School of Business Sciences (ETDs)
Permanent URI for this communityhttps://hdl.handle.net/10539/37874
Browse
69 results
Search Results
Item Why do they stay? Drivers of blood donor loyalty: a relationship and social marketing perspective(University of the Witwatersrand, Johannesburg, 2024) Matubatuba, Relebohiseng; Issock, PaulThe shortage of blood is a global phenomenon that affects a country's healthcare system. In the face of global blood shortage, challenges resulting from insufficient blood donations and the scarcity of loyal blood donors, social marketers must address this pertinent issue. Blood collection organisations in South Africa are struggling to meet the demand for blood products, which has an adverse effect on the healthcare system. The donation of blood is a form of prosocial behaviour, and blood collection organisations rely on the goodwill of a few individuals who voluntarily donate blood without remuneration to sustain their blood supply. Therefore, blood donors play a fundamental role in the blood collection process and are key contributors to the blood collection organisations’ efforts to achieve a sustainable supply of blood to meet healthcare requirements. Despite the limited number of existing blood donors, repeat blood donation is not always achieved. Blood collection organisations have cited this as an issue, as the average donation rate for active blood donors is one to two donations per year, which is less than the desired frequency of regular blood donation. This study aimed to gain insight into blood donor loyalty behaviour and propose a framework for social marketing practitioners and blood collection organisations to use in the promotion of a change among blood donors from single to repeat donation behaviour. The study emphasises the importance of relationship marketing in social marketing to foster donors’ loyalty towards blood donation. By extension, this research seeks to understand blood donor loyalty behaviour and critically review the influence of socio- psychological and relationship marketing constructs on donors’ loyalty behaviour. The integrated conceptual model proposed in this study provides a framework that will guide social marketing practitioners in implementing suitable social marketing strategies that focus on building sturdy and long-term relationships between loyal blood donors and blood collection organisations. The pragmatist research philosophy guided the research, and a simple convergent triangulation mixed methods research design was used. Quantitative and qualitative data collection was conducted concurrently, with a separate analysis of results and a merging of the research findings to interpret and compare results. For the quantitative phase of the study, an online self-administered survey was used to collect data from blood donors who had donated blood in the past 5 years. A total of 658 valid responses were collected. The quantitative data analysis entailed descriptive statistics, which were used to describe frequencies, mean scores and standard deviation. This was followed by partial least square structural equation modelling, used to test the hypothesised relationships proposed in the conceptual model. The study used an integrated model; thus, a nested model approach was vii used to test the model’s predictive power with the addition of constructs. The results showed that the final model had greater predictive power. The results indicated that from the socio- psychological variables, guilt, pride, facilitating conditions and habit had a positive and significant influence on intention to continue behaviour. With regard to the relationship marketing constructs, customer satisfaction and service quality positively and significantly influenced the intention to continue the behaviour. Attitudinal loyalty had the greatest influence on behavioural loyalty, followed by the intention to continue behaviour. Customer satisfaction had the greatest influence on attitudinal loyalty, and behavioural loyalty had a greater influence on word of mouth. For the qualitative phase of the study, semi-structured interviews were conducted online with active blood donors (who had donated in the past 5 years), using Microsoft Teams. A total of 18 participants were successfully interviewed. Qualitative data analysis was conducted using the qualitative data analysis software, ATLAS.ti. Thematic data analysis was performed and resulted in the emergence of six key themes for the study. The themes presented in the findings were (1) factors driving blood donation, (2) social influence on blood donation behaviour, (3) commitment and trust, (4) factors hindering blood donation, (5) donor experience with blood donation and (6) donor concerns and recommendations. In the interpretation of findings, there was corroboration of information, and the qualitative findings provided insight on some of the quantitative findings. The study makes a significant scholarly contribution to blood donation literature, particularly in the area of blood donor loyalty behaviour. From a social marketing perspective, the study contributes aspects that can be used to influence the prosocial behaviour of blood donation and understand the drivers of blood donor loyalty. Recommendations from this study will assist practitioners in blood collection organisations to develop relationship marketing and donor- retention strategies that are informed by empirical research, which is needed in the field of social marketing practice. In this