Dr. Paul Mukucha

QUALIFICATIONS

  • Bachelor of Commerce Honours Degree in Marketing (NUST)
  • Bachelor of Commerce Special Honours Degree in Procurement and Supply Chain Management (LSU)
  • Master of Science Degree in Purchasing and Supply Chain Management (BUSE)
  • Masters in Business Administration (MSU)
  • Post Graduate Diploma in Tertiary Education (BUSE)
  • Doctor of Philosophy in Business Management (NMU)

Contact Details

Cell: +263 772 129 585

Email: paulmukucha@gmail.com

Research Interests

  • Supply Chain Management.

PUBLICATIONS

Book Chapters

  1. Mukucha, P., Katsande, T., Dube, T., Jaravaza, D. C., & Chisango, S. (2025). Disseminating Sustainable End-of-life Product Disposal Information through Social Media Nudging. In Sustainable Green Marketing Strategies for a Circular Economy: African Realities and Imperatives (pp. 239-264). Cham: Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-81627-7_12. SpringerNature (Scopus indexed)
  2. Mukucha, P., Jaravaza, D. C., Chingwaru, T., Dangaiso, P., & Risiro, J. (2025). Contract Farming Optimization Through Leveraging Artificial Intelligence to Combat Side Marketing Practices. In Integrating Agriculture, Green Marketing Strategies, and Artificial Intelligence (pp. 91-130). https://doi.org/4018/979-8-3693-6468-0.ch004. IGI Global Scientific Publishing (Scopus indexed)
  3. Chingwaru, T., Jaravaza, D. C., Mukucha, P., Risiro, J., & Dangaiso, P. (2025). Drone Technology and Food Security in Zimbabwe’s A2 Farming Model: A Pragmatic Approach to Climate Change and Sustainable Agriculture. In Integrating Agriculture, Green Marketing Strategies, and Artificial Intelligence (pp. 131-162). https://doi.org/4018/979-8-3693-6468-0.ch005. IGI Global Scientific Publishing (Scopus indexed)
  4. Risiro, J., Jaravaza, D. C., Mukucha, P., & Marange, M. (2025). The Integration of Artificial Intelligence (AI) With Indigenous Knowledge Systems (IK) in Addressing the Impacts of Climate Change on Rural Farmers. In Integrating Agriculture, Green Marketing Strategies, and Artificial Intelligence (pp. 389-414). https://doi.org/4018/979-8-3693-6468-0.ch013. IGI Global Scientific Publishing (Scopus indexed)
  5. Mukucha, P., Jaravaza, D. C., Risiro, J., Chingwaru, T., Dangaiso, P., & Mauchi, F. (2024). Side Marketing: A Threat to Contract Farming Viability in Zimbabwe. In Sustainable Practices for Agriculture and Marketing Convergence (pp. 177-199). https://doi.org/4018/979-8-3693-2011-2.ch008. IGI Global Scientific Publishing   (Scopus indexed)
  6. Makudza, F., Jaravaza, D. C., Makandwa, G., & Mukucha, P. (2024). Disruptive Artificial Intelligence: Augmenting Consumer Experience through Chatbot Banking. In Digital Influence on Consumer Habits: Marketing Challenges and Opportunities (pp. 1-18). Emerald Publishing Limited. https://doi.org/10.1108/978-1-80455-342-820241001. Emerald (Scopus indexed)
  7. Risiro, J., Jaravaza, D. C., & Mukucha, P. (2024). Incorporating Indigenous Knowledge Systems (IKS) in Enhancing Sustainable Agriculture in Selected Rural Areas of Zimbabwe. In Sustainable Practices for Agriculture and Marketing Convergence. https://doi.org/4018/979-8-3693-2011-2.ch006. IGI Global Scientific Publishing. (Scopus indexed)

 

