THE EFFECT OF MARKETING COMMUNICATION TOOLS ON CUSTOMER SATISFACTION AND BRAND LOYALTY IN THE FINANCIAL SERVICES SECTOR IN GHANA

Francis Kofi, Sobre Frimpong
unpublished
This study evaluates the effect of marketing communication tools on customer satisfaction and brand performance in the financial services sector in Ghana. A quantitative research approach was adopted. A total of 382 managers were selected to participate in this study from non-banks, banks and insurance companies in Accra. Confirmatory Factor Analysis (CFA) was used to present results through AMOS. In data analysis, the CFA model is of good fit at 5% significance level (χ2 = 7.432, p = 0.754).
more » ... .432, p = 0.754). Each of the communication tools makes a significant effect on customer satisfaction and brand loyalty, but this effect is negative in terms of a few communication tools. It is recommended based on results of this study that financial service providers invest in the communication tools but with priority given to those making the largest positive effects on customer satisfaction and brand loyalty like public relations and sales promotion.
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