EFFECT OF CUSTOMER SATISFACTION AND MARKETING COMMUNICATION MIX ON CUSTOMERS’ LOYALTY IN THE GHANAIAN BANKING INDUSTRY

Ibrahim Ofosu-Boateng, Samuel Dwamena Agyei

Abstract


The study investigates the effect of customer satisfaction and marketing communication mix on customers’ loyalty in the Ghanaian banking industry. Explanatory design was used to investigate the association between the independent variables: customer satisfaction, public relations, advertising, sales promotion and the dependent variable: customers’ loyalty. Questionnaire was the main instruments for data collection from 250 customers of banks in Accra, Ghana. SPSS version 20 was employed for data analysis. The study revealed a strong positive relationship between customer satisfaction and customer loyalty in the Ghanaian banking industry. Also, the study showed a moderate but significant relationship between public relations and customers’ loyalty in the Ghanaian banking industry. On the bases of these findings, the study recommended that the banks should continue to strive to achieve customer satisfaction by fulfilling customers’ needs and wants since it can engender customer loyalty. This can be done by understanding all the factors affecting customer satisfaction. Also, it was recommended that public relations must not be discarded but strengthened to complement the other marketing communication mix to help encourage customer loyalty in the Ghanaian banking industry.

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customer satisfaction, public relations, advertising, sales promotion, customer loyalty, Accra

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DOI: http://dx.doi.org/10.46827/ejmms.v5i4.891

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