Investigating Customer Perceptions of Using Internet Services Providers’ Websites to Access Internet Services in Tembisa Township

Farai Nyika () and Mphokhethwa Ndou ()
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Farai Nyika: Management College of Southern Africa (MANCOSA)
Mphokhethwa Ndou: Management College of Southern Africa (MANCOSA)

Journal of Emerging Trends in Marketing and Management, 2023, vol. 1, issue 4, 18-26

Abstract: Economic ecosystems are found in township markets, which are defined by lower income levels, distinct consumer behavior, limited digital access, and a rich cultural diversity. Website sales of internet-related goods and services are crucial to the survival of South African Internet Service Provider (ISP) businesses in today's digital economy. This research looked at the opinions of internet users about websites of ISPs based in the Tembisa township of Gauteng, South Africa. The research added to the growing body of knowledge on digital accessibility and targeted marketing approaches. The research was qualitative in nature and used a group of 10 subjects. Semi-structured interviews comprising 9 questions were conducted with participants. The study's findings revealed that limited internet access and language barriers were critical concerns. Participants emphasized the need for improved infrastructure, affordable internet packages, multilingual websites, and transparent security measures to enhance trust in online transactions. Some of the recommendations made by the study include creating personalized internet bundles, advertising in a way that is sensitive to different cultures, providing support in more than one language, making cybersecurity a top priority, and providing digital customer service. Businesses, politicians, and groups working to close the digital gap and advance inclusive and equitable economic development can benefit from the study's findings, which deepened our comprehension of digital dynamics in township markets and consumer behavior.

Keywords: internet services providers, marketing; customer service, online sales, digital inclusion. (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2023
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