A study of customer value management technology adoption by mobile operators in eSwatini.

Abstract

Customer Value Management (CVM) technology has emerged as a significant revenue stream in the mobile telecommunications industry. CVM technology contributes substantially to revenue growth in the mobile sector. CVM technology plays a crucial role in revenue growth within the mobile industry. In developed countries, major mobile operators have made considerable efforts to adopt CVM technology. It appears that mobile operators in developed countries are adopting CVM technology as a means to gain a competitive advantage. The study aims to examine the factors that influence the adoption and use of CVM by mobile operators in Eswatini. A quantitative survey methodology was implemented in the investigation. A total of 254 Eswatini MTN employees completed a closed-ended questionnaire. This study used the Technology, Organisational, and Environmental (TOE) Framework as a theoretical lens. The TOE framework is mainly utilised to study the adoption of technology at an organisational level. The findings revealed that the three constructs — technological, organisational, and environmental —are the main variables that impact the decision to adopt customer value management technology within the TOE model. However, the most significant determinants were technology, followed by organisational and environmental factors, which were the least important. The research contributes to the body of knowledge on the factors influencing mobile operators' adoption of customer value management technologies in Eswatini. The study's findings have the potential to inform mobile operators' strategies for implementing new technology. Additionally, mobile operators interested in investing in CVM technology should consider the factors highlighted in the study before adopting customer value management technologies.