E-service usage and satisfaction in Botswana

• Published in: African journal of economic and management studies 2018-01, Vol.9 (1), p.2-13
• Main Authors: Jaiyeoba, Olumide Olasimbo, Chimbise, Totwana Tito, Roberts-Lombard, Mornay
• Format: Article
• Language: English
• Subjects: Brand loyalty; Communication; Consumers; Customer relations; Customer satisfaction; Customer services; Customers; Electronic data interchange; Electronic mail systems; Email; Health care; Health care delivery; Health insurance; Information technology; Insurance industry; Medical aid; Patient-centered care; Perceptions; Privacy; Quality of service; Quantitative psychology; Questionnaires; Websites; Wide area networks
• ISSN: 2040-0705; 2040-0713
• DOI: 10.1108/AJEMS-03-2017-0061

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.