Relationship Marketing Tactics and Customer Loyalty-A Case of the Mobile Telecommunication Industry in Ghana

Koi-Akrofi, Godfred Yaw; Koi-Akrofi, Joyce; Ghana, Vodafone

doi:10.19026/ajbm.5.5815

Cited by 10 publications

(9 citation statements)

References 27 publications

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“…Relationship marketing has several definitions as there is no one accepted definition for relationship marketing (Abdullateef et al , 2010; Hamid, 2009; Ngai, 2005). According to Koi-Akrofi et al (2013) relationship marketing represents an evolution from marketing that places emphasis on direct response to one that encourages building long-term relationships with customers instead of individual transactions. Furthermore, Sheth (2017), in trying to redefine and revitalise relationship marketing, believes that emphasis must shift from “share of wallet” to “share of heart” and from management of relationships with customers to having and “managing contractual or virtual joint ventures” with consumers.…”

Section: Literature Reviewmentioning

confidence: 99%

Relationship marketing and customer satisfaction in the Ghanaian hospitality industry

Amoako

Neequaye²,

Kutu-Adu

et al. 2019

JHTI

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Purpose The purpose of this paper is to investigate how relationship marketing practice can lead to customer satisfaction in the current practices in the hotel industry in Ghana. Globally, the hospitality industry ranks as one of the most competitive business sectors with competing organisations relying on a cocktail of strategies such as relationship marketing to stay relevant, and attract and retain customers. This paper examines how relationship marketing impacts on trust, commitment and satisfaction for customers in the Ghanaian hospitality industry. Design/methodology/approach A positivist methodological framework was used for the collection of data, analysis and theoretical development in this research. The data collection questionnaire was administered to 167 guests of a 3-star hotel in the Accra Metropolis. Structural equation modelling was used to ascertain the significance of the relationship that exists between trust, commitment and customer satisfaction with respect to the relationship marketing practices of hoteliers in Ghana. Findings Study findings provide insight into the processes and practices of relationship marketing that is based on trust and commitment. The findings show a positive and significant relationship between trust, commitment and customer satisfaction. The study also revealed that commitment partially mediates the association between trust and customer satisfaction. Research limitations/implications While this study is limited to a single hospitality and tourism company in Ghana, the findings can have far reaching implications for managers in the hospitality industry in Ghana, it provides a vivid illustration of the impact that customer satisfaction can have on the fortunes of business and a genuine desire to develop trust and be committed to the welfare of business clients can lead to higher customer patronage. Practical implications Trust and commitment in the hospitality industry requires innovative business practices that makes the client value all the service experience that he or she may encounter. The findings indicate that customer satisfaction is influenced by trust and commitment in the hospitality industry. Originality/value Value to the authors’ knowledge, the relationship between trust and commitment in relationship marketing and customer satisfaction concepts has not previously been investigated using structural equation modelling analysis within the Ghanaian hospitality industry. This implies that both trust and commitment are necessary to attain customer satisfaction.

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Section: Literature Reviewmentioning

confidence: 99%

Relationship marketing and customer satisfaction in the Ghanaian hospitality industry

Amoako

Neequaye²,

Kutu-Adu

et al. 2019

JHTI

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show abstract

“…In a study by Koi-Akrofi, Koi-Akrofi and Quarshie [5] [20], and sometimes also called the performance measurement baseline. There are several variations of the triple constraints.…”

Section: Related and Contextual Studies On It Project Failure/successmentioning

confidence: 99%

“…IT spending is achieved largely in the form of IT projects in organizations. The success/failure of IT projects over the years has been researched by several researchers tackling it from various angles [5,6,7,8,9,10,11,12,13,14,15]. The success criteria for a typical IT project are completing the project on time, completing the project on budget, and ensuring that deliverables are according to specifications [16].…”

Section: Introductionmentioning

confidence: 99%

I.T. Project Success: Practical Frameworks Based on Key Project Control Variables

Koi-Akrofi¹,

Afful²,

Matey³

2019

IJSEA

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The objectives of this study were to research into the interdependencies IT project control variables, and also come out with frameworks to help IT project managers understand how to effectively control these variables to ensure the success of IT projects. The study employed six control variables: Cost, Time (Schedule), Scope, Quality, Risk, and Benefits. A qualitative approach was adopted, where selected IT program and project managers of the Telecom industry in Ghana were interviewed individually and in a group based on a set of questions. The findings, espoused in the frameworks, reiterated the theory of the dependence of one control variable on the other, and the fact that varying one affects the others positively or negatively in relation to IT project success, as is the case for the iron triangle. Again, key activities of the control variables necessary to ensure IT project success were discovered.

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“…A study showed that about 10% to 15% of total sales in Nigeria were done via mobile shopping which is very low compared to other developing countries like Malaysia or Indonesia (Michael and Salter, 2006). Furthermore; the studies show that there is a significant important relationship between countries advancement and the use of technology or sometimes called the use of financial technologies which includes the e-shopping (Koi-Akrofi et al, 2013). In the case of Nigeria, we can see that the low advancement could of be restricting economic advancement by conducted a faster buying and selling transactions (McCorkle et al, 2013).…”

Section: Introductionmentioning

confidence: 99%

Towards Modelling the In-Application Mobile Marketing Strategies and Consumers Engagement in Mobile Shopping

Sulaimon

Vorobyova

2021

IJIHRM

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The main rationale of this research is the impact of an application of mobile marketing strategies to purchase behaviour and consumers engagement as mediation relations. The study is filling the gaps and enabling this study in Nigeria’s context of both existing evidence and its practical applications. The Role of Contemporary Mobile Marketing Strategies is how businesses deal with their consumers’ needs by using different tools such as Campaigns, Promotions, Vouchers, Feeds. Others created The Role of Contemporary Mobile Marketing Strategies frameworks like the following customer service activities regard for the rights of customers, offering quality services and products, and giving info that's usefulӏ and truthfulӏ. The study uses Cronbach’s alpha to find the reliability of the variables and to test the internal consistency of the variables. The study conducted one pilot study of 30 participants; those are residence people in Nigeria and use the mobile apps for shopping (this group will not be part of the actual data collection).

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Relationship Marketing Tactics and Customer Loyalty-A Case of the Mobile Telecommunication Industry in Ghana

Cited by 10 publications

References 27 publications

Relationship marketing and customer satisfaction in the Ghanaian hospitality industry

Relationship marketing and customer satisfaction in the Ghanaian hospitality industry

I.T. Project Success: Practical Frameworks Based on Key Project Control Variables

Towards Modelling the In-Application Mobile Marketing Strategies and Consumers Engagement in Mobile Shopping

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