3. Electronic Theses and Dissertations (ETDs) - All submissions
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Item Mobile point of sale adoption by small medium enterprise merchants in South Africa(2017) Nyawo, NormanThe purpose of this study was to identify and test the factors that affect mobile Point of Sale (mPOS) adoption in Johannesburg, South Africa. The adoption of mPOS technology by merchants has not been as widespread compared to developed countries, which begs the question as to what is hindering the adoption in this context. By using a positivist approach, the study tested adoption factors using the Technology-OrganisationalEnvironment (TOE) framework. The framework looked at seven adoption factors that could potentially influence merchant level adoption of mPOS in Johannesburg, South Africa by Small Medium Enterprises. This relational study used researcher administered face-to-face questionnaires to collect data from one hundred SMEs based in Johannesburg, South Africa. Results of this study were used to answer the question as to what the adoption factors are and the extent to which these factors have affected mPOS adoption in Johannesburg, South Africa. The results of the study showed that, mPOS technology has not been widely adopted by SMEs in Johannesburg. The study also revealed that of the seven adoption factors that were anticipated to affect mPOS adoption, perceived value proposition and size of the firm had a significant impact on mPOS adoption. Furthermore, the study also uncovered significant associations between perceived value proposition, perceived competition, industry regulation and perceived securityItem Investigating mobile money transfer adoption in South Africa: applying an adapted diffusion of innovations model(2018) Garapo, SimbarasheBanks in South Africa have joined other banks around the globe in a bid to expand customer self-service and digitization of services through mobile technology. Together with various approaches to increase self-service practices, financial institutions have identified the need to ensure financial inclusion, especially in developing countries. Despite the growth in mobile technology usage in developing countries, the uptake of mobile banking services, specifically mobile money transfers (MMTs), has not achieved the anticipated growth. Various studies have been conducted in order to understand how adoption of mobile banking and MMTs can be engendered in developing countries in order to achieve financial inclusion. South Africa is such a country, where mobile technology has been adopted to a great degree but with a low adoption of MMTs. This study examined the applicability of an adapted Diffusion of Innovations (DOI) framework, in comparison to the base DOI model, to investigate factors influencing the adoption of MMTs in South Africa. This study assessed the relationships of Relative Advantage, Complexity, Compatibility, Trialability, Observability and Trust with Behavioural Intention to adopt MMTs. The adapted model was found to marginally account for the variance in behavioural intention to adopt MMTs in comparison to the base DOI model and can therefore be considered as an applicable model. Relative Advantage, Compatibility and Trust were found to be significant factors, while Complexity, Observability and Trialability were found to have insignificant effects on the Behavioural Intention to adopt MMTs.Item SME adoption of digital banking in South Africa(2018) Rathogwa, BelindaSmall and medium enterprises (SMEs) are an important customer base for banks as they offer great opportunity for growth in revenues and profit. Banks are focused on improving relationships and retaining their SME customers in defence against increasing competition. To this end, banks are investing in their digital banking channels with the objective of improving service quality to their SME customers, whilst lowering the cost of servicing those customers. It is not clear whether banks’ investment in digital banking channels is contributing to their objective of increasing customer satisfaction and retention. It is also not clear if SMEs derive the benefit of improved performance when they adopt digital banking. The purpose of this study was to establish the effect of digital banking adoption on the SME-bank relationship by evaluating its influence on customer satisfaction, loyalty and SME performance. Empirical data was collected in the form of an online survey which was administered to SME owner-managers who have gone through an incubation programme or have access to social media platforms for business purposes. Evidence suggests that banks are continuing to make significant investments in their digital channels. However, this does not necessarily result in more loyal or satisfied SME customers. Furthermore, SME performance does not improve as a result of adopting digital banking. Consequently, no evidence was found to show that digital banking adoption makes a significant contribution towards the maintenance of a long-term symbiotic relationship between SMEs and their banks. This study has corporate entrepreneurship implications for the banks as the findings will inform their innovation efforts and contribute to improving their service offerings to their SME customers.Item An investigation into the influence of mobile marketing on consumers(2016) Makhoba, Melusi MaxwellOver the past few years, mobile marketing has generated an increasing interest among academics and practitioners. While numerous studies have provided important insights into mobile marketing, our understanding of this topic of growing interest and importance remains deficient. Therefore, the objective of this literature is to provide a comprehensive framework intended to guide research efforts focusing on mobile marketing via SMS/MMS as well as to aid practitioners in their quest to achieve mobile marketing success. The literature is built around brand equity and awareness and whether this form of direct marketing enhances the brand. It begins with a brief background to the research situation. Mobile marketing is also defined and the researcher also looks at mobile marketing in South Africa. The researcher also outlines mobile marketing from marketing communications mix perspective and provides a comprehensive overview of the benefit of mobile marketing. The literature concludes with a detailed description of, what’s in it for companies, along with speed and simplicity of this form of direct marketing.Item Perceived mobile interactivity influence on usability and mobile marketing acceptance in the informal hair-care business(2016) Zulu, Valencia MelissaThe African hair-care business has become a multibillion-dollar industry, stretching from India to china attracting global retailers such as Unilever and L’Oréal. The African