An investigation into the use of social media channels within the South African retail banking environment in support of creating and maintaining brand loyalty
- Authors: Purohit, Ashish
- Date: 2015
- Subjects: Social media -- Economic aspects , Banks and banking -- Internet marketing -- South Africa , Bank marketing -- South Africa , Brand loyalty -- South Africa , Branding (Marketing) -- South Africa , Structural equation modeling
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1157 , http://hdl.handle.net/10962/d1018920
- Description: The use of social media in the retail banking environment has changed the way the banking industry communicates with customers, creates sales and performs marketing and operational tasks. Social media strategies need to be aligned to business goals and effectively used to integrate social media as part of the overall marketing strategy. Only by understanding brand loyalty, multi-channel systems and social media channels can marketers effectively implement social media. In measuring brand loyalty, factors that influence customer buying behaviour and components that influence online interaction are essential in engaging different groups of customers in social media. This research study aimed to examine the use of social media within the South African retail banking environment with a focus on creating and maintaining brand loyalty. An exploratory, mixed method research design was employed. Data collection instruments used in the study includes online surveys, structured interviews, and focus groups. Participants consisted of marketing personnel and customers. Three lead/head social media marketing personnel participated in the interview process, 14 marketing personnel took the online survey and 4 participated in a focus group. Participants for the online survey also consisted of 40 customers who were connected through the internet and performed various online banking activities. Data was analysed both quantitatively and qualitatively. Data from the online surveys completed by customers was analysed quantitatively using descriptive analysis, structural equation modelling (SEM) and factor analysis which was performed on the brand loyalty variables and the brand loyalty measures. Content analysis was used to qualitatively analyse data from the structured interviews. Data from the online surveys completed by marketing personnel was analysed quantitatively and qualitatively. Findings indicated that social media forms an integral part of the marketing strategy that needs be aligned with the core business goals. Banks therefore need to focus on creating campaigns that are fun, exciting and appealing to the target market. A culture of innovation and new ideas is essential to grow the product/service. Building brand trust and creating customer satisfaction forms the core of creating brand loyalty on social media. Banks need to be aware of factors that influence customer brand loyalty and components that influence loyalty on social media in order to measure things that matter through analytical tools so that an actionable strategy can be put in place and implemented.
- Full Text:
- Date Issued: 2015
- Authors: Purohit, Ashish
- Date: 2015
- Subjects: Social media -- Economic aspects , Banks and banking -- Internet marketing -- South Africa , Bank marketing -- South Africa , Brand loyalty -- South Africa , Branding (Marketing) -- South Africa , Structural equation modeling
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1157 , http://hdl.handle.net/10962/d1018920
- Description: The use of social media in the retail banking environment has changed the way the banking industry communicates with customers, creates sales and performs marketing and operational tasks. Social media strategies need to be aligned to business goals and effectively used to integrate social media as part of the overall marketing strategy. Only by understanding brand loyalty, multi-channel systems and social media channels can marketers effectively implement social media. In measuring brand loyalty, factors that influence customer buying behaviour and components that influence online interaction are essential in engaging different groups of customers in social media. This research study aimed to examine the use of social media within the South African retail banking environment with a focus on creating and maintaining brand loyalty. An exploratory, mixed method research design was employed. Data collection instruments used in the study includes online surveys, structured interviews, and focus groups. Participants consisted of marketing personnel and customers. Three lead/head social media marketing personnel participated in the interview process, 14 marketing personnel took the online survey and 4 participated in a focus group. Participants for the online survey also consisted of 40 customers who were connected through the internet and performed various online banking activities. Data was analysed both quantitatively and qualitatively. Data from the online surveys completed by customers was analysed quantitatively using descriptive analysis, structural equation modelling (SEM) and factor analysis which was performed on the brand loyalty variables and the brand loyalty measures. Content analysis was used to qualitatively analyse data from the structured interviews. Data from the online surveys completed by marketing personnel was analysed quantitatively and qualitatively. Findings indicated that social media forms an integral part of the marketing strategy that needs be aligned with the core business goals. Banks therefore need to focus on creating campaigns that are fun, exciting and appealing to the target market. A culture of innovation and new ideas is essential to grow the product/service. Building brand trust and creating customer satisfaction forms the core of creating brand loyalty on social media. Banks need to be aware of factors that influence customer brand loyalty and components that influence loyalty on social media in order to measure things that matter through analytical tools so that an actionable strategy can be put in place and implemented.
- Full Text:
- Date Issued: 2015
Formulating an IT governance framework
- Authors: Roos, Pieter
- Date: 2015
- Subjects: Corporate governance -- Information technology -- South Africa , Information technology -- Management
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1156 , http://hdl.handle.net/10962/d1017541
- Description: Modern organisations make substantial investments in Information Technology (IT). Corporate governance practices can no longer ignore the importance of effectively governing IT. Consequently, the third King Report on Corporate Governance (King III) makes specific provision for IT governance, which is implemented through the establishment of an IT governance framework. The purpose of this research is to develop a generic IT governance framework, suitable to any large South African organisation in the public or private sector. The literature considered for this research confirmed the extent of standards and practices available in support of IT governance, together with the roles and structures required to implement them. These included well-known publications such as COBIT, Prince2, ITIL and ISO/IEC27000. Based on the literature review, a theoretical Processes, Enablers and Structures (PES) IT Governance Framework was formulated. The framework was further explored by means of a survey of and structured interview with ten Chief Information Officers (CIOs) of South African organisations with a turnover in excess of R1bn per annum. The final PES IT Governance Framework comprises three dimensions, each of which contains a set of constituent components: • Processes: Strategic Alignment, Value Delivery, Resource Management, Risk Management and Performance Measurement. • Enablers: IT Sub Processes, Supporting Documentation, IT Control Framework, Technology Architecture, Desirable Practice, IT Portfolio Management and Regulation. • Structures: The Board, Office of the CIO, IT Steering Committee, Technology Architecture Forum, IT Programme Management Office and Information Security Organisation. As the number of regulatory requirements and associated compliance pressures grow, the importance of an effective IT governance framework also becomes more prominent. The PES IT Governance Framework offers a uniquely practical approach to addressing IT governance principles that are often regarded as abstract. The final PES IT Governance Framework provides clear guidance on how organisations could implement an IT governance framework, which addresses the strategic alignment of IT to business, value delivery by IT investments, IT risk management, IT resource management and IT performance measurement.
