SIMON NIMAKO | University Of Education, Winneba (original) (raw)

Papers by SIMON NIMAKO

African Journal of Business and Economic Research, 2016

This paper aims at extending sequential loyalty model by proposing and empirically validating sim... more This paper aims at extending sequential loyalty model by proposing and empirically validating simultaneous and formative re-conceptualizations of the four-stage brand loyalty model within the telecommunication industry in an emerging economy context. The proposed models were tested using data collected from a cross-section of 227 subscribers of four leading multi-national mobile networks in Ghana. A response rate of 67.1% was obtained for data analysis using Partial Least Square (PLS) Structural Equation Modeling (SEM). The findings indicate that while consumer loyalty follows a sequential order, from cognitive to affective to conative to behavioural loyalty dimensions, the alternative simultaneous loyalty model and implicit-explicit model appears to better capture the complexity of consumer behaviour, and predicts behavioural loyalty (R2 = 0.60) better than the sequential model (R2 = 0.45). The findings further demonstrate that the proposed formative specification of loyalty could ...

Purpose – The purpose of this paper is to empirically examine the relationsh ip between lucky dra... more Purpose – The purpose of this paper is to empirically examine the relationsh ip between lucky draw sales promotion (LDSP) and the four phases of brand loyalty in the telecommuni cation industry. Design/methodology/approach – A self-admin istered structure questionnaire was used to collect primary data from conveniently sampled 338 lucky draw winners in the Ghanaian telecommunication industry. A response rate of 67.1 perce nt was obtained for data analysis using structural equation modeling approach. Findings – It was found that LDSP positively relate to cognitive brand loyalty, and to behavi oral brand loyalty through affective and conative brand loyalty. All hypothesized relationships among the sequential four-stage loyalty were confirmed, except the direct relationship between LDSP and behavioral brand loyalty. Research limitations/implications – The findings are limited to lucky draw winners in the telecommunication industry. Practical implications – Marketers can increase brand loyalty and profit more from their customers through targeted programs with hedonic benefits to build strong commitment level (conative brand loyalty), strong favoritism (affective brand loyalty) and strong beliefs about the superiority (cognitive brand loyalty) of a brand. Originality/value – Theoretical ly, this study fills the void of empirical studies on non-price sales promotion techniques of lucky draw and customer brand loyalty in the telecommunication sector in developing economy context, and contributes to the body of knowledge in the area of custo mer brand loyalty and LDSP. Keywords Ghana, Brand loyalty, Lucky draw, Sales promotion, Telecommunication industry Paper type Research paper

This paper, which was a part of a larger study, sought to empirically examine the role of expecta... more This paper, which was a part of a larger study, sought to empirically examine the role of expectation and desire in customer satisfaction (CS) formation in Ghana's mobile telephony Industry (GMTI). It involved a cross-sectional survey that used a self-administered structured questionnaire to collect data from 1000 individual subscribers selected from four mobile telecom networks. The findings indicate that expectation disconfirmation (ED) and desire disconfirmation (DD) are two separate constructs that individually and simultaneously affect overall customer satisfaction (OCS), with ED having a stronger impact on OCS. Expectation and desire of customers should be managed effectively since both have collectively stronger impact on OCS than their individual effect on OCS. Customers’ expectation and desire differ according to education. The paper contributes to the body of knowledge in the area of managing customer expectations and desires in CS formation in mobile telephony context...

The study is an exploratory study that evaluates computer security awareness and computer securit... more The study is an exploratory study that evaluates computer security awareness and computer security vulnerabilities based on user practices among computer users in two public higher institutions in Ghana. Using a cross-sectional survey and a convenient sampling technique, the target population was identified as three subgroups namely faculty staff, administrative staff and students. The study reveals that different levels of computer security awareness exist among sub groups of each institution. Sub groups also differ in computer security vulnerabilities in some areas for each institution and between institutions. Key findings include differences in perception of remote connection to computer while on a network, seemingly inappropriate usage of anti-virus protection among computer users, computer security vulnerabilities created by the computer and password sharing behavior of users, among others. Limitations and future research have been suggested. The study also provides important ...

