CHAPTER ONE: INTRODUCTION AND BACKGROUND OF THE
STUDY
In recent years, the digital sector has seen great progress in terms of the range and quality
of service offered. Technological development, the densification of the infrastructure, the
development of Artificial Intelligence (AI), and the improvement of access to ICT for the
population some examples of the progress that has been made in this sector. In general,
these developments have made it even more complex to define the scope of the digital
economy, which is now transversal. According to the ACSEL (Association for Online
Commerce and Services), the notion of the digital economy is not limited to traditional
sectors that produce using ICT or that are based on ICT. It also encompasses the various
activities of telecommunications, audiovisual, software, internet and related sectors that
use them as the core or support of their activity. This adaptation/ specialization of digital
technology in other sectors of activity has made it possible to increase the contribution of
digital technology to wealth creation through, on the other hand, the improvement of
performance and, on the other hand, the development of an offer of new digital products
and services.
In recent years, the debate has focused more on the spread of digital technologies, service,
product and skills within different countries. This process, known as digitalisation, the
transformation of companies through the use of digital technologies, products and services
(Brennen and Kreiss,2014), is particularly relevant in developing countries where digital
technology has begun to affect traditional sectors such as agriculture, tourism and
transport.
As far as Cameroon is concerned, the Government has placed the development of digital
technology at the heart of its priorities. This desire has already been reflected in the
Growth and Employment Strategy Paper for the period 2010-2020 (GESP), which
represented the first phase of Cameroon’s Development Vision for 2035, with the
adoption in 2017 of the Digital Cameroon 2020 Strategic Plan, which had the strategic
objective of increasing by 2020, quantitative, qualitative and low-cost access to electronic
communications services throughout the national territory. It should be remembered that
this objective remains relevant.
In today’s competitive market, providing excellent customers service is rapidly becoming
a crucial competitive edge across many industries. In a dynamic business environment,
managing workers effectively requires a variety of strategic approaches. Employees have
historically had little or no say decisions influencing their working environment. Every
organisation’s performance should be regarded as reliant on employee participation in
routine business operation. Such a practice promotes staff alignment with the
organization’s values and ethics, which is necessary for effective service delivery.
Business leaders who adopt employee participation initiatives notice higher levels of
employee engagement, customer satisfaction, and productivity as well as lower levels of
employee turnover and mishaps. (Tortorella et al., 2021). (Ghlichlee & Bayat, 2021).
Employee involvement is all about fostering a positive environment where people can
have a say in the decisions and action that have an impact on their employment. Since the
management team sees the personnel as the company’s greatest asset, it’s critical to
anticipate their needs. Participation by the workforce boosts productivity and enhances
freedom. If you perform to the best of your ability, your staff will appreciate working for
you. Business use the SDT model to encourage workers to have a favorable opinion of
their organization. Employee engagement will boost commitment, which will boost
retention and cut down on turnover. Businesses are genuinely looking for ways to state
their “going concerned” craving and gain a competitive advantage because the business
world is rife with numerous uncertainties that organizations and people must faced. The
complexity of conducting business has grown due to the rapidly shifting business
environment, and as a result, organization face numerous constraints and challenges that
affect their ability to provide the intended services. This study seeks to look into service
delivery in telecommunication companies in Cameroon’s state has changed as a result of
technology usage.
1.1 BACKGROUND TO THE STUDY
The background of the study will be divided into the Historical, Theoretical, Conceptual
and Contextual background.
1.1.1 The Historical Background
Under this, the historical background of the study is divided into two that is historical
background of technology and that of Afrique Con Plc. In ancient times, technology
was defined by Homer and Hesiod as the spoken word of manual craft or cunning skill
(Luna, 1994). By 330 BC, Aristotle coined the Greek term technologia and split
scientific knowledge into three parts: theoretical science, practical science and
productive science (technology).
According to Luna (1994), the earliest use of the word technology in the United States
was found as a Harvard University course on the “application of the Science to the
Useful Arts” in 1816. The 1832 Encyclopedia Americana defined technology as
principle, processes, and nomenclatures. Ever since, that time, there has been debates
as to the definition and identity of technology.
From a historical perspective, philosophers of technology agree that two phases of
technology can be seen: the craft phase and the modern scientized phase. However, to
a philosopher of technology, modern technology, although scientized, is a unique
structure of thinking, not merely applied science. Nor, is technology, like science,
fully described by the law of nature.
1.1.2 Historical Background of Afrique Con Plc
Afrique Con Plc was founded in 2016 with the headquarter in Bamenda. Afrique Con
is committed to developing public transport in West Africa and providing safe and fast
travels options. They operate international bus lines between Cameroon and Nigeria
with the ability to travel to Benin, Togo, Ivory Coast, Senegal and Mali directly from
their Akwa-Douala terminals. They also operate a domestic bus line in Cameroon
between cities of Douala, Yaounde, Buea and Limbe. Their lines are served by
luxurious and comfortable vehicles. The decisions to this research on this topic was
motivated by the dissatisfaction expressed by some customers resulting from non-
respect of lead time, missing freight, damages freight and their inability to the
movement of their freight.
AFRIQUE CON Plc plans is to open another branch at Douala. It has it slogan as
“connecting Africa in comfort” with the marque of the bus VDL unique in Cameroon.
Carrying passengers both in the internal and external territory using their well-
designed and equipped vehicles. Afrique Con has equipped buses with toilettes and
kitchen mainly for long distances in order to feel comfortable.
