Doctoral Degrees (Marketing)

Permanent URI for this collectionhttps://hdl.handle.net/10413/19590

Browse

Now showing 1 - 7 of 7

Adoption and usage of mobile marketing practices to promote domestic tourism: a case of Zimbabwe’s hospitality sector.
(2021) Nyatsambo, Maceline.; Phiri, Maxwell Agabu.
The escalated global use of the mobile phone and mobile internet presents endless opportunities for dynamic marketers. Elsewhere, research on the adoption and use of mobile devices to harness marketing opportunities has been growing steadily, while lagging in Zimbabwe. Despite the problem of declining foreign tourist arrivals, the Zimbabwean tourism and hospitality sector has not harnessed mobile marketing (MM) practices to promote its domestic tourism market for sustainability. The main purpose of the study was to establish the readiness of Zimbabwe's hospitality marketing employees to adopt and use mobile marketing practices to promote domestic tourism. Guided by the research objectives, the study analysed extant literature on mobile marketing adoption, acceptance and use, benefits of specific mobile marketing practices and tools, domestic tourism and hospitality marketing, to come up with theoretical constructs of the hypothesized model. A quantitative research methodology approach and cross-sectional design were adopted. Data was collected from 264 respondents in major tourist destinations of Zimbabwe using a self-completion, mainly structured questionnaire in a survey. Data were analysed using descriptive statistics, Confirmatory Factor Analysis and Structural Equation Modelling.The findings indicate that Awareness and nowledge; Experience; Social Networking habits and Perceived Usefulness(PU) positively influence behaviour intention (BI) to use mobile marketing (MM) practices amongst hospitality marketing employees in Zimbabwe. Perceived ease of use(PEOU); Management support; Company mobile technology infrastructure and Technology accessibility had no significant influence on BI. There was a significant indirect effect of Awareness Knowledge to Behaviour Intention mediated by PU and PEOU. Lastly, the results confirmed that BI had a significant positive influence on actual usage behaviour (AUB). The study recommends that marketing management in Zimbabwe’s tourism and hospitality sector should implement MM practice by providing marketing employees with mobile communication devices and mobile internet (Wi-Fi). These MM practices include use of mobile social media tactics like live streaming of tourism destinations and hospitality facilities, GPS enabled location-specific messages and targeted mobile messages via WhatsApp and SMS. Collaborations with mobile network operators would allow hospitality companies access to customer databases that can be used to recruit potential domestic tourists. The study contributes new knowledge by integrating constructs from technology acceptance and use theories and making an initial examination of these from the perspectives of marketing employees in the context of Zimbabwe’s domestic tourism and hospitality sector.
Business to business dimensions of relationship marketing in the South African cement manufacturing industry.
(2015) Mubango, Phineas.; Phiri, Maxwell Agabu.
The focus of this study was relationship marketing (RM) in the business-to-business (B2B) context in the cement manufacturing industry in South Africa. Literature reveals published research for the cement industry is limited, particularly in South Africa, regarding the dimensions of relationship marketing. Research in this field focuses primarily on other industries and no agreed dimensions of RM exist. One of the objectives of the study was to test satisfaction as a mediator between causes and outcomes, with the causes being supplier competencies, trust, commitment and communication and the outcomes being cooperation and loyalty. An additional objective of the study was to develop a framework of relationship marketing dimensions for the South African cement industry. Data was collected from 362 major cement customers throughout South Africa’s nine provinces using a face-to-face interview technique with self-administered questionnaires. The data collected in the empirical study was analysed using Structural Equation Modelling (SEM). A framework of relationship marketing dimensions for the cement industry in South Africa was developed. It is anticipated this framework may contribute towards addressing the deficiencies in the implementation of relationship marketing strategies. The empirical results of this study suggested that a cement supplier should invest in methods of enhancing customer trust and communication in order to maintain customer satisfaction. The results also show that customer loyalty and cooperation could be maintained, by focusing on strategies for building relationships on the basis of customer satisfaction as well as surpassing customer needs and desires. One of the contributions of this study is the examination of the sequential logic of relationship marketing constructs in a business-to-business context for the cement industry. As a result, this study makes both theoretical and practical contributions to the field of relationship marketing. The outcome of the study developed a framework of RM dimensions, which could be used for the benefit of future researchers. It also presents findings of managerial interest such as the knowledge that satisfaction is a key factor between trust and communication. In addition, important outcomes of the relationship are cooperation and loyalty. The study offers practical contribution to the field of marketing by assisting cement companies to formulate profession-shielding mechanisms from competitors. The findings of this study also contribute by providing dimensions of RM, which may improve customer cooperation and loyalty within the cement and other business-to-business environments in related industries, which could lead to larger market share, higher customer retention and greater profitability. A limitation of the study is the use of a judgemental sample since the results may be interpreted to represent populations of those similar to the respondents only. Generalisation of results to the South African population and industries is therefore restricted. In light of this, it is recommended that the study is replicated for other South African industries.
