Mr. Forbes Makudza

Qualifications:

PCGD Graphics Designing (MAZ), BBS Marketing (BUSE), MSc Marketing (NUST), Chartered Marketer (MAZ), DPhil (Work in progress)

Academic Appointments:

Lecturer

Research Interests:

Digital Marketing, Social commerce, Entrepreneurship and Marketing strategy

Faculty: Business Management Sciences And Economics

Department: Business Enterprise and Management

Research Category: Business Studies

Biography:

Email: forbesmakudza@gmail.com

Phone: 263777650623

Publications:

1. Makudza, F., Makwara, T., Masaire, R. F., Dangaiso, P., Sibanda, L. (2024). Driving entrepreneurship through gender-moderated entrepreneurial mindset among tertiary students. Cogent Education, Taylor and Francis 11(1), https://doi.org/10.1080/2331186X.2024.2369964. (SCOPUS)
2. Makudza, F., Masaire, R., Makwara, T., Sibanda, K. (2024). Modelling mobile advertising, consumer response and mobile shopping behaviour. A post COVID-19 pandemic perspective. Cogent Business & Management, Taylor and Francis, 11(1), https://doi.org/10.1080/23311975.2024.2368102. (SCOPUS)
3. Dangaiso, P., Mukucha, P., Makudza, F., Jaravaza, D. (2024). Examining the interplay of internet banking service quality, e-satisfaction, e-word of mouth and e-retention: a post pandemic customer perspective. Cogent Social Sciences, Taylor and Francis, 10(1), https://doi.org/10.1080/23311886.2023.2296590. (SCOPUS)
4. Jaravaza, D.C., Makudza, F., Mandongwe, L., Muparangi, S., Machaka, T. (2023). Women entrepreneurship in marginalised communities: Does culture, Ubuntu, religiosity and ancestral relevance matter? Community Development, Taylor and Francis 1-21, https://doi.org/10.1080/15575330.2024.2344206. (SCOPUS)
5. Motsi, A., Gumbe, S., Muzondo, N., Makudza, F. (2024). An innovative leadership model of service delivery in urban local authorities. Theoretical and Empirical Researches in Urban Management, 19(1), 54-69. (SCOPUS).
6. Makudza, F., Jaravaza, D.C., Govha, T., Mukucha, P., & Saruchera, F. (2023). Enhancing supply chain agility through e-procurement in a volatile frontier market. The Journal of Transport and Supply Chain Management 17(1):1-12. https://doi.org/10.4102/jtscm.v17i0.847. (SCOPUS).
7. Dangaiso, P., Makudza, F., Tshuma, S., Hogo, H., Mpondwe, N., Masona, C., ... & Tagwirei, D. (2023). Can social marketing undo the COVID-19 infodemic? Predicting consumer preventive health behavior in the marginalized communities in Zimbabwe. Cogent Public Health, 10(1), 2234599. https://doi.org/10.1080/27707571.2023.2234599. (Taylor and Francis, SCOPUS).
8. Dangaiso, P., Makudza, F., Jaravaza, D. C., Kusvabadika, J., Makiwa, N., & Gwatinyanya, C. (2023). Evaluating the impact of quality antecedents on university students’ e-learning continuance intentions: A post-COVID-19 perspective. Cogent Education, 10(1), 2222654. https://doi.org/10.1080/2331186X.2023.2222654. (Taylor and Francis, SCOPUS).
9. Muparangi, S., & Makudza, F. (2023). Harnessing psychological capital to augment employee engagement in the micro-finance SME sector. Management of Sustainable Development, 15(1). https://doi.org/10.54989/msd-2023-0001 (DOAJ)
10. Dangaiso, P., & Makudza, F. (2022). The Influence of Electronic Learning Service Quality on Student Satisfaction. Evidence From Zimbabwean Public Universities. Social Sciences and Education Research Review, 9(2), 148-158. https://doi.org/10.5281/zenodo.7474398 (DOAJ)
11. Makudza, F., Masengu, R., & Mandongwe, L. (2022). The digital financial inclusion of micro, small and medium enterprises (MSMEs) of the COMESA region into electronic business during and post the Covid-19 pandemic. International Telecommunication Union.