Journal articles

  1. Mukucha, P., Jaravaza, D. C., Katsande, T. & Tsekea, S. (2025). Iatrophobia: a case of women who have undergone clinical breast examination procedures. Health Education, 125(5): 1-13, https://doi.org/10.1108/HE-02-2025-0016. Emerald (Scopus indexed)
  2. Mukucha, P. & Jaravaza, D. C. (2025). Waste material recycling: the horrors of informal waste material picking in Zimbabwe. Journal of Responsible Production and Consumption, 2(1): 235-253. http://dx.doi.org/10.1108/JRPC-01-2024-0003. Emerald (DOAJ indexed)
  3. Jaravaza, D. C., Mukucha, P., Nhidza, L., & Makudza, F. (2025). Online purchase intentions of affluent women: blending African beliefs, consumer vanity and luxury beauty products online purchase intentions. Cogent Social Sciences, 11(1), 2451119. https://doi.org/10.1080/23311886.2025.2451119. Taylor and Francis (Scopus indexed).
  4. Mukucha, P., Douglas, M., & Jaravaza, D. C. (2025). The Efficacy of Food Waste Reduction Strategies in an African Frontier Market Food Services Industry. Tourism: An International Interdisciplinary Journal, 73(2), 215-226. https://doi.org/10.37741/t.73.2.2. srce.hr (Scopus indexed)
  5. Mukucha, P., & Shumba, V. (2025). Enhancing sustainability through supplier development initiatives in the form of contract farming in Zimbabwe. Journal of Agribusiness and Rural Development, 2(76), 231–244. http://dx.doi.org/10.17306/J.JARD.2025.00014R1. Sciendo DOAJ indexed
  6. Mukucha, P., Jaravaza, D. C., & Saruchera, F. (2025). Strategic Postponement in Fast Food Operations: Enhancing Order Fulfilment in a Frontier Emerging Market. Business Excellence and Management Journal, 15(2): 5-18. https://doi.org/10.24818/beman/2025.15.2-01 Ceeol (DOAJ indexed)
  7. Tsekea, S., Madziko, I., Mukucha, P., & Chigwada, J. (2025). Exploring early career academics’ barriers to effective research productivity in Zimbabwe. International Journal of Educational Management 1-17. https://doi.org/1108/IJEM-02-2025-0090. Emerald (Scopus indexed)
  8. Mukucha, P., Jaravaza, D. C., Dangaiso, P., & Makudza, F. (2025). The Role of Gender Matching in Personal Selling of Embarrassing Products: An Empirical Study in Zimbabwean Fashion Boutiques. Management and Economics Review, 10(2): 431-447. https://doi.org/124818/mer/2025.02-10. Ceeol DOAJ indexed.
  9. Mukucha, P. (2025). Improving retail operations: Understanding the drivers of abandoned
    products at checkout points in Zimbabwean supermarkets. Journal of Marketing and Consumer Behaviour in Emerging Markets, 2(21):1-13. https://doi.org/10.7172/2449-6634.jmcbem.2025.2.1. DOAJ indexed
  10. Mukucha, P., Dube, T. & Jaravaza, D. C. (2025). Supply chain integrity: Addressing Ethical Concerns in Agricultural Supply Chains. Logistics, Supply Chain, Sustainability and Global Challenges, 16. https://doi.org/10.2478/jlst-2025-0001. Sciendo DOAJ indexed
  11. Mukucha, P., Tsekea, S., Jaravaza, D. C. & Jaravaza, N. (2024). Contract farming: a comparison of production and marketing contracts as sourcing strategies in the fast food restaurant industry. Journal of Foodservice Business Research, 1-18, https://doi.org/10.1080/15378020.2024.2303540. Taylor and Francis (Scopus indexed)
  12. Mukucha, P. & Chari, F. (2024). An assessment of supplier development in the Zimbabwean cotton industry. Cogent Business & Management 11(1), 2350791. https://doi.org/10.1080/23311975.2024.2350791. Taylor and Francis (Scopus indexed)
