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Erschienen in:

2022 | OriginalPaper | Buchkapitel

7. Perception of Marketing Communication Practice: Evidence from Rural and Community Banks

verfasst von : Isaac Tandoh, Nicholas Oppong Mensah, Albert Anani-Bossman

Erschienen in: Marketing Communications in Emerging Economies, Volume II

Verlag: Springer International Publishing

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Abstract

The practice of marketing communications in smaller firms in Ghana has received mixed feelings among staff and clients alike. This chapter investigates the perceptions and opinions of staff and customers on marketing communication strategies and practices employed by the selected Rural and Community Banks (RCBs) in Ghana. A multi-stage sampling technique was used in selecting the final 561 samples for the study from 10 regions of Ghana. Findings from the study revealed that there is a positive perception of marketing communication practice among the selected Rural Banks in Ghana although the agreement level was not very strong. The study recommends that the management of the RCBs facilitates training programs for capacity building of staff and periodically conducts client surveys to solicit their opinions on their marketing communication programs. The perception of clients on the various marketing communication mix adopted by RCBs in communicating to its clients becomes very imperative as it influences whether or not a particular client would continue to conduct business or not.

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Titel: Perception of Marketing Communication Practice: Evidence from Rural and Community Banks
verfasst von: Isaac Tandoh
Nicholas Oppong Mensah
Albert Anani-Bossman
Verlag: Springer International Publishing
Buch: Marketing Communications in Emerging Economies, Volume II
Print ISBN: 978-3-030-81336-9

Electronic ISBN: 978-3-030-81337-6

Copyright-Jahr: 2022
DOI: https://doi.org/10.1007/978-3-030-81337-6_7