Abstract: This study investigates the influence of electronic banking services on customer satisfaction in Gusau metropolis, Nigeria focusing on three core digital banking channels: mobile banking, point of sale (POS), and automated teller machine (ATM) services. Guided by a quantitative research approach, the study adopted a cross-sectional survey design. The target population comprised of customers of United Bank for Africa (UBA), Guaranty Trust Bank (GTB), and Access Bank who actively use electronic banking services. A sample size of 384 respondents was determined using the Krejcie and Morgan Sample Determinant Table and purposive sampling was also employed to select participants. Data were collected using a structured, self-administered questionnaire designed around a five-point Likert scale. Instrument validity was ensured through expert review and pilot testing, while reliability was confirmed via Cronbach’s alpha coefficients. The data collected were analysed using multiple linear regression with the help of SPSS version 27. The findings reveal that mobile banking, POS, and ATM services each have a significant positive influence on customer satisfaction, with mobile banking exerting the strongest influence. The results underscores the importance of robust, reliable, and user-friendly electronic banking infrastructure in meeting customers’ expectations and driving satisfaction. Based on these insights, the study recommends that banks should enhance mobile banking performance, improve POS network coverage and transaction stability, and ensure consistent ATM service availability and maintenance to sustain high levels of customer satisfaction.

Keywords: Electronic Banking, Customer Satisfaction, Mobile Banking, POS, ATM.

Title: EFFECT OF ELECTRONIC BANKING SERVICES ON CUSTOMER SATISFACTION OF SELECTED DEPOSIT MONEY BANKS: EMPIRICAL EVIDENCE FROM GUSAU METROPOLIS

Author: SALAWU AMINU MOHAMMED, PROF. M. S. UMAR, PROF. ABUBAKAR SABO, PROF. SANUSI AHMAD

International Journal of Novel Research in Marketing Management and Economics

ISSN 2394-7322

Vol. 12, Issue 2, May 2025 - August 2025

Page No: 65-77

Novelty Journals

Website: www.noveltyjournals.com

Published Date: 29-August-2025

Abstract: This study investigates the impact of competitive aggressiveness on the growth of microfinance institutions (MFIs) in Murang'a County, Kenya. In the dynamic landscape of the financial sector, MFIs face increasing pressure to compete effectively while sustaining growth. Competitive aggressiveness, characterized by strategies aimed at directly challenging competitors, introducing innovative products, and expanding market presence, has gained prominence as a potential driver of growth in this context. To examine this relationship, the research employs a mixed-methods approach, combining quantitative analysis of financial data with qualitative insights from key stakeholders in the microfinance sector. The study analyses financial performance indicators, including loan portfolio growth, outreach, profitability, and market share, over a five-year period. Additionally, in-depth interviews and surveys are conducted with microfinance practitioners, regulators, and clients to gain a comprehensive understanding of the competitive dynamics in Murang'a County. Preliminary findings suggest a strong correlation between competitive aggressiveness and the growth of MFIs. Institutions that proactively engage in competitive strategies tend to experience higher loan portfolio growth, increased outreach to underserved populations, improved profitability, and an expanded market presence. However, the study also highlights the need for balanced approaches, as excessive aggression can lead to risks and challenges in regulatory compliance and client protection. The research outcomes have significant implications for both practitioners and policymakers in the microfinance sector. By shedding light on the nuanced relationship between competitive aggressiveness and growth, this study offers valuable insights for MFIs seeking to thrive in competitive environments while maintaining financial stability and social impact. Additionally, regulators and industry stakeholders can use the findings to refine policies and frameworks that encourage healthy competition and sustainable growth in the microfinance sector.

Keywords: Microfinance institutions, competitive aggressiveness, growth, financial inclusion, Murang'a County, Kenya.

Title: INFLUENCE OF COMPETITIVE AGGRESSIVENESS ON THE GROWTH OF MICROFINANCE INSTITUTIONS IN MURANG’A COUNTY, KENYA

Author: Dr. Ruth Muriithi, Dr. Florence Kariuki

International Journal of Novel Research in Marketing Management and Economics

ISSN 2394-7322

Vol. 12, Issue 2, May 2025 - August 2025

Page No: 50-64

Novelty Journals

Website: www.noveltyjournals.com

Published Date: 29-August-2025

Abstract: Despite the importance of the tourism sector and it’s contributed to the growth of many national economies; this sector still faces several challenges in Africa. Especially, there is a clear deficiency in the effective use of marketing mix elements, which has negatively impacted the ability to attain tourist satisfaction. Therefore, this study aims to examine the effect of the marketing mix on tourist satisfaction. A quantitative approach using a cross-sectional method was adopted. To achieve the study objectives, a structured questionnaire was utilized for data collection. The questionnaire was distributed to both domestic and international tourists dealing with Kevalay and Afaq Misrata companies. A total of 397 respondents participated, selected through a convenience sampling technique. The data were analyzed using SEM. The findings revealed a significant and direct effect of the marketing mix on tourist satisfaction. The study includes theoretical and practical contributions, outlines key limitations, and provides valuable recommendations for future research.

