Electronic Theses and Dissertations (Masters/MBA)

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    The impact of the use of e-Commerce on customer experience for retail in South Africa
    (University of the Witwatersrand, Johannesburg, 2024) Naidoo, Jaroshen; Mudau, Thanyani Norman
    e-Commerce systems are rapidly changing how individuals shop, and they have provided many retail stores in South Africa with a new sales channel to service customers. With many organisations heavily investing in e-Commerce systems, the need to have end users adopting e-Commerce is vital for the success of the future of e-Commerce. Two areas that need to be examined include how customers currently use e-commerce systems and how e-Commerce use impacts customer experience. To understand the challenges, factors influencing e-commerce usage and its impact on customer experience were investigated. This study distinguished between basic and advanced utilisation of e-commerce systems. To understand the research objectives identified, an extended version of the Delone and Mclean IS Success model has been adapted to the study, which has been modelled as an e-Commerce IS success model. The factors influencing the advanced use of e-Commerce systems include information, system, and service quality. With e-Commerce being split into basic and advanced use, advanced use was focused on understanding how it affects customer experience. This data was collected through a survey distributed to end users of e-Commerce over LinkedIn. 159 respondents(n=159) provided insights into the factors, which included Information quality, system quality, service quality, basic use, advanced use, user satisfaction, customer experience and data quality. However, data quality was a factor that dropped during the Structural Equation Modelling (SEM), which was done through SPSS and AMOS. The research showed strong relationships between information quality and advanced use, system quality and advanced use, and service quality and advanced use. This confirmed the first objective of understanding the factors that impact the advanced use of e-Commerce systems in retail in South Africa. The next major result showed that advanced use had a higher coefficient to the basic viii uses relationship towards customer experience, and this translated to end users wanting to make use of the advanced features of e-Commerce systems to make decision-making and Key Performance Indicators (KPI) easier to achieve. In the findings, numerous contributions have been made, which include the factors that impact the basic and advanced use of e-Commerce systems. The effects of the basic and advanced use on customer experience and user satisfaction, which did not previously exist within the e-Commerce space, are also contributions identified in this study. Overall, this study helps organisations understand what end users and customers would want to use when using e- Commerce platforms in terms of features and how customer experience can be influenced by new technologies and features introduced into the e-Commerce system for retail in South Africa.
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    The influence of artificial intelligence (AI) on personalised learning in the workplace
    (University of the Witwatersrand, Johannesburg, 2024) Msimang, Siphamandla; Alagbaoso, Manessah
    This study investigates the influence of Artificial Intelligence (AI) on personalised learning in the workplace, set within the rapidly evolving landscape of digital technology integration in organisational learning strategies and environments. Addressing the gap in literature regarding AI's role in enhancing workplace learning experiences, this research utilises the Technology- Organisation-Environment (TOE) framework and Senge's Learning Organisation theory as its conceptual underpinnings. Through a quantitative methodology, data was collected from 391 participants across various industries via an AI-powered chatbot survey interface, focusing on employees' engagement in self-directed learning activities, perceptions of AI-enhanced personalised learning, and the factors influencing their engagement in workplace learning. The study reveals that employees perceive AI as an enhancer of personalised learning experiences in the workplace, with its adoption being significantly influenced by factors such as technological compatibility, organisational support, and a conducive regulatory environment. The findings offer an understanding of the multifaceted nature of AI in enhancing personalised learning experiences in the workplace, providing insights for future strategies and implementations in this evolving field. The conclusion draws attention to the transformative potential of AI in enhancing personalised learning within the workplace, advocating for its strategic integration to fully leverage its benefits. By aligning AI-driven learning tools with organisational cultures that prioritize continuous learning, organisations can significantly improve employee engagement, skills development, and ultimately, their competitive advantage in the digital era.
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    Social Media Influencers And Purchase Intention For Motor Vehicles In South Africa
    (University of the Witwatersrand, Johannesburg, 2024) Mlimi, Evans Muzi; Saini, Y.K.
