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                <text>Higher education stakeholders have re-strategized to identify the unique competitive causes of comfortability among students’ satisfaction. Student satisfaction has been largely observed in the literature as a significant strategy and competitive factor for higher education providers. This has compelled institutions to implement quality measures to attract and retain both potential and current students. Therefore, this research is to explore the determinants of student satisfaction. Cross-sectional data was generated from a purposive sample of 400 students across higher education institutions in Ghana. The data was analysed using multiple regression. Expectation theory is the theory that unpins this study. The results reveal that administrative services, academic services, and physical evidence are significant components of service quality. The outcomes of the study show there is a positive and significant relationship …</text>
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                <text>This study investigate how service recovery affect customer loyalty of Uber customers in Ghana and how trust mediate the relationship between recovery and customer loyalty. With the aid of quantitative research design, data was collected from 601 clients of Uber in Accra the capital City of Ghana, situated in the western region of Africa. Structural equation modelling was used to analyze the relationship among the variables. This study reveals a positive and significant relationship exists between procedural justice and trust; distributive justice and trust; interactional justice and trust; and interactional justice and customer loyalty. Trust mediates the relationship between service recovery performance and customer loyalty in the Uber sharing economy in Ghana.</text>
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In total, 500 randomly sampled KFC restaurant customers were surveyed using a quantitative research design. The partial least square technique was used for data analysis.&#13;
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This paper shows that service quality and recovery directly impact customers' repurchase intention. The results further showed that a positive and significant connection exists between customer satisfaction and repurchase intentions.&#13;
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                <text>Purpose – Using the transportation theory, and the brand equity model, this study aims to examine how short&#13;
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patronise. Further, the study tested the moderating role of real-world video between the brand equity&#13;
dimensions and intention to patronise.&#13;
Design/methodology/approach – A sequential explanatory mixed method is adopted for this study. An&#13;
empirical study was conducted in the first phase with 1,119 participants. In the second phase, the quantitative&#13;
results were used to develop a semi-structured interview guide for in-depth interviews with 9 respondents to&#13;
validate the quantitative outcomes. The structural equation modelling technique was utilised to analyse the&#13;
quantitative data, whereas content analysis was used for the qualitative data.&#13;
Findings – The results revealed that short video narratives lead to horti-awareness, image and value.&#13;
Additionally, horti-awareness, and value had a significant impact on intention to patronise horti-tourism&#13;
destinations. Another interesting observation is that the negative perceived quality might be as a result of the&#13;
short video emanating from a tourist perspective. Importantly, potential tourists perceived the real-world video&#13;
to be authentic, thus strengthening the relationship between the brand equity dimensions and intention to&#13;
patronise.&#13;
Practical implications – This research provided valuable insights for marketers/management and&#13;
stakeholders within the tourism and hospitality sector to achieve benefits derived from the findings of&#13;
the study.&#13;
Originality/value – To the best of the authors knowledge, this study is the first attempt to embed the theory&#13;
of transportation and the brand equity model in understanding horti-tourism destinations, which can rarely be&#13;
found in extant literature.&#13;
Keywords Short video narratives, Intention to patronise, Brand equity, Real-world video, Horti-tourism&#13;
Paper type Research paper&#13;
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