Developing a nation brand measurement framework for Zimbabwe.
(2021) Chawuruka, Patson.; Phiri, Maxwell Agabu.
The study sought to develop a nation branding measurement framework for Zimbabwe. The problem is that there is no objective measure that is used to assess the strength of a country brand, and Zimbabwe is not spared in this regard. The study adopted the post-positivism philosophy whose factor or cause-driven deterministic view falls in line with the objective of this research whose thrust was to determine the critical determinants of nation branding that may be incorporated in the nation branding measurement framework for Zimbabwe. The study used a mixed-method research design which combines quantitative and qualitative methods. Probability and non-probability sampling methods were used, as well as the stratified random sampling approach. The respondents were put into three strata, being drawn from key ministries, parastatals, and stakeholders. The purposive sampling approach was used, which in this study targeted respondents who had the requisite knowledge on nation branding in Zimbabwe. The research found that the strategic issues that were needed to improve Zimbabwe are sound economic reforms, political stability, the attraction of foreign direct investment, revision of policies, infrastructural development, and good governance. The other findings revealed that the critical dimensions needed in the development of Zimbabwe’s nation branding measurement framework, included people, tourism, investment and immigration, culture and heritage, governance, and exports. It emerged that the Zimbabwe government needed to make urgent efforts to address the issue of its negative image to avoid remaining side-lined by the international financial institutions such as the IMF and the World Bank. Political reforms were thus viewed as being necessary for fruitful re-engagement with the UK, USA, and the EU. Another noted observation was that the people dimension was a powerful element in branding Zimbabwe. It was thus recommended that to brand Zimbabwe, the country should utilise prominent personalities in the business and academic worlds. In considering the country’s high literacy rate, the exportation of skilled professionals like medical doctors, teachers, and other tradesmen to the Southern Africa region and beyond was recommended as a rewarding strategy that can help market the country. A need to conscientise policymakers on the benefits of nation branding to a country that has a negative image was also recommended. The study concludes that Zimbabwe needs both economic and political reforms before any nation branding exercise can be done because without such reforms re-engagement with the western countries would be a futile exercise.
Digital marketing resources, capabilities, and marketing performance of agro-processors in Harare, Zimbabwe.
(2020) Chinakidzwa, More.; Phiri, Maxwell Agabu.
Abstract available in PDF.
Entrepreneurship education and students’ entrepreneurial intentions at selected tertiary institutions in Durban=Imfundo Yezamabhizinisi kanye Nezinhloso Zabafundi Zosomabhizinisi Ezikhungweni zemfundo ephakeme ezikhethiwe eThekwini.
(2023) Chasaya, Wimbayi.; Phiri, Maxwell Agabu.
