Customer retention is an important element of any banking strategy in today's increasingly competitive environment. This study examined the impact of retention factors that influence consumers' decisions to stay with Ghana Commercial Bank within the Agona Swedru Municipal area. The descriptive survey design was used for the research. Simple random sampling and self administered questionnaires were utilised to obtained data from 480 customers of the bank. Correlation and regression techniques were used to examine the relationships between customer satisfaction, service quality, customer trust, customer commitment, switching barrier factors and customer retention. The results revealed that on the whole, switching barrier emerged as the most significant factor influencing customer retention. This was followed by customer commitment and customer trust. The study recommends that management of the bank should pay attention to customer commitment by investing more into customer relationship marketing strategies that can increase customers' dependency and inhibit switching.
The study sought to assess differences in innovation practices in the telecommunication industry, customer perception of service innovations, and how service innovation practices influence the loyalty of mobile subscribers. A quantitative research approach was adopted to study 250 samples from active subscribers of the leading mobile telecommunication companies in Ghana. Descriptive and regression analytical approaches were used to analyze the study’s objectives. The result indicates service innovation practices significantly influence loyalty. Innovative service concepts, innovative service processes, and new technologies significantly influence customer loyalty with the latter having the strongest influence. The study contributes to the scanty literature on the mentioned subject within the Ghanaian context. Additionally, this study focused on the service sector. Despite the sector’s contribution to the world’s Gross Domestic Product (GDP), previous studies have largely focused on the manufacturing sector. Based on the findings, the study recommends that the management of MTN, Vodafone, and Airtel-Tigo in collaboration with R&D and Marketing departments must invest financial and cognitive resources to develop innovative technologies, processes, and services to address the service convenience, efficiency, and effectiveness needs of customers. The study further recommends that financial and cognitive investment should be based on market and consumer research, and customer interaction. This study recommends similar studies using qualitative research methods in other industries such as banking and insurance.
The role marketing strategies plays in influencing purchasing behaviors of consumers in various economies can never be overemphasized. However, this assertion requires further investigation with respect to consumers of Maggi seasoning products in Ghana especially those in Tamale metropolis. The study analyzed the effect of marketing strategies specifically sales promotion and perceived product quality on consumers' purchasing behavior toward Maggi products in the Tamale metropolis of Ghana. To achieve this goal, the study adopted the quantitative approach, descriptive design and structured questionnaire. Valid data sets were retrieved from 162 food vendors in Tamale Metropolis. The IBM SPSS Statistics software version 26 was employed to process the data and subsequently analyzed with both descriptive and inferential tools. The study found all the marketing strategies to significantly influence the purchasing behaviors of consumers of Maggi products focusing on food vendors within the Tamale metropolis, Ghana. As a result, the research found that marketing strategies, particularly sales promotion and perceived product quality, have a major role in encouraging consumers to make better purchasing preferences. According to the research, Nestle Ghana could use more comprehensive methods, such as unique sales promotion packages, better pricing, and better product concepts in order to guarantee high purchasing behavior among its clientele.
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