hair-care market will continue to grow, especially in the informal sector where it is said to employ about 1.5 people per business on permanent basis. In order for small businesses’ performance to improve in emerging markets, especially in the informal sector, improving their marketing skills is quite essential. Mobile marketing is cost effective and can be utilised to benefit both marketing practitioners and consumers. This is imperative in the informal hair-care industry, where businesses generally lack financial resources and therefore do not have a budget to spend on marketing and advertising. The mobile phone therefore becomes an important marketing channel to reach customers and increase profitability in informal hair-care businesses, yet there has not been much academic research conducted on this and little is known about the factors that might influence mobile marketing acceptance. The purpose of this study is therefore to bridge the gap by investigating perceived mobile interactivity influence on usability and mobile marketing acceptance in the informal hair-care industry in South Africa. A quantitative study was conducted using a sample of 312 informal hair-care business operators in the Johannesburg area. Given the nature of the informal sector, a nonprobability sampling method, known as convenience sampling, was used for data collection. For analysing and interpreting data, Structural Equation Modelling (SEM) approach was utilised. The study findings indicate that perceived interactivity dimensions (control, responsiveness and nonverbal information) have a positive effect on mobile phone usability and lead to mobile marketing acceptance. However, the findings showed a negative relation between perceived personalisation and mobile phone usability. This study aims to contribute to mobile marketing literature, be of benefit to Small, Medium and Micro-sized Enterprises (SMMEs) policy makers and add value to the field of marketing. Key words: perceived control, perceived responsiveness, nonverbal information, perceived personalisation, mobile phone usability, mobile marketing acceptanceItem Factors impacting the adoption of an electronic payment solution in the South African taxi industry: a study of taxi owners in the Johannesburg metropolitan area(2017) Tshambula, AsandaResistance to technological innovation by its end users is a crucial indicator which highlights information which could be utilised for a successful implementation of an innovation. The adoption of a technological innovation puts in jeopardy the internal environment, culture, identity and traditional practices of an industry. End-users have been known to be receptive to innovations as long as they do not change industry practices and help improve industry performance. This research seeks to address how an industry in the second economy characterised by high poverty, less education and minimum skills adopts and diffuse technological innovations. A survey was conducted and responses from 182 taxi owners was analysed. The research has identified that education, technology experience, relative advantage and trialability influence the probability of adoption. The results indicated that due to the nature of a social system there are different results about innovation attributes and different adopter categories can be identified in different social systems. Education and knowledge need to be addressed in order to formalise and modernise the taxi industry not just taxi owners but for taxi drivers and other members of the social system. The results have indicated that most taxi owners have positive attitudes about the electronic fare collection system. This research can contribute to the actual adoption and diffusion of the electronic payment system in the south African taxi industry. The electronic fare collection system needs to be sold for its commercial benefit to the taxi industry instead of being presented as a regulatory case for change.Item The influence of motives on consumer attitudes toward participating in co-creation activities: a study on digital banking in South Africa(2016) Chavarika, Gugu ValerieThe financial services sector in South Africa is known for its innovative capability worldwide. Although ‘concentrated’ with few major players, the banking sector remains competitive as each bank continues to broaden its products and services to attract new customers and satisfy its existing client base. Therefore, it is of interest for banks to examine how to motivate consumers to take part in co-creation activities and develop favourable attitudes toward participating in those activities, and ultimately influence adoption intentions. Although significant research has been conducted on consumer motivation, attitudes, perceived characteristics of innovation and innovation adoption, respectively, little is known about the relationships between these constructs in the South African digital banking sector. Thus, the study aims to fill a gap by determining how intrinsic factors influence consumer attitudes toward participating in co-creation activities. Additionally, the study presents the impact of these attitudes on the perceptions consumers have toward innovation and then on adoption intentions. For the purposes of this study, intrinsic motives represent the predictor variable, while adoption intention is the outcome variable. There are four mediators, namely: attitude toward the act, perceived relative advantage, perceived complexity and perceived compatibility. This study undertakes a quantitative research approach in which 339 surveys were distributed online and in person. The findings support all seven hypotheses. Thus, indicating that intrinsic motives have a positive influence on a consumer’s attitudes toward participating in co-creation activities. Additionally, favourable attitudes toward the act have a positive relationship with perceived relative advantage and perceived complexity and a negative relationship with perceived complexity. Lastly, the results indicate that relationships exist between perceived relative advantage, perceived complexity and perceived compatibility, respectively and adoption intention. The contributions of this paper are as follows: this study adds to contextual knowledge of consumer motivation on adoption intention. Additionally, the study contributes to current knowledge by using relevant literature and empirical evidence regarding co-creation, motivation, attitudes and innovation in the South African banking industry. Lastly, the study provides guidance to managers on how to better manage their co-creation activities and investments, particularly in the financial services industry, and how to effectively engage and collaborate with their consumers and turn these co-innovation interactions into tangible profits for the firm.