1.1.3 The Theoretical Background of the study
Here, the focus is on the theories used in this research work. They include:
Technology Acceptance model proposed by Rogers (1962), Service-Dominant Logic
(SDL) introduced by Vargo and Lusch (2004), Resource-Based View(RBV) and
Servitization Theory.
1.1.4 Contextual Background
The idea behind this topic is chosen from the content of Service Delivery. The
impact of technology on service delivery is profound and multifaceted. It has
reshaped how businesses interact with customers, streamlined operations, and
created new opportunities for innovation. As organization continue to navigate this
technological landscape, understanding the contextual factors influencing service
delivery will be crucial for achieving sustainable success and meeting evolving
customer expectations.
1.2 PROBLEM STATEMENT
Despite the rapid integration of technology into service delivery across various
sectors, many organizations struggle to effectively leverage these advancements to
enhance customer satisfaction and operational efficiency. This gap highlights a
critical challenge: while technology has the potential to streamline processes and
improve access to services, its implementation often leads to inconsistent service
quality, increased customer frustration, and a digital divide that excludes certain
demographics. Therefore, it is essential to investigate how organizations can
optimize their use of technology to deliver superior services while addressing the
challenges associated with technological adoption, including data privacy
concerns, employee training needs, and the equitable accessibility of digital
solutions.
1.3 Objectives of the study
The objective is divided into the main and specific research objectives.
1.3.1 Main Objective
The main objective is to: Examine the effect of technology on service
delivery
1.3.2 Specific Objective
The specific objective of the study are:
[Link] The effect of monitoring technology on service delivery
[Link] The effect of communication technology on service delivery
[Link] The effect of digital platforms in improving customer
satisfaction
1.4 RESEARCH QUESTIONS
Research questions are divided into two which are: main research and specific research
questions.
1.4.1 Main Research Question
[Link] How does technology impact service delivery?
1.4.2 Specific Research Questions
[Link] How does the use of monitoring technology influence the quality of service delivery?
[Link] How does communication technology influence the speed and efficiency of service
delivery?
[Link] How do digital platforms influence customer satisfaction in service delivery?
1.5 RESEARCH HYPOTHESIS
H0: Technology has a significant positive impact on service delivery
H1: The use of monitoring technology significantly improves the quality of service delivery
H2: Communication technology significantly improves the speed and efficiency of service
delivery
1.6 IMPORTANCE OF THE STUDY
The significance of this study will be divided into three that is to the Researchers, to Afrique
Con Plc and to the futures researchers.
1.6.1 To the Researcher
It helps to match theories with the practical part of the professional world. It also helps in
analyzing the effect of technology on service delivery , researchers can provide evidence-
based recommendations for organizations looking to implement or enhance technological
solutions. The findings can have practical implications for businesses and service providers,
helping them understand which technologies are most effective in improving service delivery,
customer satisfaction and operational efficiency. The study’s findings may highlight areas for
future research, enabling the researcher to pursue additional studies that build on their initial
work, potentially leading to a more extensive body of knowledge.
1.6.2 To the Company
The study can provide insight into how technology influence customer expectations and
preferences, enabling the company to tailor its services to better meet those needs.
Understanding the impact of technology on service delivery can help the company stay ahead
of competitors by adopting innovative practices that enhance customer experience and
satisfaction. The study may also provide metrics and benchmarks for evaluating the
effectiveness of technology in service delivery, allowing the company to measure
performance and make continuous improvements.
1.6.3 To the further Researchers
The study can serve as a foundational piece for future research, providing a framework,
methodologies and insight that subsequent researchers can build upon or refine. The results
may lead to the formulation of new hypotheses or research questions that can guide future
studies, encouraging exploration of related topics or different contexts.
1.7 JUSTIFICATION OF THE STUDY
The justification of the study is in three-fold, personal, academic and economic. At the
personal level, the study will enable me understand the function of technology on service
delivery and to become a qualified logistician in future. At this level of academic, the study
will go a long way to add to the number of existing work in the field of logistic and transport
management. It will equally serve as the basic of research for other students.
1.8 Scope and Limitation of the study
The scope of the study is subdivided into three which are: Time scope, Geographical scope
and Thematic scope.
1.8.1 The Geographical scope
This piece of work was done at Afrique Con located in the capital town of Cameroon
precisely in Yaounde at Fouda which is terminal for all travelling agencies moving to the
North West region.
1.8.2 The Thematic scope
This piece of work entitled “The Effect of Technology on Service Delivery”
1.8.3 The Time scope
This research work was carried out within a period of three months at Afrique Con that is
from 10th of January 2025 till the 09th of March 2025.
1.9 ORGANIZATION OF THE STUDY
This thesis is organised as five chapters. Chapter one introduces the study by discussing the
introduction to the study, statement of the problem and research objectives, purposes of the
study, research questions, the hypothesis, the scope of the study and significance and
limitations of the study. Chapter two presents the literature review part of the study which will
include the theoretical review in its first section followed by the review of the previous studies
related to the area and empirical review. The third chapter discusses the methodology that
going to be used by the researchers to collect data, and analysis in order to achieve the
objectives of the study. It describes the population, sample size and sampling techniques,
research design, the data sources and collection instrument, as well as methods of presenting,
interpreting and analyzing the findings. Chapter four, deals with details results and discussion,
data presentation and objectives of the organization. Chapter five presents summary,
conclusion and recommendation.