http://localhost:8080/xmlui/handle/123456789/36 Department of Marketing, Logistics & Corporate Strategy- ST 2026-04-15T07:05:34Z http://localhost:8080/xmlui/handle/123456789/916 Title: SMALL AND MEDIUM SCALE ENTERPRISES MARKETING STRATEGIES IMPACT ON SALES PERFORMANCE IN GHANA, MODERATING ROLE OF PRODUCT INNOVATION. Authors: FOSU KWARTENG, EMMANUEL; DAPAAH FRIMPONG, LOUIS; FIANKO, FAUSTINA Abstract: The dynamic nature of business environment has make it necessary for businesses to adopt strategic means for survival. These strategies are adopted worldwide by many SMEs including those in Ghana. Considering the competitive nature of the SME sector, businesses need not only to practice but fully understand the effectiveness of marketing strategies on their respective businesses. The study compares the effect of marketing strategies on the performance of Small and Medium Scale Enterprises in the Ashanti Region of Ghana. Marketing strategies considered under this study includes market segmentation, ansoff growth strategy and competitive strategy. The medicating role of product innovation was also reviewed. The population comprised of SME (registered and unregistered) within the Ashanti Region. The study was conducted on a sample size of two hundred (200) SMEs in the Kumasi Metropolis. A response rate of 88.5% (177 respondents) was achieved. Purposive and convenience sampling technique was used and the data collection method used was questionnaire. The primary data was collected through google forms and the research design adopted was explanatory. The study revealed that marketing strategies significantly and positively affect sales performance of SME firms. The study also found that firms that adopt and implement marketing strategies have better chance of succeeding in innovating products and services that satisfy customers. Among the marketing strategies variables used, the study concluded that competitive strategies contribute greatly to sales performance. The study recommended that to stay competitive, SMEs should prioritise competitive strategies when implementing marketing strategies. 2020-11-27T00:00:00Z http://localhost:8080/xmlui/handle/123456789/910 Title: E-BANKING SERVICES, CUSTOMER RELATIONSHIP MANAGEMENT AND CUSTOMER SATISFACTION OF SOME SELECTED RURAL BANK IN GHANA. Authors: TEYE, MOSES; APOLIKAME, GIFTY; BADU, FILICIA; OSEI, FRANK KWAME Abstract: The study assessed the effect of E-banking and customer relationship on customer satisfaction in banks within the Kumasi metropolis. The study was conducted with a sample size of 600 out of which 502 representing 84% response rate was achieved. Questionnaires were used to collect the data. Purposive and convenient sampling techniques were used to select customers of the banks. Statistical Package for Social Sciences was the software used to analyse the data and multiple linear regression was used in the interpretation. The study found in full banking to positively and significantly impact customer relationship management and customer satisfaction. Customer relationship management was found to positively and significant impact customer satisfaction. The study recommended that banks should continue to improve and upgrade their Full banking systems for reliable service delivery to bank customers. Banks should also engage in Full practices to develop good relations with customers in their service delivery processes. 2020-11-27T00:00:00Z http://localhost:8080/xmlui/handle/123456789/906 Title: EFFECT OF COMPETITION ON CUSTOMER LOYALTY IN THE BANKING SECTION (A CASE STUDY OF KUMAWUMAN RURAL BANK) Authors: DUAH, FREDA; OSEI BOAKYE, OBED; QUACOE, DELPHINE Abstract: In today’s very competitive business environment, businesses must adapt their strategies in the sphere of customer management so as to reduce the cost incurred in acquiring new customers. One major influencer of such efforts is customer service and relationship management. It is therefore imperative that firms take keen interest in ways of boosting the quality of services rendered to customers. Unfortunately, the issue of service quality is not treated the importance it requires as done to product quality and as such little study is conducted on the subject matter. It is against this backdrop that this study was undertaken to examine the effect of service quality on the performance of the banking industry and loyalty levels of customers using one hundred (100) customer of the Ahinsan branch of the Kumawuman Rural Bank as a case study using non-probability method. The study used questionnaires to collect data. Statistical Package for Social Scientist (SPSS) and Microsoft Excel were used to analyze data gathered and presented using tables, figures and chats The study generally agreed with literature that service quality is very important to consumers. The respondents mentioned they stick to KRB due to its acclaimed quality and would not accept minor errors in the quality of service, an indication of how high they consider quality in their purchase decisions. It was suggested that since the customers do not take likely to the quality of services they enjoy, conscious effort is made to maintain or improve the quality services projected currently to the consumers. 2020-11-27T00:00:00Z http://localhost:8080/xmlui/handle/123456789/904 Title: EVALUATING DISTRIBUTION CHANNELS CONTRIBUTION TO BRAND EQUITY ON WATER PRODUCING COMPANIES IN GHANA. A CASE STUDY OF SELECTED MINERAL WATER COMPANIES. Authors: BOATENG, CHARLES KWAKU; FORDJOUR, ALEX BAFFOE; OSEI MENSAH, LYDIA Abstract: Brand equity is a very paramount aspect in the marketing of an organization’s product. The organization’s knowledge about how their product or service is perceived by their consumers is important for the management of marketing strategies used in the organization. Mineral water producing companies has been operating business in the country for a long period of time. However, the evaluation of the different channels used in marketing their product and the impacts it has on the brand’s equity has not been fully researched. This study therefore aims at evaluating distribution channels contribution to brand equity on water producing companies in Ghana, a case study of selected mineral water companies. Descriptive research design was used for the study. An online survey was conducted where the sampling size for the study was 156. The sampling size was selected using convenience sampling technique. A five point Likert scale questionnaire was used in acquiring the respondent’s information. The questionnaires were analyzed with the help of Statistical Package for Social Sciences (SPSS) and Microsoft Excel. The study revealed that distribution channel effectiveness has an impact on brand equity. From the findings of the study it can be concluded that there is a positive relationship between brand equity and distribution channel effectiveness. According to the respondents of the study, distribution channel effectiveness impacts brand loyalty most followed by brand association, brand awareness and perceived quality respectively. From findings it can be deduced that water producing companies in Ghana are able to meet customers’ demands, distribute their products on time, package their products well and have a constant price. vi The study recommends that water producing companies in Ghana should pay more attention towards increasing direct marketing that is distributing mineral water to customers directly. 2020-11-27T00:00:00Z