Browsing by Author "Tackie, N.N."

Now showing 1 - 2 of 2

Customer loyalty and value anticipation: does perceived competition matter?
(African Journal of Economic and Management Studies, 2021) Christian, I.O.; Tackie, N.N.; Anning-Dorson, T.
Purpose – Drawing on customer value theory and the demanding nature of today’s customers, this paper examines the moderating effects of competition, as perceived by customers, on the nexus between customer value anticipation (CVA), satisfaction, and loyalty. Design/methodology/approach – Utilizing data from the Ghanaian banking sector, which has been going through some reforms that are changing the banking landscape, the study analyzes data from 587 customers. Respondents were drawn from a cluster of banks within an enclave with different types of customers and epitomized the competitive nature of Ghana’s banking sector. Findings – CVA drives customer satisfaction, attitudinal loyalty, and behavioral loyalty among bank customers. However, between attitudinal and behavioral loyalty, customers will be more behaviorally loyal to banks that successfully anticipate their needs than they would be in attitude. The relationships between CVA and satisfaction and loyalty are such that the level of competition among sector players does not alter the effect; thus, when a bank can anticipate customer value, customers are going to stay loyal to such a bank irrespective of the competitive offers. Originality/value – Although the impact CVA has on satisfaction and loyalty is justified in the existing literature, extant research has not systematically examined the influence of external boundaries and situational effects on the potency of anticipating customer value in detail. The current study shows the effect of competition on CVA and customer behavioral outcomes. The study further concludes that irrespective of competition, banks that are perceived to be high on CVA will have their customers being loyal. This is very important in the development of bank marketing and product innovation strategies.
Social Media Self Control Failure amongst African College Students and their Online Purchasing Behaviour
(University of Ghana, 2019-06) Tackie, N.N.
The purpose of this study was to examine the effect of social media self-control failure on the online purchasing behaviour of college students. The role of time spent in this relationship was also addressed. The study was designed to explain the cause and effect relationship between social media self-control failure and the constituents of online purchasing behaviour using an analytical research purpose, namely, attitude towards online purchasing, compulsive buying, conspicuous consumption and willingness to buy. Four research hypotheses were developed to understand the relationship. The study employed the use of questionnaires in collecting data relevant to the study. Five hundred and fifty questionnaires were distributed amongst a student sample across three Ghanaian universities (University of Ghana, University of Education and Wisconsin International University College) within thirty days. Out of the distributed questionnaires Five hundred and twenty-six were deemed usable for data analysis. A PLS-SEM approach was used to test the developed hypotheses. The findings of the study revealed that once users experienced social media self-control failure, their online purchasing behaviour was likely influenced by it. The role of time in this relationship was found to be insignificant, and as such, regardless of the time spent on social media the moment self-control failure is experienced, there will be effects on an individual’s behaviour. Group differences generated insights which showed that individuals would reach a point of realisation when social media self-control failure lures them into the engagement of problematic behaviour and that point presents opportunities and challenges which today's marketer must address to benefit from social media use in their operations continuously.