ABSTRACT The development of entrepreneurship and SMEs have greatly contributed to the economic development in many countries all over the world. This is as a result of entrepreneurial activities which provide employment, revenue for both government and citizenry, as well as serve as an avenue for innovation. The SME sector is the most dominant form of business in Ghana. In spite of the economic importance of entrepreneurship and SMEs in Ghana, their growth is hindered by several factors. Thes...
ABSTRACT Corporate rebranding has become prevalent all around the world despite the fact that it is a risky, costly and time consuming exercise. Companies make changes to their corporate brand elements in order to communicate a change in strategic direction and identity with the expectation that, it will create positive corporate brand image perceptions. However, the failure of a corporate rebranding exercise has been reported to have dire consequences on the corporate brand image and reputat...
ABSTRACT The Ghanaian banking industry has experienced growth largely driven by the influx of foreign banks, especially of Nigerian origin. Notable among these banks are UBA, Zenith Bank, Access Bank, and GT Bank. The boom in the Ghanaian banking industry has brought about significant changes in product design, marketing and customer relationship management (CRM). Of particular interest to this research is the emergence of the latter, which was almost non-existent in the transaction oriented ...
ABSTRACT It has been documented in the literature that customer engagement, defined as ‘‘customers’ behavioural manifestation toward a brand or firm, beyond purchase, resulting from motivational drivers”, leads to increased profits, sustained differentiation and superior competitive advantage. Scholars for a while have therefore focused on understanding the dynamics of this concept and, in particular, the factors that account for it. They have particularly called for studies that focu...
ABSTRACT Competition in the Ghanaian banking industry is at an all-time high for various reasons. Chief amongst these reasons is the deregulation and reforms the industry witnessed at the tail end of the 20th century. This has resulted in the influx of foreign banks which are mostly multinational, and who possess a financial clout that cannot be rivaled by most local banks. The heightened competition has paved the way for the introduction of many innovations such as electronic banking. Even t...
ABSTRACT The relevance of political brand relationship has been widely acknowledged in political marketing. This work is an extension of brand relationship theories to electoral markets. The study seeks to determine relationship variables and to examine their influence on voter relationship with political parties. This study attempts to identify and categorise relationship forces using an approach that is based on Fournier‟s brand relationship frameworks. The thesis applies qualitativ...
ABSTRACT In this era of intense competition, especially amongst churches, the yardstick for measuring success depends on the extent of awareness creation, persuasion and informing customers of the existence of offerings and this has resulted in several marketing communications tools being employed by churches to help them succeed in this kind of competition. This study sought to explore the application of marketing communication by churches in Ghana. The study adopted a mixed method approach...
The customer has become the centrepiece of business strategy due to the growing realization of the importance of the customer to businesses. The principal driving force behind this trend is competition. The present competitive landscape in Ghana’s, banking industry has accentuated the need for effective management of relationships as a customer retention strategy. The major focus of this study was to explore the relationship between CRM practice and customer loyalty and also examine the eff...
ABSTRACT The purpose of the study is to assess how customer value anticipation (CVA) influences customers’ behavioural and attitudinal outcomes such as satisfaction and loyalty. The thesis also aims to examine the moderating effect of boundary conditions such as competition (as perceived by customers) and gender on the relationship customer value anticipation has with satisfaction and loyalty respectively. Data collected from a total of three hundred (300) MBA students who double as custome...
ABSTRACT Over the years, the use of marketing activities has been seen as very essential to firms and has had a lot of attention not only from academic scholars but also industry experts as most firms seek to use it as a means of gaining brand equity and to get consumers to buy more of their products. This study therefore sought to find out the effects of marketing activities in gaining brand equity and in turn leading to a repurchase decision. Based on this, the study objectives were to det...
ABSTRACT The banking system has seen various degrees of innovations in recent times. These have been as result of new technologies, economic uncertainties, fierce competition, more demanding customers and the changing climate which lead to an unprecedented set of challenges. Increased product varieties, diffusion and competition couple with highly enlightened consumers require that bank marketers solicit views on how their units meet customer satisfaction. The study examined service delivery ...
ABSTRACT Studies investigating SME performance is rather limited. On the other hand, calls have been made for better collaborative effort in producing more comprehensive studies on mobile money payments and the value they offer stakeholders. Indeed, whereas some studies have established the impact of varied factors on SME performance, it is still unclear the influence mobile money payments have on the performance of SMEs. Therefore, the study sought to assess the impact of mobile money paymen...
ABSTRACT The purpose of this study to investigate, explore and understand the motivations of franchising and some of the challenges, franchisees are likely to face in emerging markets like Ghana. The study employed qualitative approach specifically, a case study research strategy is used to investigate the problem. Purposive and Snowball sampling techniques are used for choosing the unit of analysis which resulted in 4 firms (4 managers). Also, data was collected through an in-depth interview...
Abstract As competition intensifies in the Ghanaian banking industry, understanding the concept of market orientation is critical for effective design and implementation of customers’ satisfaction. Staying top always demand that organisations must be market-oriented to be able to deliver superior customer services. Market orientation as a strategies focuses on discovering and meeting the express and latent needs of customers. The objective of this study was to determine the relationship be...
ABSTRACT Africa, after the expiration of the Millennium Development Goals (MDGs) in 2015, was described as the most urbanising region of the world because the continent had witnessed a proliferation of new businesses. The upsurge of businesses, however, was not without environmental consequences which were affecting life. Pressure was mounting on businesses to safeguard the environment. But the response of businesses to this call remained mixed. Consequently, scholars are attracted to resear...