Research Articles (Management and Entrepreneurship)

Permanent URI for this collectionhttps://hdl.handle.net/10566/19648

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Code-switching in finance tutorials for immigrant students: An activity theory perspective
(AOSIS (pty) Ltd, 2026) Esambe, Emmanuel E; Tengeh, Robertson K; Chu, Fidelis E
Background: Given South Africa’s multilingual landscape and a growing immigrant student population, this study examines how code-switching enhances finance tutorials for African immigrant students at a South African university where English is the main medium of instruction
Cybersecurity mindset and upskilling: resilience via lifelong learning and security education
(AOSIS, 2026) Sandi, Siyabulela; Van Den Berg, Carolien L.
Background: Cyber-crime has escalated globally, posing significant risks to individuals, organisations and governments. Traditional security approaches are no longer sufficient to address evolving threats, highlighting the need for a cybersecurity mindset grounded in education and continuous learning. This study responded to a critical gap in understanding how lifelong learning and upskilling contribute to building cyber resilience. Objectives: This study aimed to investigate how cybersecurity education and awareness initiatives foster a cybersecurity mindset and resilience among individuals and enterprises. It also examined the challenges and opportunities in enhancing collaboration between academia, industry and government to strengthen cybersecurity education. Method: A systematic literature review was conducted following the Preferred Reporting Items for Systematic Reviews and Meta-Analyses guidelines, analysing 46 peer-reviewed articles published between 2020 and 2024. The review focused on educational strategies, awareness initiatives and collaboration models that support cybersecurity resilience. Results: The review revealed that continuous education, when embedded in formal, informal and professional learning contexts, significantly strengthens cybersecurity awareness and behavioural change. A proactive, multidisciplinary approach and collaboration across sectors were consistently emphasised as vital for sustained impact. Conclusion: Cybersecurity resilience is not solely a technological issue but a cultural and educational imperative. Embedding cybersecurity mindset development in national education strategies and organisational training programmes is essential to keeping pace with emerging threats. Contribution: This study contributes a consolidated understanding of how cybersecurity education and lifelong learning foster digital resilience. It offers practical insights for policymakers, educators and industry leaders seeking to align training with the evolving cyber threat landscape.
Code-switching in finance tutorials for immigrant students: an activity theory perspective
(AOSIS, 2026) Esambe, Emmanuel E.; Tengeh, Robertson K.; Chu, Fidelis E.
Background: Given South Africa’s multilingual landscape and a growing immigrant student population, this study examines how code-switching enhances finance tutorials for African immigrant students at a South African university where English is the main medium of instruction. Objectives: The study focuses on an entrepreneurship programme, and examines how tutors switch between English and the tutee’s home or preferred languages to help students overcome language barriers and improve their understanding of complex financial concepts, such as the Time Value of Money. Method: Using a qualitative case study approach within an interpretivist paradigm, data were collected using focus group interviews and unobtrusive observations of tutorial sessions with five African immigrant tutees and three tutors. Two major themes emerged: the use of code switching as a pedagogical tool and the role of tutors in meaning construction. Activity Theory served as the analytical frame for the study by enabling analysis of internal contradictions during tutorial activities. Results: The findings demonstrate that code-switching is a valuable teaching tool that significantly enhances students’ understanding, engagement, and sense of fairness in class. It also emerged that tutors play a crucial role as language mediators, adapting their language to meet the students’ needs. Conclusion: The study concedes that code-switching can be a pedagogical strategy that enhances comprehension among multilingual African immigrant students, thereby promoting inclusive education through equitable learning opportunities. Contribution: It is hoped that the study will provide educators and policymakers with concrete strategies for planning and intervention as they strive to improve student performance and inclusive education in South African institutions of higher learning.
