ABSTRACT The purpose of the study was to examine how banks in Ghana use customer relationship management (CRM) as a strategic tool to achieve customer loyalty. Specifically, the study establishes the extent of practice of CRM in the banking industry, the relationship between CRM practices and customer loyalty, and the effect of CRM practices on customer loyalty. Furthermore, the study proffers possible solutions and recommendations in the implementation of CRM in the banking industry. A descr...
ABSTRACT This study examines the influence of entrepreneurial orientation on the growth of SMEs in Ghana’s food processing sector. The importance of Small and Medium Enterprises (SMEs) to the well well-being of an economy cannot be overemphasized. Many studies have been undertaken, both in developed and developing countries to indicate the major developmental role that SMEs play in an economy. However, despite their acknowledged contributions to the economy and series of interventions by go...
ABSTRACT Many studies in value co-creation and its outcomes predominantly conducted in developed economies and their findings may not necessarily be applicable in developing economies due to disparities in culture and economic situations. There is therefore the need to probe further in developing economy such as Ghana in order to attain better understanding empirically, the influence of value co-creation behaviour on the relationship between cognitive engagement and customer loyalty. The purp...
ABSTRACT Social media tools such as Facebook, Twitter, Instagram and YouTube have become important sources of information. However, the dynamics between the volume of information on social media and the quality of choices consumers make remain unclear in literature. While some social media users complain of choice overload affecting the quality of choices and post purchase dissonance, others believe that information on social media is of quality and sufficient for effective decision making. T...
ABSTRACT The objective of this research mainly is to investigate the relationship between Supplier Orientation and Business Performance (BP) in the mobile telephony industry in Ghana and also to examine the moderating role of trust on the relationship. The study identified three key characteristics of supplier-oriented firm namely, buyer-seller relationship, commitment to relationship and communication. It also identified other measurements of trust such as credibility and benevolence. Other ...
ABSTRACT Brand Selection of Higher Education by students has become an important concept in this service institution. This is basically due to the fact that students are paying higher tuition fees especially for their postgraduate studies and as such they increasingly see themselves as customers in the service delivery and encounter process. This research centred on postgraduate students brand selection of Ghana‘s Premier Business School also known as University of Ghana Business School (UG...
ABSTRACT The distortions in the literature on the relevance of micro-enterprises have been blamed partly on the lack of clarity on the growth measures for micro-enterprises. This study, therefore, investigated whether there are specific growth measures used by micro-enterprise to measure growth. From a qualitative perspective, the researcher adopted a case study strategy, semi-structured interview, and a snowballing sampling technique to sample five micro-entrepreneurs popularly called ―Gor...
ABSTRACT Online advertising is an increasingly-examined aspect of marketing literature, yet the relationship between the specific dimensions of the construct and its outcomes remain unclear. This study was therefore designed to examine the relationship between online advertising characteristics and purchase intention and the mediating role of volume of electronic word of mouth in the automobile industry. Questionnaires were used to gather data from 350 online automobile purchasers in Ghana. T...
ABSTRACT Internal marketing has attracted a lot of interest from researchers and practitioners over the last three decades. However, its relationship with employee satisfaction and corporate brand performance has not been systematically investigated. The purpose of this study is to explore the direct relationship between internal marketing and corporate brand performance and the indirect relationship through employee satisfaction and corporate brand performance .Data was collected from two hu...
ABSTRACT The purpose of this paper is to examine the determinant of customer loyalty in the telecommunication industry of Ghana. Deliberations on literature discussed issues on the concept of customer loyalty, classification of customer loyalty, customer satisfaction, service quality, empirical studies of loyalty among mobile phone users and outline on the profile of telecommunication companies in Ghana. On the basis of literature materials, a list of factors were extracted as determinants of...
ABSTRACT The study was conducted to assess the effect of advertising on customers’ purchase intention for banking products in Ghana by specifically targeting customers of Societe Generale’s Head Office in Accra, in capital city of Ghana. The study employed explanatory design as the main research design and this was supported by the quantitative research approach dues to the nature of its scientific enquiry. The population consisted of 24676 customer and out of this, 399 of were surveyed ...
ABSTRACT This study investigated how airlines in Ghana apply service recovery to their operations in serving customers. It explores what internal mechanisms (processes) the airlines have in place to recover service when there is a service failure. The fact that airline service is performed and consumed in real time, is intangible and has the consistent dyadic interaction between its representatives and customers, gives rise to its failure prone nature. This study adopted the qualitative rese...
ABSTRACT In today’s global market characterized by fierce competition, high dynamism, and high volatility, organizations are trying their best to find the most efficient way to get their message to customers. Integrated marketing has thus become the strategic approach used to coordinate the various activities of marketing communication. The study was conducted to analyze customers’ perception about integrated marketing communication activities at SBC Beverages Limited. The descriptive de...
ABSTRACT Personal selling is a marketing strategy which contrary to classical promotion such as advertising with one-way communication, permits communicative interchanges between the seller and buyer. It is of primary importance in the marketing of commodities which due to their complexity require some form of explanation or demonstration to the buyer. Its usefulness as argued in the literature is said to be more pronounced in industrial marketing and services compared to products in the fast...
ABSTRACT Advertising enables companies to meet communication and other marketing objectives. Consumers’ purchase behaviour in today’s information-saturated world is based on how a service or product is advertised. In spite of the apparent wide-spread and huge-scale adoption of E-advertising on a global scale, one does not see this trend happening on a big scale in Ghana. Thus, using the descriptive study design the study sought to explore and unravel the influence of e-advertising on cons...