THE IMPACT OF ELEMENTS OF THE MARKET COMMUNICATION MIX ON CUSTOMERS' SERVICE QUALITY PERCEPTIONS: A FINANCIAL SECTOR PERSPECTIVE

Francis Kofi, Sobre Frimpong
unpublished
Each element of the marketing communication mix has a unique dimension of impact on customer satisfaction through customers' service quality perceptions. This study aimed at examining the individual impacts of each element of the market communication mix on customers' service quality perceptions. Secondary data on advertising, sales promotion, public relations, personal selling, direct marketing, events management and customers' service quality perceptions from five (5) each of banks, non-bank
more » ... inancial institutions and insurance companies were analysed using Pearson's product moment correlation, partial correlation and ordinary least squares regression analysis. According to findings, customers' service quality perceptions were significantly predicted by advertising (p = .001) and personal selling (p = .007) with a variability of 87.6%; but public relations (p = .273), sales promotions (p = .290), events management (p = .572) and direct marketing (p = .121) were not significant predictors of customers' service quality perceptions. However, each of advertising, personal selling, sales promotions, direct marketing, events management and public relations significantly positively related to customers' service quality perceptions at p < .05. The relationship between customers' service quality perceptions and personal selling was significantly moderated by advertising, public relations, sales promotions, direct marketing and events management at p < .05. It has been recommended that financial institutions give priority to channelling a greater part of their marketing budget on advertising and personal selling.
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