E-Communication and Customer Satisfaction: a Case of the Mobile Telecommunications Industry in South Africa

Abstract

Electronic communication (e-communication) refers to communicating by electronic means, especially over computer networks. Organisations use the internet to distribute valuable content in a variety of ways including e-newsletters, articles, videos, webinars, chats, live online events, social networks and forums. Customer satisfaction measures how well the expectations of a customer concerning a product or service provided by an organisation have been met. Customers can be satisfied with more than just the organisation’s product offerings. Customers use the Internet to search for general information, instruction guides or tips that they consider interesting or valuable. They often base their buying decisions on what they find. Valuable content can result in positive advertising as customers share positive content-related experiences with others. It can also increase loyalty as customers start to view or perceive an organisation as an expert about industry-related topics. This paper examines the relationship between e-communication and customer satisfaction within the mobile telecommunications industry in South Africa. This research was quantitative, descriptive and cross sectional in nature. The study found that e-communication was being used by the majority of the service providers in the mobile telecommunications industry and that it led to increased customer satisfaction.

Assessing Antecedents of Behavioral Intention to Use Mobile Technologies in E-Commerce

“…Based on some studies that used customer satisfaction as a variable [29][30][31][35][36][37][38][39][40][41][42][43][44][45][75][76][77] and exploring the behavioral intention of consumers and actual usage, we have introduced the variable consumers' satisfaction into the proposed conceptual model (TAM modified). Our research has shown that consumers' satisfaction significantly influences the extent of m-commerce use and future behavioral intention.…”

“…Several studies have highlighted the need for further research due to uncertainties about some vectors that cause customers to engage in m-commerce, customer perceptions of the benefits offered by m-commerce, the post-purchase experience, and how benefits are perceived compared to other channels [30,[38][39][40][41][42][43]. Kalinic et al [40] and other researchers [43][44][45][46] believed that empirical studies are needed on the evolution of consumers' adoption of this channel and the factors influencing customers' attitudes in opting for m-commerce. All researchers who have studied the evolution of this channel agree that trade operators must consider m-commerce in order to understand that the lifestyle of customers and the increasingly advanced features of mobile devices can revolutionize the evolution of trade.…”

“…In empirical research, most TAMbased studies use the following antecedent variables for the two variables (PEU and PU): confidence, innovation, mobility, enjoyment, and social influence [30][31][32][66][67][68][69][70][71]. Some studies used customer satisfaction as a variable in TAM to determine the influence on consumer adoption of m-commerce [29][30][31][35][36][37][38][39][40][41][42][43][44][45][72][73][74][75][76][77][78]; exploring consumer behavioral intent and customer satisfaction. Our study used a simplified TAM model, in which consumer satisfaction influences behavioral intention.…”

“…Depending on the domain in which the TAM model is applied, these two main variables are influenced by domain-specific external variables. Our research used the external variables (antecedents) of trust, convenience, customization, innovativeness, rapidity, accessibility, mobility, and enjoyment; variables identified and used in multiple other studies [10,11,[29][30][31][32][33][34][35][36][37][38][39][40][41][42][43][44][45][66][67][68][69][70][71][72][73][74][75][76][77][78]. Our theoretical model defines PEU and PU as latent variables influenced by external variables.…”

“…Based on a series of studies that used customer satisfaction as a variable in the TAM [29][30][31][35][36][37][38][39][40][41][42][43][44][45][71][72][73][74][75][76][77], we included in our research an exogenous variable, consumer satisfaction, measured in parallel with the extent of use of m-commerce. Stated satisfaction and extent of use are exogenous observable variables that characterize endogenous latent variables: consumer satisfaction and actual usage.…”