    The effect of social media influencers on purchase intention for motor vehicles in South Africa. The motor-vehicle industry is one of the largest sectors in South Africa and the most dominant in the manufacturing industry. In 2022, the sector’s contribution accounted for 4.9% to the gross domestic product (GDP) making it a very consistent player in manufacturing. This industry is dominated by familiar and legacy brands such as Toyota, Volkswagen, BMW, Ford, Suzuki, and Renault to mention a few. The sector has recently seen new entrants namely Chinese and Korean brands enter the market and challenging the traditional players. This has prompted marketing practitioners to employ new innovative strategies such as using Social Media Influencers to shape consumer perception about their brands. Social Media Influencers are individuals who position themselves as experts in a particular field and they share their product knowledge with their online audience on social media channels. Therefore, the research study investigated the effects of Social Media Influencers particularly their expertise, credibility, trustworthiness, popularity, likability, and attractiveness on purchase intention for motor-vehicles in South Africa. The researcher followed a descriptive research design, where a research survey was randomly distributed to over 1000 post graduate students and working professionals. The findings revealed that a Social Media Influencer’s expertise, trustworthiness, and likability significantly affect consumer purchase intention when shopping for motor vehicles. Three of the six proposed hypotheses were supported by the research results. The study makes a significant contribution to academic literature as it shows the important role played by Social Media Influencers and how Motor-vehicle companies can partner with them to promote the brands and improve loyalty.
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    Investors’ Perceptions of the South African National Brand
    (University of the Witwatersrand, Johannesburg, 2024) Mhlungu, Nondumiso Marcia
    The problem of understanding investors' perceptions of the South African national brand, shaped by historical, political, and economic dynamics, is crucial for enhancing investment attraction in emerging markets like South Africa. This study aimed to explore investors' perceptions of the national brand of South Africa, focusing on understanding how these perceptions influence investment decisions. The research aimed to understand how investors perceive the South African National Brand and its impact on their investment decisions. The research problem addressed the gap in understanding how investors perceive the South African national brand. Utilising a purposive sampling technique, 15 participants were selected based on their expertise and involvement in investment activities within South Africa. Data collection involved in-depth interviews, allowing for an exploration of participants' perceptions. The study found a diverse range of perceptions among investors regarding the South African national brand. While some participants expressed confidence in the country's potential for economic growth and investment opportunities, others highlighted concerns related to political stability, infrastructure challenges, and socio-economic disparities. Despite positive attributes such as natural resources and cultural diversity, concerns about crime rates, corruption, and regulatory uncertainty were identified as significant deterrents to investment. The study concluded that while the South African National Brand possesses intrinsic strengths, addressing governance, security, and regulatory framework challenges is imperative for enhancing investor confidence and attracting sustainable investments. Based on the research findings, it is recommended that South African authorities and stakeholders engage in targeted efforts to improve and promote the national brand, emphasising its strengths and addressing areas of weakness. This could involve diplomatic efforts to enhance the country's international image, economic reforms to improve stability and attractiveness to investors, and strategic communication campaigns to showcase South Africa's potential as an investment destination. Additionally, ongoing research and monitoring of investors' perceptions should be conducted to adapt strategies effectively.
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    Household participation in Financial Markets
    (University of the Witwatersrand, Johannesburg, 2024) Mabale, Thato; Godspower-Akpomiemie, Euphemia
    This research investigates the relationship between financial literacy and financial participation among South African households focusing on demographic variables such as age, gender, and education level. The study examines the relationship between financial literacy and financial asset investment using data from the 2019 FinScope Survey. The demographic characteristics of participants, including age, gender, ethnic group, marital status, educational level, household size, and employment status, were examined through statistical analyses (correlation and regression) to determine their influence on financial investment. The findings revealed that higher financial literacy, measured through understanding and behaviour regarding financial assets, significantly correlates with increased investment levels (β = 0.004, p = 0.012). Participants with higher numeracy skills also demonstrated greater financial participation (β = 0.005, p = 0.022). Demographic factors were similarly influential, with older individuals (β = 0.001, p = 0.035) and male participants (β = 0.001, p = 0.049) investing a higher mean percentage of their income in financial assets. Moreover, young adults aged 30–44 were found to be the most active investors, while individuals with tertiary education showed the highest mean investment percentage, showing the important role of education in improving financial engagement (β = 0.007, p < 0.001). This corroborates previous studies which found that participant characteristics affect their financial behaviour and risk tolerance. The study also highlights the influence of household size and composition, with larger households and those with more children investing significantly less due to financial constraints. Overall, these results underscore that a good understanding of financial concepts such as interest rates and inflation, leads to greater financial engagement and investment growth. An important implication of this study is that targeted interventions to enhance financial literacy mostly among women and less-educated groups, could increase financial market participation. Such efforts would promote diversity in South Africa’s financial markets and support economic development for all population groups.
