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What Drives Customer Loyalty and Profitability?: Analysis of Perspectives of Retail Customers in Ghana's Banking Industry - Couverture souple

Nukpezah, Daniel; Nyumuyo, Cephas

 
9783838371276: What Drives Customer Loyalty and Profitability?: Analysis of Perspectives of Retail Customers in Ghana's Banking Industry
Couverture souple
ISBN 10 : 3838371275 ISBN 13 : 9783838371276
Editeur : LAP LAMBERT Academic Publishing, 2010

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

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.

Biographie de l'auteur

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.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2010
Langue
anglais
ISBN 10 
3838371275
ISBN 13 
9783838371276
Reliure
Broché
Nombre de pages
84
Coordonnées du fabricant
non disponible
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