  13. Jaravaza, D. C., Moyo, T., & Mukucha, P. (2024). Luxury beauty products purchase behaviour of affluent consumers: the role of brand consciousness and brand distinctiveness in Zimbabwe. Cogent Business & Management, 11(1), 2338304. https://doi.org/10.1080/23311975.2024.2338304. Taylor and Francis (Scopus indexed)
  14. Mukucha, P., Jaravaza, D. C. & Jaravaza, N. (2024). Midwife gender proclivity: Differential effects of expectant mothers’ demographic factors in Zimbabwe. Health Care for Women International, 1-21. https://doi.org/10.1080/07399332.2024.2373856. Taylor and Francis (Scopus indexed)
  15. Dangaiso, P., Mukucha, P., Makudza, F., & Jaravaza, D. C. (2024). How perceived Corporate Social Responsibility and consumer brand preference are linked in pre-emerging economies: the role of brand credibility and brand attitude. Cogent Business & Management, 11(1).https://doi.org/10.1080/23311975.2024.2367094. Taylor and Francis (Scopus indexed)
  16. Mukucha, P., Jaravaza, D. C. & Jaravaza, N. (2024). Featuring women on advertisements: juxtaposing Afrocentric and Eurocentric idealization of body size in Sub-Saharan Africa. Journal of African Business, 26(1), 146-163. https://doi.org/10.1080/15228916.2024.2321109. Taylor and Francis (Scopus indexed)
  17. Dangaiso, P. & Mukucha, P. (2024). Evaluating the impact of service encounter incivility on employee job stress, turnover intentions and labour attrition: a study on frontline employees in the fast food service industry. https://doi.org/10.1080/23311975.2024.2355671 . Taylor and Francis (Scopus indexed)
  18. Jaravaza, D. C., Risiro, J., Mukucha, P., & Jaravaza, N. (2024). Public health promotion of COVID-19 vaccination to rural consumers: synthesising the role of social media and religious belief systems. International Journal of Pharmaceutical and Healthcare Marketing, 18(1), 67-85. https://doi.org/10.1108/IJPHM-02-2023-0016. Emerald (Scopus indexed)
  19. Mukucha, P., Chari, F., Jaravaza, D. C., & Shumba, V. (2024). The influence of negotiation approaches on supplier relationship management in Zimbabwe’s fast-food industry. Logistics, Supply Chain, Sustainability and Global Challenges, Ahead of Print, 1-15. https://sciendo.com/article/10.2478/jlst-2024-0004. Com DOAJ indexed
  20. Dangaiso, P., Mukucha, P., Makudza, F., Towo, T., Jonasi, K., & Jaravaza, D. C. (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, 10(1):2296590. https://doi.org/10.1080/23311886.2023.2296590. Taylor and Francis (Scopus indexed)
  21. Dangaiso, P., Jaravaza, D. C., Mukucha, P., Bowora, A., Hlabiso, G., & Jonasi, K. (2024). More Pay and Benefits or Better Work-life Balance? Post Pandemic Perspectives on Employee Centricity among University Frontline Staff. Journal on Efficiency and Responsibility in Education and Science, 17(2), 151–163. https://doi.org/10.7160/eriesj.2024.170205. Eriesjournal.com (Scopus indexed)
  22. Dangaiso, P., Jaravaza, D. C. & Mukucha, P. (2024). Evaluating the predictors of mobile health acceptance among Zimbabwean university students during the COVID-19 era: an integrated framework. Cogent Social Sciences, 10(1):2299141. https://doi.org/10.1080/23311886.2023.2299141. Taylor and Francis (Scopus indexed)
  23. Jaravaza, D. C., Makudza, F., Mandongwe, L., Muparangi, S., Machaka, T., Chisiri, B., Mukucha, P., & Jaravaza, N. (2024). Women entrepreneurship in marginalized communities: Does culture, Ubuntu, religiosity and ancestral relevance matter? Community Development, 56(1), 59-79. https://doi.org/10.1080/15575330.2024.2344206. Taylor and Francis (Scopus indexed)