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    The Use of Alternative Data by Fintechs to Provide Access to Credit for SMEs in South Africa
    (University of the Witwatersrand, Johannesburg, 2024) Khupe, Mandlenkosi M.; Msimango-Galawe, J.
    In South Africa, access to finance remains one of the major contributors to SME failures. The International Finance Corporation estimates that the credit gap for MSMEs in South Africa is R510bn. Traditional lenders often impose stringent requirements and avoid certain segments due to high information asymmetry costs. This factor has led to the advent of fintechs that seek innovative ways to provide unsecured funding. This study examines the role of fintechs in leveraging alternative data to provide credit access to SMEs. The study adopts a standard qualitative approach, with the primary methodology used to collect data being semi-structured interviews. Thirteen participants with varied exposure to alternative data in the fintech sector were interviewed. The findings of the study reveal the transformative nature of alternative data, as it significantly reduces information asymmetry and enhances credit provision. Furthermore, the study concludes that alternative data should be used to supplement rather than replace traditional data. The research highlights the fact that while fintechs favour hard data over soft data for more objective decision-making, the use of alternative data in South Africa is still emerging. The study further reveals that soft data are less weighted by fintechs compared to hard data which enable fintechs to make objective decisions. The conclusion reached is the need for collaboration among fintechs, regulators, and other stakeholders in the financial ecosystem to foster and promote data sharing practices in the alternative data space. This collaborative approach is essential for addressing the prevailing issues of information asymmetry and for further enhancing SME access to finance.
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    Marketability of traditional medicine in South Africa
    (University of the Witwatersrand, Johannesburg, 2024) Thema, Kgaladi; Moloi, Tsele
    The research aimed to explore the marketability of traditional medicine in South Africa, adopting a qualitative research approach. The research engaged with 23 participants including consumers of traditional medicine, traditional healers, traditional medicine traders, health practitioners and regulators in South Africa. This study reveals that traditional medicine in South Africa possesses untapped market potential. The findings suggest that strategic marketing approaches addressing gaps in advertising and accessibility could enhance marketability. Diversifying techniques, leveraging digital platforms, and exploring alternative value chains could contribute to growth. The findings from this research provide valuable insights for policymakers, healthcare professionals, and traditional practitioners to foster an integrated and informed approach to healthcare delivery in a culturally diverse context. Future research should prioritize conducting studies on a larger scale to ensure broader applicability and increased accuracy in representing the diverse population.
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    Factors that determine South African Millennials Willingness to Purchase local luxury fashion
    (University of the Witwatersrand, Johannesburg, 2024) Nailenge, Elizabeth Ndafapawa; Ndlela, Thubelihle
    This research aims to investigate the factors that determine South African millennials' willingness to purchase local luxury fashion. Given the significant growth of the luxury fashion industry in South Africa and the limited context-specific research, this study addresses a crucial gap in understanding willingness to purchase in this emerging market. By examining the unique characteristics and preferences of South African millennials, this research contributes valuable insights into the drivers of local luxury fashion consumption and informs strategies for local brands to better engage with this key demographic. Using descriptive and inferential statistics, an analysis from a closed ended, 5 Likert scale questionnaire was done on 150 millennials, alumni of the Witswatersrand Business school (WBS), Johannesburg, South Africa. The results showed that influencers are the only factor who have an impact on millennials when it comes to purchasing luxury brands. According to the findings, only one factor, influencer impact, has an influence on South African millennials' willingness to purchase local luxury fashion. This in turn means influencer impact is interconnected with the overall decision-making process.
