Research Publications (Management Sciences)

Permanent URI for this collectionhttp://ir-dev.dut.ac.za/handle/10321/217

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Cause-related marketing and consumer behaviour in the greater eThekweni area
(2011-09-04) Corbishley, Karen M.; Mason, Roger Bruce
Cause-related marketing (CRM) is a marketing strategy in which a company’s name, brand or service is partnered with a cause or a charity. This type of link has become increasingly popular throughout the world, presenting economic and social opportunities for businesses. Various research studies in such first world countries as the United States and the United Kingdom reveal that a large proportion of consumers are responsive to CRM. One of the objectives of this study was to establish whether selected socio-demographic factors affect the evaluation of a CRM offer in the eThekweni region of South Africa. It is anticipated that, its findings will be of assistance to marketers enabling them to make a more accurate identification as to the responsiveness of various groups to a CRM strategy. A quantitative study was conducted in shopping malls, using a structured questionnaire administered via interviews. Results established that there is a relationship between socio-demographic characteristics and the evaluation of a CRM offer.
Critical factors for growth and sustainability of small and medium enterprises : a systematic review and propositions propositions for a successful transition into large corporate organizations
(Research and Postgraduate Support Directorate, 2025-03-12) Aroba, Oluwasegun Julius; Anwana, Emem; Bugwandin, vinay; Kimanzi, Mathew
In today’s contemporary business environment, small, and medium, enterprises (SMEs) play a vital role in driving a country’s economic growth. However, despite their undeniable significance, SMEs often struggle to evolve into large corporate organisations (LCOs) in Africa. The factors and requirements involved in this transition have been a subject of much debate and contention within the research community. This analysis aims to understand factors influencing SMEs' transition into sustainable LCOs, contributing to achieving sustainable development goals (SDGs), the Africa Agenda 2063, and fostering sustainable growth. The study adopts a systematic literature review (SLR) approach. A comprehensive assessment of 647 scholarly scientific research articles published from 2012 to 2022 was conducted, followed by a meticulous statistical analysis of 108 selected studies. The RStudio application, an integrated development environment (IDE) programming tool was used for the analysis of the graphical representation. The findings of this study revealed that leadership, business models, and human capital were crucial factors in SMEs evolving into LCOs. This research endeavoured to bridge the gap in understanding the factors driving the growth of SMEs into LCOs, thereby enabling more informed decision-making and policy development aimed at fostering sustainable economic development in Africa and beyond.
Sports sponsorship, brand image, and purchase intentions toward sponsors’ products
(Informa UK Limited, 2025-01-01) Sarpong, Appiah; PraiseGod Zungu, Nkululeko
Purpose: This paper examines the relationship between sports sponsorship and brand image concerning soccer fans’ purchase intentions, focusing on how various elements of sponsorship and brand image influence fans’ purchasing behaviour. Design/methodology/approach: Data was collected from 398 soccer fans in the Greater Accra Region and the Ashanti Region of Ghana and analysed using structural equation modeling tools derived from Structural Modeling Analysis Using Partial Least Squares (SMARTPLS). Findings: The study demonstrates that sports sponsorship positively and significantly impacts both brand image (coefficient = 0.722; p-value = 0.001 < 0.05) and purchase intention (coefficient = 0.296; p-value = 0.001 < 0.05). Furthermore, brand image not only has direct positive influences on purchase intention (B = 0.372; p-value = 0.000 < 0.05) but also mediates the relationship between sponsorship and purchase intention (B = 0.268; t = 4.098; p-value = 0.000 < 0.05). Overall, these findings confirm all four study hypotheses. Practical Implication: Sponsors can apply these findings when selecting sports events or teams to partner with, ensuring alignment with the brand's identity. Strategic partnerships may enhance the perceived brand image among the audience, thereby increasing the likelihood of influencing purchase decisions. Research Contribution: This study suggests that favourable purchase intentions are more likely when soccer fans hold a positive image of the sponsoring companies and a strong affinity for the sport. These findings underscore the importance of well-planned sports sponsorship strategies in shaping brand perception and driving consumer behaviour among soccer enthusiasts.
