The Impact of Colonialism on the Development of Marketing in Nigeria: A Dyadic Analysis (Published)
For about a century, the British colonial masters took full control of the political, economic and even the social life of the people called Nigerians today. This paper traces the impact of colonialism on the development of marketing in Nigeria. It takes a look at the pre-colonial marketing practices of the nation-states and kingdoms and the development or otherwise of marketing during the era of colonialism in Nigeria. It points out that what the colonialists did or failed to do to develop marketing theory and practice in Nigeria. It adopts a theoretical review of related literature and also took a position on this topic that while the colonialists had set-up some institutions, they did very little to strengthen the institutions and develop human capital in the country. The article makes far-reaching recommendations that will help enrich marketing theory and practice, strengthen marketing institutions and contribute to the general well-being of the people and the nation as a whole.
Keywords: Colonialism, Development, Indirect rule, Marketing, Nigeria, Segregation.
CONTRIBUTION OF BRANDING IN ENHANCING PERFORMANCE OF TOURISM SECTOR IN RWANDA (Published)
Strong branding has become a very important factor that influences consumer’s perceptions of a brand. Success in branding can enhance the performance of Tourism. This arises from understanding and managing the brand correctly to produce strong attributes that influence consumers when making their choices. Considering the increasing competition in the tourism industry, more governments have realized that branding can enhance Tourism and become a powerful tool to differentiate their countries and obtain competitive advantages by improving their image in tourism. The results have shown that the branding campaign in tourism is generally well developed and the image promoted corresponds in great measure with the one perceived by consumers. The value of this research concentrates on the fact that branding can enhance the performance of tourism in any Country. As a relatively new concept, branding still lacks empirical academic research. This study offers an original insight into branding as a tool in enhancing Tourism performance through image analysis. This research focuses on the importance of these dimensions (brand awareness, Tourism brand loyalty, Tourism brand image and perceived quality in enhancing the performance of the tourism sector in Rwanda ) of customer-based brand equity on consumer’s perceptions of a Tourism brand. This is based on the assumption that all these dimensions of customer based-Tourism brand equity have had influence on consumer’s perceptions of the Tourism brand. However, this project aimed to find out which among these three dimensions (brand image, brand loyalty and perceived quality) appears to have the least brand equity in Tourism with respect to Tourism brand awareness, Tourism brand image, and perceived quality and Tourism brand loyalty. A structured questionnaire was constructed to provide answers to research questions. In this study, over fifty questionnaires were distributed, and all of the questionnaires were realized. Despite the academic attention to branding in Tourism, there seems to be no clear path for authorities to follow in establishing their destinations as distinctive and strategic brands, A comprehensive research framework with both qualitative and quantitative methods was used to suggest and assess these brand elements, meanings, and assets for both supply and demand sides of the market.
Keywords: Branding, Development, Marketing, Performance, Tourism
CONTRIBUTION OF BRANDING IN ENHANCING PERFORMANCE OF TOURISM SECTOR IN RWANDA (Published)
Strong branding has become a very important factor that influences consumer’s perceptions of a brand. Success in branding can enhance the performance of Tourism. This arises from understanding and managing the brand correctly to produce strong attributes that influence consumers when making their choices. Considering the increasing competition in the tourism industry, more governments have realized that branding can enhance Tourism and become a powerful tool to differentiate their countries and obtain competitive advantages by improving their image in tourism. The results have shown that the branding campaign in tourism is generally well developed and the image promoted corresponds in great measure with the one perceived by consumers. The value of this research concentrates on the fact that branding can enhance the performance of tourism in any Country. As a relatively new concept, branding still lacks empirical academic research. This study offers an original insight into branding as a tool in enhancing Tourism performance through image analysis. This research focuses on the importance of these dimensions (brand awareness, Tourism brand loyalty, Tourism brand image and perceived quality in enhancing the performance of the tourism sector in Rwanda ) of customer-based brand equity on consumer’s perceptions of a Tourism brand. This is based on the assumption that all these dimensions of customer based-Tourism brand equity have had influence on consumer’s perceptions of the Tourism brand. However, this project aimed to find out which among these three dimensions (brand image, brand loyalty and perceived quality) appears to have the least brand equity in Tourism with respect to Tourism brand awareness, Tourism brand image, and perceived quality and Tourism brand loyalty. A structured questionnaire was constructed to provide answers to research questions. In this study, over fifty questionnaires were distributed, and all of the questionnaires were realized. Despite the academic attention to branding in Tourism, there seems to be no clear path for authorities to follow in establishing their destinations as distinctive and strategic brands, A comprehensive research framework with both qualitative and quantitative methods was used to suggest and assess these brand elements, meanings, and assets for both supply and demand sides of the market.
Keywords: Branding, Development, Marketing, Performance, Tourism
THE ROLE OF INFORMATION TECHNOLOGY IN BUILDING CUSTOMER LOYALTY IN BANKING: (A CASE STUDY OF AGRICULTURAL DEVELOPMENT BANK LTD., SUNYANI) (Published)
The banking industry is constantly facing increasing competition partly due to financial liberalization and technological developments. To survive in an environment of intense competition more Banks have adopted technology – based service options in order to provide excellent customer service to enhance customer loyalty. However, it is becoming increasingly difficult for Agricultural Development Bank Ltd. in Sunyani to satisfy and retain its customers, who are often demanding improved quality services. Failure of the Agricultural Development Bank in Sunyani to efficiently adopt information technology like ATMs, branch networking, etc in the delivery of banking services has slowed down the processes of delivery of banking services leading to queuing and unnecessary service failures which may make it difficult to satisfy and retain the customers. The purpose of the research was to investigate the role of information technology in the development of loyalty in banking. Empirical data for the study were collected through interviews and questionnaires. The results of the study indicate that despite the introduction of IT in service delivery by the Agricultural Development Bank Ltd. in Sunyani, service quality is still low. However, IT has played the role of enhancing customer loyalty by making banking services more personalized, convenient and time–saving. The management of Agricultural Development Bank Ltd. in Sunyani needs to concentrate much of its efforts in terms of time and financial resources to provide quality services by improving the perceived performance of the electronic banking facilities so as to enhance customer loyalty
Keywords: Customer, Development, E-Zwich, Information, Loyalty, Technology
Importance-Performance Analysis of the Marine Tourism in Bawean Islands, Indonesia (Published)
Bawean Islands has four main marine tourism objects among another marine tourism. The four of them are Noko island, White-sand beach, Mayangkara beach, and Sangkapura Harbor. Through years, the number of visitor coming to these islands gets decreased. That is why, an evaluation of visitor satisfaction and service quality of Bawean Islands is needed.The evaluation method used was importance performance analysis (IPA) by comparing performance and importance of supporting Bawean Island marine tourism development. Bawean can be considered to be accommodation facility, cleanliness performance, and availability of public bathing, washing and toilet facilities. From the importance rate, the visitors commonly think that beauty and originality of Bawean marine tourism object is quite important to develop Bawean marine tourism since ecologically, the four tourism objects have a super excellent ecology.
Keywords: Bawean Islands, Development, IPA, Indonesia, Marine Tourism