Increasing Customer Adoption of the Mobile Payment Technology Zapper in South Africa

Chantal Rootman and Janine Krüger

Journal of African Business, 2020, vol. 21, issue 4, 509-528

Abstract: Firms need to stay competitive in the dynamic business environment. Therefore, it is important for firms to understand customer needs and wants, including their preferences relating to payment methods, especially in emerging markets. The methods customers use to pay for products/services are changing. Firms should be knowledgeable about customers’ reasons to use or not use a specific mobile payment technology. Therefore, this study investigated the factors influencing customer adoption of a specific mobile payment technology in South Africa, namely Zapper. A quantitative study was employed, and for the empirical investigation a convenience sample of 175 respondents completed a self-administered, structured questionnaire. The data was quantitatively analyzed and the main results showed that the Usefulness of Zapper is the most important factor influencing customer adoption. The study made a valuable contribution, as it provided better insight into the factors significantly influencing the adoption of Zapper as a mobile payment technology. Should firms implement this study’s recommendations it may be beneficial, as the number of customers using Zapper to pay for their product/services would increase.

Date: 2020
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DOI: 10.1080/15228916.2020.1790915

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