Customer relationship management with perspective to Indian Mobile Industry and its Statistical Analysis

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Understanding use and adoption of mobile data services in two African countries

Includes bibliographical references (leaves 139-148)

A framework for determining the adoption of new services in the South African mobile telecommunications market

Abstract in English, Afrikaans and ZuluThe aim of this study was to determine the key factors which explain the adoption of mobile data services in South Africa and incorporate them into an explanatory framework that can be used to indicate whether a new mobile data service that is introduced into the South African Mobile Market will be successful. Additionally, it shows that the current usage of mobile data services in South Africa supports the framework. The research used a design based on a mixed methods methodology. The research was conducted using a literature survey and two research phases. The literature survey was an extensive review of communication technology adoption frameworks and all the possible factors of adoption. This literature survey was also used to develop the discussion document which was used as the guidelines for the Phase 1 interviews. The interviews were with experts in the telecommunications market in South Africa and were used to determine the key drivers of adoption and possible moderating factors of mobile data services. From those interviews a preliminary model was proposed. Phase 2 was a market survey which tested the framework and moderating factors in different metropolitan areas as well as examined the current usage of mobile data services. The statistical analysis used in determining the framework incorporated Descriptive Statistics, Factor Analysis, using Principal Axis Factoring, and Structural Equation Modelling. The framework, which was based on the Technology Acceptance Model, introduced two new constructs. The first new construct was the Mobile Service Providers Marketing Tactics and the second was Social Pressure and Aspirational Value. The two constructs combined can be used to explain why mobile service providers with low cost strategies are not successful. Demographic factors such as Age were found to influence the adoption as well as Socio-economic factors such as Income. Personal factors such as Technical Knowledge, Ability and Skills and Attitude towards Technology were also found to influence adoption. Geographical location was found to be the most important moderating factor. The current mobile data usage supported the framework. The results of data usage highlighted the fact that nearly 50% of the study’s participants spent over 4 hours per day interacting with their mobile devices and that the participants from Gauteng spent more than 2½ times on mobile services than those in the other metropolitan municipalities of Cape Town and eThekwiniDie doel van hierdie studie was om die sleutelfaktore te bepaal wat die aanneming van selfoondatadienste in Suid-Afrika verklaar, en hulle te verenig in ʼn raamwerk waarmee aangetoon kan word of ʼn nuwe selfoondatadiens die Suid-Afrikaanse selfoondatamark suksesvol sal betree. Afgesien hiervan dui hierdie studie aan dat die huidige gebruik van selfoondatadienste in Suid-Afrika die geldigheid van die voorgestelde raamwerk bevestig. ʼn Mengsel van metodes is in die navorsing toegepas. Die navorsing het uit ʼn literatuuroorsig en twee navorsingsfases bestaan. Die literatuuroorsig het ʼn deurtastende oorsig van die raamwerke vir die aanneming van kommunikasietegnologie en alle moontlike faktore daarvoor behels. Uit die literatuuroorsig is die besprekingsdokument saamgestel wat as riglyn gedien het vir die onderhoude in fase 1 van die navorsing. Onderhoude is met kundiges uit die Suid-Afrikaanse telekommunikasiebedryf gevoer om die belangrikste dryfvere vir aanneming en moontlike remfaktore ten opsigte van selfoondatadienste te bepaal. ʼn Voorlopige model is op grond van die onderhoude aangebied. Fase 2 het ʼn markopname behels waarin die raamwerk en