International Business Research, 2016

This paper examines the extent to which service use experience, commitment and perceived positive... more This paper examines the extent to which service use experience, commitment and perceived positive corporate reputation affect loyalty behaviour of dissatisfied stayers in mobile telephony context. Drawing on relationship marketing and switching behaviour literature a conceptual framework was developed and tested using partial least square structural equation modelling. The proposed model was validated with data from 736 subscribers of six global providers of telecommunication services. Results show that commitment and corporate reputation have significantly positive influence on the loyalty of dissatisfied stayers. Generally, the present study confirms existing marketing literature that dissatisfied customers may not necessarily switch while making unique contribution on the influence of corporate reputation as a switching barrier for dissatisfied customers. The managerial and theoretical implications are discussed.

The paper examines factors that most importantly affect customer adoption of ATMs in Ghanaian ban... more The paper examines factors that most importantly affect customer adoption of ATMs in Ghanaian banking industry. The study was a cross-sectional survey that employed the use self-administered questionnaire to collect data from a sample of 256 respondents through personal contact. Through confirmatory factor analysis approach using AMOS 18.0, the findings indicate that, two items of perceived ease of use, four items of perceived benefits and two items of perceived barriers critically affect the adoption of ATMs in the research context. Given that the research model is theoretically grounded and indicates high goodness-of-fit indices, factor loadings, validity and reliability, it offers practitioners the basis for developing effective customer driven strategies for delivering ATM services. In spite of the limitations of the study, the findings also confirm and further our understanding of factors affecting consumer adoption of technology in electronic banking.

International Journal of Scientific & Technology Research

This paper empirically examines Customer Satisfaction (CS) with internet banking service quality ... more This paper empirically examines Customer Satisfaction (CS) with internet banking service quality (IBSQ) in the Ghanaian banking industry. The study was a cross-sectional survey that employed the use self-administered questionnaire to collect primary data from a sample of 200 respondents of two banks through personal contact. The findings are that customers of Merchant Bank, Ghana (MBG) are more satisfied with the IBSQ than those of Ghana Commercial Bank (GCB). Moreover, income influenced the satisfaction of customers for IBSQ generally. It was found that, generally, customers of the two banks are dissatisfied with the promptness of reception of responses to customer request, the ability to be guided online to res olve problems, offering of preferentially lower fees/ rates and charges, and reasonability of the transaction fee for online banking transactions, but are less satisfied with the quickness of web pages loading when using online banking transactions. Theoretical and managerial implications of the findings have been discussed, and limitations are noted. The paper contributes to the literature in area of customer satisfaction in electronic banking.

This study, which was part of a larger study, empirically examines customer priority regarding di... more This study, which was part of a larger study, empirically examines customer priority regarding dimensions of Service Quality (SQ) delivered by Mobile Telecommunication Networks (MTNs) in Ghana. The study involved a cross-sectional survey that used a structured questionnaire administered to 1000 individual subscribers from four mobile telecom networks. The findings indicate that Technical Quality is the most important SQ dimension to the customers, followed by Empathy, Reliability, Economy, Responsiveness, Image, and Assurance, while Tangibles dimension was rated the least important in Ghana's MTNs. The study also found that customer priority regarding SQ dimensions is significantly similar across MTNs. Moreover, it was found that age, occupation and income significantly influence customer priority in SQ dimensions, and could thus be important variables for market segmentation and targeting in Ghana's MTNs. It is recommended that the National Communication Authority, the regu...

This paper empirically examines the extent to which service quality affects customer satisfaction... more This paper empirically examines the extent to which service quality affects customer satisfaction and behaviour intention in mobile telecommunication industry. The study involved a cross-sectional survey of 1000 respondents using structured questionnaire personally administered. A usable 937 questionnaire were retrieved and analysed using Structural Equation Modelling (SEM) method. The findings indicate that Tangibles, Customer Relations, Real Network Quality and Image quality aspects of service quality positively affect customer satisfaction, which in turn affects behaviour intention in Ghana's mobile telecom industry. Theoretically, it found a strong relationship between service quality, satisfaction and behaviour intention and that service quality and satisfaction may be viewed as two separate constructs. Managers could influence behaviour intentions and satisfaction through the four critical aspects of SQ unique to the mobile telephony industry. The paper contributes to the ...

