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The COVID-19 pandemic forced organisations across diverse industries to redraw their business models globally. Businesses crumbled, downsized, lay off workers, streamlined and digitalized their workflow, maintaining skeletal staff to support integral business functions. Remote working and flexible schedules were institutionalized to manage service employees globally. The study conducted a comparative analysis on the effects of work-life balance and employee remuneration on employee job satisfaction and loyalty intentions. The study targeted frontline staff at three public universities in Zimbabwe and 327 valid responses were obtained. Structural Equation Modeling (SEM) revealed that employee remuneration, remote working and flexible scheduling had positive and significant influence on employee job satisfaction. Further, analysis indicated employee preference of remote working and flexible work scheduling and over more pay and benefits. The positive impact of job satisfaction on employee loyalty intentions was also confirmed. This study flags the significant contribution of work-life balance by bringing new empirical evidence on the relative significance of remote working, flexible working arrangements and employee remuneration on employee job satisfaction and loyalty intentions in the post pandemic normal. The study recommends that universities should harness digital technologies to promote sustainable remote working and enhanced employee autonomy.

Despite the inclusive beneficiation inherent in Corporate Social Responsibility (CSR), emergent literature suggests that it has become a serendipitous differentiation strategy. However, scarce in pre-emerging economies are integrated and robustly tested models linking the CSR dimensions to consumer brand preference. Based on the sustain-centric model, this research examines the impact of perceived economic, social and environmental CSR on corporate brand credibility, consumer brand attitude and consumer brand preference. A causal research design enrolling a Covariance-Based Structural Equation Modelling (CB-SEM) methodology is employed to examine the proposed structural relationships in IBM SPSS AMOS (used under license). Using convenience sampling, customers in the telecommunications sector in Harare were sampled and 266 valid responses estimated model parameters. Positive and significant effects were observed between the dimensions of CSR (perceived economic, environmental and social CSR), corporate brand credibility and consumer brand attitude, save for environmental CSR and consumer brand attitude. Corporate brand credibility positively and significantly influenced both consumer brand attitude and consumer brand preference whilst the positive impact of consumer brand attitude on consumer brand preference was also evident. Our research also contributes that consumers in developing economies relatively score lower in the environmentalism orientation index as the causal link between environmental CSR and consumer brand attitudes did not confirm a positive and significant impact. This paper enlightens corporate managers on the influence of CSR on brand acceptance in consumer markets. Further, it also demonstrates the relative impacts of the CSR dimensions, providing a proxy for resource allocation on competing CSR projects.

Service encounter incivility is a common phenomenon across a broad spectrum of service industries globally. This paper examined the impact of service encounter incivility on employee job stress, turnover intentions and labor attrition in the fast food service industry in Zimbabwe. The Stressor-Stress-Outcome (SSO) framework and the Emotional labor theory underpinned this investigation. The study targeted frontline employees in the fast food service providers in Harare. An explanatory design and a quantitative approach were adopted. Using randomization and a structured hand administered questionnaire, 254 valid responses were obtained. Findings obtained through covariance based Structural Equation Modelling (SEM) confirmed the significant effect of customer incivility on employee incivility and employee job stress. The findings also revealed that employee incivility affects employee job stress. The positive influence of employee job stress on turnover intentions was also evident. The results were also confirmatory of positive effect of turnover intentions on labor attrition. The paper recommends that fast food service providers should foster contact employee training, better reward strategies, employee recovery and employee empowerment. Customer education on service site processes and procedures, standardisation of processes and technology were also urged to reduce incidences of service encounter incivility and labor turnover in the fast food industry in Zimbabwe.

AbstractSupplier development in the form of contract farming has become the main sourcing strategy in agro-processing industry. However, it is not yet clear from the extant literature how investments in contract farming contribute towards yield per yield. More specifically, this study sought to determine the effects of supplier development in contract farming investments on cotton yield in kilograms per hectare. It furthermore, seeks to unravel whether contract farming initiatives lead to the yield that exceeds 2000 kg/hectare as specified by the Zimbabwe regulatory authority’s target. The study uses secondary data obtained on average national cotton contact farming investments per hectare in monetary terms. The output yield per hectare is obtainable from several publications by the Agricultural Marketing Authority (AMA). The statistics cover the period between year 2011 and 2016. Statistical data analysis of the study is accessed through the Statistical Package for Social Scientists (SPSS) using simple linear regression for the first hypothesis, and One-sample t-test for the second hypothesis. Supplier development initiatives’ impact on yield is found to be statistically significant indicating that for every one unit increase in dollar investments yield changes by 1.161 kg of harvested cotton seed. The results also show that the mean cotton yield in kg/hectare is by far below the national set target of two thousand (2000) kg/hactare. The study recommends that the levels of investments ought to be increased in order to impact positively on yield in order to attain the desired yield per hectare.

