E-service usage and satisfaction in Botswana

Author(s):

Olumide Olasimbo Jaiyeoba, (Post Graduate Centre, Limkokwing University of Creative Technology, Gaborone, Botswana)

Totwana Tito Chimbise, (Associated Funds Administrators, Gaborone, Botswana)

Mornay Roberts-Lombard, (Department of Marketing Management, University of Johannesburg, Johannesburg, South Africa)

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Abstract:

Purpose

The purpose of this paper is to establish the level of usage of e-services (websites and e-mail) by Botswana Public Officers Medical Aid Scheme (BPOMAS) and PULA Medical Aid (PULA) customers; the level of satisfaction; perceived value; and benefits derived from the website and e-mail services.

Design/methodology/approach

In total, 200 BPOMAS members and 100 PULA members were sampled. Systematic sampling technique was used to select the participants. A questionnaire mainly guided by the E-S-QUAL and E-RecS-QUAL scales was designed to gain an in-depth understanding of customers’ perceptions and experiences of e-service quality.

Findings

It was established that there is a positive and significant relationship between the usage of e-services and benefits derived from e-services and between the usage of e-services and satisfaction. In addition, a nexus of relationship was observed between perceived value of the e-services and satisfaction.

Research limitations/implications

The management of healthcare services in Botswana needs to understand customers’ value perceptions of e-services and e-service quality in order to establish where to make the most of their efforts.

Practical implications

The managers of healthcare insurance providers should consider stepping up e-service usage and satisfaction levels, supported by client-centred training programmes, to assist clinicians deliver care to the expectation of patients.

Originality/value

There is an acute lack of research in the Botswana context, particularly into the link between e-service usage and satisfaction in the health insurance industry. This paper contributes to the extant literature by elucidating the nexus of relationship between e-service usage and satisfaction in Botswana.

Keywords:

Satisfaction, Botswana, Health insurance, Electronic service usage

Type:

Research paper

Publisher:

Emerald Publishing Limited

Received:

29 March 2017

Revised:

05 June 2017, 13 June 2017

Accepted:

23 June 2017

Copyright:

© Emerald Publishing Limited 2018
Published by Emerald Publishing Limited
Licensed re-use rights only

Citation:

Olumide Olasimbo Jaiyeoba, Totwana Tito Chimbise, Mornay Roberts-Lombard, (2018) "E-service usage and satisfaction in Botswana", African Journal of Economic and Management Studies, Vol. 9 Issue: 1, pp.2-13, https://doi.org/10.1108/AJEMS-03-2017-0061

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