Faculty of Agribusiness and Entreprenuership

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    Prognosticating anthropomorphic chatbots’ usage intention as an e-banking customer service gateway: cogitations from Zimbabwe
    (Emerald Publishing Limited, 2022-03-01) Brighton Nyagadza; Asphat Muposhi; Gideon Mazuruse; Tendai Makoni; Tinashe Chuchu; Eugine T. Maziriri; Anyway Chare
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    Technology Application in Tourism Events: Case of Africa
    (Taylor & Francis, Abingdon,, 2022) Brighton Nyagadza; Tinashe Chuchu; Farai Chigora
    Technology adoption within the tourism industry has grown rapidly. This trend has also attracted Southern African markets. The purpose of this chapter is to explore the impact that technology has made within the tourism industry of Southern African states. This is achieved through systematically reviewing the key digital tourism aspects associated by each of the states discussed. The 16 Southern African Development Community (SADC) member states are broadly explored and the most active are explored in more detail as far as their adoption of technological services such as the Internet and digital tourism is concerned. South Africa is observed to be the most active nation and appears to have a robust approach to implementing digital tourism according to the literature. As a result, most of the digital tourism literature is primarily from a South African perspective. There are indications that digital tourism in Southern Africa is growing and will likely continue to grow with the increase in access to such services
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    Inclusive Education Implementation Challenges Facing Selected Primary and Secondary Schools in Mashonaland East Province in Zimbabwe
    (Unisa Press 2022, 2021) Gideon Mazuruse; Brighton Nyagadza; Tendai Makoni
    Despite many efforts put forth for the successful implementation of inclusive education in primary and secondary schools in Watershed cluster, Marondera district in Mashonaland East province, Zimbabwe, there are numerous challenges being faced in this area. The study aimed at investigating the challenges faced in the implementation of inclusive education in public primary and secondary schools housed in Watershed cluster, Marondera district in Mashonaland East province. Two secondary schools and one primary school were targeted in this study. The study adopted a qualitative design and conducted a few numerical analyses to examine the challenges faced by schools in implementing inclusive education. Thirty learners and 15 teachers were sampled and data was collected through questionnaires, focus group discussions and observations. The research findings indicate that a lack of support from the society, negative attitudes from the teachers, incapacitation of schools and inadequate physical resources that would assist in the implementation of inclusive education were the major challenges. This means that the Zimbabwean Ministry of Primary and Secondary Education (MoPSE) should consider increasing the availability of special needs courses and workshops and conferences for teachers and create funds for renovating and building schools.
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    Development or destruction? Impacts of mining on the environment and rural livelihoods at Connemara Mine, Zimbabwe
    (Taylor and Francis Group, 2022-02-22) Martin Magidi; Promise Machingo Hlungwani
    This study interrogates the impacts of mining at Connemara Gold Mine on the environment and rural livelihoods for surrounding communities the mine. While we acknowledge that mining is a very lucrative business and one of the major drivers of the Zimbabwean economy, we argue that most of the benefits of mining tend to be enjoyed elsewhere and not by host communities. We roped in the Treadmill of Production and the Resource Curse theories to demonstrate the interplay between capitalism, the environment and local ordinary people’s livelihoods around Connemara mine. Data were collected through interviews with local community residents, leaders and stakeholder organizations with interests in mining who were selected through purposive and snowballing techniques. We collected data over a period of 13 weeks, interviewing twenty-five respondents in the process and undertaking a series of transect walks across the mined site and its adjacent surroundings. We discovered that mining caused exten­ sive environmental destruction, creating artificial hills and open pits as well as promoting massive soil erosion, contaminating water and land with dangerous chemicals making them unusable for produc­ tive purposes. As a result, we conclude that mining at the site did not generate wealth for the local populace but for the mine owners and the state while impoverishing the host communities, destroy­ ing their livelihoods in doing so. We conclude by arguing that mining at Connemara is a perfect example of how the Treadmill of Production works and an evident testimony of the Resource Curse.
