Department of Marketing and Consumer Management
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Item Green Marketing Practices and Customer Satisfaction in Selected Hotels in Ghana(University Of Ghana, 2017-06) Mallen-Ntiador, T.N.E.Green marketing has become a concern for customers patronising services from various industries. They are becoming more sensitive to issues concerning the environment. Customers not only actively seek goods and services that satisfy their needs, but are also environmentally friendly. This concern for green marketing practices is becoming even more critical in the hotel industry as the sector has been described as the silent destroyer of the environment. Unfortunately, research on green marketing in the hotel industry is still at its development stage, and this necessitates an expansion of the literature and theory. Though several studies have been conducted on green marketing issues in general and the hotel industry in particular, not much attention has been paid to its impact on the satisfaction of hotel guests, even though customer satisfaction is critical to the success of a hotel. This study, therefore, examined the green marketing practices of selected hotels in Ghana and determined its impact on guest(s) satisfaction. A structured questionnaire was administered to hotel guest(s). Data were analysed using structural equation modelling (SEM). The study revealed four of the green marketing practices (food and beverage quality, energy conservation, air quality and noise pollution) have a statistically significant impact on guest(s) satisfaction. The following demographic factors (gender, age, nationality and level of education) also significantly impacted the relationship between green marketing and customer satisfaction. It is recommended that management of hotels improve their green marketing practices with respect to food quality, energy conservation, air quality and noise pollution as the dimensions significantly impacted guest’s satisfaction in this study. Management should also pay particular attention to age, gender, level of education and nationality as they also affect how guest(s) perceive their relevance on green marketing practice. It would be good for future researchers to broaden the scope of the study to cover hotels at the lower end of the market to establish whether the factors would hold true for that segment of the sector. Future studies could also cover other industries so that the relevance of these green marketing practices to customer satisfaction in other industries could be determined.Item Internet Braking Service Quality and Customer Loyalty: The Mediating Role of Customer Satisfaction(University of Ghana, 2016-06) Harrison, A.D.Competition in the Ghanaian banking industry is at an all-time high for various reasons. Chief amongst these reasons is the deregulation and reforms the industry witnessed at the tail end of the 20th century. This has resulted in the influx of foreign banks which are mostly multinational, and who possess a financial clout that cannot be rivaled by most local banks. The heightened competition has paved the way for the introduction of many innovations such as electronic banking. Even though the introduction of internet banking by banks in Ghana has resulted in flexibility of banking operations, it still remains unclear how the application of Internet banking service quality impact customer loyalty. There has also been a general observations that quality service lead to customer loyalty. On this premise, the current study therefore explores the relationship between internet banking service quality and customer loyalty, and further assess the mediating role of customer satisfaction on the relationship. A positivist research paradigm was adopted together with a survey strategy. A quantitative approach was also adopted and questionnaires were utilized as the data collection instrument in this study. Items used in the questionnaire were developed from existing scales. Data was conveniently gathered from 420 bank customers in Accra who are actively using internet banking service. Out of this, the process of data screening and cleaning yielded 368 usable questionnaires which were coded using the Statistical Package for Social Sciences (SPSS). The data was analysed using Structural Equation Modelling (SEM), where the two-stage approach was used in assessing the measurement model and structural model. The study conceptualized Internet banking service quality as a construct consisting of six dimensions namely Efficient and Reliable Service, Fulfillment, Security/Trust, Site Aesthetics, Responsiveness/Contact and Ease of Use (Zavareh et at., 2012). The results of the analysis indicated that there is a direct and positive relationship between Internet banking service quality and customer loyalty. However the analysis revealed that customer satisfaction partially mediates the relations between Internet banking service quality and customer loyalty. Thus Internet banking service quality does result in customer loyalty via customer satisfaction, implying that when banks direct their Internet banking service efforts towards the creation of customer satisfaction, the outcome of customer loyalty can be achieved. As a result of the findings of this study, it is recommended that managers of banks in trying to have loyal customers should design the internet banking service to enhance customer‘s satisfaction taking into consideration all the dimensions of IBSQ.Item The Moderating Role of Involvement on Customer Engagement and Loyalty in the Ghanaian Telecommunication Industry(University Of Ghana, 2017-06) Mohammed, A.This study examines the moderating role of involvement on the relationship that exists between the dimensions of customer engagement and loyalty. Explanatory research design is used to establish the relationship between behavioural, cognitive and emotional dimensions of engagement and the loyalty of customers in the telecommunication industry, by way of the social exchange theory. The study employs a self-administered questionnaire to survey 305 mobile network subscribers. Covariance-based Structural Equation Modeling was used to analyse and test the hypotheses. The findings from the study reveal that customers’ engagement with preferred brands has a positive significant relationship with their loyalty for the brand. In addition, the level of involvement of customers moderates the relationship, such that involvement strengthens the positive relationship between customer engagement and loyalty. Particularly, with behavioural and emotional engagement, involvement is a significant factor in enhancing loyalty. In terms of contribution, the study enhances theory by empirically testing the social exchange theory while providing credence to the observed positive relationship between customer engagement and loyalty. The moderating effect of involvement on this relationship is a relatively original contribution to empirical works on engagement. This study provides a recommendation for policy-makers and management in the telecommunication industry to encourage customer involvement, participation and co-creation in order to build stronger bonds and loyalty for their brands. It reaffirms the relevance of the roles of social media and other online engagement tools on loyalty building. The study further highlights the interdependent roles of online and offline customer engagement.Item Customer Social Media Brand Engagement, Word Of Mouth And Purchase Intention: The Moderating Role Of Trust(University of Ghana, 2017-06) Asante, B.O.The study examined the effect of customer social media brand engagement on word of mouth and purchase intention as well as explored the moderating effect of brand trust in such a relationship. The study employed an explanatory design using quantitative research approach to explain the cause and effect of the dimensions of customer social media brand engagement on word of mouth and purchase intention. Self-administered questionnaires and online survey tool, Google forms, were employed in collecting data, targeting customers who engage with fashion brands on social media. The study employed 350 respondents for the study out of which 322 responses were received. Amos version 21.0 was used for testing the relationship among the constructs using structural equation modelling (SEM) technique. The study revealed that vigor, co-creation, and consumption had a substantial effect on consumer word-of-mouth behaviour whereas dedication, co -creation, and consumption affected consumer purchase intention, suggesting that, the dimensions of customer social media brand engagement have different significant effects on the consumer’s behavioural intentions. Absorption did not have any effect on either word of mouth or purchase intention. Again the study found that, when trust was introduced as a moderator, there was a high possibility that consumers who were dedicated to engagement developed a purchase intention. However, trust moderated the relationship between vigor, co-creation, dedication and consumption on word of mouth and vigor, co-creation, dedication and consumption on purchase intention. The study contributes to new knowledge regarding the addition of two more dimensions (thus co-creation and consumption) which measure customer social media brand engagement and its individual effects on consumer’s word of mouth and purchase intention. Again, absorption has no effect on word of mouth and purchase intention.