Electronic Theses and Dissertations (Masters/MBA)
Permanent URI for this collectionhttps://hdl.handle.net/10539/37942
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Item The adoption of digital platforms for student services at the University of the Witwatersrand(University of the Witwatersrand, Johannesburg, 2024) Khoetha, Katlego; Magida, AyandaTechnology's rapid growth has transformed how universities interact with their students, prompting the implementation of cutting-edge strategies like digital platforms. This research focused on examining the use and acceptability of various digital platforms in the context of the University of the Witwatersrand, particularly for student services. The study incorporated key concepts of the Unified Theory of Acceptance and Use of Technology (UTAUT2) to determine the factors driving the adoption of digital platforms. A quantitative technique, the research asked undergraduate and graduate students enrolled at the University of the Witwatersrand to complete an online questionnaire using the Qualtrics software. Using this thorough approach, the data was directly analysed, looking at how the theoretical framework and actual examples interact. The analysis's findings identified the UTAUT2 constructs that have the biggest impact on individual readiness to accept and use digital platforms for student services. The findings also demonstrated the possibility of this study helping the University of the Witwatersrand obtain an in-depth understanding of the primary factors that influenced students' use of digital platforms. In the end, having this understanding will help to successfully incorporate the idea of digital platforms into the context of university student services. The University of the Witwatersrand will be able to make wise decisions on implementing and optimising digital platforms for improved student engagement and support as a result of this research, which is expected to provide useful insights. The results are anticipated to improve digitalization efforts inside higher education institutions and enable the delivery of more effective and efficient student services in the rapidly changing technology environmentItem Impact of “fee free tertiary education” on the perceived quality dimension of Student-Based Brand Equity of a South African Public Higher Education Institution(2021) Kemp, ElmadaBackground – To investigate the possible impact which the announcement of free Tertiary education for Undergraduate Students has on the Brand Equity of public Higher Education Institutions. Purpose – Concentrating on the Perceived Quality Dimension, this research will also indicate which other Consumers-based Brand Equity Dimensions the Marketing Department of University must concentrate on, to be able to mediate the effect that this announcement had on the Brand Equity of the HEI. Research Methodology – Quantitative Research approach was followed. The research was done by gathering survey data. Responses from nine hundred and thirty-three current university students were included in the sample. Confirmatory Factor Analysis and Structural equation modelling (SEM) analysis were used to confirm and analyse the data. Findings – Students in different tuition funding categories will have different perceptions of HEI's consumer-based brand equity. Research limitations –This study only included current students from one University in South Africa. The inclusion of Alumni, Staff and Prospective students in a follow-up study will allow the interpretation of the data of other important stakeholder groups in the HEI. Implications – The benefits derived from this study’s findings will enable Student Recruitment and Marketing departments to apply Brand building and Brand Management theory and refine their strategy to this niche market of Higher Education. Knowledge gained will also contribute to the understanding of Marketing Management in Higher Education Institutions in the African context