Investigating the systematically important equity sectors in extreme conditions: a case of Johannesburg Stock Exchange
(MDPI, 2026) Lawrence, Babatunde; Obalade, Adefemi A.; Chaturvedi, Anurag
This study examined the ‘too central to fail’ concept in the South African equity sector. We employed the Granger causality framework and PageRank algorithm to generate the centrality scores of the sectors on the Johannesburg Stock Exchange under extreme market conditions. Using the realized volatilities of sectoral returns for the full sample period (3 January 2006–31 December 2021), as well as during the global financial crisis (GFC), European debt crisis (EDC), COVID-19 pandemic, and US–China trade war sub-periods, we analyzed the sectors’ interconnections and calculated each sector’s centrality score across the entire sample and under different extreme market conditions. This allowed us to rank sectors relative to their centrality scores. The results indicate that, in the full sample, the insurance sector has the highest PageRank centrality score, suggesting it is too central to fail. This implies that the insurance sector acts as a systemic receiver of risks and provides stability within the network of sectors. However, the sub-period analyses reveal that General Industrial and Automobiles emerged as the key sectors with the highest PageRank centrality scores, and shocks from other sectors can disproportionately affect these industries during crisis periods. Underperformance in these sectors could have destabilizing effects on the South African economy. The findings have significant implications for regulators and policymakers, portfolio and fund managers, local and international investors, and researchers in the field of finance.
Service-learning cultivates futuwwah in muslim students
(Tulane University, 2025) Bayat, Abdullah; Jaffer, Saleemah
This article examines a cohort of 48 students enrolled in a community-based participatory action research and service-learning (CBPAR-SL) module. The purpose of the module was to enhance students’ agency and empathy by applying their scriptural knowledge to create positive change. The research question that the article addresses is, “What is the influence of service-learning on students at an Islamic private higher education institute?” We used Mezirow’s transformative learning process to examine the learning journey and experience of the students. The findings were that a service-learning module based on action research principles is a catalyst for student transformative learning, agency augmentation, the development of empathy, and the cultivation of Futuwwah in Muslim students.
Predictors of employee burnout among frontline bank staff in South Africa: a multi-theoretical approach
(Emerald Publishing, 2025) Sibindi, Ntandoyenkosi; Platen, Eckhard
Purpose – This study examines the antecedents of burnout among frontline employees in South Africa's banking sector, focusing on job demands, workload-life balance, work environment, and areas of work-life in the context of high-stress occupational environments. Design/methodology/approach – A quantitative research design was employed, with data collected from 81 employees of a leading South African bank. The study utilized validated instruments to measure burnout and its predictors. Reliability testing, correlation, and regression analyses were conducted to assess relationships between variables and identify significant predictors. Findings – Job demands, workload-life balance, and areas of work-life significantly predict burnout, with job demands and workload-life imbalance emerging as the strongest predictors. The work environment exhibited no measurable impact on burnout. The internal consistency of scales was confirmed, and the model explained a significant proportion of burnout variance. Research limitations/implications – The study focuses on a single South African bank, which may limit generalizability. Future research should expand to other banks and sectors to validate findings and explore additional factors influencing burnout. Practical implications – Organizations can mitigate burnout by managing workloads, implementing employee assistance programs (EAPs), offering flexible work policies, and addressing work-life balance issues. These interventions can improve employee well-being and enhance performance in the banking sector. Originality/value – This study contributes to the limited research on burnout in emerging markets, particularly in the South African banking sector. It provides actionable insights for addressing burnout among frontline employees, emphasizing the importance of balancing job demands and resources.
Service-learning cultivates futuwwah in muslim students
(Tulane University, 2025) Bayat, Abdullah; Jaffer, Saleemah
This article examines a cohort of 48 students enrolled in a community-based participatory action research and service-learning (CBPAR-SL) module. The purpose of the module was to enhance students’ agency and empathy by applying their scriptural knowledge to create positive change. The research question that the article addresses is, “What is the influence of service-learning on students at an Islamic private higher education institute?” We used Mezirow’s transformative learning process to examine the learning journey and experience of the students. The findings were that a service-learning module based on action research principles is a catalyst for student transformative learning, agency augmentation, the development of empathy, and the cultivation of Futuwwah in Muslim students.
