Papers by Eric Yeboah-Asiamah
African Journal of Economic and Management Studies, Mar 14, 2016
Purpose – The purpose of this paper is to empirically examine the relationship between lucky draw... more Purpose – The purpose of this paper is to empirically examine the relationship between lucky draw sales promotion (LDSP) and the four phases of brand loyalty in the telecommunication industry. Design/methodology/approach – A self-administered 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 percent was obtained for data analysis using structural equation modeling approach. Findings – It was found that LDSP positively relate to cognitive brand loyalty, and to behavioral 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 – Theoretically, 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 customer brand loyalty and LDSP.
Journal of African Business, Feb 26, 2018
The paper examines the influence of mobile money usage on customer continuance intention (CCI). T... more The paper examines the influence of mobile money usage on customer continuance intention (CCI). The study conveniently sampled 507 mobile money users to test the research model using PLS-SEM. Satisfaction, trust and active usage of mobile money were found to influence CCI. Active usage of mobile money was also confirmed as a mediator in the relationship between satisfaction and trust, on customer continuance. The study thus validated a theoretical model of customer continuance intention as it relates to mobile money usage. It has also provided a new perspective on managing customer churn in an emerging market.
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.
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 ...
Journal of African Business, 2018
The paper examines the influence of mobile money usage on customer continuance intention (CCI). T... more The paper examines the influence of mobile money usage on customer continuance intention (CCI). The study conveniently sampled 507 mobile money users to test the research model using PLS-SEM. Satisfaction, trust and active usage of mobile money were found to influence CCI. Active usage of mobile money was also confirmed as a mediator in the relationship between satisfaction and trust, on customer continuance. The study thus validated a theoretical model of customer continuance intention as it relates to mobile money usage. It has also provided a new perspective on managing customer churn in an emerging market.
International Journal of Business and Systems Research
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.
African Journal of Economic and Management Studies, 2016
Purpose-The purpose of this paper is to empirically examine the relationship between lucky draw s... more Purpose-The purpose of this paper is to empirically examine the relationship between lucky draw sales promotion (LDSP) and the four phases of brand loyalty in the telecommunication industry. Design/methodology/approach-A self-administered 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 percent was obtained for data analysis using structural equation modeling approach. Findings-It was found that LDSP positively relate to cognitive brand loyalty, and to behavioral 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-Theoretically, 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 customer brand loyalty and LDSP.
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.
African Journal of Economic and Management Studies, 2016
Purpose-The purpose of this paper is to empirically examine the relationship between lucky draw s... more Purpose-The purpose of this paper is to empirically examine the relationship between lucky draw sales promotion (LDSP) and the four phases of brand loyalty in the telecommunication industry. Design/methodology/approach-A self-administered 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 percent was obtained for data analysis using structural equation modeling approach. Findings-It was found that LDSP positively relate to cognitive brand loyalty, and to behavioral 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-Theoretically, 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 customer brand loyalty and LDSP.
Journal of African Business, 2018
The paper examines the influence of mobile money usage on customer continuance intention (CCI). T... more The paper examines the influence of mobile money usage on customer continuance intention (CCI). The study conveniently sampled 507 mobile money users to test the research model using PLS-SEM. Satisfaction, trust and active usage of mobile money were found to influence CCI. Active usage of mobile money was also confirmed as a mediator in the relationship between satisfaction and trust, on customer continuance. The study thus validated a theoretical model of customer continuance intention as it relates to mobile money usage. It has also provided a new perspective on managing customer churn in an emerging market.
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 multinational 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 (R 2 = 0.60) better than the sequential model (R 2 = 0.45). The findings further demonstrate that the proposed formative specification of loyalty could explain loyalty in telecommunications context better than the sequential loyalty model does. Theoretical and managerial implications are discussed. The paper
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Papers by Eric Yeboah-Asiamah