This paper empirically assesses the effect of waiting time management strategies on consumer waiting time satisfaction (WTS) in bank institutions in an emerging economy, using Ghana banking industry as the research context. Drawing from relevant banking and financial marketing literature, a conceptual framework was developed and tested using empirical data from a cross-sectional survey of 480 sampled customers of commercial banks in Ghana. Data were analysed using partial least squares structural equation modelling (PLS-SEM). The findings indicate that, with the exception of apology for delays, the key factors that influence consumer WTS are perceived compensation, waiting environment, quality of delay information and customer mind-engagement strategies. The findings offer important theoretical and managerial implications to scholars and practitioners in the banking service context. This paper provides an initial study into waiting time management in financial services context in Sub-Saharan Africa.
This paper examines consumer attitude towards financial adverts in an emerging economy context, using Ghana as the research context. Drawing from financial marketing literature, a conceptual framework was developed and tested using data from a sample of 246 customers of financial institutions in Ghana. The data were analysed using partial least squares structural equation modelling (PLS-SEM). The findings indicate that consumer attitude towards financial adverts is influenced by credibility, information, entertainment, irritation and participation in financial adverts. Theoretically, this paper confirms existing research regarding the positive effect of advert content on bank customers" behaviour towards financial services. It also adds new knowledge to existing literature by focusing on a developing country context and by providing empirical evidence linking bank customers" participation in financial ads to their attitude. Managerially, this study informs bank managers regarding effective management of financial advert contents in order to influence bank customer"s attitude towards financial adverts.
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