The customer's quest to manage funds digitally: exploring the factors that influence the intention to use and the ongoing use of mobile banking apps
(Elsevier Ltd, 2026) Maziriri, Eugine Tafadzwa; Rukuni, Tarisai Fritz; Nyagadza, Brighton
Despite the widespread use of mobile technologies, the adoption and ongoing use of mobile banking apps in developing countries like Zimbabwe remain limited. This research aims to identify the factors affecting people's intention to adopt and continue to use mobile banking apps, addressing the gap in context-specific studies and the low bank penetration rates, despite high mobile device usage. Using the Unified Theory of Acceptance and Use of Technology (UTAUT), the Theory of Planned Behaviour (TPB), and the User Experience (UX) model, the study explored how factors such as effort expectancy, social influence, perceived enjoyment, user experience, perceived interaction, trust, and risk influence user behaviour. Data were gathered from 377 mobile banking users in Zimbabwe through a quantitative survey, and Structural Equation Modelling (PLS-SEM) was employed for data analysis. The findings show that effort expectancy, perceived enjoyment, perceived interaction, and perceived risk significantly impact the intention to use mobile banking apps. In contrast, social influence, user experience, and perceived trust do not have a significant effect. Additionally, the intention to use, perceived trust, and perceived risk significantly affect continued usage. Continued use, in its turn, enhances customer loyalty and electronic word of mouth (e-WOM). These findings are useful for mobile app developers and bank managers looking to increase client retention and service quality in contexts characterised by low levels of trust and high levels of risk. The study enhances previous literature by providing an empirically-verified paradigm for understanding digital banking behaviour in underdeveloped economies and emphasises the specific factors impacting mobile financial service uptake in Zimbabwe.
Online grocery shopping e-service quality: a generational comparison
(AOSIS, 2025) Roberts-Lombard Mornay; Cunningham Nicole; Mbeya Steven
Background: Online grocery shopping has increased due to the convenience it offers; however, consumers from different generational cohorts hold different expectations, shaping their perceptions of e-service (e-SQ) quality. Aim: This study investigates how e-SQ perceptions differ between Generation X and Y within the South African grocery industry. Setting: The study was conducted in the South African grocery retail sector, with data collected online from consumers across the country.Method: A quantitative study was executed, resulting in 622 respondents. SmartPLS 4.0 was used to evaluate the measurement and structural models. Results: Perceived risk had a significant negative impact on e-SQ for both cohorts, suggesting that this does not differ according to age. Platform content, ease of use, and service convenience all have significant positive effects on e-SQ for both cohorts. Service convenience was the strongest predictor of e-SQ for Generation X, while platform content was the strongest predictor for Generation Y. Conclusion: Both cohorts value similar factors. Generation Y regards platform content, ease of use, and service convenience as important, while Generation X views service convenience, ease of use, and then platform content as important factors. These key differences allow online grocery retailers to ensure their platforms are designed to ensure the highest e-SQ levels, depending on the cohort they target. Contribution: This study highlights specific differences between generational cohorts and whether differences in their e-SQ exist. Thus, online grocery retailers have the opportunity to develop tailored marketing strategies focusing on different factors (e.g., platform content, ease of use, and service convenience for Generation Y and service convenience, ease of use, and platform content for Generation X) to improve the e-SQ perceptions.