  24. Sixpence, S., Mukucha, P., Muzanenhamo, L., & Ukpere, I. W. (2023). Consumer Dining Duration and Spending: The Role of Emotional Labour Practice in the Restaurant Industry. Annals of Spiru Haret University. Economic Series, 23(2):213-236. https://doi.org/10.26458/23212. ceeol.com DOAJ indexed
  25. Mukucha, P., Sixpence, S., Muzanenhamo, L., Muskwe, N. & Ukpere W. I. (2023). Green Supply Chain Management: The Role of Sustainable Packaging on Corporate Image and Patronage Intentions. Annals of Spiru Haret University. Economic Series, 23(4):553-572. https://doi.org/10.26458/23430. com DOAJ indexed
  26. Mukucha,, Jaravaza, D. C., & Nyengerai, S. (2023). Circular economy of shopping bags in emerging markets: a demographic comparative analysis of propensity to reuse plastic bags versus cotton bags and paper bags. Cogent Engineering, 10(1), 2176582. https://doi.org/10.1080/23311916.2023.2176582. Taylor and Francis (Scopus indexed)
  27. Mukucha, P., Jaravaza, D. C. & Jaravaza, N. (2023). Female genital modification: untangling visual attractiveness of female genitalia from an Afrocentric perspective of male sexual partners. Cogent Social Sciences, 9(1), 2226895. https://doi.org/10.1080/23311886.2023.2226895. Taylor and Francis (Scopus indexed)
  28. Mukucha, P. & Jaravaza, D. C. (2023). Shockvertising of luxurious fast-foods brands in emerging markets: Differential effects of consumer demographic profiles. Cogent Business & Management, 10(2): 2220199. https://doi.org/10.1080/23311975.2023.2220199. Taylor and Francis (Scopus indexed)
  29. Mukucha, P. & Chari, F. (2023). The moderating role of vendor managed inventory on the Bullwhip Effect in the COVID-19 Pandemic. Cogent Business and Management, 10(1):1-15. https://doi.org/10.1080/23311975.2022.2158604. Taylor and Francis (Scopus indexed)
  30. Mukucha, P. & Chari, F. 2023. The moderating effect of farming contracts on the relationship between responsive supply chain elements and supply chain resilience. Journal of Future Sustainability, 3:1–8. Doi:10.5267/j.jfs.2022.11.001. Growing Science (Worldcat indexed)
  31. Makudza, F., Jaravaza, D. C., Govha, T., Mukucha, P., & Saruchera, F. (2023). Enhancing supply chain agility through e-procurement in a volatile frontier market. Journal of Transport and Supply Chain Management, 17:a847. https://doi.org/10.4102/jtscm.v17i0.874. Oasis International Publishing (Scopus indexed)
  32. Jaravaza, D. C., Rusiro, J. & Mukucha, P. (2023). COVID 19 vaccination national radio advertising credibility assessment by rural consumers: the influence of indigenous medical knowledge systems and traditional beliefs. Cogent Public Health. https://doi.org/10.1080/27707571.2023.2178052 . Taylor and Francis DOAJ indexed.
  33. Mukucha, P. & Chari, F. (2022). Supply chain resilience: the role of supplier development in the form of contract farming in fast-food outlets in Zimbabwe. Continuity & Resilience Review, 4(3):280-299. https://doi.org/10.1108/CRR-03-2022-0006. Emerald.
  34. Mukucha, P., Mushanyuri, B. E. & Chari, F. (2022). The influence of outbound logistics on utility. Southern Africa Journal of Science and Technology, 5(ii). https://dx.doi.org/10.4314/sajest.v5i2.39829. AJOL indexed.
  35. 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(2): 182-199. DOI:24818/mer/2022.06-06. Ceeol DOAJ indexed.
  36. Mukucha, P. (2022). An evaluation of the operational efficiency of pizza restaurants in Zimbabwe. Southern Africa Journal of Science and Technology, 5(ii). https://dx.doi.org/10.4314/sajest.v5i2.39827. AJOL indexed.
