Mercy Mpinganjira

Validating the relationship between trust, commitment, economic and non-economic satisfaction in South African buyer-supplier relationships

Purpose The paper aims to validate the relationship between satisfaction, trust and commitment in South African business buyer–supplier relationships. Satisfaction was looked at from the dual perspective of economic and non-economic satisfaction. Design/methodology/approach A research model showing hypothesised relationships between the constructs was tested using data collected from 250 large companies in South Africa. Structural equation modelling using AMOS software was used to analyse the data. The results provide support for the distinctiveness of both economic and non-economic satisfaction and the mediating effect of trust. Findings The findings show that economic satisfaction exerts a direct influence on trust, which, in turn, has a direct influence on commitment. Trust and commitment were both found to have a positive influence on non-economic satisfaction. Research limitations/implications The tested nomological network of business relationship quality dimensions validates some of the recent findings by Ferro et al. (2016) in the South African context of buyer–supplier relationships. Originality/value The study contributes to a better understanding of satisfaction and its relationship with other relationship quality constructs, especially in the context of large companies in South Africa.

A framework of conscientious corporate brand – a South African validation

Purpose – The purpose of this paper is to validate previous research in ethical branding by testing a conceptual framework on corporate branding using “the conscientious dimension”.Design/methodology/approach – This article tests a framework for conscientious corporate brands (CCBs) by investigating environmental and climate change issues as well as internal and external corporate codes of ethics as CCB dimensions. The empirical context is based upon South African business‐to‐business relationships.Findings – The findings indicate that four distinctive conscientious corporate brand dimensions exist.Research limitations/implications – This current study contributes to the better understanding of and more knowledge on conscientious corporate brand values. Opportunities for future research are provided as the study has explored new aspects of corporate branding.Practical implications – This study offers managerial implications particularly for practitioners located in emerging markets such as South Africa.Or...

Factors influencing African postgraduate international students' choice of South Africa as a study destination

Continued targeting of international postgraduate students by developed countries for skilled migration is an issue of major concern by most African countries as it exacerbates the problem of brain drain in the continent. Many countries realised that increased provision of postgraduate studies within the continent would go a long way in dealing with the problem Success will however depend on the ability of countries in the continent to attract international postgraduate students. This study aimed at investigating the factors that influence African postgraduate students’ choice of South Africa as their study destination. Focus group discussions, in depth interviews and a structured online questionnaire were the main methods used to collect the data. The findings show that factors related to lower cost of living and tuition as well quality of education offered are the main ones that influence postgraduate students’ choice of the country. Those responsible for marketing the country and its institutions to international students can capitalise of lower cost of living and tuition as these provide a good source of competitive advantage for the country compared to its major competitors, most of whom are developed countries. In terms of quality of education, the findings showed that students are attracted by the fact that South African qualifications are respected in their home countries as well as internationally. This is also something the country and its institutions of higher learning can capitalise on in its efforts to position itself on the international students market. It is also something that needs to be safeguarded by ensuring that the best service quality standards are practiced and maintained. Those responsible for marketing the country and its institutions of high learning should also look at the factors that are having less impact on students and see if improvements can be made to enhance impact.

Segmenting and Profiling South African Households’ Electricity Conservation Behavior

In the last decade, South Africa has frequently experienced electricity shortages. Conserving electricity is a sustainable means by which households can contribute to mitigating the problem. The main electricity supplier, Eskom, partners with the South African government to promote electricity conservation, particularly in households. For effective tailoring of promotional messages, market segmentation is needed. This study uses cluster analysis to segment and identify segment sizes and types of electricity conservation behaviors in South African households. It also profiles the segments according to sociodemographic characteristics and some economic and psychological drivers of conservation behaviors. We surveyed 629 electricity consumers in the Gauteng province of South Africa. Four segments were identified: devoted conservers (18%), unconcerned nonconservers (28.7%), curtailment-oriented conservers (29.3%), and efficiency-oriented consumers (24%). The article proposes germane strategies to be tailored by social marketers and policy makers to reach each of these segments.

