https://ir.cut.ac.zw:8080/xmlui/handle/123456789/4 2026-06-26T19:52:25Z 2026-06-26T19:52:25Z Chikazhe, Lovemore Moyo, Thenjiwe Mandibaya, Hamudiwamwe Madzimure, Grace Portia Kuda Ngorora Chinyani, Estery F. Kamoyo, Michael https://ir.cut.ac.zw:8080/xmlui/handle/123456789/789 2026-06-16T08:16:55Z 2024-11-21T00:00:00Z

Celebrity Endorsement, Customer Attitude and Brand Selection as Determinants of the Fast-Food Industry Performance: The Moderating Role of Customer Age and Perceived Service Quality Chikazhe, Lovemore; Moyo, Thenjiwe; Mandibaya, Hamudiwamwe; Madzimure, Grace Portia Kuda Ngorora; Chinyani, Estery F.; Kamoyo, Michael The use of celebrity endorsement as part of the overall marketing communication plan is growing in importance. Similarly, celebrity endorsement helps to advertise offerings and draw customers’ attention. Thus, the current study sought to examine celebrity endorsement, customer attitude, and brand selection as determinants of the fast-food industry performance. A cross-sectional survey of 550 fast food customers was conducted in Harare, Zimbabwe between February and March 2023. A purposive sampling method was used to select respondents. The study’s findings confirm all direct relationships. A partial mediation effect of brand awareness and customer attitude on the celebrity endorsement and fast food performance relationship was also confirmed. Also, customer age and perceived service quality were found to moderate the relationship between celebrity endorsement and fast food industry performance relationship. Management within the fast food industry were advised not to treat all the study variables in isolation since they complement each other. This is meant to improve the performance of firms within the retail fast food industry. The current study findings are useful as no study has been conducted within emerging markets within the sub-Saharan region to focus on customer attitude and brand selection as mediators between the celebrity endorsement and business performance relationship within the fast food industry. Moreover, little is known about prior studies that included customer’s age and perceived service quality as moderators of the effect of celebrity endorsement on retail business performance. Thus, the current study findings narrow this knowledge gap in the literature.

2024-11-21T00:00:00Z Kaondera, Prosper Raphael Chikazhe, Lovemore Munyimi, Tinotenda Fredrick Nyagadza, Brighton https://ir.cut.ac.zw:8080/xmlui/handle/123456789/783 2026-06-10T10:31:15Z 2023-03-23T00:00:00Z

Buttressing customer relationship management through digital transformation: perspectives from zimbabwe’s commercial banks Kaondera, Prosper Raphael; Chikazhe, Lovemore; Munyimi, Tinotenda Fredrick; Nyagadza, Brighton As a way of buttressing customer relationship management, it is prudent that banks integrate digital transformation as a matter of urgency. To this end, our study’s objective was to establish the contribution of digital transformation on customer relationship management within the banking sector. Our study was hinged on Technology Acceptance Theory and the Identify, Differentiate, Interact and Customise Theory. The sample (348) for the study was drawn from 5 commercial banking employees, and these were randomly selected. A structured questionnaire with Likert type questions was used to collect data, which was analysed using SPSS. Our research findings indicate a positive relationship between digital transformation and customer relationship management. The current study recommends measures that guide the development of digital transformation processes within the banking sector. This research is important as it provides solutions, which can assist management and contact centres for commercial banks to manage customer relationships in modern business. Specifically, our research introduces a new e-customer relationship management system that is technically embedded into e-banking channels.

2023-03-23T00:00:00Z Mabvure, Tendai Joseph Gwangwava, Edson Manuere, Faitira Mutibvu, Clifford Kamoyo, Michael https://ir.cut.ac.zw:8080/xmlui/handle/123456789/777 2026-05-28T10:42:34Z 2012-11-01T00:00:00Z

Non Performing loans in Commercial Banks: A case of CBZ Bank Limited In Zimbabwe Mabvure, Tendai Joseph; Gwangwava, Edson; Manuere, Faitira; Mutibvu, Clifford; Kamoyo, Michael The purpose of the study was to find out the causes of non-performing loans in Zimbabwe. Loans form a greater portion of the total assets in banks. These assets generate huge interest income for banks which to a large extent determines the financial performance of banks. However, some of these loans usually fall into non-performing status and adversely affect the performance of banks. In view of the critical role banks play in an economy, it is essential to identify problems that affect the performance of these institutions. This is because non-performing loans can affect the ability of banks to play their role in the development of the economy. A case study research design of CBZ Bank Limited was employed. Interviews and questionnaires were used to collect data for the study. The paper revealed that external factors are more prevalent in causing non performing loans in CBZ Bank Limited. The major factors causing non performing loans were natural disasters, government policy and the integrity of the borrower.

2012-11-01T00:00:00Z Manuere, Faitira Gwangwava, Edson Jengeta, Mirriam https://ir.cut.ac.zw:8080/xmlui/handle/123456789/776 2026-05-28T10:11:33Z 2015-06-15T00:00:00Z

Strategic Pricing and Firm Success: A Study of SMEs in Zimbabwe Manuere, Faitira; Gwangwava, Edson; Jengeta, Mirriam Small to medium enterprises in Zimbabwe face a number of challenges. Access to financing continues to be a significant impediment to the creation, survival and growth of SMEs. SMEs are perceived to be a high risk profile by financial institutions. Managerial skills in handling finances and other technical requirements are often limited. This study focuses on yet another critical factor that determines the success and viability of any business. It is strategic pricing. This factor has received very little attention from researches. SMEs have multiple costs such as licensing, property fees, electricity, administrative costs, mailings and advertising. Strategic pricing means analysing diverse factors and deciding on a price that will cover costs of goods, overhead and gross margin. To that end, this study wishes to show the relationship between strategic pricing and firm performance in the context of Zimbabwe. Thus the relationship between strategic pricing and firm performance is measured using the following business perspectives, namely, profit maximisation, sales maximisation, customer satisfaction, survival, liquidity achievement, price differentiation and cost coverage. The questionnaire approach was used to collect data from a convenient sample of 50 SMEs drawn from all sectors of the economy. The study was conducted in Gokwe District in the Midlands Province. The SPSS Version 20 Software was used to analyse data. The results of the study show that there is a positive relationship between strategic pricing and firm performance (r = 0,654, p = 0, 01).

2015-06-15T00:00:00Z