  37. 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. https://doi.org/10.24818/beman/2022.12.3-04. DOAJ indexed.
  38. Mukucha, P. & Chari, F. (2021). The influence of supplier development in the form of contract farming on performance in Zimbabwean tobacco industry. Cogent Business and Management, 8(1): https://doi.org/10.1080/23311975.2021.1968732. Taylor and Francis (Scopus indexed)
  39. Mukucha, P. & Jaravaza, D. C. (2021). Global fast foods Brands: The role of consumer ethnocentrism in frontier markets. Journal of Industrial Distribution & Business, 12(6):7-21. http://dx.doi.org/10.13106/jidb.2021.vol12.no6.7. koreascience.kr. KODISA indexed.
  40. Mukucha, P., Mushanyuri, B. E. & Jaravaza, D. C. (2021). Green Sourcing: Effects on Supplier Performance Metrics in Fast Food Restaurants in Frontier Markets. Logistics, Supply Chain, Sustainability and Global Challenges, 12(1): 47-59. https://sciendo.com/article/10.2478/jlst-2021-0004. Sciendo DOAJ indexed.
  41. Mukucha, P., Manyika, T. & Madhuku, G. & Chari. F. (2020). The effects of business process outsourcing on the quality of catering services in the tertiary education industry in Zimbabwe. Cogent Business & Management, 7:1-11. https://doi.org/1080/23311975.2020.1741314. Taylor and Francis (Scopus indexed).
  42. Mukucha, P., Rootman C. & Mazibuko, N. E. (2019). Service encounter experience antecedents and outcomes in the Zimbabwean restaurant industry. Journal of Contemporary Management, 16(2):513-537. https://hdl.handle.net/10520/EJC-19eadbccbb. (DHET Approved).
  43. Mukucha, P. 2014. A comparative study of emotional labour practice in the Zimbabwean services industry. International Journal of Management Sciences, 2(1):12-18.
  44. Mukucha, P. (2013). The mediation effects of perceived quality on the relationship between employee satisfaction and customer satisfaction. Journal of Studies in Accounts and Economics, 1(3):9-16.
  45. Chirimubwe, R. G., Nyengerai, S., Mukucha, P., Musekiwa, A. & Masamha, B. (2013). Impact of demographic factors on consumers’ perceptions towards valuable insurance. International Journal of Innovative Research and Development, 2(11): 482-489. Worldcat indexed.
  46. Nyengerai, S., Jaravaza, D. C., Mukucha, P., Chirimubwe, R. & Manjoro, E. (2013). Determinants of perceptions towards private label brands in Zimbabwe. The role of familiarity, store image, demographic factors, and consumer characteristics. Greener Journal of Business and Management Studies, 3(5):224-230.
  47. Mukucha, P., Musekiwa, A., Chirimubwe, R. G., Jaravaza., D. C. & Nyengerai, S. (2012). Customers’ emotional responses to employees’ displayed positive emotions. Australian Journal of Business and Management Research, 2(6):40-46. Worldcat indexed
  48. Musekiwa, A., Njanike, C. & Mukucha, P. (2010). Gender effects on customer satisfaction in the banking industry: a case of commercial banks in Bindura, Zimbabwe. Journal of Business Management and Economics, 2(1):40-44.

Conference Papers

  1. Mukucha, P., Jaravaza, D. C., Risiro, J., & Chingwaru, T. 2024. Contract farming optimization: Leveraging artificial intelligence to combat side marketing practices. 1st International Business, Governance and Accounting Conference, Kariba, Zimbabwe, 24th-26th July 2024.
  2. Rootman, C., Mukucha, P., & Mazibuko, N. E. 2019. Service encounters in the restaurant industry in Zimbabwe. Wednesday 10 July 2019. Global Business and Technology Association Twenty-First Annual International Conference. Paris, France, 9th-13th July 2019.

 

Faculty of Commerce