regard, recommendations have been provided based on the key findings of the study.Item The effect of cognitive dissonance on customer loyalty among demarketed segments in the banking sector with communication openness as a moderator(University of the Witwatersrand, Johannesburg, 2024) Kigen, Fiona; De Villiers, Marike VenterA critical challenge for firms is managing customers who are targeted for one product but not another. For instance, banks may need to navigate how to retain a customer who holds a bank account but is declined for a home loan, all while preserving the customer’s commitment, trust and loyalty in the institution. This action of selectively offering products to customers is referred to as demarketing, which is a situation where a seller induces a certain preferred segment of the market to complete a transaction, while discouraging certain other segments from completing the same transaction. A possible effect of the feelings of disappointment from customers who have been demarketed is cognitive dissonance, described as the feelings humans face when they have contradictory thoughts that cause conflict. This study, through cognitive dissonance theory and commitment-trust theory lenses, focused on customer loyalty as an outcome of commitment and trust, following cognitive dissonance arising from a demarketing effort. It also looked at the moderating effect of communication openness on the relationship between cognitive dissonance and satisfaction. The study tested a theoretical model merging the cognitive dissonance model and the commitment-trust theory of relationship marketing to theoretically test the relationships between cognitive dissonance and customer loyalty. This research was quantitative and utilised the experimental method, where a vignette was presented to study participants, followed by a survey utilising validated scales. The target population comprised of adults (over the age of 18) residing in South Africa who are eligible to apply for unsecured consumer credit facilities from a registered credit provider as per the National Credit Act (No. 34 of 2005). Five hundred and five responses were collected for final analysis, and Covariance-Based Structural Equation Modelling (CB-SEM) on SPSS AMOS 27 was used to test the hypotheses. The study findings indicated that being demarketed results in cognitive dissonance in customers, which further results in lower levels of satisfaction, trust, commitment and loyalty. However, dissonance reduction mechanisms that customers deploy were found to moderate this effect. Communication openness on the other hand was not found to have a moderating effect. Empirically, this research may assist firms to understand how best to minimize cognitive dissonance in their demarketing efforts, and thus limit damage to customer relationships. The findings of this study aim to contribute to knowledge in the fields of demarketing, cognitive dissonance and relationship marketing, responding to calls in literature for more research into strategies aimed at reducing cognitive dissonance. This is especially relevant in the South African context which experiences a very high level of loan declines and where consumers generally express low levels of satisfaction with their banks.Item Critical Success Factors for AI Cybersecurity Implementation in A South African State-Owned Entity: A Socio-Technical Approach(University of the Witwatersrand, Johannesburg, 2025) Mamane, Awonke; Naidoo, RennieThe integration of artificial intelligence (AI) into cybersecurity is crucial for mitigating increasingly sophisticated cyber threats. However, existing research often focuses exclusively on either technical or social factors, leading to an imbalance in AI cybersecurity implementation priorities. This study addresses this gap by exploring the critical success factors (CSFs) for AI cybersecurity implementation in a South African state-owned entity (SOE) by applying a socio-technical lens. Using an interpretive case study approach, this research employed in-depth interviews with technical experts and end-users in the SOE. Thematic analysis was used to identify the key critical success factors. The findings reveal that successful AI cybersecurity implementation depends on technological advancements and their alignment with human, environmental, and organisational factors. The key technical CSFs identified include data quality, efficiency, scalability, and automation, while the social CSFs encompass change acceptance, top management support, cybersecurity awareness, human oversight, ethical considerations, and usability. A socio-technical perspective provides practitioners with a more balanced understanding of AI cybersecurity implementation, ensuring that security solutions are not only technically sound but also socially acceptable and effectively integrated within organisational structures. Based on these findings, the study develops a framework to guide policymakers, IT security professionals, and AI developers in implementing AI-driven cybersecurity solutions effectively. This research advances the application of socio-technical theory in organisational cybersecurity by illustrating how the interplay between technological and social factors can influence the successful implementation of AI-driven security solutions. Future research should examine how human oversight can be effectively integrated with AI in cybersecurity to enhance reliability, ethical compliance, and user trust in AI-enabled security