by white people and Tong (2007)
maintains that black South African suffered a great deal during racial discriminatory law.

The land dispossession transpired to black South Africans due to racially discriminatory laws,
which simply means that during the years of apartheid, the land was taken from black South
Africans and transferred to white beneficiaries who were given the compensatory land (South
African History Online, 2019). Phala (2013) and Sparks (2020) review that the 1913 Land Act
started with colonisation and was the peak of the massive land and cattle robbery that also

58
occurred as a frictionless excise in radicalised primeval accretion under all-powerful settler
colonialism. European colonialism had the greatest influence on the evolution of the South African
nation-state, as maintained by Phala (2013). The Native Land Act (No. 27 of 1913) was passed
to allocate only about 7% of arable land to Africans, which delimited them to own or buy land
outside the reserved and leave the more fertile land to whites (Chudasama et al., 2019; Mubecua
et al., 2021). South African History Online (2019) maintains that the Act caused a problem for
black South Africans who worked on white land but had their own piece of ground. These people,
known as share-croppers, had to decide between working for the white farm owners and moving
to areas set aside for black South Africans.

Land restitution has been an ongoing process on the African continent that has delayed in
providing solutions to claimants. In 2017, the leading political party African National Congress
(ANC) proposed the new policy framework of land expropriation without compensation to attain
government goals in the land sector and section 25 had to be reviewed by the constitutional review
committee (Pigou, 2018 & Akinola, 2020). The slow pace of land redistribution leads to
dissatisfaction by customers and put more pressure on the government, whereby the government
found themselves making hasty decisions such as expropriation without compensation; such
decision will simply revive the past racial discrimination practices among Africans. Claassens and
Sihlali (2020), Cousins (2021) and Motala et al. (2021) contend that the restitution has become a
crisis in its own right, as hundreds of thousands of people who lodged land claims before the cut-
off date in 1998 are still waiting for their land and many claimants have died in the intervening 21
years. Claassens and Sihlali (2020) maintain that, in 2014, the Commission on Restitution of Land
Rights proceeded with the reopening of new claims and received 80 000 additional claims, even
though claimants who lodged before 1998 had not yet been restored to their land. Pigou (2018)
and Waeterloos (2021) argue that the South African ruling party, the African National Congress
(ANC) promised to redistribute 30% of commercial farmland within five (5) years, but it managed
a paltry one percent by 1999 and only 9.7% by 2018, and the slow pace of reform and
redistribution has generated enormous frustration.

59
2.4 Conclusion

TQM was defined in Chapter 2 as a tool that could assist with the improvement of quality service
to land claimants at the CRLR, but the improvement at the CRLR will only happen if the involved
parties (top, middle and lower management) participate in TQM implementation. TQM was
described by various authors to enable readers to comprehend the term better, and Botha (2012)
viewed how traditional quality varies from total quality. Techniques of six sigma were identified for
the purpose of increasing customer satisfaction levels at the CRLR. This chapter indicated
communication as the most important element of TQM, as it ties all the TQM elements together;
in other words; trust, integrity, ethics, leadership, teamwork, training and recognition would not
succeed without the elements of communication.

This chapter elaborated briefly concepts of service quality and how TQM relates to service quality
model in this study. Service quality is one of the key criteria to be considered by the CRLR during
TQM implementation. Lastly, the historical background of the Commission on Restitution of Land
Rights was elaborated on to give a comprehensive understanding to the readers and how the
land claimants benefit from the implementation of TQM also rendering quality service.

The subsequent chapter will discuss the research methodologies applied in this research and why
they were preferred.

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 CHAPTER 3
RESEARCH METHOD

3.1 Introduction

The previous chapter discussed the theoretical background of the important integration of a total
quality management system in the Commission on Restitution of Land Rights (CRLR) to improve
service delivery to land claimants. The aim of this study is to establish whether total quality
management can be implemented by CRLR as a strategic management tool to improve service
delivery to land claimants.

Research methods are described by Mahmood (2010) as a set of specific techniques for selecting
cases, measuring and observing aspects of social life, gathering and refining data, analysing data
and reporting on results. Ansari (2017) indicates that research methods are methods applied by
a researcher to conduct research into research topic and it aims to search for solutions to research
problems using experiments, tests and surveys. According to Kilani et al. (2016), research
methodology is the science of understanding the performed method of research or fundamental
reason why certain methods are used in the research process, and it gives a clear idea of what
methods to apply. Goundar (2012) indicates that research methodology seeks to inform the
existence of research, what the research problem of the research is, what data has been
collected, what research methods have been applied and why the researcher analyses data with
some techniques. Methods are just behaviour or tools used to select a research technique,
whereas methodology is the analysis of all the methods and procedures of the investigation.
Goundar (2012) further states that methods are applied during the later stage of the research
study and methodologies are applied during the initial stage of the research process.

As shown in Figure 3.1, this chapter presents the research paradigm, research methodology
process of the research, research design, information needs, sampling plan, research
instruments, data collection, data coding, data capturing, data analysis as well as reliability and
validity applied to achieve the stated objectives of the research.

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Figure 3.1: Research methodology process

Research paradigm

Step 1: Research design

Primary data
Step 2: Information need
Secondary data

Step 3: Sampling plan

Research population

Step 4: Data collection and Sample frame

Instruments
Sampling methods

Step 5: Data analysis

Sample size

Step 6: Reliability and

Validity

Step 7: Ethical
consideration

Source: Sreejesh et al. (2013)

Figure 3.1 presents the layout of the research method chapter and in the following section the
research paradigm will be described.

3.2 Research paradigm

Paradigm defines a researcher’s philosophical orientation and has significant implications for
every decision taken in the research process and tells a researcher how data shall be collected,
with which research methodology and methods (Kivunja & Kuyini, 2017). According to Kuhn (cited
by Fushimi, 2021), a research paradigm is common beliefs and agreements shared on how to
62
understand a problem and address it; a paradigm indicates a pattern such as worldview and mind-
sets.

A paradigm is a theoretical framework and a belief system with assumptions about ontology,
epistemology, methodology and methods (Rehman & Alharthi, 2016), and Table 3.1 below
presents the types and components of research paradigm.

Table 3.1: Types and components of paradigm

Paradigm Ontology Epistemology Research methods

All of the theoretical Existence theory, The theory is They include
and methodological focused on what interested in how the systematic ways,
assumptions exists, is based on researcher can gain procedures, and
(adopted by the a particular knowledge about the tools used for data
scientific paradigm and phenomena of interest collection and
community), that the assertions about to him, namely; analysis
specific research is reality and truth, examination of what
based on and it is a theory separates a
about the nature of reasonable assurance
reality from the opinion
1. Constructivism Relativistic reality The knowledge Case studies,
is socially or consists of mental interviews
experimentally structures that are
based, local, and surrounded by the
specific in nature relative agreements
2. Interpretivism Researcher and Knowledge is based Case studies,
reality are on the abstract interviews,
inseparable descriptions of phenomenology,
meanings, formed ethnography,
from human ethnomethodology
experiences
3. Symbolic Research and Knowledge is created Grounded theory
interpretivism reality intertwine through social
interactions and their
resulting meanings
4. Pragmatism The reality is Knowledge is derived Interviews, case
ambiguous, but from experience. The studies, surveys
based on the researcher restores
language, history, subjectively assigned
and culture and objective meaning
of other actions

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 The reality is Acquisition of Surveys,
objective and knowledge is not experiments, quasi-
5. Positivism perceived related to values and experiments
moral content
Source: Žukauskas et al. (2018)

The development of positivism as a model was inspired by the practical successes of natural
science to understand society, as indicated by Corry et al. (2018). Society, in this case, are the
land claimants who are clients of the CRLR. The positivism paradigm, as described by
Alharahsheh and Pius (2020), strictly focuses on studying pure information and facts without any
influence from the interpretation by bias of humans, which means positivism works with
observable reality, which leads to the production of generalities within society.

The positivism paradigm was applicable to this study because it is the best method to answer the
research objectives of the study and, according to Mehrad and Zangeneh (2019), and Mohajan
(2020) this approach is associated with quantitative studies; it predicts the future by being and is
precise in words also the facts are based in the object of knowledge. Nel (2016) indicates that it
enables the researcher to cover a wide range of situations in a short period of time. Park et al.
(2019) indicated that positivism is more aligned with deductive than inductive approach. In this
case, the positivism paradigm was applied in the study using the deductive approach and Figure
3.2 identifies the difference between the inductive and deductive approaches.

The inductive approach starts from the data collection relevant to the research topic and
concludes by developing the theory, while the deductive approach starts by using the social
theory, and afterward testing its implications regarding the data, as indicated in Figure 3.2 (Tong
et al., 2018; Soung, 2021).The inductive approach is whereby a researcher begins her study with
an observed phenomenon of interest or with unanswered questions about a particular
phenomenon of interest, as indicated by Woiceshyn and Daellenbach, (2018). In addition,
Woiceshyn and Daellenbach (2018) maintain that inductive research is needed for knowledge
advancement as well as developing new theories.

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Figure 3.2: Inductive and deductive approaches

General focus
Develop theory

Analysis
Pattern searching

Theory
Specific focus
Data gathering

Empirical Hypothesis
Deductive approach
Inductive approach generalisation

Data collection Specific focus

Hypothesis supported
or not

Analyse
Data analysis

General focus
Theorise

Source: Soung (2021)

The description of the deductive approach, by Halliday (2016), is a hypothesis that is already
developed from the existing theory, also refers to the researcher studying what other researchers
have done and then testing hypotheses that emerge from those theories. The deductive approach
develops specific facts from general facts in post-investigation, theoretical investigation, pre-
theory, social science, generalisation and observation, according to Soung (2021). Table 3.2 will
further elaborate on how the quantitative research paradigm relates to the quantitative research
paradigm.

65
Table 3.2: Difference between quantitative and qualitative paradigms

Quantitative Qualitative
Numbers are utilised as data. Words either verbal or written, are utilised
as data.
Tends to investigate the relationship between Tends to develop and interpret theory as a
variables data analysis finding.
Researcher describes the truth Contributors express reality
Positivism relies on the deductive approach and Interpretivism relies on the inductive
it tends to be theory-testing approach and tends to be theory-
generating.
Usually searches for general patterns to get Discovers difference and divergence within
average responses by reducing diversity of data through patterns.
responses.
Standards are impartial or objective. Standards are partial or personal
involvement.
Can be quick to complete. It takes longer to be completed as there is
no formula.
Source: Braun & Clarke (2020); Mehrad & Zangeneh (2019)

Positivism does not always depend on quantitative methods, but it does rely on the deductive
approach, and its main goal is to create explanatory relationships that eventually lead to
controlling and predicting the phenomena in question (Park et al., 2019). The deductive approach
was followed in this study because it is more related to the positivist philosophy, as indicated by
Al-Ababneh (2020), and again, the researcher intended to investigate the existing phenomena,
and then test the theory, as stated previously by Halliday (2016). Qualitative and quantitative
paradigms differ from one another and will be further discussed in sub-section 3.4.1. The research
design will be discussed, as presented in Figure 3.1, in the following section.

3.3 Step 1: Research design

The research design, as previously described by Sileyew (2019), is an appropriate framework for
the research plan and it determine how relevant the information that a study will be obtain. Farah
(2021) describes research design as the condition arranged for collecting and analysing data
aiming to combine relevance to the research purpose with economy in progress. The author
maintains that a research design is needed because it makes research as efficient as possible

66
for maximal information with minimal expenditure of time and money. There are three types of
research design, according to Dane (2011), and these types are discussed as follows:

• Exploratory research

This type of a research is a systematic scientific approach enabling a social scientist to determine
whether an idea is realistic or not, and it provides ideas, hypotheses, and suggestions that might
never occur to the social scientist (Bhakta, 2019).

• Descriptive research

In descriptive research, a researcher can describe a picture of a phenomenon under investigation,

which means a researcher can only report what is happening or what has occurred (Bhakta,
2019). Villanueva (2013) posits that descriptive surveys occur where the subjects differ from one
another and the researcher is interested in knowing the extent to which different conditions and
situations are obtained among these subjects, while Nalzaro (2012) indicates that descriptive
research gives both quantitative and qualitative descriptions of the general characteristics of the
case under study, and the causes of the prevailing condition are not emphasised. The author
maintains that there are different types of descriptive design and describe them as follows:

• Exploratory descriptive design

An in-depth exploration of a single process and variables is provided and the word exploratory
refers to not much being known of the meaning, and that a survey of the literature failed to reveal
any significant research in the area (Nalzaro, 2012). Exploratory research is closely related to
hypothesis testing and ideas, suggestions and hypotheses that never occurred to the social
scientist regarding the problem could be provided through explorative studies (Casula et al.,
2021).

• Correlational design

This design examines the relationship between two or more variables in a natural setting without
any control and is also known as a non-experimental research design (Jhangiani et al., 2020).
The author maintains that this study has both independent and dependent variables, but the effect
of the independent variable is observed without any manipulation on the dependent variable.

67
• Comparative design

Comparative design, according to Jhangiani et al. (2020), is whereby two or more samples of
study subjects are being contrasted on one or more variables at a single point of time. Nalzaro
(2012) indicates that the differences in variables of two or more groups that occur naturally in the
setting are examined and described in the beginning of a study.

• Case study

In a case study, a variety of data collection procedures is collected by a researcher over a

sustained period and is an extensive exploration of a single unit of study such as communities,
family groups and a very small number of subjects who are examined intensively (Nalzar, 2012).

• Feasibility study

This type of study decides what kind of system to be developed to benefit the need of the
organisation, and in the feasibility study the alternative project evaluates the different aspects,
which are financial aspects, the technical environmental and administrative feasibility (Giudice et
al., 2014).