The perceptions of Zimbabwean SMEs on the relevance of risk management in their businesses
(Romanian Cultural Foundation, 2021-05) Mauchi, Fungai Ngoma; Rawjee, Veena Parboo; Ramlutchman, Nisha
SMEs are faced with different types of risks while running their businesses and RM could play a vital role in dealing with these risks. Therefore, it is crucial to examine the SMEs perceptions on the relevance of risk management in the success of their businesses as it might influence SMEs owner-manager to adopt or ignore RM practice. This study was conducted to establish the perception of SMEs on the relevance of risk management in the success of their businesses. The study was conducted among SMEs who reside in two provinces of Zimbabwe namely Harare Province and Mashonaland Central province. In order to achieve the main purpose of the study, a mixed method research design was used. The target population of the study include Small to Medium Enterprises from all sectors in Zimbabwe’s ten provinces. The study’s target population was around 780 684 and the sample was 278 respondents. The study used a combination of cluster sampling and simple random sampling methods to select the sample. Data was collected using structured-questionnaire and semi-structured interviews to SMEs in Harare and Mashonaland Central provinces. The findings of the study show that the SMEs have a negative perception on the relevance of risk management in the success of their businesses. Thus, risk management is not relevant for SMEs due to their size and is viewed as more relevant to big businesses who have the resources and have much at stake. The researcher concluded that the perception on the relevance of risk management is negative in Small to Medium enterprises in Zimbabwe and recommended SMEs capacity building on risk management, transformation of SMEs business norms, review of SMEs policy framework and SMEs networking in order for them to obtain risk management skills and knowledge.
The influence of culture on SMEs risk management practices in Zimbabwe
(Romanian Cultural Foundation, 2021) Mauchi, Fungai; Rawjee, Veena Parboo; Ramlutchman, Nisha
In view of the significance of risk management in all businesses, this study was conducted to establish the influence of culture on the risk management practices of Small and Medium Enterprises (SMEs) in Zimbabwe. The study was motivated by the need to ensure small and medium businesses survive under certain risks. The purpose of this study was to examine the influence of culture on the SMEs risk management practices. The study was conducted among SMEs who reside in two provinces of Zimbabwe namely Harare Province and Mashonaland Central province. In order to achieve the main purpose of the study, a mixed method research design was used. The target population of the study include Small to Medium Enterprises from all sectors in Zimbabwe’s ten provinces. The study’s target population was around 780 684 and the sample was 278 respondents. The study used a combination of cluster sampling and simple random sampling methods to select the sample. Data was collected using structured questionnaire and semi-structured interviews to SMEs in Harare and Mashonaland Central provinces. The findings of the study show that culture influences SMEs risk management practices. Cultural factors such as social complexity, fate control and religiosity were found to influence SMEs risk management practices in Zimbabwe whilst social cynicism and reward for application were found not to influence SMEs risk management practices in Zimbabwe. The study concludes the introduction of risk management education for SMEs, increase awareness campaigns, and also increase access to information on risk management by the SMEs.
Perceived benefits of loyalty programs and relationship quality
(IGI Global, 2020-01-01) Corbishley, Karen Margaret; Mason, Roger Bruce; Meintjes, Corne
The aim of this article is to investigate perceived loyalty program benefits inherent in loyalty programs and how they might affect relationship quality, specifically in the South African FMCG sector. A quantitative study was undertaken where loyalty program members were approached via a national database. Hypotheses were individually tested by means of regression analysis. All three forms of perceived benefits exhibited positive relationships with each of the relationship quality constructs. Retailers that are considering which benefits to include in a loyalty program would find the results instructive. This article also adds to the international body of research in the field of relationship marketing, customer loyalty and retail loyalty programs. This study reiterates the importance of loyalty program design and the potential for attitudinal change towards the retailer.
Consumer perceptions of critical success factors for small local consumer brands
(2020-09-04) Mason, Roger Bruce; Dobbelstein, Thomas; Kamwendo, Andrew
Local or regional fast-moving consumer (FMCG) brands sold mostly in delimited geographic areas are a growing trend. This study aims to understand consumer attitudes towards such products and to identify factors critical to their success. The paper is a comparative study between developed (Germany) and emerging (South Africa) nations to identify differences between the preference criteria for FMCG. The methodology involved an online cross section survey in the two countries. Respondents from both countries preferred local brands and believe they are better quality and more supportive of, and connected to, local communities. South Africans feel this more strongly, show greater commitment, and are prepared to pay more than Germans. 'Beliefs' regarding quality, value for money, and trust in local brands are critical.
