Perceptions of Communications Mix as a Bank Marketing Strategy- The Case of Rural and Community Banks In Ghana

Perceptions of Communications Mix as a Bank Marketing Strategy- The Case of Rural and Community Banks In Ghana

Isaac Tandoh A professor of management and communications at the Central university business school, Kumasi, campus, Ghana.

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Perceptions of Communications Mix as a Bank Marketing Strategy- The Case of Rural and Community Banks In Ghana

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Abstract

The study aimed to explore and find out the perceptions of staff and customers on communication mix strategies employed by the selected banks. A multi-stage sampling technique was used in selecting the final 561 samples for the study. 1. The quota sampling technique was used in the first stage. 2. The simple random sampling technique was used in the second stage to select the representative RCBs from each of the ten(10) regions. Lastly, purposive sampling and simple random sampling techniques were used to select the manager of marketing and communications as well as employees and clients from each of selected RCBs from the ten regions respectively in the third stage.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

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No ethics committee approval was required for this article type.

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Not applicable for this article.

How to Cite This Article

Isaac Tandoh. 2020. \u201cPerceptions of Communications Mix as a Bank Marketing Strategy- The Case of Rural and Community Banks In Ghana\u201d. Global Journal of Human-Social Science - A: Arts & Humanities GJHSS-A Volume 20 (GJHSS Volume 20 Issue A5): .

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GJHSS Volume 20 Issue A5
Pg. 17- 26

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Crossref Journal DOI 10.17406/GJHSS

Print ISSN 0975-587X

e-ISSN 2249-460X

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GJHSS-A Classification: FOR Code: 100599

Submission ReceivedDecember 7, 2019
Peer Review Double Blind
Handling Editor
Accepted January 3, 2020
Published January 15, 2020

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v1.2

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May 29, 2020

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