• Causal research

The causal design measures what impact a specific change will have on existing norms as well
as assumptions, and the causal effect occurs when variation is one phenomenon, as reviewed by
Sacred Heart University (2020). Furthermore, conditions necessary for determining causality are
empirical association, whereby a valid conclusion is based on finding an association between the
independent variable and the dependent variable, appropriate time order, concluding that
causation was involved, exposing of cases to variation in the independent variable before
variation in the dependent variable, and non-spuriousness, a relationship between two variables
that is not due to variation in a third variable (Sacred Heart University, 2020).

Descriptive research was the most suitable research design for this study because this type of
research is generally relatively quick, easy and cheap to conduct (Siedlecki, 2020), while
Dudovskiy (2011) indicates that descriptive research has more opportunity to integrate
quantitative methods of collecting data and it consumes less time than qualitative experiments.
Descriptive research also has disadvantages, and, in this case, they are that descriptive studies
cannot verify the problem statement statistically, and that the collected sample from a selected
large population does not represent the whole population (Formplus, 2020). Descriptive research

68
was applied based on the advantages and disadvantages. Therefore, information needs will be
discussed as the following step in the research process, as illustrated in Figure 3.1, and it presents
the primary and secondary data used in this study as data collection.

3.4 Step 2: Information needs

The information needs, as indicated in Figure 3.1 involves the primary data and secondary data
applied in the study by the researcher, and this step will be discussed in the following section.

3.4.1 Primary data

Primary data is the information or data collected from the participants under the control of an
investigator using interviews or self-administered questionnaires (Prada-Ramallal et al., 2018).
The latest description of primary data by Surbhi (2020) is that it is originated by the researcher for
the first time through experience and directs efforts, especially for addressing a specific research
problem. Surbhi (2020) maintains that data can be collected through surveys, observations,
questionnaires, mailed questionnaires, physical testing, focus groups, personal and telephonic
interviews and case studies.

There are three types of research methods which can be applied when doing primary research
and those methods are qualitative, quantitative and mixed methods. These research methods will
be described by various author as follows:

• Qualitative research method

Qualitative research involves small samples that may not be representative of the broader
population, and hence it is commonly considered lightweight, it is seen as not objective, and the
results are assessed as biased by the researcher’s own opinion (Hammarberg, et al., 2016).
Aspers and Corte (2019) indicate that qualitative research focuses on multi-methods, which
involve an interpretative and naturalistic approach to its subject matter, which simply means the
qualitative researcher studies things in their natural settings and attempts to interpret phenomena
in terms of the meanings brought by people. Kabir (2016) indicates that qualitative research uses
open-ended questionnaires and interviews to collect data, and Hammarberg et al. (2016) maintain

69
that the qualitative researcher defends the integrity of her work by different means, namely
trustworthiness, credibility, applicability and consistency as evaluative criteria.

• Quantitative research method

Quantitative research is a type of educational research in which hypotheses are tested and looks
at the cause or effect, and then makes a prediction based on the interpretation of collected data;
it gathers data in numerical form and can be used to construct graphs and tables (Hassan, 2014);
Purwanto et al. (2021). Hammarberg (2016) explains that quantitative research can be dismissed
as over-simplifying individual experience in the cause of generalisation, requiring guesswork to
understand the human meaning of aggregate data, failing to acknowledge researcher biases and
expectations in research design.

Though there is an open-ended question but for the purpose of this study more focus will be
based in close-ended questions, meaning this study will be based on quantitative method rather
than mixed methods. Advantages of quantitative as indicated by Devault (2020), is that It can be
tested and checked, meaning the testing and checking makes data gathered by the researcher
to be more reliable and less open to arguments. There are different ways to collect quantitative
data and are administering survey with closed ended questionnaires, interviews, probability
sampling, observation, and experiments (Kabir, 2016).

• Mixed research methods

Mixed methods research requires a purposeful mixing of qualitative and quantitative methods in
data collection, data analysis and the interpretation of the evidence (Shorten & Smith, 2017). The
researcher gains the breadth and depth of understanding and corroboration when applying both
qualitative and quantitative method to the study (Foorisc, 2016). The comparison of qualitative
and quantitative research is presented in Table 3.3 below.

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Table 3.3: Comparison between qualitative and quantitative methods

Element Qualitative Quantitative

Purpose of research Describes and understands Test hypotheses to provide
human and social phenomena descriptive information
Types of research Why and what How many and who
questions
Assumptions about the Subjective interpretation Objective reality
world
Settings Natural Experimental; laboratory
Role of researcher Key role; reflective Outside of the system;
neutral
Size of group studies Tends to be smaller; non- Tends to be larger; randomly
random
Selection of group Purposeful sampling; snowball Random or stratified
sampling; volunteers sampling
Variables Study of the whole rather than A few variables studied;
specific variables some manipulated; some
controlled
Types of data collected Interview; observational; visual Outcomes; score
Type of analysis Thematic or narrative Statistical
Presentation format Experimental format may Traditional format
include alternatives such as
performance
Source: Lichtman (2014)

The quantitative research methods were applicable to this study. A questionnaire was applied as
a research instrument, and close-ended questions were compiled specifically for this study, as it
was the best suited method to answer the research objectives. Self-administrated questionnaires
were used to collect data from land claimants, as it was convenient to collect large quantities of
participants’ data effectively. Mohajan (2020) characterised quantitative research as method that
deals with collecting numerical data to explain a phenomenon, and tools such as questionnaires
and computer software are applied to collect numerical data.

Atlan (2018) and Savela (2018) indicated that the advantages of applying the quantitative method
are that relatively conclusive answers are provided to the research questions, the results are
trustworthy during data collection and analysis, and the results can be generalised to an entire
target group with a statistical sample size. Miller (2020) indicates that more focus can be put on
facts of information when using quantitative methods and the researcher is not required to directly

71
observe each participant. A hyperlink containing a questionnaire and consent form was emailed
to respondents; in addition, the questionnaires were hand delivered to those land claimants who
did not have email accounts.

During data collection, both primary and secondary data played an important role in this study,
whereby a questionnaire was applied as a research instrument to collect primary data, and the
instruments applied to secondary data for this research will be elaborated on the following section.

3.4.2 Secondary data

Secondary data is any source cited for its second-hand information for a different work and it also
pertains to data that has already been collected by another person for another purpose (Malijan,
2013). Secondary data is also known as collecting pre-existing textual data, according to Clifford
et al. (2010), and is used for this study, including textbooks, websites, journal articles, audio visual
resources, theses, blogs and government publications.

Table 3.4 presented the difference between primary and secondary data, and it indicated that
primary data in this study is gathered by means of a questionnaire by the researcher, unlike
secondary data (textbooks, blogs, theses, journals, websites, government publications and
articles) that was collected earlier by other researchers, which allows the questionnaires to appear
as real time data and the secondary data as previous data. Greenhoot and Dowsett (2012)
describe that secondary data can be influential and efficient to address research questions and
objectives regarding developmental science; it allows researchers to address all the research
questions that previously lacked the resources and time to investigate.

Table 3.4: Comparison between primary data and secondary data

Basis for comparison Primary data Secondary data

Meaning Primary data refers to the Secondary data refers to data
researcher’s first-hand data that was collected earlier by
gathered someone else
Data Real-time data Previous data
Process Very involved Very quick and easy
Source Questionnaires, observations Websites, government
surveys, experiments and publications, textbooks, journal
interviews articles, internal records,
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 theses, and audio-visual
records
Cost effective Expensive Economical
Collection time Long period Short period
Specific Always specific to the May or may not be specific to
researcher’s needs the researcher’s needs
Accuracy and More Relatively less
reliability
Source: Surbhi (2020)

Collecting pre-existing textual data, known as secondary data, is key as it assists in identifying
the research gap that can address the current research. There are three types of research gaps,
as identified by Gallouj et al. (2013), Tafsir et al. (2016), Barbaro (2017) and Miles (2017), and
those gaps include theoretical, methodological and empirical gaps. Based on this study, there is
a theoretical gap because there are limited studies on similar subjects relating to the effectiveness
of TQM principles in public organisations, especially regarding the land restitution subject.

The following section present sampling plan as illustrated in Figure 3.1 of the research process
then this section will include the sampling frame, sampling size as well as the population of this
study.

3.5 Step 3: Sampling plan

Sampling is the process of selecting participants from the population according to some rules or
plan based on selected measures (Suneja, 2016), whereas a sample is a representative group of
cases from a population and is very important in research for its representativeness of the
population and relevance to the research question of interest (Picardi & Masick, 2014). A sampling
plan involves the population of the research, as well as the sampling frame, sampling method,
sample size and the sample drawn in a study. The subsequent section will start by elaborating on
the population of a research study.

3.5.1 Research population

Population, according to Rahman et al. (2022), is the total collection of elements from a group of
people about which the researcher wishes to make some inferences or broad generalisations,
73
which means any complete group such as people, stores or sales territories. Suneja (2016)
indicates that it can include all people or items with the characteristics one wishes to understand.
The research population was the land claimants of the legal entities registered under the
persistence of the Native Land Act (No. 27 of 1913) who are registered under the organisational
database and reside in villages in Mahikeng in the North West Province of South Africa. As
indicated in Chapter 1, the total number of backlogs claims in addition to new land claims lodged
between 2014 and 2016 for the Ngaka Modiri Molema district.

Below indicates estimated statistics are land claims for North-West Province of South Africa:

213 (backlog lodged between 1994- 1998)

11 873 (new claims lodged between 2014 -2016)

12086 Total

The estimated statistics for Ngaka Modiri Molema district:

97 (backlog lodged between 1994- 1998)

553 (new claims lodged between 2014 -2016)

650 Total

The above-mentioned statistics indicate that the CRLR has a backlog of 97 claims since 1998
under the Ngaka Modiri Molema which still needed to be finalised (Commission on Restitution of
Land Rights, 2020).

3.5.2 Sample frame

A sampling frame is the actual list of individuals that the sample will be drawn from, which simply
refers to the targeted participants or target population of the study (McCombes, 2021). The
sample frame in this study was a database of all registered legal entities registered by the CRLR
and specifically the land claimants from the legal entities registered under the persistence of the
Native Land Act (No. 27 of 1913). The researcher followed ethical guidelines to acquire informed
74
consent from the Department of Agriculture, land reform and rural development (DALRRD) to
utilise the land claimants’ database for data collection. In addition, the claimants were informed
about the purpose of the study and all ethical conventions were followed in the study, to be
discussed in detail in the ethical consideration section.

3.5.3 Sampling methods

A sampling method is a procedure for selecting sample members from a given population for a
certain kind of research purpose (Bhardwaj, 2019), and there are two main methods of
quantitative research and those are probability sampling and non-probability sampling.

3.5.3.1 Probability sampling

Probability sampling refers to sampling that enables the researcher to make a probability
statement based on the data collected from the targeted demographics and is carried out by
utilising some form of random selection, as it allows the researcher to collect data form
representatives of the population they are interested in studying (QuestionPro, 2021). Probability
sampling has four types, and they will be discussed as follows (Voxco, 2021 & QuestionPro,
2021):

• Simple random sampling is where members of the population are randomly selected, and
every member has a chance of selection.

• Systematic sampling includes any of the targeted population but only the first unit inclusion in
the sample is selected randomly and the rest are selected in an ordered fashion, meaning
one out of ten people are listed.

• Stratified sampling means the researcher is allowed to divide a population into units to create
a sample. For example, a researcher can select a set of male claimants from the sampling
frame for data collection of the study.

• Cluster sampling is a probability sampling method where the main segment is divided into
clusters and usually use geographic and demographic segmentation parameters.

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3.5.3.2 Non-probability sampling

Non-probability sampling, as explained by Suneja (2016), represents a group of sampling

techniques that assist the researcher to select units from a population that she is interested in
studying. Santani and Luthra (2014) identify and explain the following types of non-probability
sampling as:

• Convenience sampling involves choosing respondents at the convenience of the researcher,

which is where the researcher involves claimants who happen to be available at the
convenience of the researcher.

• Voluntary response sampling is when the researcher allows participants to volunteer for the
purpose of the study.

• Purposive sampling also known as judgemental sampling and is when a researcher employs
her own judgement and expects that it is an assurance of quality response.

• Snowball sampling is where the researcher starts with a key person and introduce the other
participant to become a chain.

Non-probability sampling was applicable to the study because the researcher has selected the
population that is of interest to the study, and furthermore a non-probability purpose and
convenience sampling were used in this study. Non-probability convenience sampling was used.
Ahman and Shahzad (2018) indicated that data collection through convenience sampling can be
facilitated in a short period of time because participants are available and accessible or willing to
participate. The researcher used the organisational database, which was most useful for this
study and approached land claimants who were conveniently accessible to the researcher. Kaur
and Kumar (2021) state that purposive sampling is whereby the researcher selects only a sample
that is relevant to the study’s objectives.

3.5.4 Sample size

Sample size, as explained by Zamboni (2018), is a count of individual samples in any statistical
setting such as a scientific experiment or a public opinion survey, and the author further indicates
that the size of a sample is usually represented by the variable “n”, and to determine the sample
size needed for an experiment or survey, the researcher needs to take a number of desired factors
into consideration.
76
The sample size (n) was 300 land claimants of the legal entities registered under the persistence
of the Native Land Act (No. 27 of 1913) who are registered under the organisational database
and reside in villages that are in and around Mahikeng in the North West Province of South Africa.

The recommended sample according to survey monkey whereby:

Confidence level is 95%

Confidence interval being 5%

With the population of 650

242

However, the researcher distributed more questionnaires to reduce sampling errors, meaning 300
questionnaires were distributed. Sampling errors, described by Sedgwick (2015), occur as a result
of taking a sample from the population perhaps when the statistical characteristics of a population
are estimated from a sample of the population, and Reed (2020) indicates that, in order to reduce
sampling errors, the researcher needs to increase the sample size so that the study could get
closer to the actual population size. However, with 300 questionnaires distributed, only 161
questionnaires were returned, and only 159 were used for analytical purposes after the data
editing and cleaning processes were completed.