The paper proposes a global definition of consumer switching behaviour (CSB) and presents a compr... more The paper proposes a global definition of consumer switching behaviour (CSB) and presents a comprehensive conceptualization of CSB typology that require future research attention. The paper discusses research gaps emerging from the object of switching behaviour, bi-directionality of CSB, context of switching, voluntariness of switching, partiality of switching behaviour, time dimensions in switching, segments of switching behaviour, switching as an outcome and a process, consciousness and complexity of the switching process, cognitive and affective dimensions of switching process, and intentions and actual switching phenomena. The paper contributes to the body of knowledge in the area of consumer switching behaviour.

The paper extensively reviews the literature on theories of Consumer Switching Behaviour (CSB) an... more The paper extensively reviews the literature on theories of Consumer Switching Behaviour (CSB) and proposes a synthesized model of CSB for explaining the phenomenon in the context of mobile telecommunication industry in developing countries. The proposed model extends existing Push-Pull-Mooring Theory of consumer switching by incorporating the influence government policy, switching intention abortion factors as well as the psychological, emotional and behavioural consequence of switching on consumer and their former and new service providers. Future research to test the proposed model is suggested. It contributes to the consumer behaviour literature.

International Journal of Business and Economics Research, 2014

The paper empirically assesses the impact of Partial Least Squares Structural Equation Modelling ... more The paper empirically assesses the impact of Partial Least Squares Structural Equation Modelling (PLS-SEM) training on academic staff's intentions to adopt PLS-SEM software in their future research work. Our original contribution to knowledge is the application of the Technology Adoption Model (TAM) to study faculty intention to adopt SEM data analysis software in an under-researched context of developing country Higher Institution of Learning (HIL). Building upon the TAM, we developed a research model that conceptualises PLS-SEM training as an external variable that affects the technology adoption process. The research model was tested using data from 34 faculty members who fully participated in a PLS-SEM training workshop at the

Urban Studies Research, 2013

The researchers developed an instrument for measuring student housing quality (SHQ) in Higher Ins... more The researchers developed an instrument for measuring student housing quality (SHQ) in Higher Institutions of Learning (HIL) in Ghana. The paper sought to validate the student housing quality scale (SHOQUAL) through factor analysis approach. 700 respondents were sampled from two public HIL in Ghana in a cross-sectional survey that used a self-administered structured questionnaire for data collection. Confirmatory factor fnalysis (CFA) was conducted to detect the underlying latent variables that significantly determine SHQ in Ghanaian HIL. The findings indicate that four emerged SHQ dimensions relevant to the research context were labelled as follows: core facility quality, enabling facility quality, support facility quality, and cost of housing. The constructs in the derived model possess high reliability and validity. Student housing service providers could conveniently use the derived instrument items for measuring SHQ in HIL. Implications are discussed and limitations are noted. ...

Journal of business management, Jan 23, 2013

This paper principally addresses the issue of construct specification and misspecification within... more This paper principally addresses the issue of construct specification and misspecification within the context of the application of Push-Pull-Mooring (PPM) theory of consumer switching behaviour (CSB), and what implications it has for practicing marketing researchers. Despite the prospects of the PPM framework as a dominant paradigm for current and future research, there is evidence of divergent specification of constructs for the PPM framework in empirical studies. This study addresses this problem by applying empirical guidelines to determine the correct specification for the PPM framework, and uses an empirical illustration to demonstrate the potential consequence of misspecifying the PPM constructs in business. The findings indicate that about 67% level of construct misspecification exist in available research applying the PPM model in CSB literature. Pull, Push, and Mooring effects are identified as multi-dimensional construct that should follow a first-order reflective, second-order formative specification in the application of the full model. The findings also indicate that misspecification has potentially negative consequence on the validity, content and parsimony of measurement models in the PPM framework. Recommendations for practicing researchers are discussed. The paper furthers our understanding of construct specification and misspecification in theory development in business research.