AbstractThe purpose of the study was to establish the extent to which brand consciousness and brand distinctiveness influence customer purchase decisions. The thrust was on interrogating whether there were any symbiotic relations between luxury beauty products’ brand consciousness, brand distinctiveness, and affluent consumers’ purchase decisions in terms of the need for simplification of cognitive tasks, in a turbulent pre-emerging market of Zimbabwe. Data was collected from five shopping malls situated in affluent suburbs by intercepting 200 consenting customers who would have bought a luxury beauty product to complete questionnaires. Analysis was done through structural equation modeling on SPSS AMOS. Results revealed that both brand consciousness and distinctiveness were closely related and also had a positive significant effect on customers’ purchase decisions. Managerial and intellectual implications were provided.

AbstractOnline service quality acts as a lever that service providers use to drive e-customer retention in most affluent economies globally. Given the exponential growth in the adoption of internet banking during the COVID-19 pandemic, the purpose of this study was to evaluate the antecedents of e-customer retention among banks in Zimbabwe post the pandemic. Grounded in the expectancy-disconfirmation theory, the study adopts an explanatory research design and a quantitative research approach. Data was collected using convenience sampling and hand-administered questionnaires. Covariance based Structural Equation Modelling (SEM) in SPSS AMOS examined 261 valid responses. The findings of the study revealed the positive impact of e-banking service quality on e-customer satisfaction and e-word of mouth. E-customer satisfaction also positively influenced e-word of mouth and e-customer retention. The results were also confirmatory of the positive effect of e-customer satisfaction and e-word of mouth on e-customer retention. The paper reveals that although significant e-banking adoption was enforced through COVID-19 regulations, banks were responsive enough to install the requisite e-banking infrastructure. Thus, post pandemic banking experiences have induced confirmation of e-banking service quality and consequentially e-customer satisfaction, e-WOM and e-retention. The study therefore flags the important antecedent role of e-banking service quality to e-customer satisfaction, e-word of mouth and e-customer retention. To promote the e-customer retention in the post COVID-19 era in Zimbabwe, banks need to maximize perceived internet banking service quality.

AbstractThe Severe Acute Respiratory Syndrome Coronavirus 2 (SARS-CoV-2) or popularly the Corona Virus Disease 2019 (COVID-19) pandemic brought significant public health challenges globally. During the crisis, mobile health (m-health) services were implemented to expedite fast, convenient and reliable dissemination of health information to the public. Meanwhile, the adoption of m-health faced high uncertainty alike other COVID-19 regulatory methods. This study examines the antecedents of m-health acceptance among Zimbabwean university students. Whilst research on m-health adoption during the pandemic is still scarce, this study becomes the first to integrate the Unified Theory of Acceptance and Use of Technology (UTAUT) and the Theory of Planned Behavior (TPB) to predict m-health adoption in a developing country. An explanatory design and a quantitative research approach were employed. Based on 271 valid responses, Structural Equation Modelling was used to estimate the proposed model. The findings revealed the positive effect of performance expectancy, effort expectancy, facilitating conditions, attitudes, behavioral norms, perceived behavioral control on behavioral intention to adopt m-health with a higher R square value (80.4%) than the original UTAUT model. The study also confirmed the positive influence of behavioral intention on m-health usage (R square = 41.5%). Health promoters were urged to design messages that stimulate positive attitudes, appeal to social groupings and improve user’s self-efficacy. M-health services should also foster use simplicity, ease of use and health value to entice m-health adoption among consumers. The study also provides an important baseline for the integration of behavioral theoretical models to enhance their predictive strength.

Genital modification in the form of labia minora elongation is a common practice in Sub Saharan Africa. The practice happens at the onset of puberty or at a request from a sexual partner. The practice is done for both functional and cosmetic purposes. It is the visual attractiveness of the later purpose that this study seeks to evaluate. The study sought to determine the levels of visual attractiveness of female genitalia based on the assessment of sexual partners. Eight hundred and thirty men were surveyed in the city of Harare, Zimbabwe. An analysis of covariance (ANCOVA) with age, marital status, and multiplicity of previous sexual partners as covariates was used to test the hypotheses. The results indicated that elongated labia minora were more visually attractive than natural one. The genitalia attractiveness was moderated by pubic hair depilation. The attractiveness of elongated labia minora was higher under shaved conditions than under bushy conditions. The implications of these results in the African context are that perhaps social campaigns meant to dissuade women from practicing labia elongation under the guise of calling it female genital mutilation may not be heeded to since most men were noted to be attracted to women who had undergone elongated labia minora, and so women find the practice to be of cosmetic nature that enhances their sexual appeal. Moreover, the sexual appeal of women was found to be high when their pubic patch was shaved; thus, women are encouraged to regularly practice pubic hair depilation.