3.6 Step 4: Data collection and research Instruments

This step involves all the instruments applied in this study for data collection and the rationale for
the selection of the instrument. Data collection will be described as follows:

3.6.1 Data collection

Data collection, as described by Johnson et al. (2020), is a process to find out the answer to the
research problem through primary and secondary data. Both primary and secondary data was
collected to assist with the answers of the problem regarding the Commission on Restitution of
Land Rights. For primary data collection, the researcher emailed a hyperlink with a questionnaire
to respondents with a period of two weeks to complete them; thereafter, the researcher made a
telephonic follow-up with the intended participants to enquire whether they have received the
questionnaires. Subsequently, questionnaires were hand delivered to those participants who do

77
not have access to email. In addition, the researcher distributed questionnaire during meetings
and workshops with land claimants and prearranged a date to collect them.

Table 3.5 presents a statistical summary of the distributed questionnaire of this study, which
includes the number of distributed questionnaires, number of completed questionnaires and
number of discarded questionnaires. As indicated in chapters 1 and 3, the sampling size that this
study aimed for was 300 respondents, and the summary is illustrated as follows:

Table 3.5 Statistical summary of the distributed questionnaire

Proposed sample size 300

Number of completed questionnaires 159
Number of questionnaires not received 139
Number of discarded questionnaires 02
Source: Researcher’s own results calculation

Table 3.5 indicates 300 respondents as the target size to be achieved for this study by the
researcher at the end of data collection, but due to unforeseen circumstances, the researcher
was able to acquire 161 questionnaires from participants. Two questionnaires were considered
discarded, and 159 questionnaires were accurately completed. The questionnaires not received
were 139, and the majority was electronic questionnaires sent via email. In addition, as indicated
in chapter 1 that the sample for this research was land claimants who were conveniently available
and relevant to the purpose of the research with the sample size of 300 participants but
unfortunately the researcher could not reach her target on sampling size because other claimants
were inconveniently unavailable to participate. The process mentioned below by Davis (2021)
was followed when collecting data:

Step 1: Determine the needed information

The researcher firstly needs to choose what details to collect and topics the information will cover
and choose the population and sample of the study (Lotame, 2019). In this case, the researcher
chose data related to the research topic, the research population was the land claimants of the
legal entities registered under the persistence of Native Land Act (No. 27 of 1913), and the
Commission on Restitution of Land Rights database for land claimants was utilised for data
collection.
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Step 2: Approach planning and timeframe set-up for data collection

After determining which data is needed in the study, the researcher must plan the type of methods
that will be applied and set a timeframe for the collection of data. Bhandari (2020) explains that
the researcher needs to be careful when considering the methods that will be used to gather data
because it will assist in directly answering the research questions. The researcher estimated the
whole month of September 2021 to be used for the collection of data, but due to unforeseen
circumstances, the collection of data was completed in November 2021.

Step3: Collection of both primary and secondary data

This step is whereby both primary and secondary data is collected by the researcher to answer
the research objectives of the study. As indicated earlier in this chapter, the researcher accessed
the land claimants’ database of the Commission on Restitution of Land Rights for collecting
primary data from claimants residing in villages situated in and around Mahikeng and those who
are willing to participate in the study, through the questionnaire instrument. Textbooks, websites,
journal articles, audio-visual sources, theses and government publications were used for
secondary data collection. The purpose of collecting data was to obtain information and keep
records, to make decisions about important issues, and then pass information to other
researchers or people who are interested (Sapkota, 2017).

Data collection is not as easy as it looks. The Ontario Human Rights Commission (2018) indicates
that data the collection plan requires attention to matters such as determining how you will collect
data, identifying resources needed to collect data, designing a communication strategy that will
encourage the highest possible participation rate as well as protecting the privacy and personal
information of participants (both the organisation and land claimants).

Step 4: Analysis

When the necessary data has been collected, the researcher needs to analyse the collected data
and report the findings. According to Lotame (2019), the analysis phase is crucial as it turns raw
data into valuable insight that can be used to enhance organisational decisions.

79
Data collection is an extremely important part of any research study, because the conclusions of
the study are based on what the data reveals (Sapkota, 2017). The instruments that were used
to collect data will be discussed in the following section.

3.6.2 Research instruments

The research instrument refers to any tool that the researcher uses for data collection, data
measuring and data analyses that is relevant to the topic of the research. Nalzaro (2012) and
Sobrepera (2011) maintain that the research instrument consists of questionnaires, checklists,
surveys, as well as structured and unstructured interviews. Instruments used to collect primary
data were questionnaires while textbooks, journal articles, government publications, theses and
websites were used to collect secondary data.

The researcher found the questionnaire instrument to collect the quantitative data suitable as
described by Sadgir (2017). A questionnaire is a research tool consisting of a series of questions
and other facts asked to individuals to obtain statistically useful information about a given research
topic. According to Sadgi (2017) the good qualities of questionnaires should be adhered to,
namely:

• Obtaining the most complete and accurate information possible.

• Making it easier for participants to give the necessary information and it should be arranged
in such a way that interpretations are possible.

• Should be as brief as possible and clear to complete.

• Should be neatly organised to encourage the participants to provide accurate, unbiased and
complete information.

• Should seek only data that cannot be obtained from other resources such as the internet,
articles and books.

• Questions are objective without any clues, hints or suggestions.

• Avoid double-parallel questions in one question.

The structured questionnaires were adapted from various Authors in the attached item scale of
Annexure B and was based on the total quality management concept to obtain a thorough
understanding of the opinions of land claimants. According to Michalos (2014), a structured
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questionnaire is a document that consists of a set of standardised questions with affixed schemes
and is more related to quantitative analysis. The questionnaire was structured as follows: Part A
was demographics; Section B of the questionnaire collected the land claimants’ view on services
rendered by the organisation, which contained closed-ended questions, while section C gathered
claimants’ general suggestions on the improvement of customer satisfaction at the CRLR through
an open-ended question. Sadgi (2017) indicates that open-ended questions give participants an
opportunity to express their opinions in a free-flowing manner, while close-ended questions
restrict the participants to choose among any of the given multiple-choice answers. For the
purpose of this study more focus will be based in close-ended question, meaning this study will
be based on quantitative method rather than mixed methods. The following table presents the
strengths and weaknesses of a questionnaire.

A questionnaire was applicable to this research based on the strengths mentioned by Brink et al.
(2012) in Table 3.6, and Debois (2019) shared the same vision as Brink et al. (2012) that
questionnaires are inexpensive, scalable and provide fast results with no pressure, but the author
further added that questionnaires are much easier when it comes to analysis and visualisation
without a background in statistics research. The weaknesses of a questionnaire were never side-
lined as it guided the researcher regarding what to expect in case those weaknesses occur. The
questionnaire (see Annexure A) was structured into three sections and those sections are as
follows:

• Section A consists of a demographic description of the research population, namely the

land claimants who were available and willing to participate. This section contained seven
questions.

• Section B was the next section with close-ended questions aimed at obtaining land
claimants’ perceptions of the services rendered by the CRLR. The questions were based
on five TQM constructs namely: (1) Communication, (2) Customer focus, (3) Customer
Satisfaction, (4) Organisational Culture, and (5) Service quality. Four scales of poor,
average, good and excellent were used in all the statements of section B.

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Table 3.6: Strengths and weaknesses of a questionnaires

Strengths Weaknesses

• Questionnaires are a quick way of • Mailing of questionnaires may be

obtaining data from a large group of expensive also some people are not
people. familiar with it.
• They are less expensive in terms of • Respondents may fail to answer
time and money. some of the questions.
• They are one of the easiest research • . There is no opportunity to clarity any
instruments to tests for reliability and questions that may be misunderstood
validity. by participants.
• Participants feel a greater sense of • Respondents may provide socially
anonymity and are more likely to acceptable answers.
provide honest answers. • Respondents may fail to answer
• The format is standard for all some of the questions.
participants and is not dependent on • There is no opportunity to clarity any
the mood of the interviewer. questions that may be misunderstood
• Participants are more likely to provide by participants.
honest answers as they feel a greater • Participants must be literate.
sense of anonymity. • The participants who respond may
not be representative of the
population.
Source: Brink et.al. (2012)

• Section C was the last section which gathered claimants’ general suggestions on the
improvement of customer satisfaction at the CRLR through an open-ended question.

Cronbach’s alpha was considered during the compilation of the questionnaire instrument to collect
the needed quantitative data. Processes were followed during data collection and to illustrate, the
researcher firstly selected the significant details relevant to the research topic, then planned the
approach of collecting data with the estimated time frame of September 2021 to collect primary
data, but due to unexpected circumstances, the completion of primary data collection was
November 2021, and lastly, the collected data was analysed, interpreted and recommendations

82
were drawn based on the response of the participants. Analysed data is discussed in the
subsequent section.

3.7 Step 5: Data analysis

Data analysis, as described by Taherdoost, (2022), is a process of converting all the data
gathered from land claimants into meaningful and understandable information, while Nalzaro
(2012) defines descriptive statistics as a numerical value obtained from the sample that gives
meaning to the data collected. Data analysis determines the trends and relationships among the
variables, and is also divided into two kinds, namely descriptive and inferential analysis, as
maintained Nalzaro (2012). The classification of descriptive analysis involves the following:

• Frequency distribution

A frequency distribution displays the frequency of different outcomes in a sample, and shows the
number of times a variable appears in relation to other variables and uses grouped frequency
distribution or simple frequency distribution (Fouche & Bartley, 2011).

• Measure of central tendency

Measures of central tendency, as described by Jadav (2017), give an idea about the concentration
of the values in the central part of the distribution and are normally known as the averages, and
there are three types of averages namely; the mean, median and mode.

o The Mean is simply an average of the scores in a set (Tuazon, 2017).

o The Median, according to Yap (2014), is the middle score in the distribution when the numbers
have been arranged into numerical order, whether from lowest to highest or the other way
around, and it can also be used for ordinal data.

o The Mode is the relevant average to be used when finding the ideal size; it frequently occurs
in the data-set and can be conveniently located even if the frequency distribution has class
intervals of unequal magnitude, but is not affected by extreme values (Jadav, 2017).

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• Measure of variability

These types of statistics concern the degree to which the scores in a distribution are different from
each other or maybe similar and there are two commonly used measures of variability, namely
range and standard deviation (Nalzaro, 2012).

➢ Range is the difference between the highest and the lowest values in the distribution and the
formula of range is H minus L (Tuazon, 2017).

➢ Regarding standard deviation, Tuazon (2017) indicates that it describes the variability; in other
words, a sort of average of how distant the individual scores are from the mean.

• Bivariate descriptive statistics

These statistics, according to Nalzaro (2012), are derived from the simultaneous analysis of two
variables to examine the relationships between variables and there are two commonly used
bivariate descriptive analyses presented as follows:

o Contingency tables are the most commonly applied correlation that summarises
relationships between several categorical or mathematical variables, which tend to vary, also
known as crosstabs or two-way tables (Akoglu, 2018). The author maintains that crosstabs are
summaries of response data where variables are discrete factors and the responses are counts;
for example: Gender rates two levels (0= male and 1= female), Marital status rates five levels (0=
single, 1= married, 3= divorced, 4= widow and 5= separated.

o Correlation is the method used to describe the relationship between two measures or the
strength of association between two variables (Nalzaro, 2012), while Schober et al. (2018)
indicate that, in correlated data, the scale change of one variable is associated with a change in
the scale of another variable.

The importance of data analysis is to simplify by assisting with a better understanding for readers
regarding the significance of data, by presenting and summarising a massive sum of information
into an easy format to understand for effective and clear communication of data (Embarak, 2018).
In this case, it is used to simplify or summarise data collected from the land claimants to the
readers of this study. The reliability and validly are the most important aspects of research and

84
will be discussed in the following step, as depicted in Figure 3.1, and are important to be
considered during data collection and data analysis.

3.8 Step 6: Reliability and validity

The researcher made sure that validity and reliability were considered as a research instrument
to be able to report credible information in this study. Boateng et al. (2018) explain that reliability
is the degree of consistency unveiled when a measurement is frequently beneath identical
conditions. The dependent validity of an instrument is on reliability and responsiveness (Walton
et al., 2013). The researcher ensured that validity and reliability were seriously considered in this
research by taking the following steps:

• Verify accuracy of data throughout the process of data collection and analysis.

• Design questionnaires in a reliable manner for participants to be able to complete it easier

and precisely; furthermore, to ensure that validity and reliability were considered, the
questionnaire with the same set of questions was distributed to the participants, and thereafter
those collected questionnaires were checked thoroughly after collecting them.

• Standardise the conditions during data collection by keeping circumstances as consistent as

possible to be able to reduce the influence of external factors that might reflect the results by
creating variation (Middleton, 2019).

3.8.1 Reliability

Reliability, according to LoBiondo-Wood and Haber (2014), is the instrumental ability of a variable
to measure the attributes and is more concerned with stability, homogeneity, accuracy and
equivalence. LoBiondo-Wood and Haber (2014) further applied that stability in an instrument
refer to the ability in the instrument to produce the same results with repeated testing while
homogeneity of an instrument means all the items in an instrument measure the same variable
and concept. Collins (2012) explains that accuracy of an instrument refers to the quality of being
true or correct in avoidance of errors. Lastly, the equivalence of an instrument is where an
instrument produces the same results when parallel instruments are utilised (LoBiondo-Wood &
Haber, 2014).

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3.8.2 Validity

Validity, as described by Malicse (2012), is the appropriateness and accuracy of the study; it is a
procedure that measures what was intended to be measured. Almanasreh et al. (2019), Cecile
and Janssens (2019), and Sydaryono et al. (2019) indicate that validity has three major types and
are content validity, construct validity and criterion validity.

• According to Heale and Twycross (2015), content validity refers to the extent to which all
aspects of a construct are accurately measured in a research instrument. This study used
previous reliable and validated measurement item scales in the questionnaires to collect data
from land claimants.

• Construct validity is established on the extent to which a test measures an attribute and
theoretical construct; furthermore, it regularly involves several approaches and studies as it is
complex (LoBiondo-Wood & Haber, 2014).