Embedding the ethos of codes of ethics into corporate South Africa: current status

Purpose This study aims to examine and describe ways that organisations in corporate South Africa try to embed ethos of corporate codes of ethics in their organisations. Design/methodology/approach The study followed a quantitative research approach. The target population was the top 500 companies operating in the corporate sector by revenue. Data were collected using a structured questionnaire from 222 company secretaries and heads/managers responsible for ethics in the companies. Findings The findings show that the majority of companies have regulations that can help promote ethics ethos. The most prevalent artefact in the area of regulation was found to be conduct of ethical audits. Training was found to be the most prevalent artefact under staff support. Research limitations/implications The study was limited to large organisations in South Africa. The findings can thus not be generalised to include small- and medium- sized businesses which make up the largest segment of all businesses in South Africa. Practical implications The research provides information that can be used to compare companies operating in different contexts on practices that help promote corporate ethics quality. It provides business managers with information that they can use to evaluate and benchmark their companies on practices that help promote the ethos of corporate codes of ethics. Originality/value The study is the first of its kind to examine how organisations go about institutionalising codes of ethics in South Africa. The findings can be used by all sectors of South African business as a point of reference in their efforts aimed at embedding the ethos of ethics in their respective organisations.

META-RELQUAL construct validation: a South African study

Purpose - – The purpose of this paper is to test a measurement model of a META-RELQUAL construct based upon South African business-supplier relationships. Design/methodology/approach - – Data were collected using computer-assisted telephone interviews. The sampling frame consisted of the top 500 South African companies based on revenue. A total of 232 fully completed questionnaires were obtained representing a response rate of 46.4 per cent. Findings - – The findings show satisfactory goodness-of-fit measures for the model tested. All the requirements for convergent, discriminant and nomological validity as well as construct reliability were achieved satisfactorily. Practical implications - – The study provides a framework of constructs that South African business managers need to take into consideration in order to establish and maintain good relations with their suppliers. Originality/value - – This study contributes to theory on relationship marketing and presents the first tested measurement model of the META-RELQUAL construct in Africa.

The Influence of Perceived Justice on Recovery Satisfaction in the Airline Industry

ABSTRACT This study examines the influence of perceived justice on customer satisfaction with service recovery and on the future behavioral intentions of customers in the airline industry. The study uses an exploratory research design that is quantitative in nature. Questionnaires were used to collect data, and structural equation modeling was used for hypothesis testing. The study revealed that the three dimensions of perceived justice, namely interactional, distributive and procedural justice, influence satisfaction with service recovery in the South African airline industry. However, only interactional and distributive justice had a positive influence on future behavioral intention.

Precursors of trust in virtual health communities: A hierarchical investigation

Abstract Lack of trust can have a negative influence on consumers’ willingness to share and adopt information in virtual health communities. However, not much is known about factors that influence the development of trust in such communities. This paper examined precursors of trust in virtual health communities. Data were collected from 361 users of virtual health community sites in South Africa. Structural equation modelling using version 23 of AMOS was used to analyse the data. The findings show that information usefulness, community responsiveness and shared vision have significant influence on consumers’ overall trust in health-related virtual communities. The findings, however, show differences in the extent to which precursor variables influence different dimensions of overall trust. The study provides insights that can help managers of such sites to effectively foster the development of trust in their communities.

Encouraging the Give-and-Take Mentality: An Examination of Factors Influencing Reciprocity in Online Health Communities (An Abstract)

One important challenge that managers of online communities face is to do with ensuring that members do not only benefit from contributions of others but that they also actively participate in providing support to those in need. This paper adopts the resource exchange theory to examine factors that influence reciprocity in online health communities. Data was gathered from 361 members of online health communities from Gauteng, South Africa, using a structured questionnaire. The findings show that willingness of online health community members to reciprocate favours depends on perceived level of social capital that individual members associate the online community with as well as their gratefulness towards the community and satisfaction with the community. Of the two emotional factors, satisfaction with online community was found to have stronger direct influence on willingness to reciprocate than gratefulness. The study helps isolate factors that managers of online health communities need to focus on in their efforts in stimulating reciprocity on their platforms.

An investigation of customer attitude towards online stores

Developments in information and communication technologies have transformed the way retailing is conducted today, enabling the opening of stores online. This study aims at examining customers’ post-purchase attitude towards online stores. Data was collected from 201 online customers from Gauteng, South Africa, using a structured questionnaire. The findings show that most customers had positive attitudes towards the online stores they had bought from. Store offerings, navigation aids, security features, and fulfilment reliability were found to have significant influence on customers’ attitude towards online stores, while customer community did not. The findings also show that post-purchase attitude towards an online store has significant influence on behavioural intentions to repurchase from a store. With online retailing being a new phenomenon in Africa in general, not much research has been done to help understand customers’ perceptions and attitudes as well as factors that influence these. This study addresses the gap and shows factors that managers can focus on in order to influence positively their customers’ attitude towards their stores.