Student engagement with, and participation in, an e-Forum
(2011-04) Mason, Roger Bruce
This paper examines engagement with an online discussion forum, aiming to identify the different levels of participation and to investigate factors that encourage or discourage student participation. The case involved the posing of a short real-life problem via a forum on the university's virtual learning environment. An in-class survey was conducted to identify students' participation and attitudes toward the forum. Students understood the benefits of the task, but did not participate due to time pressures and lack of motivation. The reasons for this were found to be inadequate explanation and encouragement to do the task, and insufficient moderator participation. Recommendations for improving forum participation are provided. © International Forum of Educational Technology & Society (IFETS).
Influence of demographics on drivers of, and preference for, digital personal banking in South Africa
(Center for Strategic Studies in Business and Finance SSBFNET, 2025-02) Ramsundra, Avikar; Mason, Roger; Dobbelstein, Thomas
This paper evaluates how the perceptions of consumers from different demographic backgrounds influence their adoption and use of digital personal banking, and suggests marketing activities required to increase digital banking by these different demographic target groups. The method involved an online survey of a sample of 400 respondents with bank accounts in the iLembe district of KwaZulu-Natal, South Africa, focusing on the demographic dimensions of age, gender, education and income. The study found that high digital banking users were older (24+), with higher education and a higher income, while low digital banking users were younger (18-23), with a lower level of education and a lower income. No differences according to gender were found. The convenience of digital banking and a good online banking experience were the factors that most encouraged digital banking use by high users, while perceptions of high cost and having low control over their online banking activities were factors that discouraged low users from more digital banking use. These findings confirmed the previous research about the influence of age and education on digital banking use, but contributed new knowledge about the influence of income, and the lack of influence of gender, on digital banking adoption and use. Comprehensive recommendations for banks, policy makers and other stakeholders are provided.
Higher education and its contribution to economies of African countries : move towards competence-based and skills demand-driven standards in collaboration with industry
(Canadian Center of Science and Education, 2024) Kikasu, Eustache Tanzala; Doba, Yunus Goolam; Pillay, Strinivasan Soondrasan; Kankisingi, Gustave Mungeni
This study explores the ecosystemic impacts of higher education (HE) on the economies of African countries, emphasizing the need for competence-based, and skills-demand-driven standards in collaboration with industry. HE is vital for equipping individuals with essential knowledge and skills for socio-economic transformation. However, in Africa, this role has weakened, with industry assuming a leading position. Curricula in HE institutions are slow to adapt to the skills needed by industries, leading to a range of challenges such as outdated curriculum delivery, desertion of technical and vocational training, inadequate research resources, insufficient collaboration frameworks between HE and industries, minimal support for entrepreneurship, and poor infrastructure. Aligning HE curricula with industry skills requirements is crucial for enhancing African economic development and competitiveness. Unfortunately, there is a notable lack of partnerships and practical mechanisms for curriculum integration among African HE institutions, which results in graduates possessing skills that do not meet industry demands. This paper reviews the extensive literature on HE's role in African economies, advocating for in-depth collaboration between HE and industry in order to tackle skills mismatches. Accordingly, establishing a healthy partnership between HE institutions and industries could facilitate work-integrated learning, encourage industry-led curriculum development, and prepare graduates with applicable skills and relevant knowledge for the job market. Thus, developing a proactive framework that can facilitate and enforce collaboration between higher education and industries could be critical in addressing the challenges faced by African economic development.
