The adoption of artificial intelligence and customer value creation in emerging market telecommunications industry
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University of Pretoria
Abstract
Artificial intelligence (AI) has emerged as one of the sources of business value. However,
extant literature places little emphasis on the use of AI in emerging markets and has
minimal focus on the telecommunications industry. In response, this research explores
the nature of AI adoption and customer value creation in emerging market
telecommunications firms. Based on the technology-organisation-environment (TOE)
framework, the enablers, obstacles and outcomes of AI adoption and customer value
creation are explored for in-depth insights.
Primary data was gathered through 12 semi-structured interviews with industry decisionmakers
and consultants. The participants work for organisations in three emerging
market economies, allowing for a fair comparison across different markets and
organisations. The approach used to analyse the primary data was thematic analysis.
Secondary data was retrieved from internet searches for telecommunications industry
reports and company annual integrated reports to retrieve any customer benefits and
trends regarding AI adoption.
The research findings highlight similarities to the literature on the TOE framework and
identify new enablers, obstacles, and outcomes specific to the emerging market
telecommunications industry. This research contributes to the extant theoretical literature
on AI adoption by exploring the TOE framework in this context. Furthermore, new
insights on customer value creation were developed from decision-makers’ perceptions
of the emerging market telecommunications industry. Moreover, the study provides a
conceptual framework for AI adoption's enablers, obstacles and outcomes for customer
value creation in emerging market telecommunications firms. Finally, the study provides
practical recommendations to managers regarding strategic considerations to guide the
successful adoption of AI in emerging market telecommunications.
The study's limitations include covering only some emerging market telecommunications
and looking at customer value creation as the business value for AI adoption when AI
adoption can provide other business value.
Description
Mini Dissertation (MPhil (Corporate Strategy))--University of Pretoria, 2024.
Keywords
UCTD, Artificial intelligence (AI), Customer value creation, Telecommunications, Emerging markets, Technology adoption, AI adoption
Sustainable Development Goals
SDG-09: Industry, innovation and infrastructure
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