Abstract The primary aim of the study was to determine the impact of loyalty programs on customer repeat purchase with specific reference to the hospitality sector in Harare. In particular, the study sought to determine the effect of customer rewards on customer loyalty within specific hotels in Harare as well as establish the influence of rebates on customer repeat purchase behaviour. In addition, the study intended to determine the effect of point system on customer retention and also estab...
ABSTRACT The development of social networks has transformed the communication landscape; companies are no longer co-creators of marketing information as consumers have been empowered to share their experiences with several online peers. After an economic melt-down, several financial service companies operating in Zimbabwe are facing hardships in regaining customer’s confidence and this has engendered transitory investments as well as under-capitalisation. This study aims to determine the in...
Abstract The research study was concerned with employee empowerment and firm’s competitiveness. The researcher sought to find out if there is an association between employee empowerment and firm’s competitiveness. Moreover, the researcher sought to find out if employees at Delta Chibuku were involved in decision making regarding development of products and ways in which they are involved .In addition the researcher wanted to establish the extent to which Delta had put in place empowerment...
ABSTRACT Major problems faced by Small and medium-sized enterprises (SMEs) all over the world is limited access to business funds, accounting records, human resource management and managing their SMEs productively. Part of the solution to address the aforementioned challenges is inherent in social capital. Social capital provides opportunities for entrepreneurs to use mutual relationships to access financial and other forms of capital without having to provide collateral securities. Despite ...
ABSTRACT The liberalization of universal banking sector in Ghana, has intensified competition within the industry. To withstand this competition by banks and differentiate their services from competitors, has generated interest in understanding the brand positioning which seeks to design a firm’s offering and image or reputation to occupy a distinctive place in the mind of the target consumers to become loyal to the service provider. The introduction of switching cost as a moderator ensure...
ABSTRACT TOPIC: CORPORATE REPUTATION AND SERVICE PROVIDER SELECTION IN THE TELECOMMUNICATIONS INDUSTRY IN GHANA. (10155593) The academic research on corporate reputation is relatively quiet new as a field of study. There is little research that has been conducted to examine whether corporate reputation plays a role in customers‘ service provider selection behaviour especially in the mobile telecommunications industry and to the extent that it can be used as a competitive advantage for org...
ABSTRACT Customer relationship management has been broadly thwarted as the panacea to improving supplier-customer relationship in literature. However, business-to-business relationships are often characterized by deeply complex relationships in the supply chain. This research therefore evaluates the customer relationship management practices/initiatives employed by Guinness Ghana Breweries Limited (GGBL) as a supplier to manage its relationships with trade partners in the supply chain. It so...
ABSTRACT The aim of this thesis is to contribute to the knowledge about Online Brand Communities and their influence on Brand Loyalty. More specifically, it focuses on measuring the role of brand commitment and trust within online brand communities to engender brand loyalty. This is done by adopting and adapting the model of Laroche et al. (2013) that explains the influence of Online brand communities on brand loyalty. Brand commitment, considered by many authors as relevant in this constell...
ABSTRACT Social media provides a virtual network place where individual and organisations are able to enjoy and express their opinions, exchange opinions, distribute and control messages anywhere anytime. The use of SM has aided an exceptional growth in the way people interact with each other and do business. Unlike the traditional advertising tools of marketing communications, SM platforms, allow consumers to make inputs into the brand messages displayed by various companies, making SM a mo...
ABSTRACT Corporate social responsibility (CSR) is becoming a tool for competitive positioning. It is the basis for brand choice among other advantages and therefore described as a strategic tool in marketing. In-spite of these observations, there appears to be a paucity of studies, linking CSR to brand equity or Customer-Based Brand Equity (CBBE). This study therefore ascertains the role of various types of CSR initiatives in building CBBE dimensions. A conceptual framework was developed base...
ABSTRACT Political brand architecture management is described as a strategic approach of arranging and rearranging the political brand elements in a way that best meets the unique characteristics of the target voter. The idea behind this approach, which is borrowed from the brand architecture theory in branding, is to ensure that political parties do due diligence in allocating campaign resources effectively and appropriately. Although several studies have been conducted in both the Western a...
ABSTRACT This thesis focuses on how innovation in firms can be developed and implemented under different conditions to produce long-term benefits for service firms using data from Ghana. Employing different methodological approach and analytical techniques, the thesis provides the following robust findings: first, customer demand, regulatory regime, competitive intensity, organizational culture and leadership determine service innovation propensity in service firms. Second, unlike previous st...
ABSTRACT The study sought to establish how SME’s competitiveness, access to capital, information accessibility and Legal requirements pose a challenge to SME’s participation in public procurement market in Ghana. The study design was a descriptive and targeted a population of 1,000 SMEs in the Northern Region with 300 SME employees sampled. A total of 18 members of nine (9) procurement committee of the respective institutions were sampled to confirm the findings from the SMEs. Structure...
ABSTRACT Even though there is no doubt that an efficient public procurement system is necessary to ensure value for money in government expenditure, the systematic level of awareness and the degree to which the procurement process ensures sustainability is much less apparent. This study examines the effectiveness of sustainable procurement in the Northern Region of Ghana. The study employed the quantitative approach and descriptive design and targeted personnel of the Entity Tender Board Comm...
ABSTRACT Small and medium-scale enterprises (SME) are significant contributors to the development efforts of developing nations like Ghana. Yet their high failure rate continues to intrigue academics, policy makers, SME owners and managers. Scholars have used many approaches and their associated theories to understand the phenomenon yet one theory that has received little attention regarding the survival of SMEs is the social network theory. This thesis focuses on four network mechanisms of r...