A general belief is that Mobile Money (mMoney) has the catalytic effect of spurring mCommerce growth and driving financial inclusion in developing nations like Nigeria. In Nigeria, mMoney service is certainly a new financial service innovation in the country, and as a result critical issues surrounding its early critical mass adoption, including its perceived usefulness, remain largely opaque. In this paper, our aim was to explore factors influencing perceived usefulness of mMoney by using the extended technology acceptance model (TAM) as the theoretical underpinning of our work. This work is based on a usable sample of 127 respondents from two major cities in Nigeria. Overall, the study's results indicate that perceived regulator assurance, service affordability, convenience, proximity to the nearest bank branch, and worry over ease of use are significant predictors of mMoney perceived usefulness. The work helps shed new insights about the significant factors that are closely related to the consumer's perception of the relevance of mMoney services (to his/her financial needs). In sum, the study is an initial step to addressing the issue of perceived usefulness of mMoney service, including its pivotal importance to laying a solid foundation for mCommerce growth in Nigeria and similar sub-Saharan African (SSA) countries.
Purpose To examine the key factors that can engender initial trust in mobile money and to also determine whether initial trust can contribute to the perceived value of mobile money, use and recommendation intentions. More specifically, this paper, based on initial trust building model, aims to identify the institutional, cognitive and socially related factors enhancing initial trust in mobile money and its relationship with perceived value, use and recommendation intentions. Design/methodology/approach A self-administered questionnaire was used to collect data from 781 research participants. Variance-based structural equation modelling was used to examine the proposed research model. Findings This research shows the importance of the institutional factor of structural assurance, in conjunction with perceived firm reputation and communicability, in engendering initial trust in mobile money and, in turn, enhancing perceived value, use and recommendation intentions. The research further confirms the mediating influence of perceived value in the relationships between initial trust, use and recommendation intentions. Originality/value The originality of this work lies in the development and empirical confirmation of the research model and which together contributes to an increase understanding of initial trust building in mobile money acceptance. Value-wise, this work has the potential to inform managerial and public policy interventions by helping mobile money operators and policymakers’ rollout essential and even sophisticated financial services like borrowing using the mobile phone for the financially under-served in developing and trust-deficit settings.
Purpose Religion is one of the factors that are considered in developing marketing strategy. Therefore, the purpose of this study is to examine the moderating role of religion (Islam and Christianity) in the relationship between SERVQUAL dimensions and satisfaction of hotel guest in Nigeria. Design/methodology/approach The data for this study was collected from 400 hotel customers in Nigeria (Zamfara and Anambra), and was analyzed using structural equation modeling technique (Amos). Also, composite reliability and average variance extracted were used to test the reliability and validity of the instrument. Findings The study found that religion has a significant moderating effect on the service quality dimensions and hotel guest satisfaction. In other words, there is significant difference on how Muslim and Christian hotel guests evaluate service quality dimensions and satisfaction. Moreover, the result shows that the empathy and assurance dimensions are the most important significant predictors of guest satisfaction. Moreover, religion has significant positive effect on guest satisfaction. Practical implications The study shows that religion significantly moderate the service quality dimensions. Therefore, the hotel management should focus on providing training programs that will enable the employees to offer superior personalized services to strengthen and nurture long-term guest relationships. Originality/value The inclusion of moderating effect of religion made this study very unique. Furthermore, the peculiarity and religious sentiments of the Nigeria business environment made this work outstanding.
The study examined the influence of packaging on consumer buying decision of cosmetics. (A study of consumers of beauty care cosmetics in Awka). Many organizations are constantly caught in the web of their inability to identify elements of packaging that make significant influence on consumer buying behavior (Louw & Kimber, 2006). This is because packaging has the power to make, but also to break brand relationships. Therefore, the major objective of this study is to determine the influence of packaging on consumer buying decision. Other specific objectives include: to examine the type of relationship that exists between color of packaging and consumer buying decision and to explore the type of relationship that exists between package material and consumer buying decision. The study made use of survey design. The population of study was drawn from consumers of beauty care cosmetics in Awka metropolis. A sample size of 323 consumers were used, which was derived using Topman formula. Out of 323 questionnaire, 288 copies were filled and returned. Pearson Product Moment Correlation were used to test the hypotheses. The findings revealed that colour of packaging and package material had significant positive relationship with consumer buying decision. The study recommended that producers of cosmetic products should pay attention to colour and type of material use in packaging. However, from the result of this study, producers of beauty care cosmetics are advised not to pay less attention to graphics but to through market survey identify proper graphical designs for packaging cosmetic products. Finally, the study also recommended that management should ensure that their product package is not also deceptive.
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