Robert Rugimbana

Differentiating between service quality and relationship quality in cyberspace

The onset of Internet marketing is revolutionising marketing practice. Although growth in sales of goods and services online has been dramatic, very little research has addressed the factors that lead to the delivery of superior service and the creation of effective marketing relationships. This paper explores and defines two related constructs – service quality and relationship quality – to ascertain whether consumers can meaningfully distinguish between the constructs. The research uses focus groups and an online survey to address this issue. The paper finds that, although service quality and relationship quality are distinct constructs, they overlap in the area of personal interaction and problem solving. The key drivers for the delivery of superior service and the creation of an effective relationship are reliability and trust emanating from service quality and relationship quality respectively.

Perceived Attributes of ATMs and Their Marketing Implications

Most retail banking research has explored ATM usage entirely from the viewpoint of consumers′ demographics. Examines ATM usage patterns on the basis of consumers′ perceptions of the attributes of this innovation. Seeks to determine the association between consumer ATM usage patterns and their perceptions of ATM attributes by identifying those variables which distinguish users and non‐users. The results based on a survey of 630 retail banking consumers from two separate Australian banking institutions – a bank and a credit union – suggest that ATM users from both institutions differed quite significantly from non‐users in their perceptions of at least three ATM attributes; convenience, reliability, and suitability. Furthermore, the results indicate that most users perceive ATMs as mere cash dispensers. Successful marketing strategies must focus on the most important attributes of ATMs as well as identify different user groups and develop strategies to maximize their patronage.

Predicting automated teller machine usage: the relative importance of perceptual and demographic factors

In this study of usage of a retail banking service innovation, users and non‐users of automated teller machines (ATMs) are profiled in terms of demographic and perceptual variables. The main purpose of the study was to discriminate users from non‐users, using the demographic variables of respondents and their perceptions of ATM attributes in order to assess the relative importance of these predictor variables. The study which is based on a survey of 430 retail banking consumers, found that perceptual variables were far more successful as predictors of ATM service usage than respondent demographic variables.

Selecting Expatriates in Developing Areas: Country of Origin effects in Tanzania

Developing areas may be better off recruiting their expatriates from within the developing rather than industrialised world, and we sought to assess preferences among organisations in one developing country, Tanzania. Ninety-six Bachelors of Commerce attending the University of Dar-es-Salaam indicated how local personnel managers would rank-order East African expatriates, Western expatriates, and fellow Tanzanians, as job candidates for a range of professional posts. Despite all candidates being described as equally well-trained, presentable, costly to employ, and relocatable, estimated preferences varied significantly across employee nationality; with East African but not Western expatriates tending to be less preferred than fellow Tanzanians. Such “inverse” resonance with expatriates from neighbouring countries is partly attributed to collectivistic values and colonial history, a combination that may recur and require management in developing areas elsewhere.

Youth based segmentation in the Malaysian retail banking sector: The relationship between values and personal e-banking service preferences

Purpose – The purpose of this research is to address the important question of how to attract and retain a fragmented and ecologically diverse youth segment in a rapidly changing retail banking sector such as Malaysia.Design/methodology/approach – The study utilises a combination of theoretical frameworks, and quantitative techniques to ascertain the most important motivational goals for Malaysian youth when making e‐channels choices.Findings – This study generates empirical evidence which supports the general theory that prominent cultural values such as those that stress integrity of the referent group, self‐reliance and social identity are important influencers of the likelihood of adopting selected electronic banking channels.Research limitations/implications – Further research is needed on all retail banking e‐channels apart from those currently most readily accessible in Malaysia. Similarly, researchers may consider other demographic segments for purposes of generating more robust theoretical framew...

Managing Australia’s aid‐ and self‐funded international students

In Australia, market‐oriented studies involving overseas students have not kept pace with the regional economic development that has freed prospective students from relying on aid money and contributed towards the commercialisation of international education. A sample of 336 Asian and Pacific Island students from a range of faculties at the University of Wollongong reported their perceptions of prejudice in the local and university communities, their attitudes towards the quality of service provided by the university, and their intentions to recommend Australia on returning home. Compared to aid‐funded students (N = 57), the self‐financing majority were more likely to discern prejudice and inferior service, but ratings on these two factors, for both groups, sharply differentiated those who later intended to recommend Australia from those who did not. Today’s business ethos suggests that techniques from managerial psychology could be applied to improve the quality of delivery of our higher educational services, thereby preventing further erosion of international social capital.

Management in the less‐developed countries: a review of pertinent issues, challenges and responses

Outlines and discusses some of the pertinent issues of management and organization facing less developed countries (LDCs). Based on a review of the most recent literature, illuminates the central place of culture in reflecting and explaining organizational behaviour. Examines the controversies surrounding management and marketing, human resource management and those relating to the adoption of new technology by LDCs. Outlines contemporary responses to these challenges. Concludes with a series of observations and suggestions which may show some light for future research on the management and organizational behaviour of LDCs.

Observation Indigenising Organisational change: Localisation in Tanzania and Malawi

In a supposedly “globalising” world, we offer a “localisation” counterbalance from Tanzania and Malawi. Our perspective is purposely anchored in the socio‐cultural perceptions of indigenous employees working within organisations in these two African nations. From these Afrocentric perspectives, as reflected in adages and complementary data, need for achievement, need hierarchies, and expatriate acceptability are heavily influenced by local, social norms. The latter may accord priority to social achievement, social identity, and social need. The article ends with a new technique for gauging the influence of these social factors, with applications to improving the degree of fit between organisational change and community context.

The Impact of “Consumer Cringe” on Developing Regional Trade Blocks

Abstract The continuing development of regional trade blocs, such as COMESA (The Common Market for Eastern and Southern Africa), ECOWAS (The Economic Community of Western African States) and the resurgence of a new EAC (East African Co-operation), will depend significantly on consumer confidence in products from within the region. Ninety-six Commerce undergraduates from Tanzania estimated the preference patterns, among relevant home market segments, for a range of consumer goods produced in Tanzania, East Africa, and the West. For each comparison, the three goods were described as identical in terms of the “4 Ps” (Product, Promotion, Price, and Place). Tanzanian consumers were consistently reported to prefer Western foreign goods over equivalent regional imports, with home-produced goods faring least well of all. Such “consumer cringe” (which has also been identified in West Africa and South America) suggests that at least in terms of the East African Co-operation (EAC), regionally-produced goods can indeed be relatively attractive, provided a bias in favor of Western goods can be addressed by appropriate marketing initiatives.

The Application of the Marketing Concept in Textbook Selection: Using the Cloze Procedure

Because of increased class sizes, higher staff teaching loads, and inadequate teaching facilities, many marketing faculty have less time to evaluate textbooks effectively. This situation results in text selection processes based on criteria that favor ease of teaching rather than student learning. Since marketing education places great reliance on textbooks as the primary instructional medium, marketing academics must select textbooks using explicit, educationally sound, student-oriented criteria. A method reflecting the most fundamental law of marketing, one that ensures that the chosen texts are easy for students to read and understand, should rate as an important selection process criterion. The cloze procedure has proven to be a highly reliable and valid measure of “understandability.” This study suggests that it is an objective and responsive marketing-oriented technique for selecting marketing textbooks. To demonstrate its use, the technique is used to rank three international editions of principles of marketing textbooks by obtaining scores of understandability from first-year students at one Australian university. These objective scores of understandability, when complemented by other qualitative and quantitative criteria for evaluating textbooks, are very useful for selecting marketing textbooks.