solutions.Item The role of persuasion in choosing plant-based food products: An application of the Elaboration Likelihood Model and Behavioural Reasoning Theory(University of the Witwatersrand, Johannesburg, 2025) Cheng, Joy; De Villiers, Marike VenterThe global shift from meat-based to plant-based food products has become increasingly prominent, driven by growing concerns over personal health and sustainability. However, in developing nations like South Africa, the adoption of plant-based diets is slower, primarily due to high food insecurity and meat’s central role as a protein source. This study aimed to investigate how marketers and food companies can influence the behavioural intentions of the Strawberry Generation (young consumers) to adopt a plant-based food lifestyle. The research was grounded in the Elaboration Likelihood Model (ELM) and the Behavioural Reasoning Theory (BRT), which informed the study's main constructs. ELM posits two routes of persuasion (peripheral and central) which target emotional and rational processing, while BRT emphasises the role of consumers’ values and belief systems in shaping their decisions. Using a sequential mixed-method approach, Phase I involved focus groups and a thematic analysis to develop a conceptual model. Phase II tested the model by surveying 426 young South African consumers. The data were analysed using Nvivo for qualitative insights and SPSS (IBM) and SmartPLS for quantitative analysis. The study’s findings revealed that product taste and product knowledge were the most influential factors driving young consumers’ decisions to choose PBPs. Additionally, factors such as product quality, affordability, social influence, and product packaging played a role, but to a lesser extent. Theoretical contributions of this research are significant as it expands the limited academic literature on PBPs by exploring consumer behaviour through the lens of cognitive processing (central and peripheral) and understanding the motives behind behavioural intentions. This study also presents a new conceptual model, developed through the integration of key components from the ELM and BRT, offering valuable insights for future research and practical marketing strategies. These findings are essential for advancing academic knowledge in the field and for food marketers seeking to influence the dietary choices of young consumers in emerging markets.Item The impact of audit automation on the information technology (IT) audit profession (A case of a South African audit firm)(University of the Witwatersrand, Johannesburg, 2025) Dlamini, Lydia CasildaOrganisations are moving towards the automation of business processes to meet the demands of stakeholders. To meet the frequency and expectations of businesses, IT audits should be automated to ensure that organisation’s auditing/accounting practices, risk controls, compliance and information systems, and business controls are reviewed on an ongoing basis. Additionally, the IT profession is evolving as a result of the audit automation. This qualitative case study explores the impact of audit automation on the IT audit profession, focusing on how automation influences their day-today responsibilities and competencies. The study follows an interpretivism paradigm where semi-structured interviews were conducted with 21 IT auditors from a South African audit firm. The interview questions were derived from a model built from the systematic literature review conducted for the study and the affordance theory adopted for the use of Information Systems research. The data was analysed using thematic coding, which identified key themes such as data as an enabler, continuous auditing and continuous monitoring, audit automation and the role of the IT auditor. Findings indicate that although the IT audit role is evolving, it will not be fully replaced by automation anytime soon, IT auditors will work together with audit automation tools to act as information certifiers of the results from the audit automation tools. Their key role will be to apply their professional judgement and professional scepticism which audit automations tools currently lack. The study concludes that IT auditors and audit firms should invest in training and upskilling to ensure that they have the relevant skills to work together with audit automation tools. This study contributes to the understanding of how IT auditors perceive and adapt to automation and the evolving responsibilities, offering insights to practitioners and audit firms on how they can upskill and provide the relevant training to IT auditors. Future research should focus on the role of artificial intelligence on the automation of the audit profession and the capabilities and impacts that AI has on the audit profession.Item An analysis of statutory general debarment in the South African finance markets(University of the Witwatersrand, Johannesburg, 2025) Nemukula, Gift; Vivian, Robert WThis dissertation critically examines the debarment process outlined in the Financial Advisory and Intermediary Services (FAIS) Act within the context of South Africa's constitutional framework. The proliferation of debarment cases has raised concerns about the alignment of these actions with constitutional protections of the right to work. The dissertation establishes two primary objectives: first, to delineate the limited circumstances under which debarment can legitimately occur while safeguarding fundamental rights, and second, to assess the extent to which