Trust and Real Estate Marketing In Ghana: Experience from the Local People (Published)
Acquiring a house property is the ultimate goal of every individual in the developed and developing countries. Few scholarly studies have been conducted on customer behaviour towards real estate marketing as well as determining the trust levels of customers that may influence their decision towards real estate marketing in emerging economies. The study employed the qualitative method for data analysis. From the use of in-depth interviews with thirty (30) respondents, this study explores the various causes of customers’ high and low trust levels in engaging in real estate marketing within the Kumasi Metropolis of Ghana. Findings indicated that customers may either opt for building their own house or purchasing a house property from real estate companies for accommodation. The decision to either build or buy a house property are based on customers’ trust in real estate companies to suit the preferences and expectations. Customers place emphasis on convenience, past experiences, credentials and willingness and availability of real estate agents as a positive contributing cause of trust and these are of importance to any customer who attains house ownership through real estate companies. However, themes developed from the interviews were causes of customers’ mistrust towards real estate companies which were the unscrupulous behaviour of real estate markets, fraudulent activities, the emergence of real estate in Ghana as a new sector, inability to build to suit preferences, incomplete information and lack of transparency, delay in possession and lack of maintenance related issues.
Keywords: Trust, customer behaviour, real estate marketing
New Normal Chief Marketing Officer (CMO): Branding Cybersecurity as a Return on Trust Beyond Pandemic? (Published)
The Covid-19 pandemic has changed the business world and Cyberattacks are becoming diversified and sophisticated. With widespread digitally remote-work phenomena and lack of an organization-wide comprehensive Cyber risk strategy, the data protection, trust, and brand reputation are at risk. The purpose of the study is to explore Cybersecurity as a Return on Trust and part of the Chief Marketing Officer (CMO) responsibility as corporations confront the New Normal (NN) opportunities. And does this research offer insight by addressing three main questions? (1) How to address cyber risks from a marketing perspective? (2) How to scale customer trust and best engage with customers without sacrificing sensitive information? (3) How to maximize the role of empathy in an economic downturn while maintaining a brand reputation? This study examined the CMO’s new normal strategy for an extraordinary audience reaches with creativity to re-introduce the brand’s value for all the stakeholders. The results of the study revealed stand-out brand delivery and maintenance of striking motivated employees for competitive advantage requires empathy and innovative marketing plans, shifting channel strategies, budget, and resources while passionately connecting with customers. Findings offer guidance to the CMO’s in cyber risk mitigation for robust business value, customer satisfaction, and the strengthening interconnections with public health, economy, and government. The study concludes that the new normal CMO act as a hub of collaboration to help advance brand delivery preparedness for future disasters by actively responding to customers’ voices and changing behavior for a sustainable future. Key implications for academics, practitioners, and policymakers are discussed.
Keywords: Branding, Chief Marketing Officer, Cybersecurity, Empathy, Trust, new normal
Relationship between Quality Signals’ Credibility, Trust in Food System Actors, Perceived Quality and Intention to Buy (Published)
This paper investigates the relationship between brands/certification labels credibility, trust in food system actors, perceived quality and intention to buy food products. The sample, consists of a total of 317 rice consumers who purchase rice from modern retail outlets in cities of Saint-Louis, Thiès and Dakar. Data are collected through questionnaire and analyze through descriptive statistics, Pearson correlation coefficient, and an approach based on Ordinary Least Squares Regression and the Bootstrap Method. Brands and certification labels, considered here as two types of quality signals, are seperately studied. Findings indicate that brands/certification labels credibility has a direct and positive influence on intention to buy food products that have these types of quality signals. In addition, this relationship is mediated, both seperately and together, by trust in food system actors who issue these types of quality signals and perceived quality of these food products. A significant difference is found in the comparison to reveal the more powerful mediating variable in terms of mediation effect. The overall model for each type of quality signal is significant.
Keywords: Credibility, Food, Quality, Trust, buy
Impact of Service Quality on Customer Trust, Purchase Intention and Store Loyalty, with mediating role of Customers’ Satisfaction on Customer Trust and Purchase Intention (Published)
Service Quality is most important dimension on which customer satisfaction is based. The main theme behind this research paper is to examine the impact of Service Quality on Customer trust, Purchase Intention and Store Loyalty where Satisfaction performs the role of mediator with Trust and Purchase Intention. Also, this study will analyze the impact of Store image on store Loyalty. This study is conducted mainly under the context of Grocery shopping in Jeddah, Saudi Arabia. Sample of 322 has been taken by using convenient sampling. Results show that all predicted hypothesis has been accepted after conducting the regression test. Positive impact has been seen between service quality and trust, service quality and purchase intention, and service quality and store loyalty. Also mediating role of customer satisfaction has been seen on customer trust and purchase intention. Finding also reveals that store image positively impact the store loyalty. This study will be helpful for researchers for future consideration in Saudi Arabia which provide useful implications as well.
Keywords: Purchase Intention, Satisfaction, Service Quality, Store Loyalty, Trust, store image