International Journal of Scientific & Technology Research, 2013

This paper empirically examines the the use of computer and Internet facilities among the undergr... more This paper empirically examines the the use of computer and Internet facilities among the undergraduate construction technology students in UEW, Ghana. The study was a cross-sectional survey of 499 respondents using structured questionnaire personally administered. A usable 358 questionnaire were returned, representing 71.7% response rate and analysed using Structural Equation Modelling approach. The findings indicate that the proposed model has high goodness-of-fit for student’s use of computer. It also found that access to Internet, classroom based learning with Internet and non-classroom based learning with Internet could be influenced by students’ computer use. Theoretically, the study fills the dearth of conceptual models in understanding the critical determinants that influence students’ computer use in the high education level in developing country context. It provides important implications for educational management in higher education. This paper contributes to the body of...

Academics are expected to have good academic writing expertise since writing scholarly articles a... more Academics are expected to have good academic writing expertise since writing scholarly articles and getting them published in scholarly journals is a core activity in the career of an academic. The paper reports an intervention to assist senior members (SMs) who have limited experience in academic writing to improve upon their academic writing expertise. The main intervention was the use of a five-day research workshop. Fifteen SMs of the College of Technology Education, Kumasi of the University of Education, Winneba in Ghana participated in the workshop. Interviews and structured questionnaire were used to collect data on perceived improvement in respondents‟ academic writing expertise after their participation in the workshop. The results showed that, through the workshop, there was significant improvement in participants‟ motivation for academic writing and their ability to write effectively, the main sections of a research paper (e.g., Introduction and the problem statement, lit...

International Journal of Business and Emerging Markets, 2016

This paper assesses the moderating role of satisfaction, trust and brand image within implicit an... more This paper assesses the moderating role of satisfaction, trust and brand image within implicit and explicit brand loyalty framework in mobile telecommunication services in Ghana. The proposed model was evaluated based on data from 338 consumers obtained from a cross-sectional survey. Partial least square (PLS) structural equation modelling (SEM) was used to analysed data. The results show that implicit loyalty, comprising of cognitive, affective and conative, makes significant influence on explicit loyalty; the moderating role of satisfaction on this relationship was strongly supported while the role of trust and brand image were partially significant. This paper provides theoretical extensions to sequential loyalty models. Despite its contextual limitations, the paper implies that marketing managers need to develop marketing and loyalty strategies that result in better customer satisfaction, induce more trust in the brand and project the image of the brand high to build a stable customer base which is a core business asset.

ATDF JOURNAL, 2010

... Simon Gyasi Nimako Department of Management Education, University of Education, Winneba, Ghan... more ... Simon Gyasi Nimako Department of Management Education, University of Education, Winneba, Ghana (UEW) (Email: sim.ekomerce@gmail.com; simongn200331 ... This perspective is grounded in the expectancy disconfir-mation theory proposed by Richard Oliver (Oliver, 1980). ...

Asian Journal of Business Management, 2013

This study empirically examines the critical antecedents of behavioural intentions and the struct... more This study empirically examines the critical antecedents of behavioural intentions and the structural interrelationships that exist among the antecedents in the hotel industry in Ghana. The study was a cross-sectional survey of 700 respondents using structured questionnaire personally administered. A usable 359 questionnaire were obtained, representing 51.3% response rate and analysed using Structural Equation Modelling approach. The findings indicate that the proposed model has high goodness-of-fit indices and explains 89.5 and 91% of the two behavioural intention variables loyalty and Positive Word of Mouth Communication (PWOMC) respectively. It also found that loyalty could be influenced through PWOMC, customer satisfaction, perceived service quality, perceived value and perceived quality of ambient factors, whereas PWOMC was influenced by satisfaction, perceived value and perceived quality of Ambient factors. Theoretically, the study fills the dearth of conceptual models in understanding the critical determinants of BI in the hotel sector in developing country context. It also provides important implications for marketing management in hotel industry. Limitations of the study are noted and recommendations for future research have been suggested. This study contributes to the body of knowledge in the area of consumer loyalty in the hospitality industry.