Keywords: tourism marketing mix, tourist satisfaction, Emerging Tourism Markets, tourism sector in Libya, tourism sector in Africa.

Title: Examining the Role of the Marketing Mix in Shaping Tourist Satisfaction: Evidence from Emerging Tourism Markets

Author: Nahg Abdul Majid Alawi, Haetham Mustafa Sed, Khairi Ahmed R. Masaud

International Journal of Novel Research in Marketing Management and Economics

ISSN 2394-7322

Vol. 12, Issue 2, May 2025 - August 2025

Page No: 42-49

Novelty Journals

Website: www.noveltyjournals.com

Published Date: 13-August-2025

Abstract: Climate change continues to destabilize Kenya’s maize supply chain, exacerbating food insecurity through erratic weather patterns, declining yields, and heightened production risks. This paper presents a systematic review of empirical and grey literature to assess the role of digital procurement particularly e-procurement platforms in enhancing resilience, sustainability, and efficiency within the maize supply chain. Guided by PRISMA methodology, 15 studies published between 2010 and 2024 were critically appraised to evaluate the impact of digital tools on cost efficiency, supply chain responsiveness, inventory control, and climate adaptability. Findings indicate that e-procurement technologies improve real-time decision-making, transparency, and coordination among stakeholders. They also promote climate-smart practices through better input targeting, market integration, and reduced post-harvest losses. The paper recommends scaling digital infrastructure, mainstreaming e-procurement across value chains, and enhancing digital literacy. Strengthening regulatory frameworks around interoperability, data protection, and institutional accountability is also essential for building a resilient and inclusive maize supply system capable of withstanding future climate and market shocks.

Keywords: Digital procurement, e-procurement, maize supply chain, resilience, sustainable agriculture, climate-smart agriculture.

Title: Enhancing Climate Resilience in Kenya’s Maize Supply Chains through Digital Procurement: A Systematic Review

Author: Kevin Ochieng’ Gudda

International Journal of Novel Research in Marketing Management and Economics

ISSN 2394-7322

Vol. 12, Issue 2, May 2025 - August 2025

Page No: 32-41

Novelty Journals

Website: www.noveltyjournals.com

Published Date: 08-August-2025

Abstract: This study sought to assess the influence of personnel risk management strategies on delivery of road construction projects in Kenya, with the main focus on Nairobi Expressway, Kenol-marua and Isebani-Ahero road projects. The aspect of the personnel risk management strategies that were examined were risk avoidance and risk mitigation. To accomplish the objectives explanatory approach research design sufficed, and random stratified sampling aimed at 3 road projects. Civil engineers, site engineers, contract engineers, quantity surveyors, and project managers acted as the key respondends. Quantitative data was analyzed by calculating the response rate with descriptive statistics such as means, median, standard deviation, and percentages using the statistical package for social sciences (SPSS) version 26. The analyzed data was presented by the use of frequency tables. The qualitative data was analyzed using content analysis where common themes were placed together and then subjected to descriptive statistics. The coefficient of determination R² = 0.140 and R= 0.374 at 0.01significance level. The model indicated that personnel risk management explained 14% of the variation in project delivery (R² = 0.14). In other words, 14% of the project deliveries were influenced by personnel risk management strategies. In the road construction project investigated, they employed competent workers, supervised efficiently, trained workers, rewarded employees, ensured communication is effective from administration to all the workforce, and promoted highly productive employees. The study recommended that Road Construction Company’s management should devise and implement personnel risk management strategies. They should ensure safety of employees is guaranteed and motivates them to maintain competent workers. Furthermore, implementation of the strategies to protect their employees from injuries and avoidance of risk or uncertainties associated with personnel risks should be highly considered.

Keywords: Road Project Construction, Personnel Risk, Project Delivery.

