ABSTRACT Internet-based relationship marketing is progressively gaining global attention. Nevertheless, the dawn of this modernization draws many theoretical debates and practical concerns, some of which have received little research attention. On this premise, this thesis studied the concepts of Relationship marketing (RM) and Internet Technologies (IT) within the Ghanaian telecommunication industry. As one among few studies within the Sub-Saharan region, the purpose was to explore the cont...
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 foc...
ABSTRACT Understanding what influences a tourist’s choice of a tourism destination has received much attention in academic literature in recent times. Against this background, the purpose of the study is to ascertain the relationship between destination selection determinants and revisit intentions in the Ghanaian context. The study further assessed the impact of tourist’s satisfaction and socio-demographic variables (Country of Origin) on destination selection determinants and revisit i...
ABSTRACT This study sought to examine the relationship between market orientation and organizational performance in the private health sector of Ghana. The study also introduced some moderating factors that could influence the adoption and implementation of market orientation among private health providers as well as the challenges of implementing it. A sample size of 133 private health providers in Greater Accra were used in this study and data collected was analyzed quantitatively. Findings...
ABSTRACT The telecommunication industry in Ghana has seen a lot of growth over the last decade and with up to six telecommunications companies operating in Ghana currently, there is very little to choose between any two brands. In an overly communicated sector such as the telecom sector, CSR positioning seems to be a better way to differentiate one‘s offering from the rest. With customers more concerned about organisations social responsibility activities and with the telecommunications com...
ABSTRACT Why some entrepreneurs are more successful in business than others remains and influential question in small firm growth research. A common view held by most researchers is that firm growth is influenced by factors relating to the entrepreneur, specific firm characteristics and the business environment. Based on the concept of human capital and psychological theories, this study sought to test the influence of the personality characteristics of entrepreneurs on the growth of SMEs in...
ABSTRACT As the political and media landscape become complex, political parties and candidates all over the world and for that matter Ghana keep exploring new ways and ideas to effectively communicate their political messages to the target audience. Social media tools nevertheless have unfolded new possibilities for politicians to engage with citizens. The primary objective of this study therefore is to examine the extent to which political message dissemination on social media by politician...
ABSTRACT Measuring service quality in higher education has become an important exercise to determine students‟ level of satisfaction and possibility of continue enrolment. This paper focuses on measuring Ghana‟s higher education service quality with the specific objective of identifying perceptions of students in University of Ghana (UG), Ghana Institute of Management and Public Administration (GIMPA) and University of Professional Studies, Accra (UPSA)as a means to evaluate the quality o...
ABSTRACT The adoption and widespread use of mobile phones in emerging markets have opened up diverse opportunities in financial services such as mobile money transfer. However, mobile money transfer is at different stages of adoption in emerging markets. The main objective of the research was to identify factors that influence consumers‘ intention to adopt mobile money transfer in Ghana. A conceptual research model was developed based on the Unified Theory of Acceptance and Use of Technolog...
ABSTRACT Over the years, marketing analytics had surfaced as a third component of the marketing research, considered on equal footing with quantitative and qualitative research. While the process is not new, its implementation and uses today are always changing, in an environment where consumers are evolving, hence the need for marketers to gather as much relevant information on the customer as is practically and ethically possible. This study thus investigated the nature of marketing analyti...
ABSTRACT The primary objective of this study was to extend the current knowledge of corporate image investment dimensions by testing a comprehensive framework which comprises product attributes, relationship marketing, corporate credibility and corporate social responsibility on customer loyalty. By examining the proposed conceptual framework, this study captures broadly everything that an organisation does which invariably gives it an image in the minds of customers. The study adopts a quant...
ABSTRACT Tourism has become a prominent global industry. In light of this, it is a fiercely competitive industry, with countries constantly working to identify various means of increasing their attractiveness. Destination image is one primary means that destinations use to distinguish themselves and draw more tourists. This study seeks to understand how tourists‟ cognitive, affective and conative perceptions of a destination influence the image formation. Data is collected from a sample of...
ABSTRACT This study examined social entrepreneurship activities, social entrepreneurship environmental factors and the nexus of social entrepreneurship environment and social entrepreneurship activities. Five in-depth qualitative case studies provided insights on the individual perspectives on the influencing environmental factors of social entrepreneurship. The environmental factors which influence social entrepreneurship activities in Ghana are: corruption and bureaucracy, regulatory frame...
ABSTRACT Reforms in the Ghanaian banking sector between 2016 and 2019 which were aimed at creating a resilient and safe banking sector has resulted in regulatory induced mergers, acquisitions and consolidation of insolvent and capitally inadequate retail banks. This has contributed to a heightened state of uncertainty to customers of these retail banks which can potentially contribute to their switching intentions. Even though on switching behaviour in general exists, however, there is paucit...
ABSTRACT Marketing pension scheme products and services within the informal sector is gaining increasing attention in practice and research in Ghana. In recent years, there are calls to adopt effective and efficient marketing strategies that are able to promote uptake among the informal sector workers. There is therefore the need to understanding consumer behaviours among these informal sector workers. The current study therefore examined consumer behaviour towards pension scheme among inform...