Stephen Mahama Braimah, George Kofi Amoako, Aidatu Abubakari, George Oppong Appiagyei Ampong and Kwame Simpe Ofori
In the light of the UN’s Sustainable Development Goals, it is imperative for firms to adopt green practices. Green marketing is currently attracting the attention of people all…
Abstract
Purpose
In the light of the UN’s Sustainable Development Goals, it is imperative for firms to adopt green practices. Green marketing is currently attracting the attention of people all over the world due to the growing awareness of the link between environmental catastrophes and unsustainable human activities. However, some aspects of green marketing, including green product experience, trust, satisfaction and loyalty, remain underexplored. This study aims to assess how green product experience and trust in green labelling influence perceived value, satisfaction and loyalty towards green products.
Design/methodology/approach
Partial least squares-structural equation modelling was used to analyse data collected from a survey of 578 consumers in Ghana.
Findings
The results indicate that consumers’ green product experience influences their green product satisfaction, perceived value and loyalty; and that consumers’ trust in green labelling influenced their green product satisfaction and perceived value.
Research limitations/implications
This study contributes to the literature by providing useful insights into green product experience, trust in green labelling, green satisfaction and loyalty. The findings can assist brand and marketing managers in devising communication strategies that will generate the most beneficial perceived values of green products among targeted customers.
Originality/value
The study is among a few to examine the influence of green product experience and trust on perceived value, satisfaction and loyalty towards green products, particularly in the context of a developing economy.
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Emmanuel 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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Felicia Naatu, Ilan Alon, George Kofi Amoako and Dekuwmini Mornah
This study aims to fill the gap on proenvironmental behavior studies among consumers in bottom of the pyramid (BOP) market by examining the relationship between values, beliefs…
Abstract
Purpose
This study aims to fill the gap on proenvironmental behavior studies among consumers in bottom of the pyramid (BOP) market by examining the relationship between values, beliefs and norms among Ghanaian consumers.
Design/methodology/approach
A sample of 324 Ghanaian consumers (responses rate of 64%) was used to estimate the model. The data was analyzed using maximum likelihood robust approach of Lavaan package for structural equation modeling in R.
Findings
The findings show that there is no significant relationship between values and the new ecological worldview, which also does not affect awareness of environmental consequences. However, awareness of consequences, likely based on personal experiences, significantly impacts perceived ability to reduce threats to the environment. Ghanaian consumers are mainly influenced by personal experiences with local environmental consequences that affect their perceived ability to reduce threats to their environment and their willingness to engage in proenvironmental behavior. The study supports the argument that proenvironmental behavior is the result of complex decision-making that might be influenced by a country’s economic situation, infrastructure, culture and institutions.
Research limitations/implications
This study focuses on a single country in Africa. More studies are needed among other base of the pyramid countries, and in comparison to developed countries’ consumers.
Originality/value
The study adds to the limited knowledge regarding sustainable consumption in the neglected context of the bottom of the pyramid market.
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George Kofi Amoako, Theresa Obuobisa-Darko, Kwasi Dartey-Baah and Genevieve Sedalo
This paper aims to focus on the nexus between sustainability and desired outcomes for smart cities. The main focus is on how green leadership influences the relationship between…
Abstract
Purpose
This paper aims to focus on the nexus between sustainability and desired outcomes for smart cities. The main focus is on how green leadership influences the relationship between smart and sustainable activities and stakeholder management.
Design/methodology/approach
The work is essentially a non-empirical review of the literature to develop a conceptual model to be tested in a subsequent study.
Findings
The findings indicate that smart cities and their sustainability activities can drive desired outcomes through green leadership. Also, green leadership has an indirect relationship with the desired outcomes of smart cities; hence, managers in the tourism and hospitality industries should cultivate their green leadership style to assist smart cities in accomplishing their goals.
Research limitations/implications
This research is conceptual, and the proposed model will need to be evaluated to be more valid. Furthermore, the model is restricted to the tourist and hospitality industry, limiting the generalization and application of the findings to that area. Furthermore, because sustainability activities and smart city leadership differ by region or country, the proposed model will be suitable for more developed economies with more developed sustainability policies.
Practical implications
This paper makes a novel theoretical contribution by using stakeholder management as a mediating variable and green leadership as a moderating variable concurrently.
