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Author: search.filters.author.Sigamoney, NadineSubject: search.filters.subject.Digital literacy

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    The potential impact of digital transformation adoption on customer experience and customer value in the South African mobile telecommunications sector
    (University of the Witwatersrand, Johannesburg, 2024) Sigamoney, Nadine; Magida, Ayanda
    This research study investigated the impact of the adoption of digital transformation by customers of South African mobile network operators (MNOs) on their perceived customer experience and customer value. Prior studies qualitatively investigate the maturity of digital transformation in South African entities yet there is limited insight on the measurable impact of digital transformation, particularly from the consumer-facing perspective. The study adopted a quantitative, positivist, and deductive approach, using an online survey to collect data from 181 respondents who use mobile connectivity services from South African MNOs and MVNOs. The study adapted the Diffusion of Innovations theory as the theoretical framework and tested four hypotheses using regression analysis and confirmatory factor analysis. The results showed that the adoption of digital transformation, measured by the relative advantage characteristic from the theory, had a positive impact on both customer experience and customer value. The results also indicated that digital transformation had a positive impact on digital literacy, yet digital literacy did not have a mediating effect on the relationship between digital transformation adoption and customer experience, nor on digital transformation and customer value. The study contributed to the academic knowledge on digital transformation in South Africa, particularly in the consumer-focused telecommunications industry, and provided practical implications for telecommunications practitioners on how to leverage digital transformation initiatives to enhance customer experience and customer value in the South African market. Recommendations for future studies included studying a broader sample of the South African market, adopting a mixed-method approach to obtain rich customer sentiment insights and increasing focus on studying the effects of digital literacy