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Article
Publication date: 18 October 2023

Agartha Quayson, Kassimu Issau, Robert Ipiin Gnankob and Samira Seidu

The study investigated the effect of marketing communications’ dimensions on brand loyalty in the banking sector.

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Abstract

Purpose

The study investigated the effect of marketing communications’ dimensions on brand loyalty in the banking sector.

Design/methodology/approach

The study adopted the quantitative research approach which relied on the explanatory design due to the nature of the hypotheses tested. The convenience sampling technique was used to pull 377 customers of a branch of a commercial bank in Ghana. Furthermore, the PLS-SEM technique was deployed to assess the measurement model and test the research hypotheses.

Findings

Results show that the following dimensions of marketing communications are significant predictors of brand loyalty: direct marketing, public relations and sales promotion. The exception is advertising, which had an inverse relation with brand loyalty.

Practical implications

The results provide significant pointers to banks’ management that they should deploy a variety of marketing communication channels other than intensive advertising to reach and persuade customers.

Originality/value

The study illustrates the latest effort to extensively provide insights into how commercial banks could leverage marketing communication tools to sustain loyalty in an emerging economy that is intensively competitive.

Details

Revista de Gestão, vol. 31 no. 1
Type: Research Article
ISSN: 1809-2276

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Article
Publication date: 1 April 2021

Samira Seidu, Abigail Opoku Mensah, Kassimu Issau and Aborampah Amoah-Mensah

The purpose of the study is to examine performance differentials in the hospitality industry through organisational culture.

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Abstract

Purpose

The purpose of the study is to examine performance differentials in the hospitality industry through organisational culture.

Design/methodology/approach

The study adopted the positivism philosophy, thus relying on the quantitative approach. A structured questionnaire was deployed to gather data from 162 sampled respondents.

Findings

The study finds that mission, involvement and consistency as dimensions of organisational culture have a significant positive relationship with performance of the hotels. However, adaptability as an organisational culture dimension has no statistically significant relation with performance.

Practical implications

Through this study, key stakeholders in the hospitality industry will understand that deploying organisational culture in businesses is important in enhancing performance of businesses.

Originality/value

The study is underpinned by the organisational excellence theory, and its main contribution to the literature is by proposing that when firms deploy excellent cultural attributes, their performance will improve.

Details

Journal of Hospitality and Tourism Insights, vol. 5 no. 3
Type: Research Article
ISSN: 2514-9792

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Article
Publication date: 4 September 2023

Akanksha Mishra and Neeraj Pandey

This study aims to map and analyze health-care pricing information research. This work highlights current gap in pricing information research in health care and proposes future…

424

Abstract

Purpose

This study aims to map and analyze health-care pricing information research. This work highlights current gap in pricing information research in health care and proposes future research avenues to academia and industry professionals.

Design/methodology/approach

A bibliometric method was adopted to analyze extant literature on pricing information asymmetry. Semistructured interviews were conducted with key stakeholders in health care to triangulate the findings.

Findings

Pricing information is crucial for all stakeholders including health-care consumers, providers and regulators. The popular research areas were the rising health-care cost, cost-saving, outcome-based pricing, price based on service supply and demand, insurance and out-of-pocket spending. Cost–quality perceived linkages, cost–demand correlation in health-care service and cost–price interlinked drivers were the dominant themes in extant literature. The study highlighted that pricing information asymmetry pushed patients from weaker sections into a debt trap due to unplanned out-of-pocket health-care expenses. The study suggests areas of research to minimize this pricing information asymmetry.

Practical implications

The emerging themes in health pricing asymmetry will help key stakeholders to identify areas for improvement and take remedial actions in the health-care domain.

Originality/value

This study is a pioneering effort to summarize extant literature published in the health-care information pricing domain and analyze it from a bibliometric perspective. The study also triangulates the finding with primary data from key stakeholders and highlights emerging research areas.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 17 no. 4
Type: Research Article
ISSN: 1750-6123

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