Crafting wellness: Mediation of job crafting on the relationship between workplace social support and employee mental health
(Sage Publications, 2025) Maziriri, Eugine Tafadzwa; Shaleen Marange, Tatenda; Chuchu, Tinashe
Objective: The study investigates the mediating role of job crafting on the relationship between workplace social support and employee mental health. Method: The research utilized a survey method to obtain data from respondents in selected government departments operating within the Eastern Cape Province of South Africa. A total of 289 usable responses were obtained for analysis with the ordinary least squares regression-based path analysis being conducted using the Hayes Process Macro to quantify the direct effects of the hypothesized relationships. Results: The direct relationships show support for the relationships between (a) workplace social support and job crafting and (b) workplace social support and employee mental health. In terms of the mediation results, job crafting was observed to partially mediate the association between workplace social support and employee mental health. Conclusions: The study establishes that job crafting is the preeminent antecedent of employee mental health compared to workplace social support. This suggests that employees who take proactive steps to modify their work environment tend to experience greater mental well-being. The findings call for an urgent need to promote organizations that not only encourage job crafting but supportive workplace behaviors in promoting mental health.
Unlocking consumer behaviour: how satisfaction And/or delight, trust and perceived value Drive behavioural intentions
(AOSIS Publishing, 2025) Roberts-Lombard Mornay; Jaiyeoba Olumide
Background: Understanding the role of customer satisfaction and/or delight and trust as central drivers of behavioural responses becomes increasingly important in a complex business environment. From a relationship marketing theory perspective, satisfaction and/or delight, trust and perceived value serve as critical differentiators that strengthen customers’ future behavioural intentions in competitive service contexts.Aim: Guided by the relationship marketing theory, this study explores how service quality and customer orientation influence satisfaction and/or delight, trust and behavioural intentions in the South African cellular industry while recognising the moderating role of perceived value.Setting: This study examines South Africa’s cellular industry, characterised by high mobile penetration, steep data costs, and intense competition. In this emerging market, customer satisfaction, delight, trust, and perceived value are theorised as central determinants of behavioural intentions and loyalty.Method: An explanatory research design targeted cell phone network service provider customers in Gauteng, South Africa, using quota sampling and self-administered questionnaires. In total, 409 valid responses were analysed using SPSS 24.0 and SmartPLS 4 for measurement and structural modelling.Results: Aligned with the relationship marketing theory, the results show that customer orientation significantly enhances satisfaction and/or delight, whereas service quality does not. Both customer orientation and trust foster satisfaction and/or delight, which drives behavioural intention, while perceived value strengthens the trust–intention link but not the satisfaction and/or delight–intention relationship.Contribution: Grounded in the relationship marketing theory, this study addresses a key research gap by examining how customer delight and trust jointly shape behavioural responses in an emerging market context, an underexplored area in service literature. A central contribution highlights employee capability development, showing that equipping staff to respond proactively is a strategic requirement for fostering satisfaction, building trust and sustaining long-term relational outcomes.
From whistleblowing to action: students’ narratives on combating white-collar crime in South Africa
(Elsevier B.V., 2025) Maziriri, Eugine Tafadzwa; Mabuyana, Brian; Nyagadza, Brighton
This study explores the perspectives of university students in South Africa on combating white-collar crime, extending beyond traditional whistleblowing approaches. Utilizing the Gioia methodology, this qualitative inquiry adopts an inductive approach to gather in-depth insights from participants. Semi-structured interviews were conducted with 20 students from a university in the Western Cape Province of South Africa. This approach facilitated a detailed exploration of personal experiences and perceptions related to white-collar crime. The study revealed that students in South Africa support proactive measures to address white-collar crime, such as implementing ethics bowls, enforcing strict regulations with qualification revocation, and integrating corporate governance and business ethics modules into all degree programs. Participants highlighted the significance of establishing feedback mechanisms between academia and industry, conducting lifestyle audits, and utilizing negative reinforcement to expose students to the repercussions of unethical conduct. Moreover, students proposed the use of “mystery employees” as a tactic to uncover and probe white-collar crime within organizations. This research adds to the discussion on white-collar crime by emphasizing the perspectives of students, a group often neglected in conversations about this type of crime and its prevention. Using the Gioia methodology and analyzing qualitative data from a specific region, the study provides new insights into the efficacy of anti-white-collar crime measures and proposes potential policy and educational interventions customized for the South African context.
