A Critical Study on the Usability of Online Business Registration Improvisation as Congo-brazzaville Rebranding Tool

There is growing concern that Congolese business’ inability to compete in a fiercely competitive
international economy spells ruin. Thus, the study uses bricolage and information systems (IS)
improvisation as a lens to explore the use of online business registration as a means to rebrand
government services. Building and achieving brand status is challenging, however; public service
organisations and country of any size with a name can become high status brands. The main
objective of this study was to determine the role of online business registration in service branding.
The overarching research question is (a) how does the DTI Congo-Brazzaville intend to improvise
business registration process using e-commerce technology as branding tool? The study is significant
in the way that it boosts DTI Congo’s brand image; with potentials to improve the country’s ranking in
terms of ease of doing business; and extends previous research by examining the usability of online
business registration system as branding tool in developing countries. However, the focal point was
creating awareness for DTI Congo to weight current study outcomes, available resource and
contemporary e-commerce technologies in order to make informed decision in terms of technology
adoption. A survey questionnaire on a sample size of N = 260 from a total of 800 DTI full-time
employees was used to elicit information by requiring respondents to answer objective questions. A
focus group comprising of five full-time employees selected according to their level of IT awareness
and position were invited for discussions to gain a broader understanding of the research problem. It
was evident from the data that 74.2% of respondents agreed that an online business registration
system adoption can re-brand the organisation for innovative public service delivery.