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 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 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...
ABSTRACT The aim of this study is to find out factors influencing the performance of Small Scale Entrepreneurs (SSEs) operating in the garment industry in the Tamale Metropolis of Northern Ghana. The study is necessary because of the immense contribution of SSEs to the economy of Ghana, in terms of the provision of employment, creation of wealth, and generation of revenue to government for national development. A framework on factors influencing entrepreneurial success has been used to suppor...
Introduction This chapter provides an overview of the thesis. The chapter begin with a discussion that presents an overview of the relevance of service quality in the hotel industry. It also discusses the research problem, the objectives of the study, as well as the questions the study seeks to answer. The relevant theoretical areas that inform the study are also briefly discussed. The significance of the study and the research gaps are identified and discussed. Finally, the chapter outlines ...
ABSTRACT Market orientation was criticised for being a micro marketing concept with limitations in handling stakeholder concerns. In an attempt to enhance market orientation into a macro marketing concept, sustainability market orientation was advanced as a replacement. The main aim of this study was to develop a framework for optimising sustainability market orientation in Ghanaian hotels. The study argued that economic, social, environmental, and ethics are the lower-order dimensions of su...
ABSTRACT The number of players in the insurance industry in Ghana continues to growth. This is of concern to insurance companies in today‟s competitive market environment as it forces them to improve upon their offerings to retain their existing customers, as well as to acquire new ones. However, very few empirical studies have been conducted in the insurance industry to affirm the antecedents of customer satisfaction and its effect on loyalty. This study reports on the antecedents of cust...
ABSTRACT This study investigated how SMEs build their brands and the possible challenges that they face with regard to brand-building. The study sought to find answers to the questions and that is; SMEs understanding of branding as a concept, brand elements being used by these SMEs in Ghana and the possible challenges or difficulties that SMEs encounter in branding? In order to answer these proposed questions, a qualitative research approach was adopted and both unstructured and semi-structu...
ABSTRACT The increased use of mobile phones to access healthcare service by both health professionals and consumers has raised the need for more attention to be focused on mobile health (mHealth) service quality issues. The purpose of this study is to assess the level of mHealth technology service quality and its effect on user satisfaction and continual usage intentions among rural communities in Ghana. This study seeks to examine causal relationships between four variables, namely: mHealth ...
ABSTRACT Global business trends such as globalisation, technology revolution and trade liberalisation have affected operations of Small and Medium sized Enterprises (SMEs) across the global. In developing countries including Ghana, the global trends have affected operations of SMEs in the domestic markets such as Central region (an administrative region in Ghana). Studies have therefore been done in developing countries such as Ghana regarding how SMEs have responded to these compelling globa...
ABSTRACT The purpose of this study is to examine the influence of Facebook usage on sales performance and explore whether an employee's service behaviour has a mediating effect on the relationship between Facebook usage and sales performance. This study employed an explanatory research design to explain the cause-and-effective relationship among Facebook usage, an employee's service behaviour and sales performance. Self-administered questionnaires and the use of a uniform resource locator (UR...
ABSTRACT Donating blood regularly and voluntarily is the World Health Organisations remedy to the Worlds perennial blood shortage. Globally, there has been a surge in interventions aimed at encouraging individuals to adopt this behaviour (donating blood regularly and voluntarily). This current study seeks to apply Social Marketing using perceived attributes of innovation (a diffusion of innovation concept) to understand the factors influencing the diffusion and adoption of regular voluntary b...