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    Measuring resilience in the aviation industry: a case study of a South African Company
    (University of the Witwatersrand, Johannesburg, 2024) Maphike, Tembisa; Kriek, Driekus
    For organizations operating in high-risk environments, resilience must be a top priority as a key component of their safety measures. In addition to applying Safety I principles, it is also crucial to implement Safety II principles to further improve resilience. This study examines the views of employees within the organization regarding four constructs of Resilience Engineering: the ability to respond, the ability to monitor, the ability to learn, and the ability to anticipate. The evaluation was conducted through an online survey instrument and the sample was drawn from the operational personnel population. Several tests were administered to characterize the sample, assess its reliability and validity, and conduct other analyses. The results indicate that while some elements of resilient performance are visible, the overall picture is that these elements need to be improved upon.
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    Community tourism organisations as a value-based lever for destination marketing in South Africa
    (University of the Witwatersrand, Johannesburg, 2024) Jacobs, Abby Marjirie; Chalomba , Nakuze
    This dissertation examines the potential of community tourism as a strategic tool for enhancing destination marketing in South Africa, focusing specifically on how interactions with local communities influence brand loyalty among Millennial and Gen Z consumers. Community tourism is explored as a "value-based lever" that can serve to improve South Africa's appeal as a tourism destination. The study’s primary objective is to determine whether positive interactions with locals can impact travellers’ perceptions, satisfaction, and loyalty to the destination, ultimately supporting the notion that community-driven tourism can create a sustainable competitive advantage. The research applies attribution theory within a community tourism context, utilizing variables such as brand experience, customer satisfaction, affective brand image, brand-related attributions, and brand loyalty. A key focus of the study is the role of brand authenticity as a moderating factor, evaluating its influence on the relationship between brand attachment and brand loyalty, as well as on affective brand image and brand loyalty. The study develops a conceptual model to represent these relationships, providing a structured framework to investigate how local interactions shape destination perceptions among younger consumer cohorts. A comprehensive literature review informs the study’s conceptual model, drawing from research on destination marketing, values-based marketing, and consumer behaviour. Specifically, the study highlights how Millennial and Gen Z consumers, who prioritize values alignment in their purchasing decisions, may respond favourably to destinations that offer authentic, community-based experiences. The literature suggests that storytelling through local perspectives can enhance destination appeal and serve as a differentiator in a competitive tourism market. The review underscores the importance of creating immersive, value-oriented travel experiences that align with the ethical and social values of these consumer groups. iii The study uses a quantitative methodology, employing a survey distributed to respondents based in Johannesburg, South Africa. The sample targets South African Millennials and Gen Z, specifically individuals aged 24 to 44. The survey collects data on respondents’ experiences and perceptions of community tourism, using a structured questionnaire with a 5-point Likert scale to capture responses on variables related to brand experience, satisfaction, affective brand image, and brand loyalty. Structural equation modelling (SEM) is used to analyse the data, testing the proposed conceptual model and the hypothesized relationships between variables. Key findings reveal that positive interactions with locals in a community tourism context significantly enhance tourists' brand experience, satisfaction, and brand attachment. The study finds that brand-related attributions, such as perceptions of authenticity, reliability, and value, are integral in shaping brand loyalty. Brand authenticity as a moderating variable is shown to have no moderating effect in the relationship between brand attachment and loyalty and it negatively moderates the relationship between affective brand image and loyalty. The findings that were not in accordance with anticipated outcomes, namely brand related attributions and its influence on brand loyalty, and negatively moderating effect of brand authenticity on affective brand image and brand loyalty were significant contributions to the body of knowledge regarding South African consumer segments. This is due to the contextual factors impacting these outcomes, specifically related to community tourism, while in global alternate studies these results were different. In terms of the overall findings however, with most of the hypotheses being accepted in relation to the conceptual model for this study, the insights suggest that community tourism can effectively foster destination loyalty by offering authentic, meaningful experiences that align with the values of Millennial and Gen Z consumers. In conclusion, the research supports the idea that community tourism is a viable strategy for enhancing South Africa's destination brand and competitive standing. The study’s contributions are twofold: theoretically, it advances understanding of attribution theory’s applicability in a tourism context; practically, it offers insights for policymakers, tourism marketers, and small business owners on leveraging iv community tourism to attract and retain visitors. The findings advocate for a non- market strategy approach, where community-driven narratives and interactions become central to destination marketing, offering a compelling case for using community tourism to create an emotionally resonant and value-aligned tourism experience.