Faculty of Commerce, Law and Management (ETDs)
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Item Big Data Analytics as a Customer Retention and Acquisition Strategy within South African Retail Banking(University of the Witwatersrand, Johannesburg, 2024) Kharidzha, Muano; Chalomba, NakuzeBig Data analytics in banking can lead to superior performance, but the industry is still working to understand its relationship with organisational impact. To stay relevant, banks should invest in big data analytics, offering customer-centric experiences for retention and acquisition strategies, as threats from non-banks threaten the banking space. This study offers a novel approach to investigating how the application of BDA in the form of personalised customer engagements, product offerings, and fraud detection in the South African banking environment can be used as a customer acquisition and retention strategy. A quantitative method of study was used, where digitally active banking customers were requested to complete an online survey. The study's overall conclusion is that, thanks to the considerable impacts of the above-mentioned BDA applications on customer experience, there is a positive correlation between BDA and customer acquisition and retentionItem Airport Travellers' Experiences of e-Commerce Transactions(University of the Witwatersrand, Johannesburg, 2023) Sebola, Nonhlanhla LouisaPurpose: The study aims to investigate the relationships among airline service quality, customer experience, brand loyalty, and repurchase intention as these impact air travelers' experiences of the e-commerce transactional interface with multiple sales channels. Methodological approach: A self-administered structured questionnaire was designed using Hammerschmidt's (2016) 5C model constructs to collect responses from 30 airport travelers at OR Tambo International Airport, South Africa. Using Pearson correlations to determine the relationships among the variables under investigation, and regression analysis for testing hypotheses and the variables' predictability in the conceptual model. Findings: Evidence confirmed the positive associations among service quality, brand loyalty, and customer satisfaction as mediating factors with customer experience. The overall outcomes highlight the need for further inquiry into the 5C model's applicability in airline service quality. Additionally, the multiple unintegrated sales channels were a cause of concern, evidenced by low ratings on the seamless transaction experience. Highlighting the need for enhancement of the relationship, and intentional engagement with partners in the air travel value chain. Originality: Viewing service quality as a multidimensional construct, the study proposed the 5C model’s applicability to enhance the customer experience in the airline e-commerce transactions. Limitations: The outcomes must be considered within the spatial limitations and data collection timeframe granted by the Airports Authority, impacting the results' generalizability. Practical implications: The preliminary study confirmed the associations between various e-commerce service quality factors and airport travelers' experiencesItem The use of digital technologies by financial institutions to offer personalised offerings and bespoke customer experience in Gauteng(University of the Witwatersrand, Johannesburg, 2022) Mgoza, Zanele; Godspower-Akpomiemie, EuphemiaPersonalisation has become a crucial marketing strategy in the digital age. As a result, companies need to quickly adapt their tactics to include hyper- personalization and customer experience metrics. The use of digital technologies, such as Big Data Analytics and AI, ultimately determines the success of personalisation efforts. This study aims to outline how banks use these digital technologies to map out customer journeys and personas, allowing them to deliver personalised messages to customers