ABSTRACT There has been a widespread appreciation of the concept of social entrepreneurship across the globe and this concludes that its importance cannot be overemphasized in all aspects.Social entrepreneurship in the Ghanaian environment is emerging and currently few social enterprises operate in the country, none has however been able to achieve a national scale nor reached medium-sized operations. Not much of literature on social entrepreneurship is available for consideration in Africa; ...
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 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 Major problems faced by Small and medium sized enterprises (SMEs) all over the world is limited access to business funds, accounting records, human resource management and managing their SMEs productively. Part of the solution to address the aforementioned challenges is inherent in social capital. Social capital provides opportunities for entrepreneurs to use mutual relationships to access financial and other forms of capital without having to provide collateral securities. Despite t...
ABSTRACT The study was conducted primarily to examine the effect of celebrity endorsement on young voters‟ choice of political candidates during national elections in Ghana. The study targeted Technical University students in Cape Coast Technical University. Explanatory research design, backed by quantitative research approach, was employed to survey 400 students from the institution. An estimated population of 2500 were targeted for the study. Simple random sampling was employed for the se...
ABSTRACT The purpose of the study is to investigate E-marketing and hotel performance with emphasis on three E-marketing tools namely; website, e-mail and social media. Previous studies that have looked at electronic marketing and hotel focused on adoption of the internet and electronic use in hotels. Others focused on the financial performance of electronic marketing: that is, return on investment, profit and loss and sales margin, to the neglect of other relevant issues such as the effect E...