remfaktore in verskeie metropolitaanse gebiede getoets en die huidige gebruik van selfoondatadienste ondersoek is. Die statistiese analise waarop die raamwerk berus, het bestaan uit beskrywende statistiek, faktorontleding met behulp van hoofasfaktorering, en struktuurvergelykingsmodellering. Twee nuwe konstrukte het uit die raamwerk wat op die tegnologieaanvaardingsmodel gegrond was, gespruit. Die eerste was selfoondiensverskaffers se bemarkingstrategieë en die tweede sosiale druk en aspirerende waarde. Saam verklaar die twee konstrukte waarom selfoondiensverskaffers wat laekostestrategieë volg, misluk. Daar is bevind dat demografiese faktore soos ouderdom, en sosiaal-ekonomiese faktore soos inkomste, aanneming beïnvloed. Volgens die bevindings word aanneming eweneens bepaal deur persoonlike faktore soos tegniese kennis, vermoë en vaardighede asook houding jeens tegnologie. Daar is bevind dat geografiese ligging die belangrikste remfaktor is. Die huidige selfoondatagebruik bevestig die geldigheid van die raamwerk. Die uitslag van datagebruik benadruk die feit dat byna 50% van die deelnemers aan die studie langer as vier uur per dag met hulle selfone doenig is, en dat deelnemers in Gauteng twee en half keer meer as deelnemers in die metropolitaanse munisipaliteite van Kaapstad en eThekwini aan selfoondienste bestee.Inhloso yalolu cwaningo bekuwukuthola izinto ezibalulekile ezichaza ukwamukelwa kwezinsiza zamadatha amaselula eNingizimu Afrika nokuzifaka ohlakeni oluchazayo olungasetshenziswa ukukhombisa ukuthi ngabe insiza entsha yedatha ethulwe emakethe yamaselula eNingizimu Afrika izophumelela. Ngaphezu kwalokho, kukhombisa ukuthi ukusetshenziswa kwamanje kwezinsiza zedatha yamaselula eNingizimu Afrika kuyalusekela uhlaka. Ucwaningo lusebenzise umklamu osuselwe ezindleleni zokwenza ezixubile. Ucwaningo lwenziwe kusetshenziswa ucwaningo lwezincwadi kanye nezigaba ezimbili zocwaningo. Ucwaningo lwezincwadi belungukubuyekezwa okubanzi kokwamukela kwenzinhlaka zobuchwepheshe kwezokuxhumana kanye nazo zonke izici ezingenzeka ukuthi zamukelwe. Lolu cwaningo lwezincwadi lusetshenzisiwe futhi ukuthuthukisa umqulu wezingxoxo osetshenziswe njengezinkombandlela zokuxoxisana nabantu besigaba 1. Izingxoxo ebezinazo bezingochwepheshe emakethe yezokuxhumana eNingizimu Afrika futhi zasetshenziselwa ukuthola izidingongqangi zokwamukelwa kanye nezici zokulingisanisa kwezinsiza zamadatha amaselula. Kulezo zingxoxo, kuphakanyiswe isifaniselo sokuqala. Isigaba 2 bekungukucwaningo lwezimakethe oluhlola uhlaka kanye nezici zokulinganisa ezindaweni ezahlukahlukene zedolobha kanye nokuhlola ukusetshenziswa kwamanje kwezinsiza zedatha yamaselula. Ukuhlaziywa kwezibalo okusetshenzisiwe ekunqumeni uhlaka lufake izibalo ezichazayo, ukuhlaziya izakhi, kusetshenziswa izisekelo eziyinhloko zokuphamba, kanye nesifaniselo sokulinganisa esihlelekile. Uhlaka, olwalususelwa kusifaniselo sokwamukela ubuchwepheshe, lwethule izakhiwo ezimbili ezintsha. Isakhiwo esisha sokuqala kwakungamacebo wokukhangisa wabahlinzeki bezinsiza zamaselula futhi owesibili kwakuyingcindezi yomphakathi nenani lesifiso. Lezi zakhiwo zombili ezihlanganisiwe zingasetshenziswa ukuchaza ukuthi kungani abahlinzeki bezinsizakalo zamaselula abanamasu ezindleko eziphansi bengaphumeleli. Izici ezithinta abantu ezinjengobudala zitholakele ukuthonya ukwamukelwa kanye nezici zezomnotho nezenhlalo ezifana nomholo. Izici ezithinta umuntu ngqo ezifana nolwazi lwezobuchwepheshe, ukwazi ukwenza kanye namakhono, nesimo sengqondo maqondana nezobuchwepheshe zatholakala zithonya ukwamukelwa. Indawo yendawo yatholakala njengesici sokulinganisa esibaluleke kakhulu. Ukusetshenziswa kwedatha yeselula yamanje kusekele uhlaka. Imiphumela yokusetshenziswa kwedatha igcizelele iqiniso lokuthi bacishe babe ngama-50% ababambe iqhaza kulolu cwaningo bachithe isikhathi esingaphezu kwamahora amane ngosuku bexhumana nemishini yabo yamaselula nokuthi ababambiqhaza abavela eGauteng bachithe izikhathi ezingaphezu kwezingu-2½ kuzinsiza zamaselula kunalabo bakwamanye amadolobha amakhulu aseKapa naseThekwini.Business ManagementD.B.L

