Telecommunications has revolutionised over the past decade

Telecommunications has revolutionised over the past decade. Newer, smarter and faster devices are being created and or upgraded in a short space of time. Some banking services have been replaced by mobile banking on smart devices. Companies have expanded their product range to offer insurance and satellite broadcast just as a means to grow and increase profits both regionally and across borders and continents.

Examining the international marketing strategies adopted by Econet Wireless Group (thereon referred to as Econet or EWG) in the telecommunications industry was the main focus of this paper. A descriptive survey research and random sampling strategy was employed to select respondents for the questionnaire. The sample size for this study was made up of 250 respondents drawn from the two areas (60% respondents were drawn from South Africa and 40% from other countries using Econet services and products). The results have indicated that word of mouth advertising and online services good at predicting customer satisfaction. The major findings of this study have indicated that that word of mouth advertising and online services have a positive effect on customer satisfaction. It is therefore imminent that when managers implement new products and services they should involve customers so that firms may be able to have an insight of what consumers expect of these products and services.

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Improvements in wireless technologies and increased uptake of advanced mobile handsets have led to a growing trend in mobile banking activities on a global scale. This empirical study sought to investigate the applicability of the extension of the renowned framework of Technology Acceptance Model (TAM) in determining willingness of subscribers to adopt mobile banking services, life insurance cover and satellite TV offered by Econet Wireless Group. An online questionnaire was developed and distributed on social media platforms. Out of the 350 questionnaires, only 250 useable questionnaires were returned, yielding a response rate of 71%.Results were subsequently analysed. The findings indicate that the extended TAM can predict consumer intention to use mobile banking, life insurance cover and satellite TV. Specifically, perceived usefulness, perceived ease of use, relative advantages, personal innovativeness and social norms have significant effect on user’s attitude thus influence the intention toward mobile banking, whilst perceived risks and costs deterred the adoption of the service. The results may provide further insights into mobile banking strategies for mobile network operators, satellite providers, internet providers and life insurance companies to design and implement mobile services to yield higher consumer acceptance amongst Zimbabweans and those in the diaspora.
Keywords: International marketing; telecommunications; customer satisfaction; mobile services.