Originality/value
This model suggests that smart and sustainability activities of cities can lead to desired outcomes for smart cities through effective stakeholder management and green leadership.
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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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Kwasi Dartey-Baah and George Kofi Amoako
The purpose of this paper is to provide a systematic review of empirical research studies on corporate social responsibility (CSR) in emerging economies.
Abstract
Purpose
The purpose of this paper is to provide a systematic review of empirical research studies on corporate social responsibility (CSR) in emerging economies.
Design/methodology/approach
This paper employed a systematic literature review using research papers published on CSR in emerging economies from 2010 to 2019.
Findings
The findings of this paper show that the principal themes of published research articles on CSR in emerging economies are (1) effects of CSR, (2) drivers of CSR and (3) challenges of CSR. Additionally, publications on CSR in emerging economies have been dominated by studies that used quantitative approach and cross-sectional design. A significant number of studies also employed secondary data sources with most of these studies not being sensitive to sectoral influences
Research limitations/implications
The research is non-empirical.
Practical implications
CSR is an area that can mitigate some of the developmental challenges of emerging economies and also stimulate the economic growth of firms. Thus, governments and organisations must partner to provide suitable conditions that would influence organisations to incorporate CSR in their business plans.
Originality/value
This review is the first of its kind that identifies the principal thematic domains of research on CSR in emerging economies. This review also provides proof of the areas of research that need attention and also provides recommendation on future areas of study on CSR in emerging economies.
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George Kofi Amoako, Joshua Kofi Doe and Robert Kwame Dzogbenuku
This study aims to establish the link between business ethics and brand loyalty and to investigate the mediating role of corporate social responsibility (CSR) and United Nations…
Abstract
Purpose
This study aims to establish the link between business ethics and brand loyalty and to investigate the mediating role of corporate social responsibility (CSR) and United Nations Sustainable Development Goals (SDGs) such as green marketing.
Design/methodology/approach
Using the purposive sampling technique, data were obtained from 622 middle-income city dwellers who shop at leading retail malls. Data were analyzed with partial least square–structural equation model.
Findings
The study found a positive and significant relationship between business ethics, CSR, green marketing and business loyalty. Both CSR and green marketing mediate between perceived firm ethicality and brand loyalty.
Research limitations/implications
This research was done based on general knowledge of business ethics, CSR and green marketing from the consumers’ perspective. Future studies can avoid this limitation.
Practical implications
By ensuring ethical codes, CSR and green marketing, firms can contribute to promoting the SDGs, and at the same time, achieving customer loyalty. Brand loyalty is further enhanced if customers see a firm to be practicing CSR.
Social implications
The SDGs of sustainable production patterns, climate change and its impacts, and sustainably using water resources must become the focus of companies as they ultimately yield loyalty. Policymakers and society can design a policy to facilitate adoption of better ethical behavior and green marketing by firms as a way of promoting SDGs.
Originality/value
To the best of the authors’ knowledge, this study is the first to test the mediation effect of green marketing and CSR on how ethical behavior leads to brand loyalty. It is also one of the few papers to examine how SDGs can be promoted by businesses as stakeholders.
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George Kofi Amoako, Emmanuel Kotey Neequaye, Solomon G. Kutu-Adu, Livingstone Divine Caesar and Kwame Simpe Ofori
The purpose of this paper is to investigate how relationship marketing practice can lead to customer satisfaction in the current practices in the hotel industry in Ghana…
Abstract
Purpose
The purpose of this paper is to investigate how relationship marketing practice can lead to customer satisfaction in the current practices in the hotel industry in Ghana. Globally, the hospitality industry ranks as one of the most competitive business sectors with competing organisations relying on a cocktail of strategies such as relationship marketing to stay relevant, and attract and retain customers. This paper examines how relationship marketing impacts on trust, commitment and satisfaction for customers in the Ghanaian hospitality industry.
Design/methodology/approach
A positivist methodological framework was used for the collection of data, analysis and theoretical development in this research. The data collection questionnaire was administered to 167 guests of a 3-star hotel in the Accra Metropolis. Structural equation modelling was used to ascertain the significance of the relationship that exists between trust, commitment and customer satisfaction with respect to the relationship marketing practices of hoteliers in Ghana.
