Abstract
Electronic communication (e-communication) refers to communicating by electronic means, especially over computer networks. Organisations use the internet to distribute valuable content in a variety of ways including e-newsletters, articles, videos, webinars, chats, live online events, social networks and forums. Customer satisfaction measures how well the expectations of a customer concerning a product or service provided by an organisation have been met. Customers can be satisfied with more than just the organisation’s product offerings. Customers use the Internet to search for general information, instruction guides or tips that they consider interesting or valuable. They often base their buying decisions on what they find. Valuable content can result in positive advertising as customers share positive content-related experiences with others. It can also increase loyalty as customers start to view or perceive an organisation as an expert about industry-related topics. This paper examines the relationship between e-communication and customer satisfaction within the mobile telecommunications industry in South Africa. This research was quantitative, descriptive and cross sectional in nature. The study found that e-communication was being used by the majority of the service providers in the mobile telecommunications industry and that it led to increased customer satisfaction.
Highlights
Since organisations operate in a competitive environment that is dynamic, they need to ensure that they are able to satisfy and retain customers
This paper examines how e-communication is being used by service providers to positively influence customer satisfaction in the mobile telecommunications industry in South Africa
This paper examined the relationship between e-communication and customer satisfaction in the mobile telecommunications industry in South Africa
Summary
Since organisations operate in a competitive environment that is dynamic, they need to ensure that they are able to satisfy and retain customers. Customer satisfaction ranks high among the priorities of any organisation. These organisations are always in search of new tactics to meet the expectations of their customers and to increase their levels of satisfaction. They are working on the premise that an extremely satisfied customer buys more than a customer that is just satisfied. Ecommunication allows an organisation to combine text, graphics, sound and video into a single message tailored to a specific audience. It creates a new form of many-to-many communication that lets geographically distributed groups communicate interactively and simultaneously through text, sound and video.
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