Abstract Entrepreneurship continues to receive much recognition worldwide from both the academic and corporate ends. High unemployment and failing economies amongst other factors have resulted in various stakeholders supporting the promotion of entrepreneurship. Educational institutions have since taken a leading role in promoting entrepreneurship. Entrepreneurship courses have been introduced in universities to prepare students for entrepreneurship, institutions in South Africa have played their role in this regard. Emphasis has however been placed on the implementation of interventions that promote entrepreneurial development. Targeted interventions must be implemented to promote entrepreneurship behaviour. This study sought to determine the extent to which entrepreneurship education can enhance entrepreneurial activity as the researcher proposes entrepreneurship education as a key determinant of entrepreneurship intention. The results of the study were intended to benefit formal entrepreneurship education curriculum development towards the promotion of entrepreneurial intention and behaviour. The study followed a quantitative research approach and a survey research design. A sample of 280 students was selected from 1 000 undergraduate students enrolled for entrepreneurship courses in two public Universities in Durban: University of KwaZulu-Natal and Durban University of Technology. Using a self-administered structured questionnaire which was electronically distributed, data was collected from 197 students and analysed using SPSS version 27. The findings of the study concluded that there was a positive significant relationship between entrepreneurship education and students’ entrepreneurial intentions (r= .79, p< 0.01). The results of the regression analysis however indicated that the best predictor of entrepreneurship education was subjective norms (B= .347; t= 3.783, p< 0.01). Results from T-tests analysis indicated that students who attended extracurricular (workshops, conferences, seminars) entrepreneurship programs offered on campus (M= 59.44, SD= 15.603) differed significantly with those who did not (M= 52.53, SD= 16.654). Students’ verbal responses indicated that entrepreneurial education must be augmented with practical education and extra-curricular entrepreneurship activities. The study provides recommendations to university education curriculum developers, policy makers and university management on the successful implementation of entrepreneurship education. Formal entrepreneurship education should be augmented with extra-curricular entrepreneurship activities such as business plan competitions, business workshops, entrepreneurship seminars and coaching sessions with industry experts and entrepreneurs. Iqoqa Ezamabhizinisi ezivela emibuthwaneni yezemfundo nezinkampani ziyaqhubeka nokuqashelwa kakhulu emhlabeni wonke. Ukuntuleka okuphezulu kwemisebenzi kanye nokuwohloka komnotho phakathi kwezinye izinto kuholele ekutheni ababambiqhaza abehlukene basekele ukugqugquzelwa kwezamabhizinisi. Izikhungo zemfundo selokhu zabamba iqhaza elikhulu ekuthuthukiseni amabhizinisi. Kwethulwe izifundo zezamabhizinisi emanyuvesi ukuze kulungiselelwe abafundi ukuthi bangene kwezamabhizinisi. Nokho kugcizelelwe ukuqaliswa kokungenelela okugqugquzela ukuziphatha kosomabhizinisi. Lolucwaningo belufuna ukuphenya umthelela wemfundo yezamabhizinisi ezinhlosweni zabafundi bamanyuvesi kwezamabhizinisi. Inhloso yahlonzwa ngeTheory of Planned Behavior njengesibikezelo esihle sokuziphatha. Imiphumela yalolucwaningo bekuhloswe ngayo ukuhlomulisa ukuthuthukiswa kwekharikhulamu yemfundo yezamabhizinisi, ukuthuthukisa ikharikhulamu ethuthukisa inhloso nokuziphatha kwezamabhizinisi. Ucwaningo lulandele indlela yocwaningo lobuningi kanye nomklamo wocwaningo lwenhlolovo. Kwakhethwa isampula labafundi abangu-280 kubafundi abayi-1000 ababhalisele izifundo zezamabhizinisi emaNyuvesi amabili omphakathi aseThekwini: iNyuvesi yaKwaZulu-Natal neDurban University of Technology. Kusetshenziswa uhlu lwemibuzo oluhlelekile oluzilawula ngokwalo olwasatshalaliswa nge-elekthronikhi, idatha yaqoqwa kubafundi abangu-197 futhi yahlaziywa kusetshenziswa inguqulo ye-SPSS 27. Okutholwe kulolu cwaningo kuveze ubudlelwano obuhle obubalulekile phakathi kwemfundo yezamabhizinisi kanye nezinjongo zabafundi zezamabhizinisi (r= .79, p<0.01). Imiphumela yokuhlaziya ukwehla nokho yabonisa ukuthi isibikezelo esingcono kakhulu semfundo yezamabhizinisi kwakuyizinkambiso ezizimele (B= .347; t= 3.783, p<0.01). Imiphumela evela ekuhlaziyweni kwe-T-test ibonise ukuthi abafundi abahambele izifundo zangaphandle (ama-workshops, izingqungquthela) ezinhlelweni zamabhizinisi ezihlinzekwa ekhampasini (M= 59.44, SD= 15.603) bahluke kakhulu kulabo abangazange (M= 52.53, SD= 16.654). Izimpendulo zabafundi ziveze ukuthi imfundo yezamabhizinisi kumele yengezwe ngemfundo eyenziwayo kanye nemisebenzi yamabhizinisi angemva kwezifundo. Lolucwaningo luhlinzeka ngezincomo kubathuthukisi bohlelo lokufunda enyuvesi, abenzi bezinqubomgomo kanye nabaphathi bamanyuvesi mayelana nokuklanywa kwemfundo yezamabhizinisi. Imfundo yezamabhizinisi ehlelekile kufanele yengezwe ngemisebenzi yezamabhizinisi yangemva kwezifundo efana nemiqhudelwano yezinhlelo zebhizinisi, imihlangano yokucobelelana ngolwazi yezamabhizinisi, izingqungquthela zamabhizinisi kanye nezikhathi zokuqeqesha nochwepheshe bezimboni nosomabhizinisi. Osomabhizinisi abangabafundi kufanele bathole ukwesekwa okwanele kubabambiqhaza abahlukene abafana nabafundisi, amanyuvesi, imiphakathi, osomabhizinisi kanye nohulumeni, ngaleyo ndlela bakhe uhlelo lwezamabhizinisi.