Mobile commerce business models and technologies towards success

Mobile commerce is any transaction with a monetary value that is conducted via a mobile telecommunications network. This thesis tries to examine the factors leading to the success of mobile commerce as well as factors that may hinder its success. This research is separated into five parts: In the first part of this thesis, an analysis of wired e-commerce businesses is made; followed by advantages of mobile commerce over wired e-commerce. In the second part of this thesis, new wireless business models that are expected to generate substantial revenue flows as well as some successful examples of these business models are discussed. In the third part of this thesis, advances in wireless technologies that will lead to the success of mobile commerce are discussed. In the fourth part of this thesis, competition strategies and revenue structure of mobile commerce are discussed. And finally, in the fifth part of this thesis, drawbacks of wireless technologies towards the success of mobile commerce as well as how they can be overcome are discussed. The research and the conclusion suggest that although wireless technologies and their related business models are fairly new, they are growing at rapid speed. These are incredible sources of revenue. Once the factors hindering their usability, reliability, development and deployment are overcome, mobile technologies show great potential as revenue generators for both existing and newly developing businesse

Consumer Location Based Service Perceptions and Response: a focus on Location Based Services and Emerging Mobile Lifestyles

Location Based Services (LBS) and electronically mediated lifestyles (e-lifestyles) represent emergent new areas with approaches (e.g. apps and e-activities) billed to change customer experiences and responses. Marketers are confronted with a challenge of understanding how consumers engage with mobile services and how to design appropriate strategies towards that (Donovan, 2013). A review of extant literature has indicated that the implementation of marketing strategies based on LBS is still in its infancy, and yet to gain widespread acceptance by consumers. The role of individual differences in consumer response to LBS is not reported in any substantive way in the literature- yet we know that e-lifestyles are now shaping different consumer responses to LBS. This PhD addresses this important area, with a focus on the role of e-lifestyles in consumer response to location-based services. The study relied on a sequential multimethod qualitative method of enquiry. Initially, in the first phase of data collection, relevant LBS websites were observed over a three-month period to explore consumer familiarity, attitudes and experience, offering some rich insights into consumer LBS awareness. In phase two of the research, specialist interviews (thirty-eight in total) were used in conjunction with cartoon tests as an effective way to establish the role of e-lifestyles, situational decision making as well as capturing actual (typical) consumer response in LBS encounters. In phase three, three focus groups were conducted with different user groups (young students, young professionals and older established working participants with families) to examine the role of individual factors in consumer LBS response. Findings in the study point to good experience with LBS with some selective engagement depending on user group profile, which broke down into ‘Involved’, ‘Observer’ or ‘Transaction’ orientations. Phase two (innovative cartoon tests) led to findings that mapped actual consumer response pathways in simulated encounters- four response pathways unique to this study emerged (immediate, delayed/future response, socially-mediated response and indifference). Findings also point towards influential individual factors such as variation on the basis of life stage, distinct patterns of proactivity and reactivity to LBS messages and the importance of situational factors on the nature of LBS response. This study contributes to the body of knowledge on LBS and e-lifestyles theory by providing deeper insights on actual consumer response process in typical LBS encounters (e.g. the UK context). It adds fresh insights into typical response processes by using specialist scenarios reflective of typical LBS encounters to map key response pathways, capturing ‘live’ customer experiences of different forms of LBS and interrogating the rationale behind individual responses using LBS scenarios. Findings also offer a clearer classification of customer response types (e.g. proactive and self-referencing LBS; reactive and cross-referencing LBS). By combining situational context, e-lifestyle and individual attributes influencing individual response to LBS in a single study, this research takes forward the argument of Weiss (2013) on the need for more in-depth examination of consumer response to LBS and takes further previous LBS adoption studies (Zhou, 2012)

Exploring value co-creation within buyer-seller relationship in mobile applications services : a model development