• Criterion validity tests the wellness of an instrument correlating with a standard (Walton et
al., 2013), and Kanya et al. (2019) relate that criterion validity is where a correlation of a scale
with other measure of attributes is ideally a used and accepted gold standard in the field.
Furthermore, Kanya et al. (2019) maintain that assessing criterion validity is through predictive
validity whereby at the time of data collection, the new criterion was not yet available.

As indicated in chapter 1, even previous validated and reliable measurement item scales were
used when drafting survey questions for collecting data from the land claimants (Refer to
Annexure B). Furthermore, a pilot study was considered. Hazzi and Maldaon (2015) describe it
as a procedure and method of a small-scale test utilised on a large scale and its main drive is to
improve the efficiency and quality of the study. Referring to the validity and reliability of a survey,
a pilot survey was used for testing the effectiveness of the research instruments. The main
purpose of pilot survey, as indicated by Sari et al. (2015), and Grigoroudis and Siskos (2010), is
to test administration survey measures and the effectiveness of a structure in a survey as to
whether it is fully understood; in this case, by the land claimants. Likewise, the pilot survey checks
the repetition of questions in a survey that will reduce time spent by land claimants when
answering the survey. Five academic staff members from the North-West University participated
in the pilot study and provided constructive feedback on the research instrument used. Construct
validation will also be applicable in this study to identify the effects and participants presented in
the study.

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3.9 Step 7: Ethical consideration

The word ethics, as described by Pruzan (2016), is often used to explain processes leading up to
a chosen decision and is considered as a socially constructive guideline for behaviour. These
ethical guidelines assist the researcher to maintain integrity in her research and it was developed
by laws, codes of ethics and government regulations to prevent unethical behaviour (Pruzan,
2016). Plagiarism, misuse of information and conflict of interest are considered as part of the
matters of ethical concern in research (Wefel, 2016; Pruzan, 2016).

Ethic clearance was gained from the Economic and Management Sciences Research Ethics
Committee (EMS-REC) at the North-West University. An ethics approval certificate (certificate
number: NWU-00867-21-A4) was issued by the NWU for the ethics application on the research
topic; “Total quality management as a strategic tool in service delivery: Land claimants in
Mahikeng”, and it served on the Economic and Management Sciences Research Ethics
Committee (EMSREC).

Ethical values that were considered are privacy, confidentiality, the right to information and
protection of research respondents from exposure to harm or risk, anonymity and informed
consent was reached. Land claimants were informed about the purpose of the study and all ethical
conventions followed in the study. The researcher followed ethical guidelines to acquire informed
consent from the Department of Agriculture, land reform and rural development (DALRRD) to
utilise land claimants’ database for data collection.

3.10 Conclusion

In this chapter, quantitative research was applied through the positivism paradigm to be able to
cover a wide collection of accurate data, and the deductive approach was also used to improve
facts from existing facts. Descriptive research was adopted as it is a better quantitative method
during data collection.

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The framework for the research plan was drafted to guide the process of this study, meaning all
the research methods used during the research were discussed. Research methods were used
to collect the information needs of the primary and secondary data collected, the research
population and the sampling targeted to be able to achieve the primary data. The research
instruments used to answer the secondary objective of this study and lastly, analyses were further
elaborated on this chapter. During the entire study, reliability and validity of the study were highly
considered through the research ethics, and for that reason, a pilot study was undertaken to
ensure the reliability and validity of the research instrument.

Chapter 4 presents the results of the collected data and the interpretation of the results.

88
 CHAPTER 4

RESULTS AND ANALYSIS

4.1 Introduction

Data analysis is defined by Pandey and Pandey (2015) as the process of studying all the gathered
material or data as an outcome of discovering inherent facts. Cooper and Schindler (2014), and
Gravetter et al. (2014) mentioned that the primary data collected from the land claimants would
not address the research objectives as it is still raw or considered as unprocessed data; therefore,
data analysis assists the researcher by converting this unprocessed data into meaningful
information using statistical methods and techniques. Data analysis aims to discover important
data and suggests conclusions by examining, transforming, and cleaning processes and it plays
a key role in deciding or suggesting future activities for other researchers (Kumar & Shinas, 2019).

This chapter focuses on the results of the quantitative data attained from the respondents on
whether total quality management (TQM) can be utilised as a strategic tool to manage service
delivery at the organisation. Quantitative data analysis is basically searching characteristics of
the data-set and discovering the relationships between the gathered data and the external
parameters (Du Plooy-Cilliers et al., 2014). Quantitative data was analysed using the Statistical
Package for Social Science (SPSS) for the closed-ended questions of the questionnaire. The
results were reported to address the objectives of this study.

The quantitative data results are presented in the following section as per Figure 4.1, and are
structured as follows: (1) a demographic profile of the respondents, (2) reliability and validity of
constructs, (3) land claimants’ perceptions of the services rendered by the CRLR, (4) the
association between constructs and demographic variables, (5) the correlation of variables,
Spearman’s rank correlation as well as relationship between the constructs, and lastly (6), this
chapter interpreted the open-ended questions of the respondents based on how to improve
customer satisfaction at the CRLR.

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Figure 4.1 Quantitative data analysis

Results presentation and analysis

• Demographic profile

➢ Gender
➢ Age
➢ Marital status
➢ Language
➢ Occupational status
➢ Residential
➢ Waiting period of land
restoration
• Pie-chart
• Cross tabulation

• Reliability and validity of

constructs
• Reliability analysis
• Construct validity
Analysis

• Land claimants’ perception on:

➢ Effective communication
➢ Customer focus
➢ Customer satisfaction
➢ Organisational culture
➢ Service quality
• Pie-chart
• Clustered bar chart

• Association between constructs

and demographics variables
• Cross tabulation
• Chi-square test

• Correlation of variables:
Spearman’s rank correlation
• Relationship between the
construct :spearman’s rank
correlation

• Land claimants’ comments

o An open-ended question

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4.2 Demographic profile

This section is dedicated to present respondents who participated in this study. The demographic
section involves the gender, age, marital status, language, occupational status, location as well
as the duration of the land being restored to claimants. The results are presented in pie charts
and the cross-tabulations of the variables are as follows:

4.2.1 Gender of respondents

Figure 4.2 shows the highest participants of the study to be male (63.52%), followed by female
participants (35.85%) and other genders with 0.63%. The percentage means that out of 159
distributed surveys, only one participant was categorised as the other gender, 57 were female
while 101 were male respondents, as indicated in Table 4.2.

Figure 4.2 Gender of respondents

Table 4.2 Gender of respondents

Gender
Frequency Percent Valid percent Cumulative
percent
Valid Male 101 62.7 63.5 63.5
Female 57 35.4 35.8 99.4
Other 1 .6 .6 100.0
Total 159 98.8 100.0
Missing System 2 1.2
Total 161 100.0

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The above statistics may imply that males still carry the outdated concept whereby land and
farming issues were more considered to be associated with males rather than females and
perhaps females also thought that the land issue still concerns males the most.

4.2.2 Age of respondents

The highest percentage in age categories indicated in the pie-chart were between 21 and 40
years with 48.43%, followed by the age category of 41 to 60 years, with 22.01%, respondents
above 60 years were 18.24%, and respondents up to 20 years were only 11.32%. According to
Table 4.3, from 159 participants, 77 respondents were between the age of 21 and 40 years, and
the lowest number of participants were only 18 out of 159 in the age category of up to 20 years.

Figure 4.3 Age of respondents

Table 4.3 Age of respondents

Age
Frequency Percent Valid percent Cumulative
percent
Valid Up to 20 years 18 11.2 11.3 11.3
21 to 40 years 77 47.8 48.4 59.7
41 to 60 years 35 21.7 22.0 81.8
Above 60 years 29 18.0 18.2 100.0
Total 159 98.8 100.0
Missing System 2 1.2
Total 161 100.0

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The reason could be that most of youth are unemployed in South Africa, and they see land as an
opportunity to earn an income, and therefore the statistics states that they are the highest number
of the respondents in this study. Zwane (2021) reported the statistics of South Africa’s youth
unemployment to be at 74% in 2021, and further continued by indicating that those who are
employed often occupy lower-level positions. As indicated, the youth unemployment rate (Mago,
2018); has been increasing instead of decreasing. The following sub-section will discuss the
marital status of the respondents as indicated in Figure 4.1.

4.2.3 Marital status of respondents

The majority of participants who partook in this study were single, with percentage of 49.06%,
which refers to 78 out 159, followed by 47 respondents who are married (29.56%), 18 participants
who are divorced (11.32%%), while 16 respondents were widowed (10.06%).

Figure 4.4 Marital status of respondents

Table 4.4 Marital status of respondents

Marital Status
Frequency Percent Valid percent Cumulative
percent
Valid Single 78 48.4 49.1 49.1
Married 47 29.2 29.6 78.6
Divorced 18 11.2 11.3 89.9
Widow/Widower 16 9.9 10.1 100.0
Total 159 98.8 100.0
Missing System 2 1.2
Total 161 100.0

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Table 4.4 indicates that most who responded in this study were respondents who are single with
the lowest percentage of participants who are widowed. Table 4.4 could imply that those
participants whose marital status indicated single are in the majority. Subsequently, sub-section
will present which languages are spoken by the respondents.

4.2.4 Language of respondents

Setswana is the dominating language, with 73.08%, meaning out of 159 respondents, 114
respondents were Setswana speaking, 15 respondents (9.62%) were Pedi speaking, 14
respondents (8.97%) were speaking other language not indicated by the researcher in the
questionnaire, 6.41% (10 respondents) spoke isiZulu, and Afrikaans-speaking participants were
only three, with 1.62%.

Figure 4.5 Language of respondents

Figure 4.5 Language of respondents

Language
Frequency Percent Valid percent Cumulative
percent
Valid Setswana 114 70.8 73.1 73.1
Afrikaans 3 1.9 1.9 75.0
Sepedi 15 9.3 9.6 84.6
IsiZulu 10 6.2 6.4 91.0
Other 14 8.7 9.0 100.0
Total 156 96.9 100.0
Missing System 5 3.1
Total 161 100.0

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The results might suggest that because the study was based in the Ngaka Modiri Molema district
in the North West Province of South Africa, it is represented mostly by the black African and
Setswana tribe. According to South African History Online (2019), there is a Tswana population
of about 4 million in Southern Africa; 3 million in South Africa and a million in the nation of
Botswana and numerous Tswanas live in the segmented area of the former Homeland,
Bophuthatswana, as well as neighbouring areas of the North West Province and Northern Cape
of South Africa. Respondents’ occupations will be discussed in the following sub-section.

4.2.5 Occupation of respondents

When concerning occupation, 49.06% of the respondents were unemployed, 20.75% were
employed, 13.84% were still studying, 12.58% were self-employed and 3.77% responded other
occupations. Table 4.6 shows that the highest number of respondents were 78 and employed,
while six respondents were the lowest number of respondents who indicated other occupations.

Figure 4.6 Occupation of respondents

Table 4.6 Occupation of respondents

Occupation
Frequency Percent Valid percent Cumulative
percent
Valid Student 22 13.7 13.8 13.8
Employed 33 20.5 20.8 34.6
Own business 20 12.4 12.6 47.2
Unemployed 78 48.4 49.1 96.2
Other 6 3.7 3.8 100.0
Total 159 98.8 100.0
Missing System 2 1.2
Total 161 100.0
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The result concurs with Table 4.3 and 4.4 that there is a high rate of unemployment in South
Africa. This result might suggest that most participants who are unemployed identified that the
land restoration could be an opportunity to earn a source of income. Starting a business is ideal
for most people, but capital and skills might appear as the main barrier. Location of the
respondents will be discussed in the subsequent sub-section.

4.2.6 Location of respondents

Most respondents were located in the Ratlou municipality with 38.36% (61 respondents), and the
Ratlou municipality contains villages such as Makgobistad, Disaneng, Madibogo,
Tshidilamolomo, Makgori and other villages; followed by Mahikeng with 30.19% (48 respondents),
Ramotshere Moiloa with 16.98% (27 respondents), Tswaing with 8.18% (13 respondents) and
the lowest number of participants were from Ditsobotla, with 6.29% (only 10 respondents).

Figure 4.7 Location of respondents

Table 4.7 Location of respondents

Municipality
Frequency Percent Valid percent Cumulative
percent
Valid Ditsobotla 10 6.2 6.3 6.3
Mahikeng 48 29.8 30.2 36.5
Ramotshere Moiloa 27 16.8 17.0 53.5
Ratlou 61 37.9 38.4 91.8
Tswaing 13 8.1 8.2 100.0
Total 159 98.8 100.0
Missing System 2 1.2
Total 161 100.0

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The findings indicated that most participants reside in the Mahikeng and Ratlou district. The CRLR
office is based in Mmabatho, so the reason could be that participants from Mahikeng and Ratlou
are conveniently located near the office of the CRLR, which is in Mahikeng. The location of
respondents will be followed by the waiting period for land restoration in relation to respondents,
as indicated in Figure 4.8

4.2.7 Waiting period for land restoration of respondents

Lastly, under the demographic section, in the question regarding how long the turnaround time
for their land was to be restored to them, an overwhelming majority 82.28% stated that they are
still waiting after 10 years for their land to be restored to them. There are similarities in the
empirical findings and literature as it was stated that only 30% of commercial land was restored
to the beneficiaries from the period of 1994 to 1998.