Title: INFLUENCE OF PERSONNEL RISK MANAGEMENT STRATEGIES ON ROAD CONSTRUCTION PROJECT DELIVERY IN KENYA

Author: George Onyango Agumba, Dr. Patrick Gudda, Dr. Simon Mwaura

International Journal of Novel Research in Marketing Management and Economics

ISSN 2394-7322

Vol. 12, Issue 2, May 2025 - August 2025

Page No: 24-31

Novelty Journals

Website: www.noveltyjournals.com

Published Date: 08-August-2025

Abstract: This study explores the relationship between social exclusion and impulsive buying behavior in the context of e-commerce livestreaming, focusing on Generation Z consumers in Ho Chi Minh City, Vietnam. The primary objective is to understand how feelings of social exclusion influence impulsive buying during livestreaming sessions, addressing a gap in existing literature on psychological factors driving impulsive online purchases. The methodology involved a systematic literature review and an empirical study, with data collected through surveys to test three hypotheses. The findings confirmed two hypotheses, showing a significant link between social exclusion and increased impulsive buying behavior, while the hypothesis regarding the moderating effect of hedonic browsing did not yield significant results. These findings highlight the critical role of social factors in online consumer behavior, suggesting that e-commerce platforms should consider these dynamics to manage impulsive purchases effectively. This research provides valuable insights for developing marketing strategies that address the emotional triggers associated with social exclusion, promoting a more supportive online shopping environment.

Keywords: Psychological drivers, Online impulsive buying behavior, E-commerce platforms, gen Z.

Title: Exploring the Psychological Drivers of Online Impulsive Buying: The Role of Social Exclusion in Livestream E-Commerce among Gen Z Consumers

Author: Nguyen Huynh Trong Hieu

International Journal of Novel Research in Marketing Management and Economics

ISSN 2394-7322

Vol. 12, Issue 2, May 2025 - August 2025

Page No: 12-23

Novelty Journals

Website: www.noveltyjournals.com

Published Date: 24-June-2025

Abstract: In the context of global economic integration and domestic economic transformation, China's efforts to expand domestic consumer demand have propelled high-quality economic development. With the acceleration of urbanization, the consumption potential in rural areas has also become increasingly evident. The rural circulation system, which connects production and sales, is crucial for the vitality of the rural consumer market and the quality of life of rural residents. Therefore, this study is committed to exploring the current status, challenges, opportunities, and role in stimulating market vitality of the rural circulation system. It employs various methods to analyze the development status of different regions and their impact on consumer behavior. Furthermore, it identifies key factors for improving circulation efficiency and stimulating consumption vitality. By comparing domestic and international cases, the study summarizes experiences and provides suggestions for building an efficient and convenient modern circulation system to promote rural consumption growth.

Keywords: Domestic Consumption, Rural Revitalization, Rural Circulation System, Regional Balanced Development.

Title: A Survey and Research on Stimulating Consumer Demand through the Circulation System in the Context of Rural Revitalization

Author: Siyu Wei, Minmin Feng, Biqi Zhu, ShiYun Gao, Youfu Qiao

International Journal of Novel Research in Marketing Management and Economics

ISSN 2394-7322

Vol. 12, Issue 2, May 2025 - August 2025

Page No: 7-11

Novelty Journals

Website: www.noveltyjournals.com

Published Date: 23-June-2025

Abstract: This study examines the dynamic relationship between corruption and capital flight in Indonesia over the period from 2000 to 2022. Using a Vector Autoregression (VAR) framework, the research investigates the interactions among six important variables: Corruption Index, Capital Flight, Interest Rate, Exchange Rate, GDP Growth Rate, and Inflation Rate. In the model specification, corruption is positioned as the key driver of changes in the system, while capital flight serves as the primary transmission channel linking institutional weaknesses to financial instability and real sector outcomes. In the Indonesian context, weak institutional quality can trigger financial outflows, destabilize monetary conditions, and slow down real economic growth. The findings suggest that improving governance is essential not only for ethical governance but also for financial stability and long-term economic resilience. Stronger institutional frameworks could help mitigate the risks associated with capital flight and strengthen Indonesia’s external position.

Keywords: Capital Flight, Corruption Index, Granger Causality, Impulse Response Function, Political Instability, Vector Autoregression.

Title: The Causes and Consequences of Capital Flight in Indonesia: A VAR Model Approach

Author: Pranoto. Vincent, Biao. Gu

International Journal of Novel Research in Marketing Management and Economics

ISSN 2394-7322

Vol. 12, Issue 2, May 2025 - August 2025

Page No: 1-6

Novelty Journals

Website: www.noveltyjournals.com

Published Date: 19-May-2025