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Doctoral Degrees (Marketing)

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

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Browsing Doctoral Degrees (Marketing) by SDG "SDG3"

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    Exploring the influence of instant message marketing communication on the attitudes and behavioural intentions of Generation Z consumers in Zimbabwe.
    (2024) Marumbwa, John.; Govender, Krishna Kistan.
    The mobile technology revolution has transformed society and business across the globe, with mobile instant messaging applications (MIM apps) now challenging social networking sites (SNS) as the most widely adopted means of communication for individuals and groups. With over 3 billion users across the globe exchanging more than 23 billion messages daily, for marketers, MIM apps present a ubiquitous, pervasive, and rich marketing communications (MC) channel that supports interactive and dialogic communications with young consumers, particularly in developing countries like Zimbabwe. Thus, this study aimed to establish, through a quantitative approach, firstly, the central route and peripheral route characteristics of instant message marketing communications (IMMC) and their influence on the attitude of Gen Z consumers in Zimbabwe, secondly, the influence of subjective norms, perceived control and consumer attitude towards IMMC on behavioural intentions, and thirdly, the moderating role of impulsiveness on the relationship between the attitude of the Gen Z consumers towards IMMC and their behavioural intentions. Data were collected through a structured questionnaire. Stratified sampling method was used to survey 410 Gen Z consumers at Great Zimbabwe University, situated in Masvingo, Zimbabwe. Structural equation modelling (SEM) was used to test the research hypotheses. Regarding the central route characteristics of IMMC, the study revealed that informativeness and entertainment did not influence consumer attitude, whereas personalisation had a positive influence and irritation generating a negative association. Notably, all the peripheral route characteristics of IMMC, namely; credibility, interactivity and media richness had a significant and positive influence on the attitude of Gen Z consumers. Concerning the planned behaviour constructs, namely; subjective norms and perceived control, a significant and positive association with consumer attitude was observed, but when tested against behavioural intention, only subjective norms and consumer attitude revealed a significant and positive relationship whilst perceived control demonstrated a negative association. It is recommended that mobile marketing practitioners should consider the peripheral route characteristics of IMMC messages along with personalisation and irritation. It is further suggested that mobile marketing communication planners and designers should consider the influential role of subjective norms and consumer attitude on the behavioural responses of Gen Z consumers.
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    The impact of internal marketing and job satisfaction on service quality in the public health sector: the case of Zimbabwe=Umthelela Wezokumaketha Wangaphakathi kanye Nokuneliseka Kwezingabunjalo Losizo Emkhakhani wezempilo: Isimo Sase Zimbabwe.
    (2022) Mutanho, Peter.; Soni, Sanjay Shantilal.
    Despite the growing concern about service quality in the public health sector in the developing world, studies focusing on internal marketing, job satisfaction and service quality in the public health sector are significantly missing in Zimbabwe. The major purpose of this study was to determine the influence of internal marketing and job satisfaction on service quality in the public health sector of Zimbabwe. The current study sought to answer the following questions: What is the influence of internal marketing on job satisfaction in the public health sector? What is the impact of job satisfaction on service quality in the public health sector? And, what is the effect of internal marketing on service quality in the public health sector? A pragmatic philosophy was adopted by the researcher in the current study, which resulted in the use of a mixed-method approach. The mixed-method approach allowed the researcher to use quantitative and qualitative techniques in the same study. A case study design was used, which allowed the researcher to concentrate his efforts on public health workers at Chitungwiza Central Hospital found to have an informed and deep understanding of internal marketing, job satisfaction and service quality. In drawing the sample for the current study, the researcher used stratified sampling to select both health workers and patient participants. Data was collected from a sample of 573 participants who comprised 240 health employees and 333 patients using structured questionnaires and interviews. Quantitative data was then tested using descriptive statistics, multiple linear regressions, explanatory factor analysis, confirmatory factor analysis and structural modelling. The study ascertained that strategic rewards and organisational structure have a positive relationship with job satisfaction; job satisfaction and service quality-patient are positively related; job satisfaction and service quality and service quality-employee rated are positively related; strategic rewards, organisational structure, organisational culture, and employee empowerment have a statistically significant relationship with both service quality employee-rated and patient-rated. Iqoqa Yize kunokukhula ngokukhathazeka ngezingabunjalo emkhakheni wezempilo kumazwe asathuthuka emhlabeni, ucwaningo olubuka izimakethe zangaphakathi, ukweneliseka ngomsebenzi kanye nosizo kulomkhakha kuyagqoza eZimbabwe. Inhloso enqala yalolu cwaningo kube wukuhlola umthelela wezimakethe zangaphakathi kanye nokweneliseka ngokomsebenzi nezingabunjalo emkhakheni wezempilo eZimbabwe. Lolu cwaningo luhlose ukuphendula lemibuzo elandelayo: Yini umthelela wezimakethe zangaphakathi ekugculisekeni ngokomsebenzi emkhakheni wezempilo? Yini umphumela wezimakethe zangaphakathi ekugculisekeni ngokomsebenzi emkhakheni wezempilo? Nokuthi, yini umsebenzi wezimakethe zangaphakathi ekugculisekeni ngokomsebenzi emkhakheni wezempilo? Injulalwazi ye-pragmatic philosophy isetshenziswe ngumcwaningi kulolu cwaningo, okuholele endleleni exubile yocwaningo. Le ndlela exubile yocwaningo ivumele umcwaningi ukuthi asebenzise amasu ekhwalithethivu nalawo ekhwantithethivu, kulo lolu cwaningo. Uhlaka locwaningo lusetshenziselwe ukuvumela umcwaningi ukuba agxile kubasebenzi bomkhakha wezempilo base Chitungwiza Central Hospital abavele njengababambi-qhaza abanothile ngolwazi lwezimakethe zangaphakathi, ukuneliseka ngokomsebenzi nezingabunjalo lokusiza. Ukutomula isampula kulolu cwaningo, umcwaningi usebenzise amasampula asakuhleleka ukuqoka abasebenzi bezempilo neziguli ezingababambiqhaza. Imininingo iqoqwe kubabambi-qhaza abangama-573 abaqukethe abasebenzi bezempilo abangama-240 neziguli ezingama-333 kusetshenziswa izinhlolombuzo ezihlelekile kanye nezingxoxo. Imininingo eyiKhwalithethivu ihlolwe kusetshenziswa izibalo ezichazayo (descriptive statistics) , i-multiple linear regressions, ukuhlaziya amaqiniso ngokuchazayo (explanatory factor analysis) , ukuhlaziya okuqinisekisayo (confirmatory factor analysis) kanye ne structural modelling. Ucwaningo lukuqinisekisile ubukhona bomvuzo ohleliwe kanye nokuhleleka kwesikhungo njengezinto ezenza umphumela omuhle ebudlelwaneni bokugculiseka ngokomsebenzi obuzingabunjalo kokusizakala kweziguli kanye nobuzingabunjalo bokusiza abasebenzi kuhlobene kahle; umvuzo ohleliwe, ukuhleleka kwesikhungo, usiko lwesikhungo kanye nokuthuthukiswa kwabasebenzi kunobudlelwane obumqoka ngokwezibalo nabasebenzi kanye neziguli ezikaliwe.