ABSTRACT This study sought to examine customer switching behaviour among microfinance customers. The study adopted the causal research design and used nine variables from the customer switching model to determine the customer switching behaviour in the microfinance industry. The study used 250 respondents who were conveniently sampled for data collection. The data collected from respondents were analysed using descriptive and inferential statistics. The findings of the study showed that custo...
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 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 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...
ABSTRACT There is the need for strategic managers to have a better comprehension of how firms benefit from new product innovation so as to be able to overcome its competitors. It is against this backdrop that this study sought to examine the effect of product innovation as a strategy on sales performance. Purposive sampling and stratified random sampling methods were used to select 250 staff members of Guinness Ghana Limited (GGL). Questionnaire was key instrument for the primary data used in...
ABSTRACT Traditionally, the primary focus and objective of most organisations were skewed towards serving and satisfying its external customers. However, in today’s turbulent, competitive and dynamic business environment, organizations are gradually appreciating that human resources are the conduit through which external customers could be satisfied, hence the need to satisfy employees first. Consequently, internal marketing has become a growing concept in organizations. The primary purpose...
ABSTRACT Advertising has become a powerful marketing tool in increasingly competitive business environment. This study explored the effect(s) of advertising strategies on sales performance of Lacdan Roofing Company in Kumasi, Ghana. Three constructs measuring advertising strategies including informative, persuasive and reminder advertisements were employed in this study. There were two objectives of the study. The first objective was to determine the effectiveness of advertising tactics emplo...
ABSTRACT The study sought to examine the effects of service quality on customer satisfaction at Zenith bank Achimota branch Accra Ghana. The study adopted the quantitative research design and data collection was made with the random sampling technique. The study adopted the random sampling technique and in all three hundred and twenty customers of the bank was sampled for the study with the use of structured questionnaires as the research instrument. The findings of the study revealed that th...
ABSTRACT The purpose of the study was to assess the effects of labelling attributes of market products on consumer’s choice in the Cape Coast Metropolis. Data were collected from 123 consumers and shopkeepers/shop owners in the Cape Coast Metropolis. Presentation and analysis of the study’s data were done using percentages and frequencies which were discussed descriptively. Chi-square tests were also used to test the association between consumers’ demographic characteristics and consume...
ABSTRACT Customer satisfaction plays an important role in business strategy and acts as a key factor in the sustainable development of organisation. It is regarded as a fundamental determinant of long-term organization’s success and widely accepted that satisfied consumers are not concerned on price, less influenced by competitors attack and loyal to the firm longer than dissatisfied customers. The study examined service quality, customer satisfaction and brand equity in Presbyterian basic ...
ABSTRACT This quantitative study investigated the effects of mobile money services on the growth of SMEs in Ghana using SMEs in Tarkwa Nsuaem Municipality as a case study. The study sought to answer the questions: which types of mobile money services are SMEs currently aware of and use for their business? How have mobile money services affected the sales revenue of SMEs; and what is the level of service quality of mobile money services in the Tarkwa Nsuaem Municipality? For this purpose, a qu...
Abstract This research work explores the impact of public policy in branding a nation’s Image for Nigeria among Nigerians with specific reference to Economic and Financial Crimes commission. Specifically, the study investigates the feelings and opinions of Nigerians towards Nigeria as a country, determines the effectiveness of crime control agency on security among Nigerians, assess the level at which the introduction of crime control commission has improved the produce of Nigerian in the...