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    Examining the influence of price-quality inference and consumer attitudes on the inclination to buy non-deceptive counterfeit goods: evidence from South Africa
    (Emerald Publishing Limited, 2022-11-01) Takawira Munyaradzi Ndofirepi; Tinashe Chuchu; Eugine Maziriri; Brighton Nyagadza
    Purpose – The market for counterfeit goods worldwide has continued to grow significantly over the years, attracting the curiosity of researchers in the marketing field. This study aimed to analyse the influence of price- quality inference and attitudes towards economic rewards of purchasing counterfeit products on the intentions to purchase non-deceptive counterfeit products. Design/methodology/approach – The research adopted a quantitative methodology and utilised the cross- sectional survey method to collect data from a sample of 381 respondents comprising university students. The data was then analysed using the computer software Smart PLS 4. Findings – The results established that the respondents’ price-quality inference of counterfeit products was positively associated with the attitudes towards economic rewards of purchasing counterfeit products and intention to purchase counterfeit products. Furthermore, the study revealed that attitudes towards economic rewards of purchasing counterfeit products partially mediated the influence of price-quality inference on customer intention to acquire non-deceptive counterfeit goods. A multigroup analysis of the proposed relationship did not find any statistically significant differences in the pattern of results concerning the gender groups. Research limitations/implications – The significance of the study findings is hampered by the singular focus on university students as a reference point for young people’s perceptions of counterfeit goods in South Africa. The study, however, presents verifiable evidence that marketers and brand managers of genuine products may utilise to develop intervention measures to sway young African consumers away from counterfeits and towards genuine brands. Originality/value – This is one of the few studies in the literature that addresses young adults’ deliberate purchasing of non-deceptive counterfeits in South Africa, an important consumer market in Africa.
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    “Like mom and dad”: using dad narrative analysis to understand how couplepreneurs stimulate their kids’ entrepreneurial mindset
    (Emerald Publishing Limited, 2022-10-17) Eugine Tafadzwa Maziriri; Brighton Nyagadza; Tafadzwa C. Maramura; Miston Mapuranga
    Purpose – This study aims to examine how couplepreneurs foster an entrepreneurial mindset in their kids. Design/methodology/approach – A qualitative research approach with semi-structured interviews was used as the data collection technique. Narrative analysis was conducted on a sample of 20 couplepreneurs in Mthatha, South Africa. Findings – Narratives of how couplepreneurs foster an entrepreneurial mindset in their kids included purchasing toys and games for kids that encourage entrepreneurship; competition and team activities among kids that are related to entrepreneurship; the piggy bank; encouraging kids to read entrepreneurial books; and kid entrepreneur showcases. Research limitations/implications – Sample size challenges are a notable limitation, including research being conducted in only one province of South Africa. Caution is advised when attempting to generalise the results to other contexts. Practical implications – Understanding the strategies used by couplepreneurs to instil an entrepreneurial mindset in children can help parents to influence and encourage their children’s entrepreneurial growth, resulting in more creative and innovative people who make a positive contribution to society, economy and the community. Originality/value – While there is a body of literature on couple entrepreneurship, there are shortcomings in studies examining how coupleprenuers in African countries instil an entrepreneurial mindset in their children. As a result, this study aims to complement the current corpus of African literature on entrepreneurship, particularly in the context of South Africa.
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    The role of self-service technology and graduates’ perceived job performance in assessing university service quality
    (Emerald Publishing Limited, 2022-09-25) Lovemore Chikazhe; Thomas Bhebhe; Brighton Nyagadza; Edmore Munyanyi; Tricia Singizi
    Purpose – This paper aims to investigate how graduates’ perceptions of self-service technology and perceived job performance can be used to assess university service quality. Also, this study examines the mediating role of perceived job performance on the effect of university service quality on graduates’ satisfaction and loyalty. Design/methodology/approach – A quantitative methodology was adopted where university graduates’ perceptions of self-service technology and job performance were used to assess the level of the university’s service quality. Through a cross-sectional survey, data were collected from 280 university graduates employed in Chinhoyi town, Zimbabwe, during the period between August and December 2021. Findings – This study’s findings indicate that self-service technology influences university service quality which in turn impacts on graduates’ perceived job performance, satisfaction and loyalty. Graduates’ perceived job performance was also found to partially mediate the effect of university service quality on satisfaction and loyalty among graduates. Research limitations/implications – This study’s results are instrumental to enable university’s management in developing economies to adopt and improve self-service technologies as this enhances university service quality and graduates’ perceived job performance, satisfaction and loyalty. Originality/value – This paper provides new insights, that is, the incorporation of graduates’ perceptions of self-service technology and job performance in assessing the university’s service quality. This research further clarifies the function of graduates’ perceived job performance in mediating the effect of university service quality on graduate satisfaction and loyalty. This study further adds to our understanding of tools, criteria and methods for assuring university service quality.