Figure 4.8 Waiting period for land restoration of respondents

Table 4.8: Waiting period for land restoration of respondents

How long have you waited before the land can be restored to you?
Frequency Percent Valid Percent Cumulative
Percent
Valid Within a year 2 1.2 1.3 1.3
Within 3 years 3 1.9 1.9 3.2
Within 5 years 5 3.1 3.2 6.3
Within 10 years 18 11.2 11.4 17.7
More than 10 years 130 80.7 82.3 100.0
Total 158 98.1 100.0
Missing System 3 1.9
Total 161 100.0

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Figure 4.8 shows that 82.28% of participants indicated that they are still waiting after 10 years for
the land to be restored to them by the CRLR. Moabelo (2007), Lahiff (2008) and MLtero et al.
(2019) have raised a concern from farmers and landowners regarding the slow pace at which the
land restitution claims are being processed. In addition, Tshuma (2012) indicated that the slow
pace of land reform does not only exist in South Africa, but countries such as Namibia also
experience more failure regarding the slow pace of the land reform process. This result could
imply that TQM can assist in the continuous improvement of the operational systems with the goal
of improving service delivery to land claimants. Reliability and validity analysis will be presented
in the following section.

4.3 Reliability and validity of constructs

Reliability and validity of construct will be presented in the following sub-section of 4.3.1 and 4.3.1.

4.3.1 Reliability of constructs

The reliability construct will be discussed in this section as the validity construct will further be
discussed in sub-section 4.3.2. Reliability and validity testing are key as it decreases opportunities
to attach the researchers’ bias while increasing transparency. It will be difficult to describe the
effect of measurement errors on theoretical relationships being measured when the reliability and
validity are not assessed during the research (Forza, 2002 & Singh, 2014). Reliability of the test
scores was estimated and valuated by means of Cronbach’s alpha as presented in Table 4.9.
Cho et al. (2014) and Peters (2014) describe Cronbach’s alpha, as a method for estimating the
internal consistency of the test scores using data from a single test administration and is frequently
identified as an indicator of the degree whereby the item scales measure similar underlying
variables. Mohajah (2018) states that improved reliability measures create more accurate results,
which will increase the chances of making precise decisions by the researcher.

Table 4.9 Reliability of constructs

Cronbach's Alpha N of Items
Effective Communication .688 6
Customer Focus .661 5
Customer Satisfaction .606 4
Organisational Culture .745 7
Service Quality .655 4

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All the Cronbach’s alpha values for the five constructs range from 0.606 to 0.745, which ae greater
than the recommended minimum of 0.6. (Malloy-Diniz et al., 2015). This implies that all items in
each construct are consistent with each other, and the constructs are reliable. However, Hair et
al. (2011), Ingenhoff and Buhmann (2016), and Ramayah et al. (2016) contend that a Cronbach
alpha is considered as acceptable when the reliability coefficient is more than 0.6, but when the
reliability coefficient is more than 0.7, then the Cronbach alpha is considered as good. Therefore,
effective communication, customer focus, customer satisfaction and service quality constructs are
considered as acceptable, since the reliability coefficients are above 0.6, while the construct of
organisational culture is considered as good because its reliability coefficients is above 0.7.

4.3.2 Validity of constructs

Construct validation was established for indicating whether a survey distinguishes between
individuals who have certain characteristics and those who do not have. It concerns the
identification of the settings, causes, effects and participants presented in a study (Reichardt,
2005; Fink, 2010). According to Coulacoglou and Saklofske (2017) construct of validity of score
interpretation derives to sustain all score-based inferences. The validation of constructs is
presented in Table 4.10.

Table 4.10: Validity of constructs

Path Estimate Standard t Value p-value
Error

EC1 ===> Effective 0.04777 0.00268 17.8057 <.0001

Communication
EC2 ===> Effective 0.06110 0.00345 17.7328 <.0001
Communication
EC3 ===> Effective 0.05625 0.00313 17.9957 <.0001
Communication
EC4 ===> Effective 0.04972 0.00279 17.7927 <.0001
Communication
EC5 ===> Effective 0.05202 0.00291 17.8531 <.0001
Communication
EC6 ===> Effective 0.04317 0.00244 17.7164 <.0001
Communication
CF1 ===> Customer Focus 0.05127 0.00289 17.7379 <.0001
CF2 ===> Customer Focus 0.05353 0.00301 17.7760 <.0001
CF3 ===> Customer Focus 0.05451 0.00306 17.7916 <.0001
CF4 ===> Customer Focus 0.05372 0.00302 17.7754 <.0001
CF5 ===> Customer Focus 0.04864 0.00274 17.7560 <.0001

99
 CS1 ===> Customer 0.05133 0.00290 17.7151 <.0001
Satisfaction
CS2 ===> Customer 0.04649 0.00262 17.7149 <.0001
Satisfaction
CS3 ===> Customer 0.06179 0.00349 17.6943 <.0001
Satisfaction
CS4 ===> Customer 0.04662 0.00263 17.7238 <.0001
Satisfaction
OC1 ===> Organisational 0.04320 0.00245 17.6484 <.0001
Culture
OC2 ===> Organisational 0.04371 0.00245 17.8618 <.0001
Culture
OC3 ===> Organisational 0.04788 0.00269 17.8089 <.0001
Culture
OC4 ===> Organisational 0.04849 0.00271 17.8871 <.0001
Culture
OC5 ===> Organisational 0.05067 0.00283 17.9103 <.0001
Culture
OC6 ===> Organisational 0.04874 0.00272 17.9202 <.0001
Culture
OC7 ===> Organisational 0.04947 0.00275 17.9736 <.0001
Culture
SQ1 ===> Service Quality 0.04011 0.00228 17.6278 <.0001
SQ2 ===> Service Quality 0.04480 0.00253 17.6731 <.0001
SQ3 ===> Service Quality 0.04245 0.00240 17.6942 <.0001
SQ4 ===> Service Quality 0.04600 0.00260 17.7204 <.0001

The results show that the p-values for each path are less than the significance level of 0.05 and
this implies that each variable significantly belongs to its respective construct/factor as suggested
in the questionnaire. As such, the constructs are valid.

4.4 Land claimants’ perception of constructs: close-ended questions

This section will discuss the land claimants’ (respondents’) perceptions, as shown in Figure 4.1,
concerning the following constructs; effective communication, customer focus, customer
satisfaction, organisational culture and service quality. The respondents’ results will be presented
in a clustered bar chart and the results are as follows:

4.4.1 Effective communication

The results of land claimants on the level of effective communication at the CRLR will be
presented in a clustered bar chart and be interpreted as follows: For all the items of the construct
100
on Effective Communication, the majority of respondents indicated that communication is
averagely effective, whereas for all the items, the second highest percentage of respondents
indicated that communication is poor (except for the item “employees communicate with
customers only in the claimant’s chosen language” in which the second highest percentage of
respondents indicated that this item of effective communication is good). For all items measuring
effective communication, the third highest percentage of respondents indicated that
communication is good (except for the item “employees communicate with customers only in the
claimant’s chosen language” in which the third highest percentage of respondents indicated that
this item of effective communication is poor). In addition, for all items measuring effective
communication, the lowest percentage of respondents indicated that communication is excellent.
Customer focus will be interpreted as the next construct in the subsequent sub-section.

Figure 4.9: Land claimants’ perception concerning effective communication

60%
Poor Average Good Excellent
50% 56%
50%
40% 45% 47%
Percentage

40% 42%43%
39%
30% 36% 34% 35%

20% 26% 25%

10% 16%
13% 11% 13%
1% 4% 10% 3% 2% 8% 1%
0%
Employees Department
Employees
encourages never take
Employees communicates People in my Department has
claimant to actions without
regularly with customers community think a good
communicate first
communicate only in the highly of the reputation in my
their ideas and communicating
with its claimant claimant chosen department community
opinions to the with the
language
department claimants
Poor 36% 16% 26% 40% 42% 35%
Average 50% 39% 45% 47% 43% 56%
Good 13% 34% 25% 10% 13% 8%
Excellent 1% 11% 4% 3% 2% 1%

The findings of Table 4.9 tend to suggest that the majority of participants feel that effective
communication at the CRLR is just at an average level. In addition, the reason for indicating the
average level could be that most respondents do not receive the same level of communication
from different employees. The main issue revealed by this result could be the language used in
the documents of the CRLR, such as pamphlets and presentations. Perhaps, the CRLR presents
all the documents in English without considering that most of the land claimants are elderly people
who are not familiar with the language, this contrasts with figure 4.3. Application of figure 4.5
101
might be more applicable focusing on the fact that English is the national medium of instruction
or official language and overlooking the fact that the CRLR’s customers are mostly elderly people
who are most unfamiliar with speaking or understanding English.

4.4.2 Customer focus

The researcher investigated whether the customer-focused approach to rendering services was
practised from land claimants’ viewpoint. The interpretation of the findings will be discussed in
this sub-section with the use of a clustered bar chart. Most land claimants who participated
indicated that the customer focus at the CRLR is not at the poor level nor the excellent level, but
just at an average level. This is followed by the second highest percentage stating that there is a
poor customer focus rendered at the commission (except for two items “the staff is always willing
to assist claimants and that the staff understand claimant’s specific needs”), which indicated that
there is a good level of customer focus at the CRLR. Nevertheless, respondents who indicated
that customer focus is at a good level at the commission are the third highest percentage of the
respondents. The lowest percentage of respondents stated that the level of customer focus at the
commission is at an excellent level. Furthermore, the percentage of all items measuring customer
focus in the category of excellent has a very low percentage whereby the highest level is 3%
under the item of “The staff are always willing to assist claimants”.

Figure 4.10: Land claimants’ perceptions concerning customer focus

60%
Poor Average Good Excellent
50%
49%
47% 46% 47%
40%
Percentage

40%
38% 39%
30% 33% 32%
20% 25% 26%
22%
19% 19%
10%
1% 3% 1% 2% 10% 1%
0%
The department
continuously
The employees give The staff always The staff is never too The staff understand
monitor claimant
prompt service to willing to assist busy to respond to claimants specific
experience through
claimants claimant claimant requests need
complaints or
compliments
Poor 33% 19% 38% 25% 40%
Average 47% 46% 39% 47% 49%
Good 19% 32% 22% 26% 10%
Excellent 1% 3% 1% 2% 1%

102
If the results in Figure 4.10 under effective communication were rated average, then there is no
other way that participants could have indicated that operational systems used by CRLR were not
people-centred. Evidently, land claimants mentioned that they had to wait for more than half an
hour at service points before they could be assisted. In addition, what the researcher implies is
that when an organisation gives effective communication to its customers on a daily basis, then
the customer will understand that more focus is given to them. The next construct to be interpreted
is customer satisfaction in the following sub-section.

4.4.3 Customer satisfaction

The interpretation of the results of customer satisfaction at the CRLR based on the land claimants’
perception will be discussed in this sub-section also with the use of clustered bar chart. The result
of this construct is the same as the previous construct of customer focus, whereby the highest
percentage of the respondents indicated the average level; the second highest percentage
indicated that the customer satisfaction level is poor at the CRLR, second lowest indicated that
there is a good level of customer satisfaction at the commission, while the lowest indicated that
the level of customer satisfaction is excellent. In all items measuring the level of customer
satisfaction, 58% were the highest percentage under the item stating that “The employees at the
CRLR are efficient and good at their job”, while, 1% was the lowest percentage in three items
under the excellent rating

Figure 4.11: Land claimants’ perception concerning customer satisfaction

70%
Poor Average Good Excellent
60%
58% 57%
50%
Percentage

40% 47%
42%
30% 36%
33%
30%
20% 26%

16% 16% 18%

10%
1% 1% 6% 12% 1%
0%
It is important to me that
The quality of The employees at the In general, I am satisfied
department measures
department facility is department are efficient with the service rendered
customer satisfaction on
good and good at their job to me by the department
an ongoing basis
Poor 36% 26% 33% 30%
Average 47% 58% 42% 57%
Good 16% 16% 18% 12%
Excellent 1% 1% 6% 1%

103
The above result could simply propose that participates are not fully satisfied with how the CRLR
operates, since in all sections they indicated average levels. In addition, this could appear as if
land claimants are no longer bothered by the processes of receiving the service, but what matters
to them is to receive the land in the end regardless of the “average” service being given. The
implementation of TQM plays a key role in the continuous improvement of operating systems
through teamwork, cooperation and commitment from employees and customer focus
requirements. In addition, the continuous improvement of operating systems enhances the quality
of services rendered to land claimants and this will spontaneously improve customer satisfaction.
De Kock (2020) urged that it will take the CRLR about 36 years to complete or finalise the existing
claims and the only solution to reduce the long waiting period is to introduce new organisational
processes at the CRLR. The next result to be interpreted is the organisational culture construct
in the following sub-section.

4.4.4 Organisational culture

Organisational culture is the fourth construct to be analysed and a clustered bar chart will be
utilised to interpret the results. Respondents who indicated the organisational culture to be at the
average level are the second highest in percentage. The findings presented in Figure 4.12 show
that the organisational culture is not even closer to be at the good nor excellent level according
to the respondents.

Figure 4.12: Land claimants’ perception concerning organisational culture

70%
Poor Average Good Excellent
60%
50% 60% 57%
Percentage

53%
40% 49% 48% 47%
43% 45%42%
30% 40% 40%
36%
32%
20% 26%
10% 13%1% 8% 0% 10%1% 11%1% 12%1% 10%1% 12%1%
0%
Department Department is Department Department
promotes a known for Department has a promotes a
Overall I feel
strong sense making listen and reputation of culture of Department is
the
of shared commitment values being trusted trust with always honest
department is
purpose and to claimants feedback from and having claimants with me
trustworthy
values with and keeping claimants claimant’s among its
clients them best interest employees
Poor 26% 49% 53% 48% 45% 57% 47%
Average 60% 43% 36% 40% 42% 32% 40%
Good 13% 8% 10% 11% 12% 10% 12%
Excellent 1% 0% 1% 1% 1% 1% 1%

104
Respondents who indicated the organisational culture being poor at the commission are the
highest in percentage during the interpretation of the results; in other words, these respondents
could imply that the CRLR’s culture is either not implemented well or maybe not tailored
accordingly. Serpa (2016) briefly described organisational culture as organisational studies and
sociology established within the organisation, while Maseko (2017) describes it as the orientation
of the organisation towards its internal stakeholders and basically guides employees’ behaviour
within an organisation, which leads to the organisation’s development. Continuous improvement
and an innovative management strategy have a positive and significant impact on the CRLR’s
performance as a service sector; it also creates a positive attitude from land claimants and
stakeholders towards the organisational culture (Pambreni et al., 2019). The final construct to be
interpreted based on the results will be discussed in the following sub-section.

