Purpose: The purpose of this paper is to explore the relationships between service innovation, customer value creation (CVC) and customer satisfaction (CS) with specific emphasis to Ghanaian telecommunication operators.Design/methodology/approach: Assuming a positivist philosophical approach with a quantitative data analysis technique, the study samples 510 registered adult customers of at least one telecommunication network in Ghana. An exploratory factor analysis, confirmatory factor analysis and structural equation modeling were used to assess and confirm the proposed scales validity and the relationships of the research model.Findings: The study unveiled that a service firm’s ability to achieve CS is dependent on how telecommunication operators harness and deploy their service innovation activities. In addition, the study showed that CVC mediates the relationship between service innovation and CS. Thus, service innovation must create value for customers in order to enhance CS.Practical implications: By relating the study findings to firms’ innovation strategies, managers can improve the strength of their service offerings to achieve CS by spending more on consumer research, market research and increased customer interactions.Originality/value: Considering the uniqueness of this study in a Ghanaian context, the research draws on two influential theories, which are signaling theory and expectation disconfirmation theory to examine the differential role played by service innovation in enabling telecommunication operators in Ghana, to create customer value in order to achieve CS amidst the constraints in the business environment.

This study examined green packaging, environmental awareness, and willingness to pay for green products in consumers’ purchase decisions. A cross-sectional survey was employed in collecting data from 218 respondents in Ghana. Purposive sampling was used to select respondents for the study. The data were analyzed using SPSS software for descriptive statistics and partial least square structural equation modeling (PLS-SEM) to test our hypotheses. The study found that consumers’ environmental awareness had a positive and significant impact on green purchasing decisions. However, the impact of green packaging was not found to be significant on consumers’ purchase decisions in Ghana. The study further revealed that consumers’ willingness to pay for green products positively and significantly predicted consumer purchase decisions. Some recommendations are suggested for theoretical and managerial considerations.

Previous studies have investigated drivers of customer retention in the mobile telecommunications industry worldwide. These studies call on scholars pay to attention to these factors in the scholarly marketing literature, since customer retention is the basic tenet of relationship marketing. Drawing on relationship marketing theory, this study analyzes the direct and indirect relationships amongst trust, commitment, and conflict handling on customer retention. A cross-sectional survey using a structured questionnaire was employed to gather data from customers of mobile telecommunication operators. The findings revealed that only conflict handling had a direct significant effect on customer retention. Also, trust and conflict handling had a direct and significant effect on customer satisfaction. However, trust and conflict handling were seen to have an indirect significant effect on customer retention via customer satisfaction. The study recommends that managers should effectively resolve customer complaints as well as build their trustworthiness in order to satisfy and retain their customers.

Purpose: This study investigated the effect of green marketing mix on consumer repurchase intention in Ghana. The study focusses on the interaction effect of green knowledge on green marketing mix and consumer repurchase in Ghana.Design/methodology/approach: A quantitative approach to research was employed. In all, 371 participants were chosen using the purposive sampling technique. Data analysis was conducted using the SPSS software.Findings: The findings showed that green price, green place and green promotion had a positive significant effect on repurchase intention. However, green product insignificantly influenced repurchase intention. The findings further showed that green knowledge moderated the relationship between green price and green place, on repurchase intention. Green knowledge was not found to moderate the relationship between green product, green promotion and repurchase intention.Originality/value: The study advances our knowledge on green marketing mix, green knowledge and repurchase intention within the beverage sector. It reveals the positive implication of green marketing mix on a firm’s customers using the marketing mix theory.

Purpose: The purpose of this paper is to understand the direct impact of social capital and the influence of market-based capabilities as intervening variables on the export performance of small and medium-sized enterprises (SMEs) in Ghana. Design/methodology/approach: Questionnaire-based survey was used to collect data from top executives and senior managers of exporting companies in Ghana. Data obtained were analysed using the structural equation modelling. Findings: The findings revealed that social capital of SMEs exert the greatest influence on their export performance. Innovation and marketing capabilities are also key drivers of export performance among SMEs as they fully mediate the social capital–export performance relationship. Notwithstanding, marketing capabilities appear to exert a greater influence than innovation capabilities on the export performance of SMEs. Research limitations/implications: The study used perceptual measures of international performance by managers of SMEs in the Ghanaian exporting sector making it difficult to determine respondent bias. Practical implications: Managers of exporting firms should build stronger relationships with their customers and suppliers who contribute significantly to their export performance. SMEs would also have to hone their innovation and marketing skills as strategic components in enhancing their export performance. Social implications: Market-based resources such as marketing and innovation should not be taken for granted by SMEs in the export business. Originality/value: The study offers some lessons on how small firms can sharpen their marketing and innovation capabilities to derive export performance benefits from social capital. Theoretically, while the findings offer strong evidence reinforcing the DC theory, an exploration of the nexus of the theories brings to the fore the need to reassess the resource-based view and SC theories.

Purpose: Utilising brand equity dimensions, this study aims to enhance the literature by conceptualising and testing heritage brand equity dimensions (i.e. awareness, image, quality and value) and the intentions of international tourists to revisit moderated by safety and security within the tourism sector.Design/methodology/approach: The study was cross-sectional in nature and used the quantitative research approach with questionnaires for the collection of data. In total, 392 international tourists were purposively sampled from the departure hall of Kotoka International Airport. The data gathered were analysed using Structural Equation Modeling (SEM).Findings: The findings revealed that heritage brand image, perceived quality and value had positive significant effects on the intentions of tourists to revisit. Nevertheless, heritage brand awareness had a negative insignificant impact on intentions to revisit. Safety and security significantly moderate the relationship between heritage brand equity and the intentions of international tourists to revisit.Research limitations/implications: The Ghana tourism industry should increase the activities that will create more awareness, to generate the interest of potential tourists within the international community. Such initiatives can increase the likelihood of the destination being visited. In addition, policymakers must guarantee that associated government entities, as well as other stakeholders, work together within the tourism industry to promote safety and security.Originality/value: This study adds to the ongoing discussions in the hospitality and tourism industry by providing a comprehensive overview of brand equity in heritage tourism, operationalised as heritage brand equity dimensions.