- Full Text:
- Date Issued: 2015
- Authors: Roos, Pieter
- Date: 2015
- Subjects: Corporate governance -- Information technology -- South Africa , Information technology -- Management
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1156 , http://hdl.handle.net/10962/d1017541
- Description: Modern organisations make substantial investments in Information Technology (IT). Corporate governance practices can no longer ignore the importance of effectively governing IT. Consequently, the third King Report on Corporate Governance (King III) makes specific provision for IT governance, which is implemented through the establishment of an IT governance framework. The purpose of this research is to develop a generic IT governance framework, suitable to any large South African organisation in the public or private sector. The literature considered for this research confirmed the extent of standards and practices available in support of IT governance, together with the roles and structures required to implement them. These included well-known publications such as COBIT, Prince2, ITIL and ISO/IEC27000. Based on the literature review, a theoretical Processes, Enablers and Structures (PES) IT Governance Framework was formulated. The framework was further explored by means of a survey of and structured interview with ten Chief Information Officers (CIOs) of South African organisations with a turnover in excess of R1bn per annum. The final PES IT Governance Framework comprises three dimensions, each of which contains a set of constituent components: • Processes: Strategic Alignment, Value Delivery, Resource Management, Risk Management and Performance Measurement. • Enablers: IT Sub Processes, Supporting Documentation, IT Control Framework, Technology Architecture, Desirable Practice, IT Portfolio Management and Regulation. • Structures: The Board, Office of the CIO, IT Steering Committee, Technology Architecture Forum, IT Programme Management Office and Information Security Organisation. As the number of regulatory requirements and associated compliance pressures grow, the importance of an effective IT governance framework also becomes more prominent. The PES IT Governance Framework offers a uniquely practical approach to addressing IT governance principles that are often regarded as abstract. The final PES IT Governance Framework provides clear guidance on how organisations could implement an IT governance framework, which addresses the strategic alignment of IT to business, value delivery by IT investments, IT risk management, IT resource management and IT performance measurement.
- Full Text:
- Date Issued: 2015
Teacher perceptions regarding training and their subsequent ability to integrate ICTs into marginalised rural schools : The ICT4RED Case Study
- Authors: Nkula, Kanya Zonke
- Date: 2015
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:20978 , http://hdl.handle.net/10962/5798
- Description: It is well documented that Information and Communication Technologies (ICTs) play an important role in education and that their use is associated with improving student learning and adding value to the curriculum. However, despite the opportunities that ICTs offer, numerous schools in South Africa face various barriers that result in the limited use of ICTs in the classroom. Literature has highlighted the lack of integration as one of these barriers. Teachers focus on teaching about ICTs where the focus is on developing computer literacy or technical knowledge rather than allowing students to learn through or with ICTs. This thesis aims to explore the concept of ICT integration in rural schools, where ICTs form an integral part of teaching and learning practices. It presents a number of theoretical considerations for ICT integration with a particular focus on teacher pedagogical beliefs and barriers to integration. Using interpretivism as the underlying philosophy and thematic analysis as the analysis tool, the author reflects on ICT integration in the ICT4RED project at Arthur Mfebe Senior Secondary School in the Eastern Cape Province. Furthermore, this thesis offers an in-depth understanding of integration barriers in rural marginalised schools. These barriers are presented in Thematic Maps as well as a framework which incorporates both theoretical considerations and themes that emerged from fieldwork.
- Full Text:
- Date Issued: 2015
- Authors: Nkula, Kanya Zonke
- Date: 2015
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:20978 , http://hdl.handle.net/10962/5798
- Description: It is well documented that Information and Communication Technologies (ICTs) play an important role in education and that their use is associated with improving student learning and adding value to the curriculum. However, despite the opportunities that ICTs offer, numerous schools in South Africa face various barriers that result in the limited use of ICTs in the classroom. Literature has highlighted the lack of integration as one of these barriers. Teachers focus on teaching about ICTs where the focus is on developing computer literacy or technical knowledge rather than allowing students to learn through or with ICTs. This thesis aims to explore the concept of ICT integration in rural schools, where ICTs form an integral part of teaching and learning practices. It presents a number of theoretical considerations for ICT integration with a particular focus on teacher pedagogical beliefs and barriers to integration. Using interpretivism as the underlying philosophy and thematic analysis as the analysis tool, the author reflects on ICT integration in the ICT4RED project at Arthur Mfebe Senior Secondary School in the Eastern Cape Province. Furthermore, this thesis offers an in-depth understanding of integration barriers in rural marginalised schools. These barriers are presented in Thematic Maps as well as a framework which incorporates both theoretical considerations and themes that emerged from fieldwork.
- Full Text:
- Date Issued: 2015
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