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    Examining the influence of social media eWOM on consumers’ purchase intentions of commercialised indigenous fruits (IFs) products in FMCGs retailers
    (Elsevier España, S.L.U., 2023-05-11) Brighton Nyagadza; Gideon Mazuruse; Kennedy Simango; Lovemore Chikazhe; Theo Tsokota; Lesley Macheka
    Despite noteworthy advancement of theoretical and practical knowledge of social media eWord-of-Mouth with evidence from prior empirical research, the influences consumers’ purchase intentions of commercial- ised indigenous fruits products in fast moving consumer goods retailers remains unexplored in academic domain. Therefore, the purpose of the study is to examining the role of social media word-of-mouth on con- sumers’ purchase intentions of commercialised indigenous fruits products in fast moving consumer goods retailers. It is based on a nomothetic quantitative methodology, where a survey was applied to collect responses from consumers of commercialized indigenous fruits products in selected fast moving consumer goods retailers in Marondera town, in Mashonaland East province of Zimbabwe. The structural equation modelling validated results confirm that quality, source credibility, usefulness of information and informa- tion adoption have influence on social media electronic word-of-mouth on consumers’ purchase intentions of commercialised indigenous fruits products in fast moving consumer goods retailers. In line with the cur- rent research results, complementary cross-sectional studies using the same methodology in different geo- graphical areas in the same focus can be applied to check for relevancy, reliability and applicability. However, the current study, originally contributes to digital marketing, information communication technol- ogies or information systems and food marketing practice and theory building. Further to this, it provides researchers with an agenda for future research directions.
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    Opt-in e-mail marketing influence on consumer behaviour: A Stimuli–Organism–Response (S–O–R) theory perspective
    (2023-02-28) Neo Ligaraba; Tinashe Chuchu; Brighton Nyagadza
    The paper examines the influence of opt-in e-mail marketing on con­ sumer behaviour. The study attempts to extend the Stimuli–Organism–Response (S– O–R) theory that has been broadly explored in consumer research. Following a critical review of the literature organization approach, a hypothetical model has been proposed for this study, based on identified factors, such as, informational value, entertainment-based message content, layout, visual appeal, attitude toward e-mail advertising and intention towards the sender in the context of opt-in email marketing. Data were collected in South Africa through an online survey of 436 opt- in e-mail marketing subscribers. Structural equation modelling (SEM) was employed to measure the proposed hypotheses of the study. The research results suggest that even during a pandemic, e-mail marketers could employ certain features in pro­ motional and informational e-mail marketing communication, particularly infor­ mational value, entertainment-based message content, layout, visual appeal, as a means to design their e-mail marketing messages and plan e-mail advertising campaigns. The findings of the study are intended to advance the e-mail marketing knowledge base to help marketers during a pandemic, such as COVID-19. The paper provides marketers with relevant insights on how to effectively engage with e-mail subscribers.
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    The influence of Covid-19 on consumer behaviour: a bibliometric review analysis and text mining
    (Emerald Publishing Limited., 2023-05-04) Abu Bashar; Brighton Nyagadza; Neo Ligaraba; Eugine Tafadzwa Maziriri
    Purpose – This paper is a bibliometric analysis of articles published on the influence of Covid-19 on consumer behaviour. Design/methodology/approach – Biblioshiny and VOSviewer applications are employed for the bibliometric analysis and visualisation, respectively. Findings – The most influential documents, authors, affiliations, countries and journals are presented. Citation, Co-citation and keyword co-occurrence analysis is conducted and presented in the form of a clustered network diagram. Practical implications – This paper found three main themes of the research in consumer behaviour amid Covid-19 a) Food purchasing decisions and food wastage, b) Adoption of technology and c) Intrinsic and extrinsic influence on consumer behaviour. Social implications – The Covid-19 pandemic has shaken the world’s economy and left behind its adverse effect on almost every walk of life. Consumer behaviour is no exception, studies have reported paradigm shifts in the way consumers are reacting to marketing stimuli, making purchase and consumption decisions. For the marketers to sustain profitability, they need to understand the changing behaviour and tailor their offerings accordingly. Originality/value – The article offers the emerging theme and sub-themes in the consumer behaviour research that leads to future expansion of this research domain.