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    Exploring the Link Between Gender Stereotype Perceptions and Cosmetic Product Purchase Intentions: A Comparative Analysis of Nigerian Consumers in a Global Context
    (Uniben Journal of Marketing, Department of Marketing, University of Benin, 2025-12-29) Adebayo Adeyemi Abdulwasiu
    The study examined the effect of gender stereotyping on customer patronage of Nivea cosmetic in selected retail cosmetic outlets in Ilorin metropolis of Kwara state, Nigeria. Quantitative method was used as a research design; the population size was infinite as the study focused on customers of the 3 selected retail cosmetic stores in Ilorin, Kwara state. Godden (2004) model sample size was adopted and 246 sample size was determined, multistage sampling techniques was utilized in the study, structured self-administered questionnaire was used to collect the primary data. Out of the 246 copies of the questionnaire that were administered, 150 were finally retrieved and inputted for data analysis. Standard multiple regression was adopted to analyze the quantitative data. Findings from the tested hypotheses revealed that all the 2 predictor variables significantly explained the dependent variables, the test of the hypothesis at 0.05(5%) level of significance did not support HO1 and H02, with p<0.000 respectively, jointly and significantly affected customer satisfaction (β = .227, t = 2.015, p < .011, β = 0.412, t = 1.925, p = .005) and product quality (β = 0.204, t = 2.206, p = .029, β = 0.256, t = 3.416, p = .001). High customer's judgment of Nivea's product quality is not solely based on the intrinsic attributes of the cosmetics themselves. To optimize customer satisfaction, organizations should focus on implementing tailored communication training for staff, design flexible customer interaction channels and incorporate personality-focused insights into customer journey mapping. The retail service providers must prioritize training to foster gender and ageinclusive customer service, ensuring all interactions positively reinforce product quality.
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    ORGANIZATIONAL CLIMATE AND INNOVATIVE BEHAVIOUR: AN EMPIRICAL STUDY OF THE BAKERY INDUSTRY IN OSUN STATE, NIGERIA
    (2025-12-31) 1Kayode Muhammed IBRAHIM; Akintunde Aremu AKINTAY; Dolapo Stephen AKINWUMI; Muritala Arowolo ALAO
    This study investigates the impact of organizational climate on innovative behavior among registered bakeries in Osun State, Nigeria. Adopting a cross-sectional survey design, the research sampled 208 bakery managers/owners from a population of 896 registered bakery establishments in Osun state. Data were collected through structured questionnaires and analyzed with descriptive and inferential statistics. Correlation and multiple linear regression analyses were utilized to test the study’s hypotheses using the Statistical Package for Social Science (SPSS). The findings reveal that organizational climate dimensions, including management support, communication and organizational structure, have a significant positive impact on innovative behavior of bakery owners/managers in Osun state. The study concluded that it is necessary to promote a conducive organizational environment by means of effective communication, flexible organization, and proactive management behaviors to increase innovation and competitiveness in the bakery industry.
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    STRATEGIC INTEGRATION OF GREEN HUMAN CAPITAL DEVELOPMENT: A FRAMEWORK FOR ENHANCING SUSTAINABLE EMPLOYEE INNOVATIVENESS IN GLOBAL FOOD RETAIL SUPPLY CHAINS
    (Journal of the Management Sciences, Nnamdi Azikiwe University, Awka, Nigeria, 2025-12-23) Adebayo Adeyemi Abdulwasiu
    This study examines the relationship between strategic integration of green human capital development (GHCD) and employee innovativeness in the context of global food retail supply chains with selected Spar retail outlets in Lagos State as a case study. The research focuses on the roles of green performance management and appraisal and green compensation and rewards in fostering employee innovativeness. A quantitative research design was adopted, utilizing a survey method with a structured questionnaire. The study's population consisted of 122 employees of selected Spar retail outlets. Using the Taro Yamane (2004) sample size model, a sample size of 93 was determined. Data was collected via convenience sampling technique. The result of the hypothesis one shows t-value is 5.279, and the p-value (Sig.) is 0.000, which is highly significant (p < 0.05). The unstandardized coefficient of hypothesis two which is 0.687 with a standard error of 0.089, and a t-value of 7.680 with the corresponding p-value is 0.000, which is less than 0.05. This indicates that the relationship of the two hypotheses tested are statistically significant. The study concludes that green human capital development proxy with green performance management and appraisal and green compensation and rewards has significant relationship with employees’ innovativeness. The findings provide practical recommendations for retail outlets to formally integrate green performance indicators into the standard performance management and appraisal systems for all employees by ensuring that objectives related to energy conservation, waste reduction, recycling initiatives, and resource efficiency are clearly defined, measurable, and weighted in the appraisal process.
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    QUALITATIVE ANALOGY OF CUSTOMER SERVICE DELIVERY STRATEGIES ON CUSTOMER RELATIONSHIP DIMENSIONS: NIGERIAN INSURANCE INDUSTRY EXPERIENCE
    (Journal of the Management Sciences, Nnamdi Azikiwe University, Awka, Nigeria, 2025-12-23) Adebayo Adeyemi Abdulwasiu; Anthony Kehinde Afolayan
    Given the sector's pervasive trust deficit, understanding how specific strategies like complaint handling and technical competence of the service staff regarding insurance products are very important. This exploratory, small-scale study investigated the relationship between customer service delivery strategies on customer relationship dimensions among customers of the selected insurance firms (AIICO Insurance Plc., Leadway Assurance Company Limited and FBNInsurance Limited) in Lagos State, Nigeria. Using a qualitative research design, the study conducted face-to-face interviews with four participants. The data, analyzed with NVivo software, revealed preliminary insights into how customer service delivery strategies influence customer relationship. The findings from the study’s thematic analysis suggest a potential link between a firm's customer service delivery strategies and customer relationship, based on the experiences shared by the six interviewees. The study's main takeaway is that prioritizing efficient and effective service delivery appears to be a factor in fostering customer satisfaction and loyalty. Based on these initial insights, we suggest that service providers consider focusing on customer service delivery programs to improve customer relationships and brand awareness. Imminent, larger-scale study would be helpful to additionally explore and confirm these foundational findings.
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    CO-CREATION OF CORPORATE REPUTATION: A MULTI - THEORETICALAND THEMATIC EVIDENC E OF CORPORATE COMMUNICATION IN SERVICE MARKETING
    (International Journal of Marketing and Management Sciences. University of Jos, Department of Marketing, 2025-12-13) Adebayo Adeyemi Abdulwasiu
    The concept of corporate reputation has evolved from a peripheral concept to a critical intangible asset and a valuable source of competitive advantage. Its effective management is now considered a cornerstone function of every organization, essential for long-term sustainability and progress in a competitive business environment. This study examined the influence of corporate communication on corporate reputation of selected retail businesses in Lagos state. Qualitative method was used as a research design; the population was infinite as the study focused on customers of the 3 selected retail outlets in Lagos state. Face-to-face interview was used to collect the primary data; four respondents were interviewed for the study. The data was analyzed with NVivo software version 12. From the outcome of the qualitative analysis, there was significant relationship through the themes and sub-themes between the independent variables and dependent variables through the semi-structured interviewed held with the 4 participants. The study concluded that high corporate reputation is achieved when the retail service providers are able to develop enviable corporate communication programs that will assist the firm in achieving the mission of building sustainable corporate identity and image that will guarantee customer repeat patronage and loyalty. The study recommended that service providers should try to package their communication strategy to create awareness, arouse interest and desire and elicit actions of their customers towards their offerings and to build a formidable corporate reputation that can stand a test of time in creating trust and credibility in the minds of their customers