EVALUATING THE IMPACT OF MARKETING COMMUNICATION MIX ON CUSTOMER SATISFACTION: THE MEDIATING ROLE OF SERVICE QUALITY DELIVERY

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DOI:

https://doi.org/10.37335/ijek.v11i2.202

Abstract

Customers are important stakeholders in the financial industry, and therefore management must place a high priority on their satisfaction. In this paper, we investigated the impact of marketing communication mix on customer satisfaction being mediated by service quality within the financial industry. Data was drawn from marketing and sales managers of financial institutions, non-financial institutions, and microfinance companies. A sample of 372 marketing and sales managers participated in this study from financial, non-financial, and microfinance institutions across the three business regions in Ghana. The study deployed the quantitative approach to achieve the objective set. Partial Least Square-Structural Equational Modeling version 3.3 was adopted in this study to analyze the data and its processing. Out of the eleven hypotheses formulated, seven of them were significant, while four were insignificant. According to the findings, firms with greater levels of marketing communication mix should employ this performance metric to attract and achieve high-quality customer satisfaction because customer satisfaction is critical to a company's success. To management, it set a ground for them as superintendents of businesses to tailor-make their products in line with the customers’ preferences and satisfaction. The limitations and future research directions are equally presented in the paper.

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Author Biographies

Francis Kofi Sobre Frimpong, Department of Accounting and Finance, KAAF University College, Fetteh Kakraba, Ghana

Dr. Francis Kofi Sobre Frimpong holds a Ph.D. in Accounting and Finance from the Open University of Malaysia. Currently, he serves as a Dean of the Faculty of Business Administration and doubles as a Lecturer at KAAF University College, in Central Region- Ghana. He has published in high-ranked journals. Since 2011, he worked with Elitrust Fincone Ltd as a lead consultant on key assignments on Micro, Small & Medium Enterprises (MSME) development. He has also served as a key member in executing several high-profile projects in business development, business advocacy, capacity building, and training for international development partners and institutions including the World Bank, DANIDA, The EU, USAID, DFID, the Netherlands development organization, SNV, techno serve, GIZ, etc.

Eric Kweku Hope, Department of Marketing and Human Resource Management, KAAF University College, Fetteh Kakraba, Ghana

Eric Hope is currently a Lecturer in the Department of Accounting, at KAAF University College, Fetteh Kakraba in the Central Region, Ghana. He is currently pursuing a Ph.D. in Accounting at Lincoln University College, Malaysia. He holds an MPhil in Accounting, from Kwame Nkrumah University of Science and Technology (KNUST), an MBA in Accounting, and a BBA in Accounting, from the University of Ghana Legon. His research interests include Public Sector Accounting, Finance, and Taxation.

Kofi Obeng Acheampong, Department of Marketing and Human Resource Management, KAAF University College, Fetteh Kakraba, Ghana

Kofi Acheampong Obeng is a Lecturer in Human Resource Management and Marketing at KAAF University College, Ghana.  He was a former Head of the Department of Marketing and Human Resource Management. He teaches undergraduate courses and supervises undergraduate long essays. He also holds an MBA in Marketing from the Open University of Malaysia, Malaysia, and a B.Sc. in Administration (Human Resource Management) from the University of Cape Coast, Ghana.  He is currently the Head of Quality Assurance at KAAF University College, Ghana. He is currently pursuing a Doctor of Philosophy (PhD) in Marketing at the Lincoln University of Malaysia.

John Adu Jack Kwame, Department of Accounting and Finance, KAAF University College, Fetteh Kakraba, Ghana

Mr. Adu Jack John Kwame is a Lecturer in the Department of Accounting, Banking, and Finance, at KAAF University College in the Central Region of Ghana. Currently, he is pursuing a PhD in Business Administration, Finance Option at Lincoln University College, Malaysia. He holds an MPhil in Business Administration, a Finance Option from Kwame Nkrumah University of Science and Technology (KNUST); an MBA in Finance from KNUST; and a BSc. His research interest includes Real Estate Financing, microfinance, Costing, Government Policies, and Banking. He has nine publications to his credit.

Constance Phyllis Puttick, Department of Marketing and HRM, KAAF University College, Fetteh Kakraba, Ghana

Constance Phyllis Puttick is the Manager of Corporate Affairs and Academic Planning of KAAF University College located at Fetteh Kakraba in the Central Region of Ghana. She is currently pursuing a PhD in Strategic management with Lincoln University College in Malaysia. She is an Associate Member of the Chartered Institute of Marketing-UK having attained a Professional Diploma in Marketing and also a member of the Institute of Directors, Ghana. Constance holds an MBA in Marketing from the Ghana Institute of Public Administration (GIMPA) Ghana. Her research interests include Corporate Governance and talent management. Constance has two publications to her credit.  

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Published

2023-12-29

How to Cite

Sobre Frimpong, F. K., Kweku Hope, E., Obeng Acheampong, K., Kwame, J. A. J. ., & Puttick, C. P. (2023). EVALUATING THE IMPACT OF MARKETING COMMUNICATION MIX ON CUSTOMER SATISFACTION: THE MEDIATING ROLE OF SERVICE QUALITY DELIVERY. International Journal of Entrepreneurial Knowledge, 11(2), 67–88. https://doi.org/10.37335/ijek.v11i2.202

Issue

Vol. 11 No. 2 (2023): International Journal of Entrepreneurial Knowledge

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Articles

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