Findings
Study findings provide insight into the processes and practices of relationship marketing that is based on trust and commitment. The findings show a positive and significant relationship between trust, commitment and customer satisfaction. The study also revealed that commitment partially mediates the association between trust and customer satisfaction.
Research limitations/implications
While this study is limited to a single hospitality and tourism company in Ghana, the findings can have far reaching implications for managers in the hospitality industry in Ghana, it provides a vivid illustration of the impact that customer satisfaction can have on the fortunes of business and a genuine desire to develop trust and be committed to the welfare of business clients can lead to higher customer patronage.
Practical implications
Trust and commitment in the hospitality industry requires innovative business practices that makes the client value all the service experience that he or she may encounter. The findings indicate that customer satisfaction is influenced by trust and commitment in the hospitality industry.
Originality/value
Value to the authors’ knowledge, the relationship between trust and commitment in relationship marketing and customer satisfaction concepts has not previously been investigated using structural equation modelling analysis within the Ghanaian hospitality industry. This implies that both trust and commitment are necessary to attain customer satisfaction.
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The purpose of this paper is to explore the possible effects of corporate environmental activities on sustainable competitive advantage through the mediation of leadership factors…
Abstract
Purpose
The purpose of this paper is to explore the possible effects of corporate environmental activities on sustainable competitive advantage through the mediation of leadership factors and effective implementation strategies.
Design/methodology/approach
The work is essentially non-empirical review of the literature with the development of a conceptual model which can be tested in a later study.
Findings
The study proposes that corporate environmental activities can give firms competitive advantage. The studies also propose that stakeholders can act as pressure thereby moderating the relationship between corporate environmental activities and sustainable competitive advantage. Leadership factors and effective implementation affect competitive advantage.
Research limitations/implications
This study has a few limitations that must be considered and could provide guidance for future study; as this study does not address customers point of view, future study could help in the investigation in order to get a holistic view. Moreover, the study is based on the literature, and the conceptual model has not been tested.
Practical implications
The study proposes that good leadership and effectiveness in strategy implementation can make corporate environmental activities lead to sustainable competitive advantage. The findings of the study provide managers of firms with a possible tool in creating sustainable competitive advantage.
Originality/value
Despite the rapid growth in research on environmental issues in corporate world, limited studies have been conducted on how leadership factors and effectiveness of strategy implementation can influence how corporate environmental activities affect competitiveness of firms. This study makes an original contribution by proposing strategies for sustainable competitive advantage through the instrumentality of corporate environmental decisions.
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Solomon Tawiah Yeboah, Yasmeen Haider and George Amoako
The study explored the relationship between buyer–seller interactions and customer satisfaction in the small apparel fashion enterprises in the emerging markets. The moderating…
Abstract
Purpose
The study explored the relationship between buyer–seller interactions and customer satisfaction in the small apparel fashion enterprises in the emerging markets. The moderating role of COVID-19 protocols implementations on buyer–seller interactions and customer satisfaction was further examined.
Design/methodology/approach
Buyer–seller interactions affecting customer satisfaction were divided into three constructs, namely, interactions relating to the overall customers shopping experience, smooth payment process and in-store interactions, and the COVID-19 protocols implementations were used as a moderator. A convenient sampling strategy was adopted to survey 450 customers of apparel fashion enterprises within the four regions in Ghana, of which 397 were validly used for the analysis. Existing questionnaires were adapted to collect data from the respondents. The data collected was therefore analysed using SPSS and SmartPLS programme to ascertain the nature of the relationships among the variables.
Findings
The study found that, in-store interactions, shopping experience and smooth payment processes directly influence customer satisfaction. However, the implementation of COVID-19 protocols failed to moderate the relationship between buyer–seller interactions and customer satisfaction.
Research limitations/implications
The limitations of the study involve its context-specific, focusing on the small apparel and fashion market. Also, future researchers can re-examine the model in other geographical jurisdictions, focusing on small apparel owners’ competencies and other variables that position buyer–seller interactions as precursors of customer satisfaction in the small apparel fashion industry. The theoretical and managerial relevance of the findings are also discussed.
Originality/value
The paper extends the domain of buyer–seller interactions and customer satisfaction phenomena within the apparel fashion industry. Its examination of the impact of COVID-19 protocols’ implementation on customer satisfaction provides an insight into managers regarding how the applications can affect customers in a typical shopping environment.