4.4.5 Service quality

The final construct to be analysed is the quality of service provided by the organisation and the
land claimants were asked several questions that relates to the quality of service offered. Figure
4.13 indicated that most respondents reported that the level of the service quality rendered is at
the average level (except for the item that stated that service is delivered at the promised time).
There is a very low level of agreement from respondents who reported that the quality of service
at the CRLR is at the good level nor excellent level.

Figure 4.13: Land claimants’ perception concerning service quality

60% Poor Average Good Excellent Column1
50% 55% 54%
53% 51%
Percentage

40%
42%
30% 38% 38% 38%

20%
10%
4% 1% 6% 1% 8% 0% 11% 0%
0%
Department pay
attention to claimants Department deliver its Service quality and The service that I receive
attitudes and complaints service at the time it efficiency provided by at the department had a
to the provision of quality promised department is good good quality
service
Poor 42% 55% 38% 38%
Average 53% 38% 54% 51%
Good 4% 6% 8% 11%
Excellent 1% 1% 0% 0%
Column1

105
Figure 4.13 shows that most participants indicated the service quality at the CRLR to be between
poor and average and that is not a good reputation for an organisation. The results could suggest
that since 82% of participants indicated that it has been more than 10 years and the land has not
been received by beneficiaries according to the Figure 4.8, they indicated poor regarding the
CRLR delivering its service at the promised time. The other reason for the CRLR to perform at an
average level, according to the participants, could be the lack of employees. Maybe there are
limited employees at the CRLR to be expected to perform various duties at once to numerous
claimants, and therefore they forgot to respond or pay attention to land claimants’ complaints.
The researcher will show the association of constructs and demographic variables in the following
section.

4.5 Association between constructs and demographic variables

This section will review the relationship between the five constructs (effective communication,
customer focus, customer satisfaction, organisational culture and service quality) and
demographic variables existing in this study. Cross-tabulation will be used and for two normal
variables, the chi-square of association will be utilised. Relationships between the constructs of
gender and effective communication are presented in Table 4.11.

Table 4.11 Cross-tabulation: Gender and effective communication

Crosstab
% within gender
Effective communication Total
Poor Average Good Excellent
Gender Male 10.9% 77.2% 10.9% 1.0% 100.0%
Female 15.8% 66.7% 17.5% 100.0%
Other 100.0% 100.0%
Total 12.6% 73.0% 13.8% 0.6% 100.0%

Chi-square tests

Value df P-value
Pearson Chi-Square 9.252a 6 .160
Likelihood Ratio 7.294 6 .295
Linear-by-Linear Association .202 1 .653
N of Valid Cases 159

106
The p-value is .295 and is greater than the significance level of 0.05; there is no significant
association between gender and effective communication. Between males and females, there is
no huge dissimilarity regarding the average percentage. However, 17.5% of females indicated
that effective communication is at a good level compared to 10.9% of male participates who
disagreed, stating the level of communication to be poor at the CRLR. However, the highest
percentage indicated that both female and male rated average level concerning effective
communication at the CRLR. In that case, the CRLR should introduce programmes whereby it
educates employees in terms of diversity management as well as the importance of
communication in an organisation.

Table 4.12 Cross-tabulation: Occupation and customer focus

Crosstab

% within Occupation
Customer focus Total
Poor Average Good
Occupation Student 9.1% 86.4% 4.5% 100.0%
Employed 33.3% 42.4% 24.2% 100.0%
Own business 10.0% 75.0% 15.0% 100.0%
Unemployed 15.4% 74.4% 10.3% 100.0%
Other 66.7% 33.3% 100.0%
Total 17.0% 69.2% 13.8% 100.0%

Chi-square tests

Value Df P-value
Pearson Chi-Square 18.818a 8 .016
Likelihood Ratio 19.041 8 .015
Linear-by-Linear Association .426 1 .514
N of Valid Cases 159

The above crosstab indicated that 33.3% of employed participants are not satisfied with the focus
given to customers at the CRLR and the finding could denote that since these participants are
employed in various organisations, they are aware of the level of treatment deserved to be getting
from an organisation, hence demanding the quality of service to be rendered to them. Since the
highest rate are participants who are unemployed, this could perhaps imply that they are not
cognizant of a good or a bad service. Moreover, the CRLR should make it a culture to treat each
claimant equally, irrespective of their social class.

107
Table 4.13 Cross tabulation: Marital status and customer satisfaction
Crosstab

% within Marital status

Customer satisfaction Total
Poor Average Good
Marital Status Single 14.1% 75.6% 10.3% 100.0%
Married 12.8% 59.6% 27.7% 100.0%
Divorced 11.1% 66.7% 22.2% 100.0%
Widow/Widow 12.5% 81.2% 6.2% 100.0%
er
Total 13.2% 70.4% 16.4% 100.0%

Chi-square tests

Value Df P-value
Pearson Chi-Square 8.335a 6 .215
Likelihood Ratio 8.270 6 .219
Linear-by-Linear Association .328 1 .567
N of Valid Cases 159

In the findings, as displayed in Table 4.13, participants with a marital status are the highest
percentage, and indicated that satisfactory service was rendered to them and this could reveal
that the participants attend the land issues jointly with their spouse because a job done through
teamwork tends to become easier, meaning one party encourages the other party during the spirit
of impatience. Furthermore, this could also propose that perhaps widows or widowers expressed
being unsatisfied with the service, and this could be that they do not have the patience to pursue
the process of having the land restored to them because they are still mourning their loved ones.
CRLR employees should be reminded daily to have humanity or be sensitive when dealing with
land claimants, because they are not aware of their current life situation at that time. In addition,
this suggests that the ethics of humanity and respect should be grounded as organisational
cultural ethics.

108
Table 4.14 Cross tabulation: Gender and organisational culture
Crosstab

% within gender
Organisational culture Total
Poor Average Good
Gender Male 44.6% 53.5% 2.0% 100.0%
Female 36.8% 61.4% 1.8% 100.0%
Other 100.0% 100.0%
Total 41.5% 56.6% 1.9% 100.0%

Chi-square tests

Value df P-value
Pearson Chi-Square 1.709a 4 .789
Likelihood Ratio 2.084 4 .720
Linear-by-Linear Association 1.046 1 .306
N of Valid Cases 159

Figure 4.14’s results present male participants to be having the highest percentage, rating the
organisational culture to be poor at the CRLR. The result could denote that maybe males already
have business ideas for the land compared to female participants, so the long processes and
procedures applied at the CRLR are an obstacle to them, since the findings also indicated that it
has been more than 10 years of waiting for the land to be restored to land claimants.

Table 4.15 Cross tabulation: Occupation and service quality

Crosstab
% within Occupation
Service quality Total
Poor Averag Good
e
Occupation Student 18.2% 77.3% 4.5% 100.0%
Employed 36.4% 54.5% 9.1% 100.0%
Own business 30.0% 60.0% 10.0% 100.0%
Unemployed 23.1% 73.1% 3.8% 100.0%
Other 50.0% 50.0% 100.0%
Total 27.0% 67.3% 5.7% 100.0%

Chi-square tests

Value df P-value

109
 Pearson Chi-Square 7.514a 8 .482
Likelihood Ratio 7.511 8 .483
Linear-by-Linear Association .165 1 . .685
N of Valid Cases 159

The findings in Table 4.15 highlight the participants’ views regarding services rendered according
to their occupational status and the majority of them, from students to unemployed participants,
expressed the service to be at an average level. The probability for 10% of own business
participants to rate the service rendered at the CRLR as good could be that they had high hopes
that the restored land will open opportunity of expanding their businesses or perhaps they rated
the service based on the livestock or grants they have received from the government, as a tone
of showing some gratitude.

4.6 Correlation of variables: Spearman’s rank correlation

The measurement strength of the association between two rank-ordered variables is performed
through Spearman’s rank correlation. The p-value of the pair of variables is significant at 5% (p-
value being less than 0.05), while other pairs of variables reflected positively as the p-value
appears to be more than 5%. The correlation of variables is presented in Table 4.16.

Table 4.16: Correlation of variables

Customer Focus
Communication

Service Quality
Organisational
Satisfaction
Customer
Effective

Culture

Age Correlation -.040 .042 -.031 -.077 -.087

Coefficient
p-value .615 .598 .701 .335 .274
N 159 159 159 159 159
How long Correlation -.125 -.093 .033 -.181* -.020
have you Coefficient
waited before p-value .117 .243 .682 .023 .801
the land can
be restored N 158 158 158 158 158
to you?

110
Table 4.16 indicates that there is a significant correlation between the waiting periods before the
land could be restored to the claimants and the claimants’ perception of organisational culture as
the correlation coefficient was -0.181, which means that there is a strong negative correlation
between variables. Furthermore, the correlation appears to be negative because participants who
indicated a longer waiting period have rated the organisational culture to be negative. As indicated
in Figure 4.22, the organisational culture is perceived negative by most participants, which could
imply that the CRLR’s culture is either not implemented well or not implemented at all.

The system that can lead land claimants to perceive the CRLR culture in a positive way only
depends on the improvement culture at the CRLR during the rendering of services. De Kock
(2020) stated that more focus is needed for to the organisational process, because it contributes
a lot during a long waiting period of land restoration and the solution could only be that the CRLR
should change its organisational processes completely. Effective communication was also
perceived negatively by land claimants on the waiting period of land restoration. Furthermore, the
findings tend to suggest that there is a lack of communication at the CRLR, and Rougan (2015)
indicated that every organisation needs a solid foundation of effective communication regardless
of its nature and size. Furthermore, successful TQM implementation is highly dependent on
communication. The following section shows the relationship between he constructs with the use
of Spearman’s rank correlation.

4.7 Association between the construct: Spearman’s rank correlation

Spearman’s rank correlation is also applied in this section since they are variables to measure
the strength of the construct.

Table 4.17 presents the significant Spearman correlation coefficient value of 0.415 between
organisational culture and customer focus constructs, which shows the strong positive correlation
between the two constructs. All the p-values of each pair of variables is significant at 5% (p-value
being less than 0.05), which means all correlations are positive.

111
Table 4.17: Association of construct

Customer Focus
Communication

Service Quality
Organisational
Satisfaction
Customer
Effective

Culture
Effective Correlation 1.000 .400** .287** .393** .315**
Communication Coefficient
P-value . .000 .000 .000 .000
N 159 159 159 159 159
Customer Correlation .400** 1.000 .421** .415** .266**
Focus Coefficient
P-value .000 . .000 .000 .001
N 159 159 159 159 159
Customer Correlation .287** .421** 1.000 .401** .367**
Satisfaction Coefficient
P-value .000 .000 . .000 .000
N 159 159 159 159 159
Organisational Correlation .393** .415** .401** 1.000 .285**
Culture Coefficient
P-value .000 .000 .000 . .000
N 159 159 159 159 159
Service Quality Correlation .315** .266** .367** .285** 1.000
Coefficient
P-value .000 .001 .000 .000 .
N 159 159 159 159 159

Furthermore, the statements tend to propose that an increase in one construct leads to an
increase in value of the other construct, since all constructs have positive relationships with each
other. Loyalty and trust can be destroyed due to the unsatisfactory service rendered to land
claimants by the CRLR, because it takes time for an organisation to build trust with its customers
but takes a minute to destroy that trust created. Customer focus should be prioritised, and service
quality be rendered to land claimants through effective communication and a solid organisational
culture, because that will have a huge positive impact on customer satisfaction and create a
strong relationship among land claimants and the CRLR.

112
4.8 Land claimants’ suggestion on improvement of customer satisfaction at the
CRLR: Open-ended question

As indicated in Figure 4.1 of the quantitative data analysis, an open-ended question on land
claimants’ perception will lastly be discussed in this chapter. Section C of the questionnaire was
an open-ended question that gave the respondents an opportunity to express any
recommendation on what can be done at the Commission on Restitution of Land Rights to
improve customer satisfaction. This section only interpreted the results of 28 respondents,
because out of 159 completed questionnaires, only 28 respondents communicated their views
and the results were interpreted as follows:

Figure 4.14: Suggestion regarding improvement of customer satisfaction at the CRLR

AN OPEN-ENDED QUESTION RESULTS

Improvement in effective communication 14%

Improvement in claimants' focus and understanding

their specific needs
17%

Facilities not user friendly especially for elderly

people
3%

Customer satisfaction improvement 3%

Honesty, prompt service delivery to claims especially

with regards to the waiting period of land restoration
50%

CPA training to avoid fraud and corruption 3%

Support claimants with skills and equipment without

any favouritism
7%

0 5 10 15

No. of respondents

Figure 4.14 presented that half (14 over 28); (50%) of the respondents expressed that prompt
service delivery regarding the waiting period on land restoration should be resolved at the CRLR
with honesty to claimants. The second highest percentage, by five out of the 28 (17%)
respondents indicated that more focus should be given to claimants with knowledge of their
specific needs, while the third highest percentage (14%; 4 out of 28) of respondents indicated that
effective communication should be improved at the CRLR.

113
4.9 Conclusion

This chapter outlined all processes applied in this study to ensure the results were reliable. Pilot
surveys were done to check whether respondents will understand the survey questionnaire and
identify any possible errors before undertaking the main research investigation. The demographic
profile of 159 respondents was firstly presented, in which 101 were males, 57 were females and
one respondent fell in the category of other gender. Reliability and validity of constructs were
highly considered in this chapter.

Five factors to ensure that the quality of service is attained through the implementation of TQM to
develop claimant satisfaction were identified, and those factors are effective communication,
customer focus, customer satisfaction, organisational culture and service quality. Pie-charts and
clustered bar charts were used to analyse these factors. The relationships between constructs
and demographic variables were also analysed in this chapter. Lastly, an open-ended question
was interpreted, but only 28 respondents managed to express their views. In addition, the majority
28 of respondents were more concerned with the slow pace from the CRLR regarding land
restoration. The focus of the last chapter in this study pertain to recommendations that were
derived from the results presented in Chapter 4.