Exploring innovation of internationalisation effectiveness in the higher education sector: a systematic review
(Multidisciplinary Digital Publishing Institute (MDPI), 2025) Udekwe, Emmanuel; Obadire, Olusegun Samson; Iwu, Chux Gervase
The government, business, and higher education sectors benefit from internationalisation. This viewpoint is articulated considering the improved academic quality and international recognition derived from faculty/student exchange programs and research partnerships, which elevate academic standards and the institution’s profile internationally. This systematic review is intended to (i) highlight the prevalence of current publications and other research-related activities that are steered towards the innovation of internationalisation in Higher Education Sector (HES), (ii) analyse and organise data on the impact of internationalisation effectiveness in the HES, and (iii) conclude with future characteristics of internationalisation effectiveness with suggestions to government, decision-makers, and institutions to achieve sustainable education sector. A search strategy was initiated through various research databases within the years 2005–2024. Of the 3865 identified papers from the database search, 3558 were excluded, and 307 were selected, of which 32 publications were utilised in the review process. The study identified several themes: transformation, factors, global nationality, international mobility, impact, curriculum and strategic framework. The study highlights the need to decolonise the HES for internationalisation effectiveness. This study also highlights future empirical research on the innovative effects of internationalisation for economic development.
Teaching entrepreneurship at a University in South Africa: who should teach and what methods work best?
(MDPI, 2025) Machingambi, Jeremiah; Iwu, Chux Gervase
The purpose of the current research study was to identify appropriate educators for teaching entrepreneurship at the university level and to explore the best teaching methods for developing entrepreneurial knowledge and skills among students. The study aims to address two key questions in entrepreneurship education: (1) Who should teach entrepreneurship in universities? and (2) What methods are effective in teaching entrepreneurship in universities? The study was conducted using an interpretative phenomenological qualitative research approach. Data were collected from a purposive sample of eight (8) entrepreneurship educators from a South African university. Data collection spanned three months, from November 2024 to January 2025. The key findings of the study suggest that entrepreneurship should be taught by academics with practical experience, academics with at least a Master’s degree, entrepreneurs invited as guest lecturers, incubator professionals, and technology professionals. Additionally, the research revealed teaching methods that can be used to effectively teach entrepreneurship in universities: Universities need to prioritise hiring and training entrepreneurship educators with both academic and real-world experience and facilitate collaborations with incubators and real-world entrepreneurs. Teaching methods need to incorporate experiential learning methods such as startup simulations, case studies, and partnerships with innovation hubs. The study offers valuable insights into who should teach entrepreneurship and how it should be taught, emphasising the need for a multidisciplinary approach and practical orientation to develop entrepreneurial capabilities and mindsets among students.
Is trust about more than just money? insight into South African banking customers
(Emerald Publishing Limited, 2025) Roberts-Lombard Mornay; Petzer Daniel
Purpose – The purpose of this study is to explore how trust guides retail banking customers’ behavioural intentions considering monetary and non-monetary drivers of trust and the moderating roles of corporate image and shared values on the relationships between these drivers and trust. Design/methodology/approach – Non-probability purposive and quota sampling were used to select a sample of South African banking customers. A self-administered questionnaire was fielded and 352 respondents participated in this study. Findings – All the proposed monetary and non-monetary drivers have a positive and significant influence on trust, except for calculative commitment. Trust mediates the relationships monetary and non-monetary drivers have with behavioural intention; and corporate image and shared values moderate all but one of the relationships between trust and its monetary and non-monetary drivers. Research limitations/implications – This study enhances knowledge of the role of trust, considering monetary and non-monetary drivers as antecedents and behavioural intention as an outcome of trust. Practical implications – This study guides retail banks in emergent markets on the mediating role of trust and its influence on behavioural intention through the application of selected monetary and non-monetary drivers. Furthermore, this study emphasises the importance of corporate image and shared values on selected relationships. Originality/value – The importance of trust as a mediating variable between its monetary and non-monetary drivers and behavioural intention is confirmed in an emerging economy setting. The moderating effects of corporate image and shared values in the relationships between these drivers and trust are also highlighted.
