- Title
- Investigating the consumer decision-making process and determinants of choice for prepaid services from mobile network service providers
- Creator
- Ajayi, Ella
- Subject
- Mobile communication systems
- Subject
- Consumer behavior
- Date Issued
- 2021-12
- Date
- 2021-12
- Type
- Master's theses
- Type
- text
- Identifier
- http://hdl.handle.net/10948/53688
- Identifier
- vital:45713
- Description
- The mobile telecommunications industry has been a fundamental and an important enabler in the advancement of the South African economy, with mobile network providers investing billions of rands in mobile infrastructure and facilitating a functional and progressive global marketplace (ICASA Annual Performance Plan, 2020/21). South Africa’s telecommunications system is one of the most sophisticated in the emerging markets, and according to Gillwald, Mothobi, and Rademan (2018, p.6), various indices including the ICT Development Index corroborate this view. The deployment of wireless communications networks in the country has had immeasurable social benefits for many consumers. The most rural areas of the country are now able to experience the convenience and ubiquity that comes with having access to mobile network technology. Though mobile network provision is making progress in terms of bridging the digital divide, inhibitors exist within the mobile competitive landscape that prevent consumers from exploring the full benefits of the advanced technologies at their disposal. According to Chinembiri (2020, p.6), mobile data costs remain high and out of reach for the average South African consumer, despite the recent requisite data price reduction by the dominant mobile network service providers. The prepaid segment is dominated by customers who either carry multiple SIM cards or switch between mobile network operators. The adoption by ICASA of the Mobile Number Portability (MNP), the process through which customers switch between mobile operators and keep their mobile number (Yadav, Dabhade, & Dabhade, 2013, p.1), resulted in significant reduction in switching costs thus perpetuating the migration of subscribers between mobile network providers. According to Olufemi and Strydom (2018, p. 52), the fiercest competition experienced by South African mobile providers is in the prepaid market.
- Description
- Thesis (MBA) -- Faculty of Business and Economic Sciences, Business School, 2021
- Format
- computer
- Format
- online resource
- Format
- Format
- 1 online resource (ix, 125 pages)
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- rights holder
- Rights
- All Rights Reserved
- Rights
- Open Access
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NMU School of Management Sciences
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | Ajayi, E.pdf | 1 MB | Adobe Acrobat PDF | View Details Download |