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What Drives Customer Loyalty and Profitability?: Analysis of Perspectives of Retail Customers in Ghana's Banking Industry - Softcover
Customer loyalty as an applied concept is a critical strategic option in today's competitve environment. Managers and researchers have therefore increased their study and understanding of the concept as a strategic marketing imperative to capture market share and improve profitability. The theoretical perspective is that service quality, competitive pricing as well as company image and reputation contribute to customer satisfaction and that service quality along a number of pathways drives customer loyalty and profitability of the firm. We investigated empirically the relative importance of these factors in driving customer loyalty and profitability by analysing perspectives of retail customers of Ghana's banking Industry. Our study reveals among others that whilst service quality and bank image and reputation are important drivers of customer satisfaction and loyalty, competitive pricing showed weak linear relationship with customer satisfaction and loyalty. Finally, we discussed the management implications of our study. This book should be especially useful to academics, students as well as marketing and strategy professionals.
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About the Author:
Daniel obtained degrees from the University of Ghana and has experience working as a researcher. He received further education in Sweden where he obtained his MBA. He recently earned his PhD from the Brandenburg Technical University (BTU), Germany. Cephas has experience in the Finance sector and has MSc (UK) and MBA from BTH, Sweden.
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- PublisherLAP LAMBERT Academic Publishing
- Publication date2010
- ISBN 10 3838371275
- ISBN 13 9783838371276
- BindingPaperback
- Number of pages84
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What Drives Customer Loyalty and Profitability?: Analysis of Perspectives of Retail Customers in Ghana's Banking Industry
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What Drives Customer Loyalty and Profitability Analysis of Perspectives of Retail Customers in Ghana's Banking Industry
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Book Description Taschenbuch. Condition: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Customer loyalty as an applied concept is a critical strategic option in today's competitve environment. Managers and researchers have therefore increased their study and understanding of the concept as a strategic marketing imperative to capture market share and improve profitability. The theoretical perspective is that service quality, competitive pricing as well as company image and reputation contribute to customer satisfaction and that service quality along a number of pathways drives customer loyalty and profitability of the firm. We investigated empirically the relative importance of these factors in driving customer loyalty and profitability by analysing perspectives of retail customers of Ghana's banking Industry. Our study reveals among others that whilst service quality and bank image and reputation are important drivers of customer satisfaction and loyalty, competitive pricing showed weak linear relationship with customer satisfaction and loyalty. Finally, we discussed the management implications of our study. This book should be especially useful to academics, students as well as marketing and strategy professionals. 84 pp. Englisch. Seller Inventory # 9783838371276
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What Drives Customer Loyalty and Profitability? : Analysis of Perspectives of Retail Customers in Ghana''s Banking Industry
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Book Description Taschenbuch. Condition: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - Customer loyalty as an applied concept is a critical strategic option in today's competitve environment. Managers and researchers have therefore increased their study and understanding of the concept as a strategic marketing imperative to capture market share and improve profitability. The theoretical perspective is that service quality, competitive pricing as well as company image and reputation contribute to customer satisfaction and that service quality along a number of pathways drives customer loyalty and profitability of the firm. We investigated empirically the relative importance of these factors in driving customer loyalty and profitability by analysing perspectives of retail customers of Ghana's banking Industry. Our study reveals among others that whilst service quality and bank image and reputation are important drivers of customer satisfaction and loyalty, competitive pricing showed weak linear relationship with customer satisfaction and loyalty. Finally, we discussed the management implications of our study. This book should be especially useful to academics, students as well as marketing and strategy professionals. Seller Inventory # 9783838371276
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What Drives Customer Loyalty and Profitability Analysis of Perspectives of Retail Customers in Ghana's Banking Industry
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ISBN 13: 9783838371276
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What Drives Customer Loyalty and Profitability?
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Book Description Condition: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Autor/Autorin: Nukpezah DanielDaniel obtained degrees from the University of Ghana and has experience working as a researcher. He received further education in Sweden where he obtained his MBA. He recently earned his PhD from the Brandenburg Te. Seller Inventory # 5417435
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