Attitude of undergraduate students toward leisure activities
(Bucharest University of Economic Studies, 2024) Muzindutsi, Paul-Francois; Masango-Muzindutsi, Zandile
The purpose of this study was to explore the attitude of undergraduate students towards leisure activities focussing on first-year and senior (2nd and 3rd year) students. A sample of 427 students enrolled in a South African University was selected to meet the analytical needs of the study. The instrument used is based on the Leisure Attitude Scale developed by Beard and Ragheb (1982). The results indicated that, overall, the study subjects are associated with positive attitudes towards leisure activities. One-way ANOVA procedure revealed a statistically significant difference between junior and senior students in overall leisure attitude and within cognitive and behavioural subscales. Pearson’s Correlation Analysis showed a significant positive correlation between the overall LAS and different sub-scales.
Common challenges of online learning during the COVID-19 pandemic
(Learning Gate, 2025) Nkwanyana, Nokulunga Nokwethemba; Fagbadebo, Omololu
The advent of the COVID-19 pandemic has not only led to devastated economies but has also affected education systems globally. The unpredictability of this pandemic and its restrictions have necessitated the adoption of a multi-modal approach involving both contact and online learning platforms by Higher Education Institutions. Thus, due to the COVID-19 pandemic, educational institutions shifted to online learning platforms. The study employed qualitative methodology within a case study design. Data was collected using pure qualitative semi-structured interviews with open-ended questions. The researchers interviewed selected students and lecturers from the ML Sultan Campus of the Durban University of Technology. The study employed a purposive sampling technique under the non-probability method. The findings of this study indicate that the implementation of the tools used for online learning and teaching during the COVID-19 pandemic has been scattered across different platforms. An exciting finding was demonstrated by a high percentage of the selected participants among the DUT staff members and students who showed a wavering response, somewhat agreeing that although the tools used for online learning and teaching during the COVID-19 pandemic have impacted lives, they successfully assisted both the lecturers and students. The study results revealed that the most popular tools used by learners throughout the pandemic were Microsoft Teams, Modular Objective-Oriented Dynamic Learning Environment (Moodle), Queens, Zoom, and Learn Wise. The thematic analysis method was used to analyze data using Nvivo. The data captured from both sessions (interviews and focus group discussions) were deductively coded using software (Nvivo version 12). In this process, the transcribed interview data were divided into different meaningful codes. The codes were developed based on the differences, similarities, and meanings from the transcribed data. This process allows the researcher to fine-tune data into convenient themes and subthemes. During the analysis phase, information gathered from structured interviews was verbatim transcribed, and pertinent quotes from this data were used to support the discussion on themes. The study does not disclose the identities of the main informants to protect their anonymity.
Diaspora vote : relationship and power of the legislature in political leadership in Nigeria
(Informa UK Limited, 2025-02) Oluwasanmi, Olaolu Peter; Fagbadebo, Omololu Michael
This study examined the factors hindering the inadequate legislative framework for legitimate diaspora voting in Nigeria. Given the large number of Nigerians living abroad and the recent adoption of elec tronic voting in Nigeria, it is plausible that diaspora voting could become a part of Nigeria’s electoral process. The paper aimed to identify the necessary instruments for incorporating the diaspora vote law into Nigeria. Using institutionalism as a framework of ana lysis, the patron-client relationship between the executive and legis lative branches was examined, suggesting that the chief executive may influence the legislature. The study employed a qualitative approach to elucidate why Nigeria’s diaspora voting law remains elusive and offers potential solutions. It was found that, despite its crucial role in a democratic system, the legislature has not fully met expectations for enacting diaspora voting in Nigeria. The lack of synergy between the 1999 constitution (as amended) and the elec toral law constitutes a major barrier to enacting the diaspora voting law. The study also revealed the need for constitutional amendment and electoral reform to guarantee the right of Nigerians living abroad to participate in any election in Nigeria. We then recommend a constitutional amendment to facilitate diaspora voting in Nigeria.
AI-driven self-service for enhanced customer experience outcomes in the banking sector
(Informa UK Limited, 2025-01-12) Zungu, Nkululeko PraiseGod; Amegbe, Hayford; Hanu, Charles; Asamoah, Emmanuel Selase
this study examines the influencing value factors of artificial intelligence (ai)-based self-service technology delivery, self-service customer experience, and outcomes based on customer value theory and trust-commitment theory. this study adopted a quantitative research approach. Four hundred and twenty-two bank customers who use ai-based self-service technology were sampled for the study. structural equation modelling was employed to analyse the data. the study reveals that personalisation influences ai-based self-service customer experience, and convenience significantly and positively predicts ai-based self-service customer experience. time spent, and ai-based self-service customer experience yielded significantly positive results. ai-based customer trust and self-service customer brands also had a significant positive relationship. however, the study did not find support for aesthetic and ai-based self-service customer experience. this study’s novelty is identifying the customer value factors that influence ai-based self-service experience in an emerging country using the customer Value theory (cVt) and trust-commitment theory (tct) frameworks.
