Esther Julia Korkor Attiogbe, Yaw Oheneba-Sakyi, O.A.T.F. Kwapong and John Boateng
Feedback is crucial in a learning process, particularly in an online interaction where both learners and instructors are distantly located. Thus, this paper aims to investigate…
Abstract
Purpose
Feedback is crucial in a learning process, particularly in an online interaction where both learners and instructors are distantly located. Thus, this paper aims to investigate the association between feedback strategies, embedded course syllabus and learning improvement in the Sakai Learning Management System.
Design/methodology/approach
This paper uses a survey design to collect cross-sectional data from adult distance learning students. The data were analysed using descriptive statistics and a standard multiple regression model in Stata.
Findings
The results show that feedback strategies (timing, mode, quality and quantity) and embedded course syllabus have a significant relationship with learning improvement. However, the feedback strategy – target – is not significantly related to learning improvement though it is the highest feedback strategy.
Originality/value
This paper has contributed to the extant literature by providing empirical evidence to support the constructivism theory of learning from a distance learning perspective in a developing country. The study has shown that if the feedback strategies are well managed and applied, they would make a considerable impact on distance education students' academic pursuits. Hence, the paper provides a pedagogical foundation for short and long-term distance learning policy.
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Agartha Quayson, Kassimu Issau, Robert Ipiin Gnankob and Samira Seidu
The study investigated the effect of marketing communications’ dimensions on brand loyalty in the banking sector.
Abstract
Purpose
The study investigated the effect of marketing communications’ dimensions on brand loyalty in the banking sector.
Design/methodology/approach
The study adopted the quantitative research approach which relied on the explanatory design due to the nature of the hypotheses tested. The convenience sampling technique was used to pull 377 customers of a branch of a commercial bank in Ghana. Furthermore, the PLS-SEM technique was deployed to assess the measurement model and test the research hypotheses.
Findings
Results show that the following dimensions of marketing communications are significant predictors of brand loyalty: direct marketing, public relations and sales promotion. The exception is advertising, which had an inverse relation with brand loyalty.
Practical implications
The results provide significant pointers to banks’ management that they should deploy a variety of marketing communication channels other than intensive advertising to reach and persuade customers.
Originality/value
The study illustrates the latest effort to extensively provide insights into how commercial banks could leverage marketing communication tools to sustain loyalty in an emerging economy that is intensively competitive.
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Christo Boshoff, Ogechi Adeola, Robert E. Hinson and Kristina Heinonen
This study aims to critically evaluate and reflect on the current state of service research in Africa. The purpose is to develop a roadmap to guide future service research in and…
Abstract
Purpose
This study aims to critically evaluate and reflect on the current state of service research in Africa. The purpose is to develop a roadmap to guide future service research in and out of Africa.
Design/methodology/approach
This study is a conceptual reflection and in situ observation of service research and practice in Africa.
Findings
This study delineates scholarly, policy and managerial pathways for further service research in the African context. Service research in Africa is often experience-based rather than concept-based, and such research is often conducted in close collaboration with the local business community. Theoretical development and empirical exploration through collaboration initiatives among institutions with mutual research interests are encouraged.
Research limitations/implications
This study is a theoretical analysis of service research in Africa. Further empirical exploration is needed to delineate service research priorities and methodological directions so as to balance local needs and global relevance.
Practical implications
Africa represents fertile terrain for experience-based insights regarding financial behavior, ecosystem services and nation branding. Grassroots-level involvement in research represents a key component of managerial relevance.
Social implications
This study highlights the role of service research in and about Africa. The discussion demonstrates that the African Ubuntu values of community involvement and a collectivist orientation can expand the relevance of research from the academic business field to broader society.
Originality/value
This study represents a unique perspective on service research in the African context. In doing so, this paper lays the groundwork for more meaningful participation on the part of African-based researchers in the global service research domain. Experience-based research projects focusing on the empirical starting point complement theory development and serve as useful anchors for theory implementation in practice.