https://ir.cut.ac.zw:8080/xmlui/handle/123456789/72 Fri, 26 Jun 2026 20:44:26 GMT 2026-06-26T20:44:26Z https://ir.cut.ac.zw:8080/xmlui/handle/123456789/789 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. Thu, 21 Nov 2024 00:00:00 GMT https://ir.cut.ac.zw:8080/xmlui/handle/123456789/789 2024-11-21T00:00:00Z https://ir.cut.ac.zw:8080/xmlui/handle/123456789/783 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. Thu, 23 Mar 2023 00:00:00 GMT https://ir.cut.ac.zw:8080/xmlui/handle/123456789/783 2023-03-23T00:00:00Z https://ir.cut.ac.zw:8080/xmlui/handle/123456789/776 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). Mon, 15 Jun 2015 00:00:00 GMT https://ir.cut.ac.zw:8080/xmlui/handle/123456789/776 2015-06-15T00:00:00Z https://ir.cut.ac.zw:8080/xmlui/handle/123456789/771 A contingent model of moral pride and legitimacy for sustainable ethical leadership Chitimbe, Shorai; Chikazhe, Lovemore; Mashapure, Rahabhi Despite the recognition of the importance of ethical leadership, there is a gap in understanding what enables leaders to sustain it over time and under pressure. This study proposed a process model integrating leader moral pride, earned legitimacy, and leader humility to predict sustainable ethical leadership. Data were collected from 342 academic and administrative staff in four Zimbabwean state universities between May and July 2025. Data were analysed using Hayes PROCESS Macro Model 1 and 7. Results revealed: (1) earned legitimacy emerged as a direct driver of sustainable ethical leadership; (2) Moral pride predicted legitimacy; (3) leader humility demonstrated an independent positive effect on sustainable ethical leadership. The results did not support either the moderation or the moderated mediation predictions, but a dual process in which moral pride influences ethical leadership sustainability through leader-earned legitimacy, whilst leader humility contributes its own unique value in the process. The research contribution: (1) integrating affective and social-cognitive perspectives to explain ethical leadership as a dynamic, sustained process; (2) introducing moral pride as a socially embedded emotional driver which initiates the conferment of legitimacy to leaders by followers. the findings offer practical guidance for nurturing an ethical culture within institutions of higher education. Thu, 01 Jan 2026 00:00:00 GMT https://ir.cut.ac.zw:8080/xmlui/handle/123456789/771 2026-01-01T00:00:00Z