114
 CHAPTER 5

CONCLUSIONS AND RECOMMENDATIONS

5.1 Introduction

This chapter presents the inferences and recommendations regarding the implementation of total
quality management as a strategic tool in the organisation. TQM would be more effective at the
CRLR if it is implemented well and all involved parties are aware and have better knowledge with
regard to TQM principles. Involved parties refer to employees at the CRLR, from top management
to lower management. Quality service should be rendered equally to all claimants, which mean
that the claimants at the CRLR should be provided quality service regardless of whether the
service is free or paid for by claimants. The conclusions in this chapter are basically from the
results and analysis presented in Chapter 4. Figure 5.1 provides the layout of this chapter.

Figure 5.1: Conclusions and recommendations

Chapter 5 layout

5.1 Introduction

5.2 Empirical findings

Effective
communication
5.3 Recommendations
Customer focus

5.4 Future research prospects

Customer
satisfaction

5.5 Limitations of the study Organisational

culture

5.6 conclusion Service quality

115
5.2 Empirical findings

An empirical finding is a process that derives logic from the premises known to be true and is a
process of reasoning from factual knowledge. To examine whether TQM can be employed as a
strategic tool to improve service delivery to land claimants served as a primary objective of this
study, while the secondary objectives are (1) to acquire a demographic profile of the research
population, (2) to ascertain whether there is effective communication by the CRLR, (3) to assess
the level of focus given to customers by the CRLR, (4) to analyse land claimants’ level of
satisfaction with service delivery, (5) to assess land claimants’ perception concerning service
delivery culture by the CRLR, and (6) to evaluate land claimants’ perception of service quality
delivery by the CRLR.

5.2.1 TQM AS A STRATEGIC TOOL TO IMPROVE SERVICE DELIVERY TO LAND

CLAIMANTS IN MAHIKENG.

The primary objective of the study: To examine whether TQM can be employed as a
strategic tool to improve service delivery to land claimants.

The finding from the demographic section that was concerned with the period of waiting before
land could restored to land claimants was the highest percentage among all questions that most
participants have mutual feelings about. In that case, 82% of participants indicated that they are
still waiting after 10 years for the land to be finalised and settled. The longer waiting period could
perhaps propose that TMQ elements are lacking at the CRLR because implementation of TQM
elements creates trust among employees and land claimants, integrity as well as ethics as an
organisational culture to be able to have a solid foundation from the beginning of the CRLR
process.

The CRLR’s vision is to deliver prompt, effective and efficient service to the victims who were
affected or lost their rights in land due to previous racially discriminatory law after 19 June 1913,
according to the Restitution of land Act 22 of 1994. The commissions’ vision intends that all clients
at the CRLR should be rendered prompt quality service according to who came first, and not
discriminate on whom should receive it first. The Land Access Movement of South Africa

116
(LAMOSA) is an independent association of rural Community Based Organisations (CBOs) that
went to court opposing the re-opening of new claims without clear stipulating of existing claims,
basically, they were urging that the CRLR need to finish what they have started before focusing
on new claims. The CRLR need to have SMART (specific, measurable, achievable, realistic and
timely) goals, to avoid the longer waiting period, and this implies that the CRLR need to be specific
on what is needed to be achieved, Measure what is achievable by being realistic to when is it
going to be attainable, having the time-frame as well (Noto, 2014).

The finding showed that most participants rated an average level in all five constructs and that
does not appear as a good impression under the organisational image because this could propose
that land claimants are not satisfied but are not complaining regarding the service rendered at the
CRLR. In addition, the SMART goals will assist the employees’ focus to be based on their clients,
and that will reduce the complaints and increase the level of claimants’ satisfaction

5.2.2 DEMOGRAPHIC DESCRIPTION OF THE RESEARCH POPULATION

Secondary objective 1: To acquire a demographic profile of the research population.

The findings of this study concerning demographics show that males have a lot of interest in land
issues compared to females, as the findings indicated the highest level (63%) of participants to
be males. The finding could imply that the Restitution of Land Right Act 22 of 1994 does not
adequately empower women, since it is well known that in the past men were more concern with
the issue of lands than women. Demographic findings also show that most youths are
unemployed and are intending to participate in land reform issues with the intention of starting
their own enterprises and producing agricultural products and services. A considerable
percentage of 82.3% indicated that they were not satisfied with the waiting period before land
could be restored to land claimants.

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5.2.3 EFFECTIVE COMMUNICATION GIVEN TO LAND CLAIMANTS AT THE CRLR

Secondary objective 2: To ascertain whether there is effective communication by CRLR.

Effective communication at the CRLR was at an average level according to respondents and they
also indicated average levels of employees communicating in the claimants’ chosen language.
Figure 4.9 clearly revealed that, in all sections, participants have expressed the level of
communication to be at an average level, which could imply that the CRLR focuses more on other
aspects and less on giving effective communication to land claimants.

Participants’ perceptions were neutral regarding whether the community thinks highly of the
organisational reputation and that attitude appears to be dangerous as it does not have a good
reputation on the organisation since the greatest tool to market a good service is through word-
of-mouth. Shi et al. (2016) maintain that word-of-mouth is taken seriously by various organisations
as it can affect the corporate image both positively and negatively. According to Huete-Alcocer
(2017), Kundu et al. (2017), and Ansary and Hashim (2018), word-of-mouth has a great influence
as a communication source that has an impact on consumers’ attitudes and decision.

5.2.4 LEVEL OF CUSTOMER FOCUS BY THE CRLR TO LAND CLAIMANTS

Secondary objective 3: To assess the level of focus given to customers by the CRLR.

The research commenced to examine the attitude of land claimants regarding the level of focus
being given to them and the findings were neutral. The lowest percentage had negative attitudes
regarding the level of focus received form the CRLR. There is a positive attitude with the lowest
percentage from other respondents. This could imply that though the highest percentage is just
neutral with the level of focus given, at least there is a lower percentage who still believe that the
organisation gives them an adequate focus, and this could imply that not all employees at the
CRLR are against the quality of service. The organisation could pursue winning over those
employees who have not been practising rendering quality service to land claimants through
effective communication and teamwork.

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5.2.5 LEVEL OF CUSTOMER SATISFACTION AT THE CRLR

Secondary objective 4: To analyse land claimants’ level of satisfaction with service delivery.

It is important to note that a significant number of respondents indicated that customer satisfaction
being measured on an ongoing basis is at an average level and the danger of an organisation not
delivering on customers’ expectation increases the level of dissatisfaction, but if the service
provided to claimants matches their expectations, then it leads to customer satisfaction. As
indicated before in the study, word-of-mouth has an impact on the land claimants’ attitude, so the
positive affection could increase the level of satisfaction and customer loyalty (Ansary & Hashim,
2018).

The quality at the CRLR facility was rated at an average level and since the CRLR deals mostly
with elderly people, the use of stairs could occur as a challenge to them. Facility, according to
(Combley, 2011), refers to equipment and building provided for a specific purpose.

5.2.6 PERCEPTION OF LAND CLAIMANTS REGARDING THE ORGANISATIONAL

CULTURE

Secondary objective 5: To assess land claimants’ perception concerning organisational culture

of the CRLR.

The findings revealed that a considerable high number of respondents indicated that the level of
organisational culture is poor at the CRLR. That tends to suggest that the CRLR is known for not
making any commitment, being trustworthy and honest as expressed by land claimants and the
majority continue by maintaining that the CRLR’s reputation of being trusted is poor, which refers
to an organisation not having the claimants’ best interest in mind.

García-Alcaraz et al. (2021) propose that TQM requires a solid organisational structure to support
top management and furthermore stated that department are measured through the following
items;

• Quality departments have a good organisational structure.

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• Good communication is maintained by quality departments and top management.

• Quality department employees act as advisors to its clients.

• Quality departments generate teams who aim at quality improvement.

• Quality departments train employees for performance evaluations.

According to Oyewobi et al. (2016), poor organisational culture includes poor management, poor
organisational practices, poor teamwork, dissatisfaction of employees and these actions have a
huge impact on the turnaround of projects at the organisation. Moreover, “The strength of overall
organisational culture is positively associated with the level of TQM implementation”
(Valmohammadi & Roshanzamir, 2015).

5.2.7 QUALITY OF SERVICE RENDERED AT THE CRLR

Secondary objective 6: To evaluate land claimants’ perception of service quality delivery by

CRLR.

Findings were rated either as poor or on an average level regarding the quality of service delivered
at the CRLR, which does not seem to be a good impression for an organisation, because
according to. Fernandes and Solimun (2018), the effect of service quality on the loyalty of
customers can be interceded from customer satisfaction because customer satisfaction is closely
related to customer loyalty. This finding shows that the implementation of TQM needs to be
prioritised to increase customer satisfaction and reduce complaints and dissatisfaction.

In addition, for TQM to be employed as a strategic tool to improve service delivery to land
claimants at the CRLR, constructs of TQM such as effective communication, customer focus,
customer satisfaction, organisational culture and service quality should be prioritised at the CRLR.

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5.3 Recommendations

The recommendations of this study will be based on five construct, namely effective
communication, customer focus, customer satisfaction, organisational culture and serve quality,
and are as follows:

• Effective communication

Effective communication needs to start within the commission before extended to claimants.
Supervisors and employees must have or taught skills communication. As indicated in Figure 2.3,
communication is very important in all aspects of TQM elements, because ethics and trust among
colleagues, training of staff, teamwork, leadership, as well as recognition of employees can only
be a success when done through communication. Effective communication is key firstly within the
organisation, because when employees lack communication among themselves, communication
will not be effectively communicated to claimants while lacking within the organisation.

Supervisors need to alert their subordinates that they are approachable for questions, concerns
or suggestions at any time, the same as employees being approachable to claimants. In addition,
Gochhayat et al. (2017) State that effective communication will assist management to reach
employees at the CRLR and encourage employees to achieve the organisation’s vision, mission
and goals. It also allows the employees to understand the mission statement and values of the
organisation rather than being obligated to follow them. No organisational documents (e.g. CPA
Constitution) should only be communicated in English but should be translated to the language
understood by claimants because not everyone understands English, especially elderly people.

Organisational communication plays a key role in the relationships between the effectiveness of
the organisation and the organisational culture. Effective communication will provide direction to
the CRLR by assisting to maintain discipline and by implementing rules, norms and regulations
in the organisation (Gochhayat et al., 2017).

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• Customer focus

Customer focus, as stated by Gupta (2021) in Chapter 1, is key as it is the foundation for customer
loyalty, and it gives claimants a good feeling about the CRLR’s service. Also, Katyani (2012)
indicated that customer focus is one of the most important principles when implementing TQM at
an organisation. In addition, it is recommended that the CRLR should put more focus on claimants
to know what exactly their expectation from the CRLR is. Employees should have a willingness
approach to claimants when assisting them because employees knew from the beginning when
signing the employment contract with the organisation that their focus is to work with claimants.

Prompt service is to be provided by employees to all claimants. Employees should respond to

claimants’ requests as promised. Employees must normalise noting all action points in their
dairies and set phone and email reminders in case of forgetfulness. Improvement procedures
regarding attending to complaints by the commission could include arranging a complaint box in
the office for claimants to drop their complaints at any given time and a set time-frame for when
the matter will be solved. Employees should conduct follow-ups regarding the progress status of
the inquiries and acknowledge their complaints.

Employees need to know that favour is not done upon claimants when providing a great service
to them, because one of the CRLR’s values is that the commission encourages diversity and will
not discriminate against anyone, and the commission also has a loyal, professional and people-
focused workforce that is committed to serve South Africans (CRLR, 2020). The CRLR should
nominate one unit that will deal with the complaints from claimants and monitor them daily. Time-
frames of acknowledgement of complaints should be set as well as when the complaints will be
attended to.

Customer focus is crucial to service organisations, and therefore any organisation interested in
delivering quality service needs to start by understanding its clients and for organisations to be
efficient and effective in their work, employees require internal support systems associated with
the need to be customer focused (Zeithaml et al., 2017).

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• Customer satisfaction

The land is a first step for many claimants to address poverty and unemployment and by fast-
tracking the process of land restoration at the commission, poverty and unemployment could be
lowered. The land could be used for commercial farming, agricultural purposes and other
business, which will create employment for many claimants. The CRLR needs to educate land
claimants on how to operate and maintain the land after land restoration, or perhaps collaborate
with other departments and companies that will oversee training and to whether proper
procedures are being followed to avoid fraud and corruption. In addition, if land is redistributed to
land claimants without any assistance on how to cultivate and manage the land, then the land will
end up being undeveloped and useless to claimants.

Training of employees at the organisation will improve skills such as problem-solving, decision-
making, as well as technical, interpersonal, job management, leadership and teamwork skills.
Employees need training to learn adequate knowledge and skills to become effective and efficient
in job performance at the work environment, which increases the level of clients’ satisfaction.
Fernandes and Solimun (2018) state that the CRLR’s goal should be to provide satisfactory
service to land claimants, which should be balanced by the effective use of resources when
providing in the land claimants’ needs and wants so that the risk of organisational failure can be
overcome.

• Organisational culture

The CRLR needs to clarify and emphasise section 2 of the Restitution Act, which indicates that
the land should be restored to the ordinary disposed individual (ODI), but when the ODI is
deceased, then the direct descendants are entitled to the land. The Act clearly indicates that the
beneficiaries of the land reform process should be the direct descendants; however, the public
perception is that males are rightful heirs of land rather than females. In addition, unlike previously
whereby only males were considered beneficiaries to their father’s land, regarding the restitution
of land, females as direct descendants benefit as equal to males’ direct descendants. As a result,
the CRLR should educate the community on matters of land reform, particularly on how land
reform processes can be used as a tool to empower women.