AbstractThe serendipitous emergence of social media at the turn of this century created new uncensored avenues for the advertising industry. This created conditions conducive to peddling controversial ads or shockvertising. Controversial ads came as a result of the need to breakthrough the advertising clutter. The pervasiveness of controversial ads created mixed feelings among the audience. In order to avoid offending some target markets, advertisers are now faced with a daunting task of channeling their controversial ads to the target market groups that are likely to respond favorably. This study therefore seeks to determine the differential effects of controversial advertisements across various demographic groups. A sample of 1200 respondents was surveyed from one of the leading fast-food restaurants that regularly flight controversial ads laced with sexual humor in Zimbabwe. The data were analyzed using factorial analysis of variance (ANOVA). The study revealed that in general shockvertising was well appreciated across all demographic groups studied. There were some differential effects of age and marital status on the ad evaluation. However, there were no differential effects on gender, religion, and levels of education on ad evaluation. The study recommended the use of controversial ads as they can manage to cut through the information clutter. Advertisers, however, should emphasize more on the youth and the single consumers since they appreciate controversial ads more than other demographic groups.

AbstractThe rural consumer has been largely ignored in advertising research, yet they constitute more than 50% of the population in Africa. The study aimed to explore rural consumers’ assessment of COVID-19 vaccination radio advertising credibility with a peculiar focus on the influence of indigenous medical knowledge systems and traditional beliefs in Zimbabwe. The interpretive paradigm was adopted in the embedded single case study. The rural population which was purposively sampled consisted of 6Focus Group Discussions (FGD) and 12 interviews of rural consumers. Thematic approach was used to analyze the data. The results show that credibility of radio adverts on COVID-19 is dependent on the source of information, political perceptions, religious and personal experiences on COVID-19. Rural consumers also relied on traditional medicines to treat COVID-19. The rural consumers have strong belief in spirituality and witchcraft which had a bearing on the acceptance/non acceptance of COVID-19 vaccination radio adverts. The study provides theoretical insights and also practical contribution to COVID-19 vaccination managers, advertisers and health marketing practitioners to enhance the acceptance and trust of national radio ads, so as to increase rural consumers’ vaccination.

AbstractThis study seeks to profile the shoppers’ propensity to reuse shopping bags and the type of shopping bags they reuse on the basis of demographics. The study used an observation method to record the consumers’ shopping habits and a short questionnaire to record the participants’ demographics. A binary regression analysis and a multinomial regression analysis were used to analyse data. The results indicated that the mature aged, women, and low income shoppers were more likely to practice reuse of plastic shopping bags than their respective counterparts. There were no statistically significant differences in the likelihood of young aged shoppers compared to mature aged shoppers and low income shoppers compared to high income shoppers using cotton bags than plastic bags. There were also no statistically significant differences in the likelihood of young aged shoppers compared to mature aged shoppers and male shoppers compared to female shoppers using paper bags than plastic bags. However, the results indicated a statically significant result in how males compared to females differed in their using of cotton bags than plastic bags and a statistically significant result in how low income shoppers compared to high income shoppers differed in their use of paper bags than plastic bags.

AbstractThe study sought to determine the role of vendor-managed inventory and form postponement in mitigating against the bullwhip effect in the bakery industry. The bullwhip effect is referred to as demand distortions along the upstream supply chain that is caused by variances between supply and demand. The bullwhip effect was conceptualized by its indicators that are overstocking, obsolescence, and inventory holding costs. A survey of conveniently chosen 100 bakeries was conducted in the city of Harare, the capital city of Zimbabwe. The informants for individual bakeries were competent bookkeepers or qualified accountants. A factorial MANOVA and follow-up ANOVAs using the Bonferroni method were conducted. The study indicated statistically significant main effects and interaction effects for all the factors and concluded that all the indicators of the bullwhip effect can be mitigated if bakery businesses pursued either or both of the vendor-management inventory and the form postponement strategies. The managerial implications of this study were that bakery businesses can avoid the consequences of the bullwhip effect through investing in plant and equipment that enables form postponement, and strengthen the widely practiced vendor-management strategy.