Mobile phones have become an indispensable part of consumers’ life where they access core and supporting services via mobile applications services (m-applications). The focus of the present study is to explore dyadic buyer-seller roles in m-applications services’ value creation taking mobile banking applications services (MB-applications) as a case study. While prior research on value co-creation in service dominant logic (S-d logic) serves as a foundation for this study, it does not provide adequate guidance on how buyer and seller co-create value in m-applications services.To address this shortcoming, semi-structured interviews were carried out with 12 banks’ officials in banks’ headquarters of Saudi Arabia. Also, six focus groups were conducted; three with MB-application services users and three with non-users which were held in Riyadh College of Technology (RCT). In addition, a content analysis of MB-applications services was conducted to support suppliers’ perspectives regarding value propositions (service offering). A conceptual framework is developed for managing co-creation to illustrate practical application of the framework.The findings pointed to six factors that shape shape service suppliers’ ability to offer and deliver value via MB-applications, namely; brand image building, bank’s business vision, customer culture-orientation, bank’s internal environment, information technology system and positioning strategy. These factors combine to establish a value proposition for banks’ customers in the MB-applications services domain.Customer’s value creation as value in-use during usage emerged in different usage situations. A value framework incorporating value consumptions (Sheth et al., 1991a) is proposed. It identifies the main value-adding elements in m-applications and the primary drivers for adopting m-applications. Findings revealed that bank managers attempted to support customers’ value creation, which was reflected in MB-application content. However, support was constrained by some insufficient assumptions about customers and the m-commerce architecture. Factors that impede MB-applications use include consumers’ banking habits, perceived risk (security and privacy); usability hindrance, marketing and promotion, technical problems, and socio-cultural barriers. Implications are drawn for service delivery value perception and mobile marketing theory, and recommendations are made to service suppliers and commercial banks to achieve sustained returns of investment from MB-applications services

Smartphones

Many of the research approaches to smartphones actually regard them as more or less transparent points of access to other kinds of communication experiences. That is, rather than considering the smartphone as something in itself, the researchers look at how individuals use the smartphone for their communicative purposes, whether these be talking, surfing the web, using on-line data access for off-site data sources, downloading or uploading materials, or any kind of interaction with social media. They focus not so much on the smartphone itself but on the activities that people engage in with their smartphones

Smartphone Adoption amongst Chinese Youth during Leisure-based Tourism: Challenges and Opportunities.

With the spread of Information communications technology (ICT) in China, the tourism industry has come to recognize the importance of examining the factors that influence adoption of smartphones during leisure-based tourism among Chinese youth, a vital segment in what the world’s greatest domestic, inbound, and outbound 10 tourism market will be by 2020. Using data collected from undergraduate students at a university in China, this study, based on the technology acceptance model (TAM) and theory of reasoned action (TRA), found that an extended model can predict travelers' intentions. A detailed profile of Chinese youth and their smartphone usage is provided, and the managerial implications of increased adoption of Internet-capable smart- 15 phones during leisure-based tourism are also explored

How Functional and Emotional Ads Drive Smartphone Adoption: A Study of University Students of Pakistan

The purpose of this study is to examine the advertising strategies and know that how the functional and emotional ads drive smartphone adoption how they capture the attention of audience and fulfill their demands by ads. Advertising play important role in decision making. Firms use emotional ads to hit positive emotions about products it help us to know that how functional and emotional ads help in awaking the person's adoption feeling. The study investigates the influence of emotional and functional ads on indiviuals purchasing behavior that how many people change their purchasing towards smartphones. We use quantitative approach in this study. This research is survey based and we done collection of data through questionnaire. All the data accumulated through questionnaires are transferred into numerical form through SPSS (statistical package for the social science) and PLS (partial least square) it accepts the numerical variable. we collected the data of 509 respondents. The purpose of this study is to identify that what are the variables which effects so they have to be a simple and make a good and functional ad which attract the audience. Another one is also showing significant relationship between emotional advertising and expected enjoyment they have to make a benefits and facilities which their product give they have to see their competitors that what they are doing and comeup with something new to encourage the customers they have to connect people by showing emotional images. Moreover, another significant relationship is There is significant relationship between attitude towards using and adoption intention now my suggestion that to increase adoption intention they have to fulfill all the needs of their customers It is also recommended that research should also be done by using different variables It is also recommended that research should also be done in offices and take the employees perception