Exploring the role of entrepreneurship education in boosting innovation among students : a case study of two KwaZulu-Natal universities
(Noyam Publishers, 2024-01) Mtshali Thabo Wonder; Mashau, Pfano; Gamede, Vangeli Wiseman
The South African unemployment rate currently is at 32.9%. The labour market is struggling to create opportunities and failing to counteract unemployment with relevant skills. The covid-19 pandemic resulted in more people losing jobs which then contributed to the increase in unemployment. There have been calls for the government to implement strategies that would reduce poverty which include developing innovative entrepreneurs at the tertiary level. The article therefore focused on how to expand entrepreneurship education in South African universities to strengthen the economy and create job opportunities in the country. The research paper utilised a mixed-method approach. The quantitative data was collected using questionnaires on postgraduate students, whereas the qualitative data was collected from academics. The findings were analysed using the latest version of SPSS. The sample was made up of 368 postgraduate students, 4 academic staff from the University of KwaZulu-Natal, 346 postgraduate students, and 4 academic staff from the University of Zululand. The findings revealed that expanding entrepreneurship education will stimulate entrepreneurial mindset and innovation in students. However, students argued that universities do not have adequate infrastructure and resources to support innovation and entrepreneurship education. On the other hand, academic staff believed that higher education must have an active role in introducing and promoting entrepreneurship education. The paper recommends entrepreneurship education must be introduced across all colleges, this was noted from the contribution made by academic staff and postgraduate students. This paper provides strategies for stakeholder engagement in encouraging entrepreneurship to curb the increasing unemployment rate in South Africa.
Service quality of public technical vocational education and training colleges in South Africa : customer expectations and perceptions
(AMH International Conferences and Seminars Organizing LLC, 2018) Zungu, Nkululeko PraiseGod; Lekhanya, Lawrence Mpele
The focus of this survey is to seek the amount of the customers’ expectations levels of service quality in the public Technical Vocational Education and Training (PTVET) sector. The aim of this study was to examine and determine the expectations and perceptions levels of service quality provided by PTVET colleges, in order to achieve desired outcomes, and the survey followed SERQUAL model. Questionnaires were distributed to the 403 participants from selected PTVET in the Kwa-Zulu- Natal province. The study used a mix approach of systematic and quota sampling techniques. SPSS (25.0) version was employed for data analysis. The results of this study discovered that customers had higher service quality expectations (0,908 Cronbach's Alpha) compared to the service quality perceptions (0,923 Cronbach's Alpha) at the selected PTVET colleges, on all five service quality dimensions that were used to evaluate the expectations of service quality. This survey will benefit Rectors/Campus Managers for TVET colleges and to those who want to open their TVET colleges, because it will be used as a guide tool for them on how they can improve service quality strategy to differentiate themselves from their competitors. The findings are limited by the study’s exploratory, quantitative nature and small sample. Generalisation should be done with care and further research, with a large sample and consideration of other provinces, it therefore recommended.
The vampire effect : the role of humour and involvement level in advertisement recall and recognition
(EconJournals, 2025-01) Dobbelstein, Thomas; Oberluggauer, Teresa; Mason, Roger Bruce
The effect of humour on brand and product recall and recognition in advertising, and the consumer’s level of involvement, were studied by examining the “vampire effect,” wherein factors, such as humour, draw attention away from an advertising message. A descriptive, cross-sectional quantitative online survey using convenience and snowball sampling recruited 443 participants, who assessed the humorousness of six advertisements, were asked to recall the advertisements without prompts, and then to identify those recognized from a list of brand names. The study showed that humour in an advertisement negatively influenced brand recall and recognition and also reduced product recall and recognition. In both cases, respondents were less able to remember the products and brands in the humorous advertisements. Furthermore, people with low involvement in the advertised product category were more affected by the vampire effect and so were less likely to remember the product or brand. Finally, recommendations are provided for when humour in advertising is appropriate and when not. The study is important because, although there is much research on effectiveness of advertisements, especially recall and recognition, there is relatively little research on the vampire effect, and almost nothing on the vampire effect of humour in advertising.
