Faculty of Commerce, Law and Management (ETDs)

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    The perceptions of customer use on mobile applications in the telecommunication industry of south africa
    (University of the Witswatersrand, Johannesburg, 2023) Manentsa, Sisonke
    In South Africa, mobile applications in telecommunications are constantly developing and introducing new products and features to the market. South Africa is following in the footsteps of other countries by investing in mobile applications to deliver products and services. Mobile applications are topical in boardrooms. Various models established by academia and practice have highlighted numerous factors that are necessary, but few exist on how mobile application factors occur in the telecommunications industry. The purpose of this study is to determine factors that influence the use of mobile application and to examine the extent to which customer satisfaction influences the use of mobile applications. As a result, this exploratory quantitative study investigates their relevance to the South African telecommunications industry. An online survey was distributed to 300 South African users of mobile applications through emails. A total of 167 responses were received. The results were analysed using descriptive analysis, structural equation modelling to determine the contribution of different factors on the use of telecommunication mobile applications, Principal Components Analysis (CPA) was used to ensure that the data is convergent, different and a structural fit model was performed to determine model fit. The findings revealed that general awareness, performance expectancy, effort expectancy, facilitating condition, system quality, individual innovation, and customer satisfaction are factors that influence the use of telecommunication mobile applications. Surprisingly, social influence has a negative impact on the use of telecommunications mobile applications. This study reveals that social influence does not influence the use of telecommunication mobile applications. Furthermore, respondents of this study strongly agree that customer satisfaction is critical for motivating use of telecommunication mobile applications. This report has made a number of contributions, a theoretical contribution has been made by developing and testing an extended Unified Theory of Acceptance and Use of Technology (UTAUT) model for mobile applications in the telecommunications industry of South Africa context. The model includes factors such as system quality, individual innovation, general awareness, customer satisfaction. This research's contextual contribution assists the South African telecommunications industry in more ii effective ways, guiding them toward the usage of mobile applications. The practical contribution indicates that the telecommunications industry should concentrate its resources and investments on increasing customer awareness of mobile applications, providing products and features on mobile applications that are simple to use and appropriate for the task at hand, maintaining a low failure rate, and maintaining an environment that promotes the use of mobile applications
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    Developing and testing a framework for digital channel adoption in emerging markets
    (2021) Patel, Muhommed Riyaaz
    The adoption rate of mobile applications in South Africa and India, both emerging markets, is lower than in developed markets. Emerging economies are unable to use developed market solutions and realise operational efficiencies in business, which can impact customer experience and satisfaction. The effect of digitalisation through mobile commerce in South Africa and India is gaining momentum; from banking to e-commerce, the acceleration of digitalisation is evident across emerging markets. New technologies and platforms are reshaping traditional business models and mobile application adoption is key to digital transformation and commercialisation. However, the context-specific aspects that drive digital adoption in emerging economies may still benefit from further research. This study aims to enhance the literature in this field by examining mobile application adoption in South Africa and India. It develops a model that incorporates the Technology Acceptance Model, Domestication Theory, and Bottom-of-the-Pyramid emerging market characteristics through qualitative analysis. In doing so, the study investigates how digitalisation trends interface with traditional technology adoption models, emerging market characteristics, and domestication characteristics (such as lifestyle integration and community influence). Therefore, by applying a sequential mixed-methods approach, the study seeks to determine the factors that influence mobile application adoption in emerging markets, and to investigate the influence of ecosystems and bottom-of-the-pyramid characteristics on the adoption and usage of technology. The qualitative study provides insight into factors that influence mobile application adoption in India and South Africa from a theoretical framework that was developed from a qualitative analysis and tested empirically. The analysis of 31 semi-structured interviews, 15 from South Africa and 16 from India, is conducted using Computer Assisted Data Analysis Software (CAQDAS) NVivo 12. Subsequently, the data is coded and the themes validated. The quantitative study comprises 2 061 survey questionnaire responses: 1 009 from South Africa and 1 052 from India. These are analysed using SmartPLS path modelling, whereby two structural equation models are developed. The findings suggest that perceived ease of use, perceived risk, perceived value, privacy, user environment, lifestyle integration, customer feedback, awareness and access are all associated with digital adoption. Mediation analysis is also investigated. It shows that awareness and xxi customer feedback mediate the relationship between perceived risk and perceived ease of use. Tests for moderation indicate that access and affordability moderate the relationship between constructs (awareness, customer feedback, and lifestyle integration) as it pertains to intention to use. The developed theoretical framework provides a description of the drivers of digital adoption in emerging markets, specifically in South Africa and India. The findings suggest that participants in India are more knowledgeable than those in South Africa regarding the benefits and use of mobile apps. The study contributes to existing literature and discusses implications for researchers and practitioners.