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Motivational factors, customer engagement and loyalty in the mobile instant messaging environment : moderating effect of application usage
Mini Dissertation (MBA)--University of Pretoria, 2019.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2020
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| _version_ | 1867613577956818944 |
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| access_status_str | Open Access |
| author2 | Petzer, Danie |
| author_browse | Petzer, Danie |
| author_facet | Petzer, Danie |
| collection | Thesis |
| dc_rights_str_mv | © 2020 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2019. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/76042 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:38:22.209Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2020 |
| publishDateRange | 2020 |
| publishDateSort | 2020 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/76042 Motivational factors, customer engagement and loyalty in the mobile instant messaging environment : moderating effect of application usage Petzer, Danie ichelp@gibs.co.za Kritzinger, Ronnie UCTD Mini Dissertation (MBA)--University of Pretoria, 2019. Mobile instant messaging (MIM) applications have changed the communication style in society. MIM providers have been known to bypass traditional operator networks to deliver services, forcing operators to rethink customer trends and behaviours in engaging with mobile services. Despite the extensive literature on the technology adoption of MIM, few studies focus on the factors driving ongoing customer engagement. First, this study assessed and validated specific gratifications obtained from using MIM applications by applying the uses and gratifications theory. Second, the research investigation attempted to understand the relationship between motivational factors and customer engagement, in addition to the association between customer engagement and customer loyalty for existing subscribers of WhatsApp in South Africa. Third, the study investigated whether application usage moderates the relationship between customer engagement and constructs of utilitarian, hedonic and social motivation. Purposive sampling was utilised in this quantitative study to obtain responses from an online survey. The study revealed that utilitarian and hedonic motivation impacts customer engagement positively, which in turn impacts loyalty. Results indicated that social motivation in using WhatsApp bore no relationship to customer engagement. Furthermore, this study found that medium application usage moderates the link between customer engagement and both utilitarian and hedonic motivation. pt2020 Gordon Institute of Business Science (GIBS) MBA Unrestricted 2020-09-04T10:52:54Z 2020-09-04T10:52:54Z 2020/04/01 2019 Mini Dissertation Kritzinger, R 2019, Motivational factors, customer engagement and loyalty in the mobile instant messaging environment : moderating effect of application usage, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/76042> http://hdl.handle.net/2263/76042 en © 2020 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Motivational factors, customer engagement and loyalty in the mobile instant messaging environment : moderating effect of application usage |
| title | Motivational factors, customer engagement and loyalty in the mobile instant messaging environment : moderating effect of application usage |
| title_full | Motivational factors, customer engagement and loyalty in the mobile instant messaging environment : moderating effect of application usage |
| title_fullStr | Motivational factors, customer engagement and loyalty in the mobile instant messaging environment : moderating effect of application usage |
| title_full_unstemmed | Motivational factors, customer engagement and loyalty in the mobile instant messaging environment : moderating effect of application usage |
| title_short | Motivational factors, customer engagement and loyalty in the mobile instant messaging environment : moderating effect of application usage |
| title_sort | motivational factors customer engagement and loyalty in the mobile instant messaging environment moderating effect of application usage |
| topic | UCTD |
| url | http://hdl.handle.net/2263/76042 |