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Faculty of Management Sciences

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Author: search.filters.author.Zungu, Nkululeko PraiseGod

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Now showing 1 - 5 of 5
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    The dynamics of customer value and brand love among shoppers in emerging market
    (Informa UK Limited, 2023-12-11) Amegbe, Hayford; Hanu, Charles; Zungu, Nkululeko PraiseGod
    This study examines customer value, trust, psychological ownership, satisfaction, and brand love among customers of shopping malls. This study employed a quantitative research design. An online questionnaire was used to elicited data from 484 Ghanaian shopping mall customers in Accra, using convenient sampling. Seven hypotheses were developed and tested using structural equation modelling (SEM). The study finds that utilitarian and social values predict trust, while trust influences psychological ownership. Additionally, psychological ownership influences satisfaction and brand love, while satisfaction affects brand love. The study’s value rests in introducing relatively new constructs, such as psychological ownership and brand love to understand how customer value can be achieved, especially from a developing country’s context, where there is a paucity of such studies.
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    Examining the Impact of sports sponsorship on fan attitude and purchase intentions towards sponsors' products in professional football : a study of the Ghanaian fan base
    (Cosmos Scholars Publishing House, 2023) Sarpong, Appiah; Zungu, Nkululeko PraiseGod
    This paper investigates the mediating role of fans' attitudes in the relationship between sports sponsorship and the purchase intention of Ghanaian football fans. Survey data were collected from 398 official supporter groups of Kumasi Asante Kotoko SC (Circles) and Accra Hearts of Oak SC (Chapters) using a purposive sampling technique. A structured questionnaire was utilized to gather the data. The study employed structural equation modeling (SEM) to validate the model. The results indicate that sponsorship significantly influences purchase intention and fans' attitudes. Furthermore, the findings demonstrate that fan attitude mediates the relationship between sponsorship and purchase intention. These findings suggest that sponsorship plays a significant role in improving the purchase intention of football fans, and the impact of sponsorship on purchase intention is strengthened by fans' attitudes. Overall, this study enhances our understanding of the complex dynamics between sponsorship, fans' attitude, and purchasing intention, particularly in the context of Ghanaian football fans. While the study provides useful findings for industrial players and practitioners, it is essential to acknowledge that this study relied on cross-sectional survey data, which limits our ability to establish causal relationships. Additionally, the current study focused specifically on soccer fans of only two Clubs in Ghana, which may restrict the generalizability of the findings to fans of other teams or sports, limiting the applicability of the study's results to a broader context.
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    SMEs social media adoption and financial and non-financial marketing performance
    (Growing Science, 2023) Amegbe, Hayford; Zungu, Nkululeko PraiseGod; Hanu, Charles
    The study employs the Technology, Organisational, and Environmental (TOE) theory to examine the role of SMEs’ adoption of social media on financial and non-financial marketing performance in Ghana. Data were collected from SMEs in Accra, Ghana. The study tested seven hypotheses and two moderators. A total of 452 usable sample size were analyzed using structural equation modelling (SEM). The outcome reveals a positive and significant relationship between social media adoption and SMEs' financial and non-financial performance in Ghana. Additionally, a direct relationship between the TOE and SMEs’ social media adoption was confirmed. Although the generalizability of this study is limited due to a single country study, it is still relevant in contributing to a better understanding of social media adoption literature among SMEs, especially from a developing country context. This study is part of the few studies that have used the Technology, Organisational, and Environmental theory to understand social media adoption and marketing performance in the context of an emerging country.
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    Young clients’ attitudes to service quality at retail banks in a developing country
    (Business Perspectives, 2017) Zungu, Nkululeko PraiseGod; Mason, Roger Bruce
    The aim of this paper is to investigate service quality as perceived by younger customers of retail banks in a developing country. The objectives include identifying customers’ levels of satisfaction and loyalty to their banks and to identify the levels of service quality associated with such satisfaction and loyalty. The instrument used to collect data via a survey of retail bank customers was an adaptation of the SERVQUAL ques-tionnaire. A total of 448 students were surveyed, using a mix of systematic and quota sampling, with data being col-lected on university campuses. Data were analyzed using descriptive statistical techniques. The main conclusions were that most young customers are reasonably satisfied with, and loyal to, their banks. There was little difference, on all the service quality constructs, between the different banks, and between expectations and perceptions of service quality. However, there was no evidence of any bank providing a service that delighted their customers or ex-ceeded their expectations and so all banks are at risk from a competitor who adopts strategies to meet these goals. The study has contributed to knowledge by focusing on attitudes to service quality of young bank customers in a de-veloping country, an aspect that has been under-researched.
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    Service quality at retail banks in Durban
    (2013-06-05) Zungu, Nkululeko PraiseGod; Raap, Peter John; Mason, Roger Bruce
    The aim of this study is to investigate service quality at retail banks, such as Standard Bank, ABSA Bank, First National Bank and Nedbank in Durban. The four objectives of this study are set as: Firstly, to identify the level of satisfaction with customer service received from different retail banks in Durban; Secondly, to identify customers’ expectations in terms of quality services provided by retail banks; Thirdly, to ascertain the perceptions of customers towards the service provided by retail banks in Durban; Fourthly, to measure the gaps between customer expectations and perceptions of service quality, using a modified version of the SERVQUAL model. The instrument used to assess the retail bank customer’s expectation and expectations of service quality, was the SERVQUAL questionnaire, measuring expectations and perceptions according to five quality dimensions. A total of 448 students were surveyed. Quota sampling was used in this study, in order to improve representativeness. Using quota sampling involves selecting the characteristics that are required in the sample and then sampling until enough representatives of each category are achieved. Although this is a form of non-probability sampling, a quota sample can provide a good approximation to a probability sample. It means that distributing questionnaires to a certain group would be stopped after the prescribed quota is reached. Data were analysed using descriptive and inferential statistical techniques. Conclusions and recommendations were thereafter drawn from the literature and the findings of the study. The study shows that retail bank customer expectations of service quality exceeded their perceptions in the five service quality dimensions used in the SERVQUAL questionnaire. This study is also important because it will assist bank managers to convert negative perceptions to positive impressions. Consequently, customers will benefit from the improved, outstanding customer service.