African entrepreneurial ecosystem resource constraints: a covid-19 perspective
(Sage Publications India Pvt. Ltd, 2025) Iwu, Chux Gervase; Sibanda, Lucky; Makwara, Tendai
Ordinarily, African countries suffer severe resource constraints. Resource constraints refer to insufficient means to meet sustainable economic growth demands. Regarding entrepreneurial activities, a supportive entrepreneurial ecosystem is needed for the large uptake of and sustained interest in entrepreneurship. It is on record that African countries’ dilapidated infrastructure and maladministration, including weak institutions, are reasons sustainable entrepreneurial activities have been less than optimal. The recent COVID-19 pandemic no doubt extended the challenge of entrepreneurship on the continent. Using Pickering and Byrne’s (2014) systematic quantitative assessment technique, we identified, assessed and interpreted available research evidence that assisted us in exploring the impact of resource constraints on African entrepreneurial ecosystem formation, development and growth. We noted that COVID-19 added complexities to perennial questions about making African entrepreneurship ecosystems fit for supporting entrepreneurship development. Although African economies were already constrained in many ways, including their business environment, we conclude that the COVID-19 pandemic brought challenges and opportunities for business management and entrepreneurship. While businesses could adapt in many cases, several aspects—such as government regulations, consumer behaviour shifts and global supply chain disruptions—were beyond their control. Navigating these uncertainties required agility, resilience and an ability to innovate, but it also highlighted the vulnerabilities and risks inherent in the modern globalised economy.
Implications of student entrepreneurial traits on entrepreneurship education: a descriptiveInferential analysis
(Society for Research and Knowledge Management, 2025) Sibanda Lucky; Iwu Chux; Makwara Tendai
Across the globe, there is an increasing demand for entrepreneurship education due to the vital role entrepreneurs play in economic growth. However, to ensure the effective transmission of entrepreneurship education, it is essential to understand the entrepreneurial attributes of students. We profiled the attributes of students in entrepreneurship education at a university of technology in South Africa from a self-perception perspective. We collected data using a survey questionnaire, adopted a quantitative approach and used descriptive and inferential statistics to analyze data from 203 students. A census of the total student population was conducted, and all students willing to participate were included in the study. The results indicated that students reported high levels of entrepreneurial attributes. Students reported high levels of entrepreneurial traits, including confidently pursuing goals, perseverance through challenges, creative problem solving, adaptability in dynamic contexts, and effective networking. Although a few attributes showed a statistically significant distribution of perceptions among study levels and gender, the findings had important implications for supporting entrepreneurship education curricula and helping students enhance their entrepreneurial attributes. The findings underscore the value of self-perception in assessing entrepreneurial potential and suggest that a structured entrepreneurship education program can further enhance these attributes. These insights can guide educators in designing targeted programs that build on students' strengths while addressing development areas, contributing to a more inclusive and dynamic entrepreneurial ecosystem in South Africa. Future studies should explore entrepreneurial attributes across diverse institutional contexts to develop a comparative national perspective on entrepreneurship education in the country
Expatriate adjustment to cross-cultural learning and development among assignees in Nigeria
(AOSIS (Pty) Ltd, 2025) Iwu, Chux G; Aliyu, Mustapha O
Orientation: One of the reasons for expatriates’ failure is their inability, as well as that of their families, to adapt and adjust to the host country’s cultural and communication patterns. Research purpose: Most of the multinational corporations (MNCs) struggled with adaptation and ached from cultural astonishment, which usually resulted in repatriation, leaving the company to lose substantial business opportunities. Motivation for the study: As a result, this study examines the influence of cross-cultural training on expatriate adjustment concerning assignees in Nigeria. Research approach/design and method: The study was primarily a survey design using a qualitative method for gathering data through in-depth interviews (IDIs) with expatriates working in companies across Nigeria Southwest. However, a suitable sample size of selected eight assignees was adopted based on the recommendation of the literature. The retrieved data were subjected to thematic analysis using NVIVO Mind analysis. Main findings: Over time, most expatriates could adjust and adapt accordingly because of their longer stays. It was also found that expatriates adjusted more to Nigeria’s communication styles because it is considered a critical aspect needed to thrive and be effective in the workspace. The study enumerated specific challenges such as raising voices while speaking and introducing cultural languages. Practical/managerial implications: Based on constructive research, effective cross-cultural training and support systems are essential for helping expatriates navigate differences and improve their experience in a foreign environment. The MNCs should implement comprehensive cultural awareness training with a manual for expatriates before relocating them. Contribution/value-add: This study analysed how nurturing cross-cultural learning and development for expatriates’ adjustment enhances their willingness to stay abroad.
