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- Title
EVALUATING THE IMPACT OF MARKETING COMMUNICATION MIX ON CUSTOMER SATISFACTION: THE MEDIATING ROLE OF SERVICE QUALITY DELIVERY.
- Authors
Sobre Frimpong, Francis Kofi; Hope, Eric Kweku; Acheampong, Kofi Obeng; John Kwame, Adu Jack; Puttick, Constance Phyllis
- Abstract
Customers are important stakeholders in the financial industry, and therefore management must place a high priority on their satisfaction. In this paper, we investigated the impact of marketing communication mix on customer satisfaction being mediated by service quality within the financial industry. Data was drawn from marketing and sales managers of financial institutions, nonfinancial institutions, and microfinance companies. A sample of 372 marketing and sales managers participated in this study from financial, non-financial, and microfinance institutions across the three business regions in Ghana. The study deployed the quantitative approach to achieve the objective set. Partial Least Square-Structural Equational Modeling version 3.3 was adopted in this study to analyze the data and its processing. Out of the eleven hypotheses formulated, seven of them were significant, while four were insignificant. According to the findings, firms with greater levels of marketing communication mix should employ this performance metric to attract and achieve high-quality customer satisfaction because customer satisfaction is critical to a company's success. To management, it set a ground for them as superintendents of businesses to tailor-make their products in line with the customers’ preferences and satisfaction. The limitations and future research directions are equally presented in the paper.
- Subjects
GHANA; MARKETING; COMMUNICATION in marketing; CUSTOMER satisfaction; QUALITY of service; MICROFINANCE; SATISFACTION
- Publication
International Journal of Entrepreneurial Knowledge, 2023, Vol 11, Issue 2, p67
- ISSN
2336-2952
- Publication type
Article
- DOI
10.37335/ijek.v11i2.202