The influence of packaging and brand equity on over-the-counter herbal medicines in Kumasi, Ghana.
(2018) Oppong, Peter Kwasi.; Phiri, Maxwell Agabu.
In a highly competitive drug market, building vibrant brands would ensure that traditional herbal medicine companies gain sustainable competitive edge and long term profits. More importantly, successful brands need to be recognized as strong and enduring assets that can boost the companies` future growth in the industry. Distinctive packaging design is well-acknowledged to provide less expensive means of creating healthy brands with high commercial value. Despite the numerous advantages associated with well-designed packaging and brand equity of late, traditional herbal medicine companies are yet to reap the benefits in the over-the-counter pharmaceutical market. The purpose of this study was to evaluate the influence of packaging and brand equity of herbal drugs in the over-the-counter medicine market. The research utilized a quantitative research method to align the research objectives with the philosophy underpinning the study. Using a systematic sampling technique, data were gathered face-to-face from 348 respondents selected from the herbal medicine market in Kumasi metropolis in Ghana. Through structural equation modelling (SEM) technique using SPSS Amos 22, the proposed research hypotheses were analysed. The findings of the research indicate that brand loyalty, brand awareness and brand association are the key sources of customer perceptions of brand equity in the over-the counter market. Essentially, brand loyalty was found to be the most important driver of value for brands in the over-the-counter medicine industry. The results also demonstrate that packaging contributes to enhance brand equity through the impact of brand loyalty, brand association, perceived quality and brand awareness of herbal medicine in the over-the-counter market. The study further found that, among the dimensions of brand equity, packaging plays a substantial role in creating brand loyalty in the over-the-counter pharmaceutical market. The study recommends that traditional herbal medicine companies need to concentrate their efforts on developing brand loyalty given its strategic role in the success of a business. Furthermore, traditional herbal medicine companies need to consider packaging in their brand-building efforts to strengthen overall brand equity in the over-the-counter drug market.
Marketing mix's influence on mobile banking adoption by the rural unbanked consumers in Masvingo Province.
(2016) Mbengo, Pinigas.; Phiri, Maxwell Agabu.
Despite the growing concern in mobile banking adoption research in the developing world, studies focusing on mobile banking adoption by the rural unbanked consumers are significantly missing in Zimbabwe. The major purpose of this study was to determine the influence of marketing mix elements on attitude formation toward mobile banking by the rural unbanked consumers in Masvingo province. The current study strived to answer the research questions which included: Do financial product or service attributes have an effect on attitude to adopt mobile banking by the rural unbanked consumers? What is the impact of price satisfaction dimensions on attitude to adopt mobile banking by the rural unbanked consumers? Do distribution elements have an effect on attitude to adopt mobile banking by the rural unbanked? What is the influence of promotional elements on attitude to adopt mobile banking by the rural unbanked consumers? Is there any relationship between attitude and behavioural intention to adopt mobile banking by the rural unbanked consumers? 299 rural unbanked consumers in Masvingo province were interviewed and were intercepted at growth points, shopping centres and in the rural interior. Quantitative and qualitative research methods were employed to gather data through the use of a questionnaire. Quantitative data was tested using descriptive tools, bivariate analysis, exploratory factor analysis, and multiple regression analysis, and hypotheses were tested. Qualitative analysis was done in order to obtain further insights that could not be established from quantitative research. The study ascertained that perceived usefulness, perceived ease of use, accuracy, price-quality ratio, perceived cost, trust, advertising, personal selling and financial education had a positive and statistically significant relationship with attitude formation toward mobile banking. Network coverage and price transparency revealed an inverse and statistically insignificant relationship with attitude. However, no significant relationships were recorded for trialability and service convenience with attitude toward mobile banking. The study established new factors such as price differentials, corporate social responsibility, price reduction, and other factors from the qualitative analysis. It is recommended that marketers, policy makers, and other stakeholders should consider the influence of marketing mix variables when developing strategies to ensure effective market acceptance of mobile banking services and policies that foster financial inclusion in Zimbabwe.

Browse

Browsing Doctoral Degrees (Marketing) by Author "Phiri, Maxwell Agabu."