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

Journal articles

  1. 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, https://doi.org/10.1080/15378020.2024.2303540. (Scopus indexed)
  2. Mukucha, P. & Chari, F. 2024. An assessment of supplier development in the Zimbabwean cotton industry. Cogent Business & Management (OABM). https://doi.org/10.1080/23311975.2024.2350791. (Scopus indexed)
  3. 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). https://doi.org/10.1080/23311975.2024.2338304. (Scopus indexed)
  4. Jaravaza, D. C., Mandongwe, L., Makudza, F., Risiro, J., Mukucha, P., & Jaravaza, N. (2024). Women entrepreneurship in marginalized communities: Does Culture, Ubuntu, Religiosity and Ancestral Relevance matter? Community Development. https://doi.org/10.1080/15575330.2024.2344206. (Scopus indexed)
  5. 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 UHCW. https://doi.org/10.1080/07399332.2024.2373856. (Scopus indexed)
  6. 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. (Scopus indexed)
  7. 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. https://doi.org/10.1080/15228916.2024.2321109. (Scopus indexed)
  8. 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 . (Scopus indexed)
  9. 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. (Scopus indexed)
  10. 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. DOAJ indexed
  11. 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. (Scopus indexed)
  12. 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. (Scopus indexed)
  13. 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. DOAJ indexed
  14. 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. (Scopus indexed)
  15. 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. DOAJ indexed
  16. 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. DOAJ indexed
  17. 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 (OAEN). https://doi.org/10.1080/23311916.2023.2176582. (Scopus indexed)
  18. 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. https://doi.org/10.1080/23311886.2023.2226895. (Scopus indexed)
  19. 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. (Scopus indexed)
  20. 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. (Scopus indexed)
  21. 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. Worldcat indexed
  22. Makudza, F., Jaravaza, D. C., Govha, T., Mukucha, P., & Saruchera, F. 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. (Scopus indexed)
  23. 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 . DOAJ indexed

24.  Mukucha, P., Chari, F. & Manzini, S. 2023. An assessment of differential supplier category performance in the agro processing industry: A case for supplier development in the Zimbabwean tobacco industry. Journal of Future Sustainability, 3:223–232. 10.5267/j.jfs.2023.2.003. Worldcat indexed

  1. 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. DOAJ indexed
  2. 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
  3. 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. DOAJ indexed
  4. 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
  5. 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
  6. 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. (Scopus indexed)
  7. 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. doi:http://dx.doi.org/10.13106/jidb.2021.vol12.no6.7. DOAJ indexed
  8. 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. DOAJ indexed
  9. 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. (Scopus indexed)
  10. 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. (DHET Approved)
  11. Mukucha, P. 2014. A comparative study of emotional labour practice in the Zimbabwean services industry. International Journal of Management Sciences, 2(1):12-18.
  12. 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
  13. 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.
  14. 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.
  15. 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
  16. 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.

 

Books and Book Chapters

  1. 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). IGI Global. DOI: 10.4018/979-8-3693-2011-2. (Scopus indexed)
  2. 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. IGI Global. DOI: 10.4018/979-8-3693-2011-2. (Scopus indexed)
  3. 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. (Scopus indexed)

 

Conference Papers

  1. 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.
  2. 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.

KEY COMPETENCIES

Data analysis using the following software packages;

  • Statistical Package for Social Scientists (SPSS)
  • Analysis of Moment Structures (AMOS)
  • STATA software
  • NVivo software

COURSES/MODULES OF INTEREST

  • Supply Chain Management
  • Sustainable Procurement
  • Procurement ethics
  • Business Research Methods
  • Marketing Research
  • Services Marketing
Faculty of Commerce