Abstract
M.Phil. (Business Management)
The purpose of the research was to explicate business competitive challenges
through increasing scientific knowledge relating to the effect of Value Chain on the
Customer Experience within the South African Mobile Telecommunications industry.
Operators display a tendency of commoditised competition, offering little
differentiation that Customers value. The qualitative and time bound study analysed
the perspective of sixteen interviewees, representing the full Value Chain from
respective operators. Following the aim to understand the participants’ perception of
how the Value Chain impacts Customer Experience, the Content Analysis method of
analysis was utilised for the gathering of insights. Findings reflect a lack of maturity
in the understanding of Customer Experience and Value Chain, and a resulting
incapability to maximise the effect of the Value Chain on the Customer Experience.
Notwithstanding, there exists an opportunity to apply a Value Chain perspective in
order to improve the Customer Experience and enhance mutual value.