12. Dangaiso, P., Makudza, F., & Hogo, H. (2022). Modelling perceived e-learning service quality, student satisfaction and loyalty. A higher education perspective. Cogent Education (Taylor and Francis), 9(1), 2145805 (SCOPUS) https://doi.org/10.1080/2331186X.2022.2145805
13. Mukucha, P., Jaravaza, D. C., & Makudza, F. (2022). Modelling Customer Loyalty Intentions, Food Quality and Demographic Moderators in Subsistence Markets. Business Excellence and Management, 12(3), 40-59. (DOAJ)
14. Makudza, F. (2022). Service with a Smile: The Differential Effects of Emotional Labor on Boundary Spanners in the Banking Industry. Services Marketing Quarterly, https://doi.org/10.1080/15332969.2022.2127521. [Taylor and Francis, SCOPUS].
15. Muparangi, S., Makudza, F., & Makandwa, G. (2022). Entrepreneurial education: A panacea to formalisation of the informal sector. Management of Sustainable Development Journal, 14(2), 11-16, https://doi.org/10.54989/msd-2022-0010 (DOAJ)
16. Mukucha, P., Jaravaza, D.C., & Makudza, F. (2022). Towards gender-based market segmentation: The differential influence of gender on dining experiences in the university cafeteria industry. Management and Economics Review, 7(7). https://doi.org/10.24818/mer/2022.06.06 (DOAJ)
17. Makudza, F., Sandada, M., & Madzikanda, D. D. (2022). Modelling social commerce buying behaviour: an adaption of the sequential consumer decision making model. Management Research and Practice, 14(1), 17-29. http://mrp.ase.ro/no141/f2.pdf (Web of Science).
18. Makudza, F., Sandada, M., Madzikanda, D. (2021). Augmenting social commerce acceptance through an all-inclusive approach to social commerce drivers. evidence from the hotel industry. Malaysian E Commerce Journal. 5(2), https://doi.org/10.26480/mecj.02.2021.55.63 (DOAJ)
19. Makudza, F., Tasara, G., & Muridzi, G. (2021) Plummeting consumers' brand switching behaviour using a holistic product strategy in the Zimbabwean cola industry. Business Excellence and Management Journal. 11(3), 103-120. https://doi.org/10.24818/beman/2021.11.3-06 (DOAJ)
20. Muparangi, S., Makudza, F. (2020). Innovation: The driving force for entrepreneurial performance among small, informal businesses. Sustainable Business and Society in Emerging Economies. https://doi.org/10.26710/sbsee.v2i2 (DOAJ)
21. Makudza, F., Mugarisanwa, P., & Siziba, S. (2020). The effect of social media on consumer purchase behaviour in the mobile telephony industry in Zimbabwe. Dutch Journal of Finance and Management, 4(3), 17-28. https://doi.org/10.29333/djfm/9299.
22. Makudza, F. (2021). Augmenting customer loyalty through customer experience management in the banking industry. Journal of Asian Business and Economic Studies (Emerald Insight), 28(3), 191-203. https://doi.org/10.1108/JABES-01-2020-0007. [Emerald Insight, SCOPUS].
23. Marandu, E., Makudza, F., & Ngwenya., S (2019). Predicting Students intention and actual use of e-learning using the technology acceptance model: A Case from Zimbabwe. International Journal of Learning, Teaching and Educational Research, 18(6) pp. 110-127. https://doi.org/10.26803/ijlter.18.6.7 [SCOPUS].

Patented Work:

Grants & Funding (current and Past projects):

Awards & Achievements:

Consultancy and advisory work (current and past):

Supervision information (MPhil, DPhil, etc.):

Professional membership, Committees, Boards:

External Profile Links (Google Scholar, ResearchGate, LinkedIn, other social media links):

*Google scholar ID:* https://scholar.google.com/citations?user=cEFyt9UAAAAJ&hl=en&oi=ao


*Researchgate ID:* https://www.researchgate.net/profile/Forbes-Makudza/research


*ORCID ID:* 0000-0003-2559-5576

https://orcid.org/0000-0003-2559-5576

*Scopus ID:* 57209976436 http://www.scopus.com/inward/authorDetails.url?authorID=57209976436&partnerID=MN8TOARS