the FAIS Act's debarment procedures adhere to this framework. Through an analysis of legal principles, constitutional rights, legislative provisions, case law, and empirical data, the dissertation identifies the absence of clear guidelines and procedural safeguards governing the debarment process. It highlights inconsistencies in application and the potential for unjustified limitations on individuals' right to work. The dissertation concludes by advocating for the development of a systematic framework that upholds constitutional principles, ensures procedural fairness, and promotes regulatory integrity in debarment decisions within the financial services industry.Item Employees’ experiences and perceptions of e-learning for training and development in a South African Bank(University of the Witwatersrand, Johannesburg, 2025) Mguqulwa, Nontsikelelo Harmse; Sackstein, SuzanneTechnological advancements have transformed corporate learning, with e-learning playing a key role in training and development, especially in the banking sector. While existing research highlights general benefits such as accessibility, cost-effectiveness, and flexibility, there remains limited understanding of employees’ lived experiences with e-learning especially in the South African banking context. There remains a significant gap in understanding how employees' experiences and perceive e-learning used for training and development, especially within the context of a South African bank. Therefore, the purpose of this study is to explore employees’ experience and perception of e-learning used for training and development in a South African bank. By focusing on employees' lived experiences and perceptions, this research seeks to provide understanding on how e-learning impacts employees knowledge, career growth and skills gap. The research uses Activity Theory (AT) as a conceptual framework, examining tools, rules, community, division of labour, object, and outcomes in the e-learning environment. A qualitative approach was applied, using semi-structured interviews with ten employees across junior, mid-level, and senior roles. Thematic analysis (TA) was used to interpret the data. Findings show that employees value both mandatory and voluntary e-learning. Interestingly, the employee level has an influence on the perceptions of mandatory training, with junior employees appreciating skills learnt, mid-level employees who find these sessions necessary but mundane, and senior employees who feel mandatory training lacks leadership content. Subsequently, higher level employees value voluntary training more due to the leadership e-learnings available despite challenges in time management, and junior employees gain confidence and become more self-reliant in their daily duties, from skills learnt from voluntary training, however there are challenges with management support and training prioritization. Key challenges of e- learning include time management, workload, and lack of prioritisation of learning. The study recommends policy adjustments to allocate dedicated training time and increase management involvement. This research contributes to the body of knowledge on e- learning in financial institutions and illustrates how AT can be applied to evaluate training in sector-specific contexts.Item Personality, Organisational Climate, and Turnover Intentions Among Administrative Staff at a Large Southern African University(University of the Witwatersrand, Johannesburg, 2025) Thuynsma, Leigh; Callaghan, ChrisThe purpose or objective of this study was to interrogate turnover literature and to develop and test a theoretical model that relates individual personality dimensions, organisational climate measures, turnover intentions, job satisfaction, and work-life balance. The overarching goal of the study was to examine associations between individual personality dimensions and turnover intentions when exposed to various moderating and mediating factors as described in the literature. Through the use of structural equation modelling (SEM), hypotheses were tested on a sample of 242 professional and administrative employees from one higher education institution, namely the University of the Witwatersrand in South Africa. Usable data from 242 respondents, with a response rate of 25%, was analysed using the package for the social sciences software and SEM using Analysis of Moment Structures Software (AMOS). SEM tested the theoretical framework that forecasts specific moderating and mediating effects on the association between individual personality dimensions and turnover intentions. The direct relationship between the individual personality dimensions and intent to quit was tested in the presence of indirect paths (mediators, moderators, and an interaction variable). Results of the SEM showed that individual personality dimensions were non-significantly associated with intent to quit. Tests of mediation found that organisational climate measure (outward focus) fully mediated the association between individual personality dimension (conscientiousness) and intent to quit. Work-life balance did not moderate the association between individual personality dimensions and intent to quit. Results of tests of moderation found that job satisfaction did not moderate the association between individual personality dimensions and intent to quit. This study adds to the existing turnover literature and broadens the discourse by examining turnover intention predictors within a higher education