Johann Landsberg, Derrick Brown

Abstract

The information and communication technology (ICT) industry significantly impacts a country’s economic growth and development. During the COVID-19 pandemic, broadband connectivity was crucial for sustaining economic activity. However, the ICT sector in South Africa faces challenges such as low customer and corporate loyalty, primarily due to price sensitivity. This literature review explores strategies for enhancing client loyalty in the ICT sector in South Africa.
The primary objective is determining strategies to enhance client loyalty within South Africa’s ICT industry. The secondary objectives are to ascertain how South Africa’s inadequate infrastructure affects ICT adoption, examine how high poverty rates impact ICT growth, determine the effect of ICT workers’ skill deficiencies on service quality, and examine the level of competition in the connectivity sector and its influence on decision-making.
The study employs a qualitative approach, reviewing relevant literature on customer loyalty, the marketing mix, and the ICT sector in South Africa. The findings provide insights into factors influencing customer loyalty and how service providers can improve customer retention and satisfaction. The research contributes to understanding strategies for enhancing client loyalty in the ICT sector, particularly in South Africa.