Postgraduate Journal of Management Research

The Impact of CSR on Customer Loyalty in the FMCG Industry

Adeola Adebesin; Bukola Fatokun (Supervisor) — Tue, 02 Jul 2024 00:00:00 +0000

In recent years, corporate social responsibility (CSR) has gained significant attention for its role in promoting stakeholder and societal wellbeing through voluntary corporate practices and financial contributions, potentially influencing consumer attitudes. In Nigeria, multinational corporations have implemented various CSR programs aimed at addressing social, economic, and environmental issues. However, the effectiveness and alignment of these initiatives with societal needs remain unclear. The aim of the study is to examine the impact of CSR on customer loyalty within Nigeria's fast-moving consumer goods (FMCG) sector, focusing on Dangote Group customers. An online survey was completed by 104 respondents, and the data analysed using SPSS. The study, through separate regression analysis and analysis of covariance, found positive and significant correlations between CSR initiatives (Philanthropic, Green Environment, Ethical, and product standardization) and customer loyalty. Notably, product standardization CSR emerged as most significant, indicating a positive impact and strong association between quality standards and customer loyalty. Specifically, for every 100% increase in product standardization CSR by Dangote, customer loyalty is projected to rise by 88.6%, highlighting the paramount importance of quality and standards in fostering customer loyalty.

Leadership Styles of Women Managers in Higher Education

Catalina Del Carpio; Amanda Mason (Supervisor) — Tue, 02 Jul 2024 00:00:00 +0000

In the UK's higher education sector, men dominate managerial, directorial, and senior official roles, highlighting the need to understand and address the obstacles hindering women's career and leadership progress. The aim of this study was to explore the various leadership styles exhibited by women managers and identify the challenges they had faced in their careers. To achieve these aims, semi-structured interviews were conducted with six women managers at Liverpool John Moores University. The women leaders in the study were found to adopt more than one leadership style depending on the environment and the individuals they managed. The participants predominantly exhibited transformational leadership, as evidenced by the characteristics and traits they described. The study revealed how societal stereotypes about gender roles can create barriers for women in leadership, affecting their confidence and leadership style choices. The study suggests that future research should focus on strategies to boost women's confidence, assess the effectiveness of gender equity policies, and investigate the long-term career trajectories of female leaders to enhance understanding of women's leadership experiences and promote more inclusive organizational environments.

The Impact of Social Media Marketing on Sales Performance

Dunstanraj Jesurajah; Chin Ong (Supervisor) — Tue, 02 Jul 2024 00:00:00 +0000

With the growing importance of social media in the retail landscape, local grocery stores in Liverpool are striving to understand and leverage these platforms to improve sales performance and strengthen customer relationships. This study investigates the impact of social media marketing on sales performance and customer engagement for local grocery stores in Liverpool, UK. Semi-structured interviews with eight store managers identified commonly used platforms and examined the influence of social media on sales and loyalty, while also exploring adoption challenges. The findings indicate that WhatsApp and Facebook are preferred due to their alignment with target audiences. Social media marketing efforts increased sales by as much as 20 %, enhanced customer loyalty, and amplified word-of-mouth referrals. However, stores face challenges in addressing negative customer feedback, investing time in content creation, and measuring return on investment. By effectively using platforms, engaging customers, and addressing resource constraints, local grocers can leverage social media to enhance competitiveness and foster lasting customer relationships in the digital marketplace. This research not only provides practical guidance for local businesses but also enriches the understanding of social media marketing's role in niche retail sectors.

Consumer Attitudes towards Sustainability Practices of Fast Fashion Brands in the Northwest of England

Cynthia Onapina Ivhador; Bukola Fatokun (Supervisor) — Tue, 02 Jul 2024 00:00:00 +0000

Sustainability remains a significant concern in the fashion industry, and the operations of fast fashion brands are of particular concern. Consumer attitudes often influence purchasing decisions, highlighting the need for brands to align with sustainable practices. This research investigates consumer attitudes towards the sustainability practices of fast fashion brands in the Northwest of England. A survey was conducted to examine consumers’ awareness and knowledge of sustainability practices, their emotional responses to these issues, and the influence of demographic factors on sustainable purchasing decisions. The findings revealed a disparity between claimed knowledge and actual understanding of sustainability in fashion. High emotional reactions to sustainability issues lead to sustainable purchasing behaviour. However, consumers' willingness to pay more for sustainable products does not necessarily result in actual purchases. Additionally, the only demographic factor that influenced purchase decisions was the available budget for fast fashion; other demographic factors showed no significant impact. These insights deepen the understanding of consumer attitudes towards sustainability in fashion and suggest that fast fashion brands must develop effective strategies to encourage positive consumer attitudes, thereby aligning their sustainable business practices with consumer values.

