THE EFFECT OF MARKETING COMMUNICATION TOOLS ON SERVICE QUALITY AND CUSTOMER SATISFACTION IN THE FINANCIAL SERVICES SECTOR IN GHANA
Journal Title: International Journal of Sales & Marketing Management Research and Development (IJSMMRD) - Year 2017, Vol 7, Issue 1
Abstract
This study examines the effect of marketing communication tools on service quality and customer satisfaction in the financial services sector in Ghana. A quantitative research approach was employed. A total of 382 managers were selected to participate in this study from non-banks, banks and insurance companies in Accra. Confirmatory Factor Analysis (CFA) was used to present results through AMOS. In data analysis, the CFA model is of good fit at 5% significance level (χ2 = 13.43, p = 0.543). Each of the communication tools makes a significant effect on service quality and customer satisfaction, though this effect is negative in terms of a few communication tools. The study recommends that financial service providers invest in the communication tools but with priority given to those making the largest positive effects on customer satisfaction like public relations.
Authors and Affiliations
FRANCIS KOFI SOBRE FRIMPONG
Keywords
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