CUSTOMER PERCEIVED VALUE

Customer Perceived Value: A Case study of the banking industry in Ghana

Abstract

In this study we try to explore the concept of mobile marketing in a holistic context. The main focus of the research is on consumer's behaviour towards mobile banking marketing in Banking Sector. The research is conducted through a primary methodology. Both quantitative and qualitative methodologies were used. Surveys were conducted from customers of Banks in Ghana and interviews were conducted from the managers of those Banks in Ghana. The result shows various consumer attitudes towards mobile marketing, which organisations can understand and attract customers.

Customer Perceived Value: A Case study of the banking industry in Ghana

Introduction

Project Description

The title of the project is “Examining the acceptance of mobile marketing by customers of Banks in Ghana”. The entire research would focus on different aspects of mobile marketing and how Banks in Ghana are utilising it. This research would utilise a case study approach and case studies of different banks in Ghana are included in this research so that this research can easily depict that emphasis is laid on practical research. Besides that this research would focus on certain other aspects of marketing while the emphasis would be strongly laid on mobile marketing.

Aims and Objectives of the Research

The research would entirely focus on effectiveness of mobile marketing and how Banks in Ghana are utilising this aspect. However, there are certain objectives of the research, these objectives are listed below:

To evaluate the level of effectiveness of mobile marketing by surveying different customers of Banks in Ghana.

To determine the negative aspects associated with mobile marketing in banking sector.

To determine a general feedback from organisations about the return of investment associated with mobile marketing in banking Sector.

To link the basic aspect of mobile marketing with different other marketing mediums of similar nature.

Research Question

Despite of educational problem in Ghana, is it possible to support banking industry in Ghana?

How mobile banking is supported in Ghana's banking industry and how it will help in reducing the economical factors?

Rationale for Selecting the Topic

There were several reasons why this topic was selected for research. One of the very basic reasons is the fact that marketing is considered as a part and parcel of different organisations and mobile marketing is booming at a rapid pace. Besides that because of the financial crisis organisations are reducing their marketing budgets and they are opting for cheaper marketing mediums.

Literature Review

Relationship Marketing - Customer Relationship Management Model

The principle idea behind the development of Relationship Marketing is a result of a change from mass media towards the importance of creating long-term relationships with customers. In other words, it is an evolution of the marketing concept, as there is a shift in focus from the need to engage in transactions towards the need to develop long-term customer relationships (Baines et al., 2011). Webster (1992) produced a seminal article outlining form being a simple component of a business dealing with sales and the simulation of demand at the customer level to a ...