Rural community perceptions on land use change and its effects on their agricultural practices in Vulindlela Traditional Area, KwaZulu-Natal Province of South Africa
(2023-11-01) Zondi, Nkululeko E.
This study assessed the level of awareness among the Vulindlela rural community regarding land use and land cover changes occurring in their community. Additionally, this study sought to examine the effects of these land use and land cover changes on the agricultural practices of the Vulindlela rural community. The study employs a mixed-methods approach, combining qualitative and quantitative methods. Secondary data from Statistics South Africa and the Msunduzi Local Municipality were used to determine the relationship between population growth and housing unit expansion. Primary data were collected through semi-structured interviews to capture the community’s perceptions of land use change and its impacts on agricultural activities. The study results indicated a strong relationship (r = 0.81, t = 2.39, df = 3, p = 0.10) between population growth and an increase in housing units. Respondents also noted that land use and cover change has occurred in Vulindlela. The driver of this change is an increase in residential housing units built on land designated for agriculture (crop and pastoral fields). Residential development on agricultural fields is a result of the de-agrarianisation by the local community. De-agrarianisation drivers in Vulindlela include a lack of agricultural equipment, high costs (time and money) associated with agriculture, inadequate government support, increased dependence on government grants and lack of interest in the younger generation in agriculture.
The effect of performance appraisal on employee performance at the University of KwaZulu-Natal
(2024-02-01) Fulufhelo, Mulidzwi; Vajeth, Taahir Akbar; Mashau, Pfano
Performance appraisal (PA) is commonly used to manage as well as to measure employees’ performance at various organisations. Large or small organisations are always seeking much better ways to effectively enhance and improve employee performance thus maximising profit. The main aim of the study was to investigate the effect of PA on employee performance at the University of KwaZulu-Natal (UKZN). The hypothesis for this study was that the PA process will have a positive impact on employee performance at the UKZN while the null hypothesis was that the PA process will not have any impact on employee performance at the UKZN. The study employed a quantitative research method. The study also used a descriptive research design to help the researcher describe the characteristics of the population in an accurate and systematic approach. A stratified random sampling technique was employed, employees were divided and categorised into groups representing departments or schools they belong to, and then a simple random sampling in each group was applied. The sample size was determined to be 225 academic and support staff. Findings showed that PA has a positive impact on employee performance at UKZN. The study recommends that managers and supervisors must continue to set clear work goals and work targets for their employees as it is noted that employees are more effective and highly motivated when they know what is required from them and their work target. Appraisers must give frequent feedback to employees and help them improve in areas where they are lacking.
Citizen-centric perspectives on election administration and democratic process in Nigeria's fourth republic
(2024-10-01) Kolawole, Egbewole Isiaka; Kazeem, Sanni Oluwole; Omololu, Fagbadebo; Tomilayo, Akindele Iyiola
Elections are inevitable for democratic nourishment and their processes are a pathway to ideal legitimate political leadership. The core intent of the paper is to appraise two decades (1999-2019) of the democratic process in Nigeria's elections administration vis-a-vis citizen-centric viewpoint with reference to Lagos State. This research relies on primary and secondary sources of data collection. It adopted participatory democratic theory, precisely Dahl Polyarchy as a theoretical foundation. The findings of the study revealed that the 2003, 2007, and 2011 general elections were marred with various irregularities, but the non-interference disposition in 2015 by incumbent governments and leadership of INEC projected the mandate with fairness through better technological innovations. It was also revealed that the 2019 general elections possessed a typical element of the 2011 general elections with the conspicuous low turnout as its climax. The paper recommended among others, that there is a need for more continuity of the technological initiative in election administration, electoral management system (EMS) research, Continuous updating of voters' registers, and adjustments of operational and administration of logistics to make INEC more trustworthy referees in future elections.

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