context. Additionally, this study broadens the scope of previous turnover research by reaffirming the similarity of predictors of turnover intentions. It also provides innovative insights into strategies for retaining valuable staff within the context under investigation. The current study adds to the body of information already available on the variables that influence professional and administrative employees’ intent to quit.Item The role of trust and risk in the adoption of super apps in South Africa(University of the Witwatersrand, Johannesburg, 2024) Ndaba, Mpumelelo; Hughes, MitchellA super app is an “all in one” mobile application that provides the user with core features and access to a wide range of third-party created “mini apps” that they can choose to activate. Typical functions within existing super apps include instant messaging, food ordering and delivery, ridesharing, appointment bookings, e-commerce and utility bill payments, among several other features. This all-in-one application has gained signi[icant success in Asia, with WeChat and Alipay in China being the most popular super apps in the world, collectively providing over one billion users with a variety of services without having to switch between different mobile applications. Because the super app is an emerging phenomenon, the factors in[luencing adoption are currently ill-understood. A preliminary review of the literature revealed that most existing studies on super apps were conducted in Asia, where numerous super apps are currently available. This gap in academic research presents an opportunity to explore super app adoption within the African context, speci[ically in South Africa. This study aims to determine how trust and risk in[luence the potential adoption of super apps in South Africa by utilising the trust- based consumer decision-making model by Kim, Ferrin, and Rao (2008) as the theoretical framework to examine the roles of trust, risk, and bene[it in this process. The study employed a quantitative research method, speci[ically using a survey questionnaire for data collection, and was conducted within the positivist paradigm. The [indings revealed a signi[icant positive correlation between trust and adoption intention, highlighting the crucial role of trustworthiness in the acceptance of novel technologies. Interestingly, contrary to common belief, the study also found a positive correlation between perceived risk and adoption intention, indicating that higher perceived risk does not necessarily deter users from adopting super apps. These unexpected results underscore the complexity of user decision-making in the adoption of emerging technologies and suggest a need for further investigation into the underlying dynamics driving adoption behaviour.Item Ethical leadership and organisational commitment as key determining factors of strategic objectives: A case study of a municipality in the Mpumalanga Province of South Africa(University of the Witwatersrand, Johannesburg, 2024) Shabangu, Sibusiso MancobaMany organisations assert that ethical leadership is their only critical component. However, what is most important is its impact. Ethical leadership is achieved through ethical practices such as conforming and with-holding the rule of law. Different studies have found a positive and significant relationship between ethical leadership and organisational commitment. Many studies still need to study the mediator role of organisational commitment in the relationship between ethical leadership and achieving strategic objectives. The study investigates the impact of ethical leadership and organisational commitment in achieving strategic objectives at a certain municipality in the Mpumalanga Province of South Africa. Quantitative research methods adopted a survey and case study research designs to achieve this purpose. Data were collected from a convenience sampling of 217 participants. Descriptive and inferential statistics were used to analyse and test the seven hypotheses. Several statistical methods were utilised to test the hypotheses. All measurement scales achieved good reliability. Skewness and Kurtosis also confirmed the normal distribution of data. Confirmatory factor and path analysis confirmed the items' moderate/partial fit. Consistent with previous research, ethical leadership correlates with organisational commitment and achieving strategic objectives. However, the relationship between organisational commitment and achieving strategic objectives was negatively associated. The positive effect indicates that ethical leadership augments employee commitment and, as a result, leads to achieving strategic objectives, while the negative effect indicates that employee commitment alone does not contribute to the achievement of strategic objectives. Therefore, the study recommends that municipal managers design robust ethical leadership interventions and practices to enhance employee commitment to improve organisational performance. This can be done by establishing a dedicated ethics office, which will be responsible for developing, implementing, and monitoring ethics strategy. The office will further implement Continuous Employee Engagement in Ethics and its impact on Employee Commitment (CE4C). This study will contribute to the existing literature on ethical leadership, organisational commitment and strategic objectives and further advance the knowledge in organisational behaviour and good governance. The study will further provide managerial insight.