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1 – 5 of 5Emmanuel Arthur, George Cudjoe Agbemabiese, George Kofi Amoako and Patrick Amfo Anim
This study aims to explore the role customer satisfaction play in mediating the nexus between commitment, trust, relative dependence and customer loyalty from an emerging market…
Abstract
Purpose
This study aims to explore the role customer satisfaction play in mediating the nexus between commitment, trust, relative dependence and customer loyalty from an emerging market context under a business-to-business (B2B) setting.
Design/methodology/approach
The study was a descriptive survey, and using convenience sampling technique, questionnaires were used to gather data from 356 businesses that were distributors of Guinness Ghana Company Limited. Partial least squares structural equation modeling was used to test the proposed hypotheses for this study, and macro-PROCESS was performed to test the mediating effect of customer satisfaction.
Findings
The findings show that relative dependence had the most considerable significant and positive impact on B2B partners satisfaction, followed by commitment and trust, respectively. A positive and significant relationship was also found between B2B firms’ satisfaction and loyalty. The result also indicates that customer satisfaction mediates the relationship between commitment, trust, relative dependence and B2B loyalty.
Practical implications
Practitioners can manipulate specific relative dependence, commitment and trust features to increase customer satisfaction with their firm’s services, thus ensuring longer-term customer loyalty.
Originality/value
Drawing on the social exchange theory, this study provides a more profound perspective focusing on an emerging market context, by examining from a B2B setting the significance of commitment, trust, relative dependence and B2B partners satisfaction on loyalty.
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Patrick Amfo Anim, Emmanuel Arthur and George Kofi Amoako
This study examines the role of social media adoption (SMA), opportunity recognition (OR) and opportunity exploitation (OE) in mediating the relationship between entrepreneurial…
Abstract
Purpose
This study examines the role of social media adoption (SMA), opportunity recognition (OR) and opportunity exploitation (OE) in mediating the relationship between entrepreneurial orientation (EO) and the performance of newly established small and medium-sized enterprises (SMEs) in emerging economies, with a particular emphasis on Ghana.
Design/methodology/approach
This study adopts a post-positivist philosophical stance and uses a quantitative approach and a survey design. A purposive sampling technique was used to select 336 SME owners and managers from Ghana’s manufacturing, trading and service sectors. Questionnaires were administered to source the empirical data for this study. Structural equation modelling (SEM) was used to analyse the proposed hypotheses.
Findings
The results reveal that EO positively and significantly influences the performance of new-born SMEs. SMA, OR and OE partially mediated this relationship.
Practical implications
This study is a wakeup call to policymakers, practitioners, managers and owners of recently established businesses. Policymakers should provide support and resources for newly established SMEs to adopt effective social media marketing strategies, bolstering their online presence and customer engagement. Simultaneously, they should invest in entrepreneurship education and create an environment conducive to innovation to cultivate an entrepreneurial mindset among fresh SMEs. Business owners and managers should proactively monitor market trends and consumer preferences, adapting their strategies to identifying and seizing emerging opportunities.
Originality/value
This study introduces a significant novelty to previous literature and one of the first to employ the dynamic capability theory to examine the interplay between EO, SMA, OR and OE in influencing the performance of new SMEs in the context of emerging markets. Furthermore, it extends the scope of understanding of the mechanisms through which SMEs can prosper in these dynamic environments. This unique combination of theoretical framework, comprehensive variables and contextual focus sets this study apart from existing research, enriching the literature on SME performance in emerging markets.
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Robert Kwame Dzogbenuku, George Kofi Amoako and Albert Martins
This study seeks to assess the mediating role of financial service branding on investment decisions from the perspective of financial service investors.
Abstract
Purpose
This study seeks to assess the mediating role of financial service branding on investment decisions from the perspective of financial service investors.
Design/methodology/approach
Field data were obtained from 403 individuals and corporate investors in financial service institutions who invested savings and pensions funds into short to medium term financial instruments from an emerging market in sub-Saharan Africa (SSA). Data were analysed using the partial least squares structural equation modelling technique (PLS-SEM).
Findings
Branding significantly mediates return on investment (ROI) decisions. However, the ROI did not have a significant direct effect on investment decisions. ROI has a significant indirect effect on investment decisions due to branding influence on investors.
Research limitations/implications
Data collected was cross sectional. Future research can use longitudinal data for better long term planning. Study can also be done in other emerging economies to determine how the financial sector characteristics for each country can be a source of difference from branding and investment standpoint.
Practical implications
Although consumer investment decisions are logically influenced largely by ROI, investors place savings and pensions into financial instruments largely managed by reliable corporate brands with solid reputation known as safe havens for hedging lifetime investments.
Originality/value
This study covers the research gap in brand power and the reputation of financial service institutions as well as the investment decisions of financial service investors in emerging Sub-Saharan African.
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Michael Boadi Nyamekye, Edward Markwei Martey, George Cudjoe Agbemabiese, Alexander Kofi Preko, Theophilus Gyepi-Garbrah and Emmanuel Appah
This paper aimed to test a proposed framework highlighting strategic green marketing initiatives and how they drive new technology implementation towards green corporate…
Abstract
Purpose
This paper aimed to test a proposed framework highlighting strategic green marketing initiatives and how they drive new technology implementation towards green corporate performance, underpinned by institutional isomorphism.
Design/methodology/approach
The study used a quantitative method and convenience sampling approach in gathering data using adapted questionnaires to solicit first-hand information from 225 employees of small and medium-sized enterprises (SMEs) in the tourism and hospitality sector underpinned by the theory of institutional isomorphism.
Findings
The study shows that green communication and green strategy alignment have significant predictive effects on new technology implementation. Cultural isomorphism significantly moderated the effects of implementing new technology (i.e. green communication and strategy alignment). In addition, “new technology implementation had a significant predictive effect on green corporate performance”. Meanwhile, the moderation effect of “green creative behaviour on the new technology-green corporate performance dyad was positive but insignificant.”
Originality/value
The study’s novel framework confirms how green communication strategy and green strategy alignment complement cultural isomorphism to explain the impact of new technology implementation on green corporate performance, underpinned by institutional isomorphism.
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