Mammo Muchie

By Abigail Chivandi, Michael Olorunjuwon Samuel and Mammo Muchie

Service innovation and service quality have become important aspects as business strategic tools and for leveraging economies of scale in emerging countries in the Southern African Development Community (SADC). They have become pivotal drivers of the global economic increase in the hospitality and tourism service sector and in shaping the industries towards successful business strategic tools. In the SADC countries, such as South Africa, Zimbabwe, Zambia, Namibia and Lesotho, service innovation and business performances in the tourism/hospitality sector contribute immensely to the economies and make a significant contribution to the increase in gross domestic product (GDP) of the countries. Additionally these concepts also provide the necessary integration of the service sector, economic theories of the industry as well as quality service innovations that adhere to quality standards in the tourism and hospitality sector. The tourism/hospitality sector forms the basis for tourist satisfaction which is a key driver in profit making, financial performances, tourist retention and tourism destination reputation regionally, and internationally.

Part of the book: Tourism

By Abigail Chivandi, Michael Olorunjuwon Samuel and Mammo Muchie

This study examined the impact of social media platforms and brand awareness in relation to the consumer decision-making and buying behavior patterns influenced by social media. It also depicts how companies can effectively make use of social media platforms as marketing strategy tools in business performances. Social media platforms seem to be increasingly and effectively bringing brand awareness and influence consumers’ purchase decision-making and later on realize repeat purchases that bring about customer loyalty. Social media also has some influence to both the consumer and the marketers and is becoming the most welcomed online selling point by the millennial. Marketers/producers have noticed the rise in social media consumers; however, most of the business entities have not yet utilized social media to its fullest in their marketing activities and business strategies and performances. The study highlights the benefits of using social media platforms and brand awareness strategies that can be utilized through the online social media systems and gives a contemporary research gap, in how frequent businesses are engaging with social media.

Part of the book: Consumer Behavior and Marketing