The Impact of Work Environment on Career Choices among Nigerian Generation Z

Sharonrose Adeeko Akinshola; Chin Ong (Supervisor) — Tue, 02 Jul 2024 00:00:00 +0000

Understanding the career choices of Generation Z is crucial as this cohort enters the workforce, bringing unique perspectives and expectations. This research explores the impact of the work environment on career choices among Nigerian Generation Z, aiming to understand the socio-economic factors that influence their work environment, preferences, and aspirations. By examining these elements, the study seeks to provide insights that can help employers and policymakers create more effective strategies to attract and retain this emerging talent pool. Semi-structured interviews with ten Gen Z participants from Nigeria were conducted to gain deeper insights into their perspectives on the work environment and its influences on their career choices. The findings reveal that Nigerian Gen Zs share similar characteristics with other Gen Z individuals around the world prioritizing flexibility, career advancement opportunities, mental well-being, and adequate compensation in their work environment. However, socio-economic challenges in Nigeria such as infrastructure deficiencies, poor transportation, and a high cost of living hinder the realization of these preferences, creating an imbalance between work and personal life. These findings enrich our understanding of Gen Z dynamics in Nigeria and provide valuable insights for organizations seeking to enhance retention and satisfaction among this demographic. They also lay the groundwork for future research in this area.

The Impact of Employee Cultural Diversity on Organisational Performance

Simisola Afolabi ; Oliver Kayas (Supervisor) — Tue, 02 Jul 2024 00:00:00 +0000

In an increasingly globalised world, where interaction between people of diverse backgrounds and cultures is essential, understanding the impact of employee cultural diversity on organisational performance has become crucial for fostering innovation, creativity, and competitive advantage. Despite its importance, there is a dearth of research examining the extent to which organisational performance is impacted by employees’ ethnic and cultural differences. This research thus provides an in-depth empirical examination of the extent to which organisational performance is impacted by employees’ ethnic and cultural differences. A quantitative methodology was deployed, utilising a survey instrument to collect data from 70 employees at Liverpool John Moores University. The findings reveal that employee cultural differences pertaining to communication, collaboration, learning, fairness and inclusion, equal access, and integration have a significant positive impact on organisational performance. However, realising these benefits depends largely on management’s commitment to fostering a culturally diverse workplace. The findings also provide valuable insight into the reasons why contemporary organisations are embracing cultural diversity.

Understanding the Experience of Digital Learning

Vivian Anuli Adegor ; Amanda Mason (Supervisor) — Tue, 02 Jul 2024 00:00:00 +0000

The transition to digital learning has created global disruption, enhancing learning flexibility, and accessibility. Despite its benefits, challenges persist, particularly regarding its impact on students' mental health in universities. This study investigates the digital learning experience and its effects on the mental well-being of international tertiary students in the UK, focusing on identifying challenges and coping strategies associated with digital learning platforms. Specifically, it examines MSc students at Liverpool John Moores University (LJMU), utilizing qualitative interviews with eight participants enrolled in one-year and two-year management programmes. Thematic analysis of the data provided several key findings which have implications for how higher education instutions foster academic inclusivity, equality and diversity, particularly, but not exclusively with respect to international students. Firstly, the challenges students experienced had an impact on their academic performance. Secondly, these experiences had cognitive and physical manifestations that affected students’ overall well-being. Thirdly, students adopted a range of coping strategies to mitigate the impact of the challenges. The results provide practical suggestions for interventions that might improve the digital learning experience for international students.

The New Working Normal Beyond the COVID-19 Pandemic

Lagisha Azhikkodan; Bukola Fatokun (Supervisor) — Tue, 02 Jul 2024 00:00:00 +0000

The COVID-19 pandemic has accelerated the adoption of hybrid working arrangements, combining remote work and in-person work, across various industries. Hybrid working significantly impacts employees’ work-life balance. Therefore, this study aimed to gain insights into how employees perceive and navigate hybrid working, and its impact on their work-life balance, focussing specifically on customer service employees in the North-East of England. Eight customer service employees were interviewed to explore their perspectives of hybrid working. Four key findings emerged from the thematic analysis. Firstly, the flexibility that was afforded by hybrid working enabled employees to choose their work locations and manage their time more effectively. Second, ‘’Communication and collaboration’’ emphasizes the critical role of digital tools and the importance of building relationship. Third, ‘’Work life balance’’ highlights the need for boundary setting and promoting employees’ wellness. Fourth, ‘’Managerial challenges’’ uncovers the complexities in managing hybrid teams, including technical issues and the importance of remote team management. These findings confirm existing literature on hybrid work and provide valuable insights for organisations on the positive aspects of hybrid work and how to manage remote teams.

The Impact of HRM Practices on Normative Commitment

Osarobo Michael Okungbowa; Oliver Kayas (Supervisor) — Tue, 02 Jul 2024 00:00:00 +0000

Although the banking sector contributes approximately 23% of Nigeria’s GDP and provides essential financial services, it is currently experiencing a series of crises. To understand how the sector can enhance its stability, productivity, and competitive advantage, this study examines the impact training and development, compensation, and performance appraisal have on employees’ normative commitment at the Union Bank in Nigeria. Through a quantitative approach, data were collected through questionnaires from 80 employees in the bank’s western and southern branches. The findings reveal that training and development programs, compensation strategies, and performance appraisal systems significantly and positively impact employees’ normative commitment. The results show that female employees exhibit higher normative commitment than their male counterparts, while age appears to have no significant effect. Consequently, these insights suggest that Union Bank should continue to refine its HRM strategies to boost commitment levels across all demographics, specifically addressing gender disparities to ensure equitable enhancement of commitment.