Entrepreneurship intentions of higher education institution students in Nigeria: antecedents and interactions
(Taylor and Francis Ltd., 2025) Iwu, Chux Gervase; Sibanda, Lucky; Kamara, Richard Douglas
This study used structural equation modelling (SEM) to examine how cultural values, perceived success expectations, and personal abilities shape entrepreneurial intention among Nigerian university students. A structured questionnaire was used to collect quantitative data from 147 university students and analysed using Partial Least Squares SEM (PLS-SEM). The findings reveal that entrepreneurial intention is shaped by personal abilities, cultural values, and perceived success expectations, with personal abilities most prominent. Additionally, perceived success expectations strongly influence personal abilities and moderately affect cultural values. These results demonstrate how cultural norms, perceived success expectations, and individual aptitudes affect entrepreneurship uptake by Nigerian university students. This study empirically tests the direct effects of personal abilities (PA), cultural values (CV), and perceived success expectations (PSE) on entrepreneurial intention (EI) in a context where these relationships are underexplored. Unlike prior studies, we validate PSE’s dual role in reinforcing both PA and CV, offering new insights for theory and practice in emerging economies. The findings inform educational initiatives and policies to foster entrepreneurial among students in Nigeria, leading to economic growth.
Millennials’ experiences and satisfaction with chatbots: a study of self-service technology in emerging markets
(Elsevier, 2025) Lubbe, Isolde; Roberts-Lombard, Mornay; Langerman, Josef
Purpose: The study aims to explore the influence of selected precursors to self-service technology customer experience (when using chatbots) and the role of trustworthiness, control and self-service technology customer experience on self-service technology satisfaction. Design/methodology/approach: The study applied an explanatory research design and data collection was secured through self-administered questionnaires from millennials who engaged with a chatbot over six months. A total of 359 responses were used for data analysis. The measurement and structural models were assessed using structural equation modelling. Findings: Perceived usefulness, perceived playfulness and perceived ease of use significantly and positively influence chatbot self-service technology experience. Moreover, trustworthiness, chatbot self-service technology experience and control significantly and positively influence self-service technology satisfaction. Research limitations/implications: The tested model validates the hypothesised relationships between perceived usefulness, perceived playfulness, perceived ease of use, self-service technology experience, trustworthiness, control and chatbot self-service technology satisfaction. As such, chatbot users’ self-service technology experiences are directly linked to their three precursors and postcedent, self-service technology satisfaction. Conclusively, self-service technology satisfaction is directly guided by users’ trustworthiness and control when engaging with chatbots. Practical implications: The study’s results can assist businesses to better understand the drivers of millennials’ self-service technology experiences with chatbots. Furthermore, it can guide these businesses on the critical importance of trustworthiness, self-service technology experience and control as drivers of self-service technology satisfaction. Originality/value: Limited studies have examined how millennials’ self-service technology experiences relate to selected precursors and postcedents in emerging African markets.

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