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Purpose This study aims to examine the influence of service quality, satisfaction, trust, value and commitment on hotel customers’ attitudinal and behavioural loyalty.

The purpose of the article is to examine the rural small scale farmers’ smart mobile phone usage acceptance prognosticators for agricultural marketing information access in selected farming towns in Zimbabwe. Responses were collected from rural small scale farmers in Marondera, farming town in Zimbabwe using structured questionnaire with a 7 point Likert scale. The research study depicted that trust, social influence, perceived risk and relative advantage have positive influence on rural small scale farmers’ smart mobile phone usage acceptance for agricultural marketing information access adoption intention in Zimbabwe. The study has limitations which may affect the generalisability of the results since they can only be applied to the studied areas, all in Mashonaland East province of Zimbabwe. Agricultural marketers are encouraged to focus more attentively on smart mobile phone acceptance determinants such as social influence, perceived risk and trust when devising mobile agricultural marketing strategies especially during uncertain times. The study adds to theoretical literature development by extending knowledge on the UTAUT2 theoretical framework since there is paucity of research that have directly applied the same model in agricultural marketing and general agribusiness. Practically, the study enhances the need for adoption of contemporary technologies to solve the current challenges facing farmers in the marginalised rural areas, not only in Africa, but also dotted around the world. Supplementary Information The online version contains supplementary material available at 10.1007/s43545-022-00562-x.

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PurposeThe purpose of this article is to investigate the factors that explain the reasons why customers may be willing to use chatbots in Zimbabwe as an e-banking customer service gateway, an area that remains under researched.Design/methodology/approachThe research study applied a cross-sectional survey of 430 customers from five selected commercial banks conducted in Harare, the capital city of Zimbabwe. Hypotheses were tested using structural equation modelling.FindingsThe research study showed that a counterintuitive intention to use chatbots is directly affected by chatbots' expected performance, the habit of using them and other factors.Research limitations/implicationsTo better appreciate the current research concept, there is a need to replicate the same study in other contexts to enhance generalisability.Practical implicationsChatbots are a trending new technology and are starting to be increasingly adopted by banks and they have to consider that customers need to get used to them.Originality/valueThis study contributes to bridging the knowledge gap as it investigates the factors that explain why bank customers may be willing to use chatbots in five selected commercial Zimbabwean banks. This is a pioneering study in the context of a developing economy such as Zimbabwe.