Effective involvement of employees during the re-structuring of organisational procedures is

highly needed, basically because employees deal with claimants daily and are aware of
123
challenges or understand the claimant’s concerns better. Greater understanding of organisational
culture can highly influence the employees’ performance and provide management with a better
guide on the high level of successful projects. The management of the CRLR from top
management to low management should have a strong working relationship with claimants to
develop trust.

Honesty from employees to claimants regarding progress on their projects should always be
practiced avoiding unnecessary conflicts that could have been avoided from the beginning.
Employees’ performance incentives for the job well-done must be a prioritised culture at the CRLR
because it motivates employees to provide quality service and continue improving. Humanity and
respect should always be practised at the CRLR, among both employees and claimants. Proper
training will teach employees to function within teams and will create a proper foundation for
organisational culture when implementing TQM.

Top management needs to be involved most and should stop delegating all meeting to their
subordinates because some issues need the intervention of top management and that will show
some commitment from management and create trust among the employees and claimants.
Projects should be prioritised equally without any discrimination and employees need to see
claimants first before status. For example, project A should not be given all the attention rather
than project B, because beneficiaries of project A are from the royal family, learned and have
lawyers unlike beneficiaries of project B. Hand-over of projects to new officials must be taken
seriously to avoid duplication of projects. When officials leave the commission for some greener
pasture, then they should offer a brief hand-over of all the project officially and introduce the new
official to claimants.

• Service quality

Service quality can be obtained through the implementation of the above-mentioned constructs,
meaning to achieve satisfactory quality service, the CRLR needs to ensure that its main focus is
based also on (1) customer focus, (2) effective communication, (3) customer satisfaction and (4)
organisational culture to be able to achieve total quality management as a strategic tool.

124
The CRLR needs to ensure that every claimant is important at the commission and receives the
same quality of service without any discrimination regarding whether you are from the royal family
or au underprivileged family, employed or unemployed. The CRLR deals with elderly people daily
so in that case, building facilities should be more accommodating to them or any other claimants
as well as equipment used. Organisations need to ensure that elevators are there for the elderly
or disabled people who cannot use stairs and have a back-up generator in case of emergency,
which will show claimants that the organisation aims at delivering quality services at a comfortable
state and the action will lead to claimants’ satisfaction.

Offices and boardrooms should be human friendly for both employees and claimants especially
concerning the Covid-19 pandemic, which means ventilation and emergency exits should be
accessible for employees and claimants’ safety. The CRLR should provide employees with
equipment that will enable them to work efficiently and effectively because the quality of service
is created from the employees’ satisfaction, which leads to claimants’ satisfaction. Equipment
involves comfortable chairs and table, printers, office phones and cell phones for field-work, field
gear, stationery etc. The CRLR must know that the level of facility quality should be in a good or
excellent state as it involves people’s health and life.

Lack of punctuality by employees could appear unethical to land claimants such as being
disrespected or undermined, and therefore it is very important to be punctual at every meeting.
Punctuality, as indicated by Okland and Olsson (2021), is a key element in the quality of service
as it often creates customer satisfaction and will reduce complaints from the land claimants.
Punctuality is taken for granted by most individuals and is one of the most important criteria that
develop the quality of service. In this case, there is no such thing as African time when dealing
with clients. Time-frames for land restoration need to be considered by the CRLR and should be
taken seriously. Supervisors need to ensure that time-frames for projects are complied with.

The other reason for land claimants’ dissatisfaction, which causes poor service delivery, could be
that there are limited staff at the organisation, and therefore the solution to the problem is that
there should be more recruitment of staff at the CRLR to reduce complaints and increase
claimants’ satisfaction.

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5.4 Future research prospects

This study investigated the total quality management as a strategic tool in service delivery; the
case of land claimants in Mahikeng. Therefore, further research prospects to be considered are
as follows:

• The imperative role of employees in service delivery to land claimants using a TQM approach.

• The best practice of Customer Relationship Management (CRM) and Total Quality
Management (TQM) implementation strategies in small enterprises.

• The significance of TQM in the management of private healthcare services in the North West
Province.

• The impact of Covid-19 on the quality of service provided to customers at traffic departments
in South Africa.

• The influence of reward systems on employees’ performance based on the TQM strategy.

5.5 Limitations of the study

There were numerous limitations during the executive of this study and these are as follows:

• Finding the most recent information from secondary data sources on the subject was a
challenge because of the necessity of secondary data sources on total quality management
used as strategic tool in public organisation, the implementation of TQM principles in service
delivery to land claimants.

• The data collection component: A total sample of 159 responses were obtained and ideally a
larger number should have been included in this study, which was partly because of budget
and time constraints.

5.6 Conclusion

This chapter served as the conclusion, implications and recommendations based on the framed
secondary objectives survey used as an instrument to collect data from the land claimants and it

126
highlighted various aspects conversed in the previous chapters. Most participants were residing
in Mahikeng, while other participants resided in the Ditsobotla, Ramotshere Moiloa Ratlou and
Tswaing districts.

The results indicated that the majority of participants scored average regarding the effective
community, customer focus, customer satisfaction and service quality, and scored poor levels
regarding the organisational culture. In addition, the results of this study can assist the CRLR
management on how to improve the quality service that will enhance land claimants’ satisfaction.
This study has confirmed the significance of a total quality management strategy in the
organisation when implemented well for improving the quality of service provided to clients
(claimants).

Finally, this chapter presented the recommendations for the CRLR and other organisations who
render services to their various customers, which could also make use of them for potential future
research.

127
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162
 ANNEXURE A

QUESTIONNAIRE
Total quality management as a strategic tool in service delivery

Dear Valuable Respondent

The researcher, Tshiamo Mahatlhe, (Student No. 21510679) is a Master student in Business
Management at the North-West University in South Africa. In partial fulfilment of the
requirements of a degree programme, the researcher is required to undertake a master research
project. I am gathering data on the importance of total quality management as a strategic tool in
service delivery

The purpose of the research project is to examine the importance of total quality management as
a strategic tool in the management of service rendered to land claimants in the North-West
Province of South Africa, hence your contribution is highly valued and appreciated. As part of this
study, you have been selected to take part in the research. All responses are confidential and no
personal questions (e.g. name, address, employee number) are included the questionnaire will
take about 10-20 minutes. Participation in this study is voluntary.

All answers given during this exercise will be highly valued and shall be treated with the strictest
confidence and will solely be used for academic purposes. With your permission, the researcher
hereby asks you to objectively complete the questionnaire. By completing this questionnaire, you
give consent that this information may be used for research purposes.

If you have any queries that we have not addressed and would like to discuss these with us,
please do not hesitate to contact us.

T. Mahatlhe Dr A Litheko
Email: tmahatlhe@yahoo.com Email: 16513207@nwu.ac.za
Contact: +27834692401(cell). Telephone 0183892615

163
 SECTION: A (DEMOGRAPHICS)

Please answer the questions in this section by marking with a cross (X) in the box that
corresponds to your answer:

1. Gender
2. Age 3. Marital status
Up to 20 Single
21 – 40 Married
41 – 60 Divorced
Above 60 Widow/widower
4. Language 5. Occupational status
Tswana Student
Afrikaans Employed
Pedi Own business
Zulu Unemployed
Other Other:
6. Please indicate the name of the municipality where you reside.
Ditsobotla Mahikeng Ramotshere Moiloa Ratlou Tswaing
7. How long have you waited before the land can be restored to you
Within a year
Within 3 years
Within 5 years
Within 10 years
More than 10 years

SECTION: B
The researcher used the previous scales because it already been validated.

Please rate your level of agreement in terms of the following statement on a scale of 1 – 4,
whereby 1 indicates “Poor” and 5 indicates “Excellent”.

• EFFECTIVE COMMUNICATION
Excellent
Average

Statement
Good
Poor

1. Employees regularly
communicate with its 1 2 3 4
claimant?
2. Employees communicates
with customers only in the 1 2 3 4
claimant chosen language
3. Employees encourages
1 2 3 4
claimant to communicate their
164
 ideas and opinions to the
department
4. Department never take
actions without first
1 2 3 4
communicating with the
claimants
5. People in my community think 1 2 3 4
highly of the department
6. Department has a good 1 2 3 4
reputation in my community

• CUSTOMER FOCUS

Excellent
Average
Statement

Good
Poor

1 The employees give prompt

1 2 3 4
service to claimants
2. The staff always willing to
1 2 3 4
assist claimant
3. The staff is never too busy to 1 2 3 4
respond to claimant requests
4. The staff understand 1 2 3 4
claimants specific need
5. The department continuously
monitor claimant experience
1 2 3 4
through complaints or
compliments

• CUSTOMER SATISFACTION
Excellent
Average

Statement
Good
Poor

1. The quality of department

1 2 3 4
facility is good
2. The employees at the
department are efficient and 1 2 3 4
good at their job
It is important to me that
3. department measures
1 2 3 4
customer satisfaction on an
ongoing basis
4. In general, I am satisfied with
the service rendered to me by 1 2 3 4
the department

165
• ORGANISATIONAL CULTURE

Excellent
Average
Statement

Good
Poor
1. Department promotes a strong
sense of shared purpose and 1 2 3 4
values with clients
2. Department is known for
making commitment to 1 2 3 4
claimants and keeping them
3. Department listen and values
1 2 3 4
feedback from claimants
4. Department has a reputation
of being trusted and having 1 2 3 4
claimant’s best interest
5. Department promotes a
culture of trust with claimants 1 2 3 4
among its employees
6. Department is always honest
1 2 3 4
with me
7. Overall, I feel the department
1 2 3 4
is trustworthy

• SERVICE QUALITY
Excellent
Average

Statement
Good
Poor

1. Department pay attention to

claimants’ attitudes and
1 2 3 4
complaints to the provision of
quality service
2. Department deliver its service
1 2 3 4
at the time it promised
3. Service quality and efficiency
provided by department is 1 2 3 4
good
4. The service that I receive at
the department had a good 1 2 3 4
quality

166
SECTION: C

Do you have any suggestions on how customer satisfaction can be improved at the
Commission on Restitution of Land Rights?

________________________________________________________________________________

Thank you for your participation.

167
 ANNEXURE B

ITEM SCALES

Effective communication

Maphakisa 2014 Current study

1. ABSA business bank regularly Employees regularly communicate with its
communicates with its clients customer
2. ABSA business bank communicates Employees communicates with customers
with clients only in the client chosen only in the customer chosen language
language
3. ABSA business bank encourages Employees encourages customers to
clients to communicate their ideas and communicate their ideas and opinions to
opinions to the bank the department
4. ABSA business bank never takes Department never take actions without first
actions without first communicating with communicating with its customers
its clients
Meal & Asford 1991
5. People in my community think highly of People in my community think highly of the
this school department
6. This school has a good reputation in my Department has a good reputation in my
community community

Customer focus

Devnarrian 2011 Current study

1. The staff give prompt service to The employees give prompt service to
customers customer
2. The staff always willing to help The staff always willing to help customer
customers
3. The staff is never too busy to respond to The staff is never too busy to respond to
customer requests customer requests
4. The staff understand students’ specific The staff understand customers specific
need need

168
 Maphakisa 2014
5. ABSA business bank continuously The department continuously monitor
monitor clients experiences through customer experience through complaints or
complaints or compliments compliments

Customer satisfaction

Sánchez-Fernández et al. (2017) Current study

1. The quality of university facility was The quality of department facility is good
good
2. Administrative and service staff at this The employees at the department are
university were efficient and good at efficient and good at their job
their job
3. In general, you’re satisfied with you are In general, I am satisfied with the service
satisfied with your decision to study at rendered to me by the department
this university
Madubanya 2015
4. It is important to me that metropolitan It is important to me that department
measures customer satisfaction on an measures customer satisfaction on an
ongoing basis ongoing basis

Organisational culture

Maphakisa 2014 Current study

1. Absa business bank promotes a strong Department promotes a strong sense of
sense of shared purpose and values shared purpose and values with clients
with clients
2. Absa business bank known for making Department known for making commitment
commitment and keeping them by and keeping them by customers
clients?
3. Absa business bank listens and values Department listen and values feedback
feedback from clients from customers
4. Absa business bank has reputation of Department has a reputation of being
being trusted and having client’s best trusted and having customer’s best interest
interest

169
 5. Absa business bank promotes a culture Department promotes a culture of trust with
of trust relationship with clients among customers among its employees
its employees?
Ennew C & Sekhon H (2007)
6. My bank is always honest with me Department is always honest with me
7. Overall, I feel my bank is trustworthy Overall, I feel the department is trustworthy

Service quality

Maphakisa 2014 Current study

1. ABSA business bank pay attention to Department pay attention to claimants’
employee’s morale, attitudes and attitudes and complaints to the provision of
perceived obstacles to the provision of quality service
quality service
Buzuzi 2002
2. How do you rate the bank's speed of How do you rate the department’s speed on
delivery of service? delivery of service
Devnarrian 2011
3. Varsity college should deliver its service Department deliver its service at the time it
at the time it promises to do so promised
Sánchez-Fernández et al. (2017)
4. Service quality and efficiency provided Service quality and efficiency provided by
by this university were good department is good
5. The academic education that you The service that I receive at the department
received at this university had a good had a good quality
quality

170
 ANNEXURE C

171
172
 ANNEXURE D

To whom it may concern Cecile van Zyl

Language editing and translation
Cell: 072 389 3450
Email: Cecile.vanZyl@nwu.ac.za

3 November 2022

Dear Mr / Ms

Re: Language editing of dissertation (Total quality management as a

strategic tool in service delivery: Land claimants in Mahikeng)

I hereby declare that I language edited the above-mentioned dissertation by Tshiamo Mahatlhe (student
number: 21510679).

Please feel free to contact me should you have any enquiries.

Kind regards

Cecile van Zyl

Language practitioner
BA (PU for CHE); BA honours (NWU); MA (NWU)
SATI number: 1002391
173