The study sought to determine the strength of the relationship between food quality and customer loyalty intention in the restaurant industry. More importantly, the study sought to determine the moderating effects of demographic variables (age, gender and level of education) on the association between food quality and customer loyalty intentions. The study was informed by the theory of customer loyalty. To substantiate the model of the study, a sample of 200 respondents was drawn from selected restaurants using a structured questionnaire. The main effects between food quality and customer loyalty intention were tested using inferential statistics whereas moderated effects of demographics (age, gender and level of education) were computed using moderated multiple regressions. All the hypothesised moderators were supported with significant interaction effects. The results suggest that the nexus between food quality and customer loyalty intention is not a straight forward relationship. More sensitive consumers were young adults, females and those with tertiary education. Therefore, the study validates the food quality and customer loyalty scales in a subsistence market. Testing moderating effects of demographic profiles brings precision in theoretical models in restaurant consumer behaviour studies, which are sparse in extant literature.

The study sought to determine gender differences in dining experiences in the university cafeteria industry in Zimbabwe, with the ultimate goal of providing the basis for gender-based market segmentation. The dimensions of the dining experiences investigated were the atmospherics experience, the food experience, and the service experience; these were also informed by the literature. Data was collected in a systematic survey using a structured questionnaire. The study targeted university students and a sample of 150 was analysed. Data was analysed using the one-way MANOVA. The results indicated that there were no statistically significant gender differences along all dimensions of dining experiences. The conclusions made are that males and females do not respond differently to marketing stimuli in the cafeteria industry, and therefore there is no viable market segmentation on the basis of gender. It was recommended that if any need for market segmentation of the cafeteria market exists, it must be done on other segmentation basis such as geographic, psychographic, behavioural, or other demographic factors such as age and religion.

Background: The business environment is increasingly becoming volatile, uncertain, complex and ambiguous (VUCA) because of globalisation, increased competition, random consumer tastes changes and environmental factors. Traditional procurement strategies are becoming increasingly redundant because of the volatility of the global business environment. The market has thus called for increased agility to conquer the VUCA nature of the supply chain environment. Objectives: The study sought to examine the role that e-procurement plays in augmenting the agility of supply chains. The four determinants of e-procurement, that is, e-design, e-sourcing, e-evaluation and e-negotiation, were linked directly with supply chain agility. Method: A census approach was taken to gather data from 219 supply chain and procurement employees of Zimbabwe’s telecommunications and technology industry. A self-administered survey questionnaire was used based on a scientifically developed and validated supply chain agility measurement scale from the extant literature. Results: Using structural equation modelling (SEM), the study’s results confirmed that e-procurement significantly predicts supply chain agility. All determinants of e-procurement were statistically significantly explaining supply chain agility in a volatile business environment. Conclusion: The study concludes that e-procurement augments the agility of the supply chain in volatile business environments, as e-procurement can increase swiftness and agility as it fosters ubiquitous business processes on a seamless real-time basis. It emerged from the study that the supply chain vulnerabilities volatile industries face could be eliminated through supply chain agility, augmented through e-procurement systems. The study’s findings also implore supply network members from upstream to downstream to adopt e-procurement. Contribution: The study has practical implications for all supply network members from upstream to downstream. It implores these members to adopt e-procurement to revive supply networks amid environmental volatility and alleviate miscommunication. Study also offers theoretical implications for e-procurement and supply chain management. The study also contributes to the body of knowledge by extending the existing theories on e-procurement and supply chains in the context of environmental volatility.

Supplier development in the farming industry takes the form of contract farming. Contract farming was introduced to tobacco farming in 2004. Prior to that contract farming has been thriving in other crops such as cotton and sugarcane. Previous studies on tobacco farming had an unbalanced focus on the social aspects of contract farming thereby largely neglecting the economic benefits of the same phenomenon. This study therefore seeks to determine how supplier development in the form of contract farming impact on supplier performances. A survey of 20 tobacco firms who had to rate 400 farmers was conducted, and the findings indicated that contract farming leads to improved cost performance and quality performance. However, the study recorded no statistically significant effects of contract farming on delivery performance. It was therefore recommended that contract farming structures must be strengthened in order to reap on the achieved benefits in terms of improved cost performance and quality performance.

The study sought to determine the effects of Business Process Outsourcing (BPO) on service quality of catering services in the tertiary education industry. Specifically, the outcome variables were food quality, service quality, and the quality of ambience. A statistically determined sample size of 200 was surveyed over a period of one month. The findings indicated that BPO has got statistical significance on all the hypothesised variables. Based on the results attained it was recommended that tertiary education institutions must outsource non-core functions like catering services and concentrate on the provision of education services which are inherently their core business.