Abstract
The pervasive success of digital technologies and the increasing adoption of selfservice
technologies (SSTs) by businesses have had profound implications for
consumers, particularly millennials. This demographic has emerged as the most
significantly impacted group by these technological interventions. While extensive
studies have analysed the effects of SSTs globally, predominantly within sectors
such as banking, retail, and the service industry, a notable gap exists in the
literature regarding the application of SSTs within government organisations.
Specifically, there is a need for empirical research to ascertain whether SSTs
enhance service delivery for consumers and stakeholders in the public sector.
This study analyses how Ekurhuleni Municipality uses SSTs to build relationships
with millennial ratepayers as key stakeholders. Furthermore, it seeks to assess
how Ekurhuleni Municipality uses SSTs in its strategic communication to build
relationships with millennial ratepayers as critical city stakeholders. The study's
central research question is, what influence do SSTs as strategic communication
interaction tools have in building stakeholder relationships with millennial
ratepayers in Ekurhuleni Municipality? Existing literature suggests that SSTs have
proven beneficial in facilitating more significant customer satisfaction, enhancing
management efficiency, reducing operational costs, and improving overall financial
performance.
A quantitative methodological approach addressed the research objectives,
incorporating snowball sampling—a form of non-probability sampling. Participants
consist of selected millennial ratepayers residing in the Ekurhuleni Municipality
who have previously used self-service technologies to engage with municipal
services. Data collection took place in prominent malls and residential areas within
Ekurhuleni. Preliminary findings indicate a strong preference among millennials for
engaging with municipal services through SSTs or digital platforms rather than
through traditional interactions with human agents.