College of Humanities & Social Sciences

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Evaluating Service Quality in Automobile Firms in Ghana: a Case Study of Vodi Technik Motors Ltd (VTML)
(2007-08-24) Ajongbah, Matthew Batawura
Service quality is the major driving force for business sustainability in today's competitive global market place, it is recognized that after sales service, high quality is essential for the success of any automobile firm, when other factors have been considered, it leads to customer satisfaction, customer loyalty and high profitability, it is often said that the salesman sells one vehicle and the workshop sells (after sales service) the rest, therefore a key strategy for customer focused is to measure, monitor and evaluate customer satisfaction. The study therefore aimed at finding out, the factors that account for customer dissatisfaction, the level and nature of after sale service quality in automobile firms in Ghana, the determinants of customer-perceived service quality and to make recommendations to improve service quality in automobile industry in Ghana. Customers perceive service quality mainly in the moment of interaction with the service provider. Thus for the quality management of services, it is important to understand which service encounter the customer perceives as positive and which is negative. Ofi the basis of this understanding the physical environment of the service must be customer friendly. Customer kindness, that is "the front office personnel" approach to the customer and his problems, regardless of the service delivered; is the only factor to have significant relationship with future car servicing intentions, future car purchase intentions, and word- of-month recommendations.
Documentation of the Bassari Fire Dance
(2008-07-12) Enoch, Mani
This thesis sought to document the fire dance of the Bassari people of Ghana. It aims at educating the general public, students of visual art, art educationists and experts in art about the educational significance of the fire dance. Chapter one deals with the Objectives of the study, the Problem setting, and the importance of the study. The main objectives were to identify and describe the Bassari people of Northern Ghana and their Fire dance, and also, to determine the educational and socio-cultural significance of the fire dance. It was important to conduct the study because the outcome of the study would enhance the transmission of the Bassari cultural values in Ghana and beyond. Also, the outcome of the study would be used as tourist attraction to promote cultural tourism in Ghana, particularly in the Northern Region. Chapter two dealt with the review of related literature. These include the Background of the Bassari people, the significance of culture, Documentation of information on art and culture, education and culture, and indigenous festivals. Chapter three explains the Procedure used in getting the research completed. The Qualitative research design was adopted to enable the researcher to provide a narrative description of observations in their natural setting. The research instruments employed in the collection of data include Informal interview, Open-ended questionnaire, Group discussion and Participant observation. The study area was Tatale in the Northern Region of Ghana. The study population comprised fire Priests, Singers, Drummers and those who make the art forms or costume. These made up to 100 respondents, out of which 30% was sampled for interview and observation. The Simple Random sampling technique was used to get a fair representation of the study population. The Cluster or Area sampling technique was also adopted to enable the researcher obtain information from key fire priests living outside the study area. Chapter four presents the main findings. The study found out that the Bassari people live in Tatale in the Northern Region of Ghana. The traditional fire dance is an initiation fire festival into divination. However, the dance could be performed as a cultural fire dance for entertainment. Chapter five discusses the results of the main findings. The study revealed that the Bassari people are Ghanaians living in the Northern Region of Ghana, and Tatale is their hometown. Information on the Bassari people including their fire dance is non-available in all the libraries, and Art Centres visited. The study also established that the fire dance has symbolic, religious, historical, socio-cultural, economical and psychological significance to the Bassari people. The fire dance has implications for public education in terms of cultural tourism. It also has implications for Art Education in terms of the visual art forms involved in it. Chapter six presents the summary, conclusions and recommendations. The study concluded that the Bassari fire dance is fascinating. It is culturally rich to be adopted as a cultural tourist attraction to enhance cultural tourism in Ghana, particularly in the Northern Region. It is recommended that the researcher should make available information on the Fire dance to the National Commission on Culture, and the Tourist Board to be promoted as a cultural tourist attraction. The researcher should provide Authors and Publishers of textbooks on Ghanaian heritage of art and culture extracts on the Bassari fire dance for publication in textbooks for public consumption in order to enhance the transmission of the Bassari cultural values. Finally, the researcher should organize seminars to create public awareness about the cultural values of the fire dance.
A Study of Some Major Influences in Efo Kodjo Mawugbe’s Plays
(2009-07-13) Ben – Daniels, Faith
This study sets out to outdoor Efo Kodjo Mawugbe as a Ghanaian playwright who has contributed to the development of literature and theatre in Ghana. It examines how he adapts the Theatre of the Absurd and the Theatre of Cruelty in the creation of his plays. It also examines his interest in Efua Theodora Sutherland’s Anansegoro, an innovative Ghanaian theatrical genre which is aimed at preserving our story-telling tradition, Anansesem. The study takes a critical look at some of Mawugbe’s plays: The G-Yard People, Up-stairs And Down-stairs, Acquired Prison Traumatic Syndrome and Ananse – Kweku – Ananse, and concludes that he adapts Esslin’s Theatre of the Absurd and Artaud’s Theatre of Cruelty in creating his African Theatre of the Absurd, which is aimed at telling the African story from an African perspective. It is concluded that the unique quality of the theatrical genres he adapts are best appreciated through the performances of his plays. Mawugbe’s plays are evidence of the theatre’s power to create a social occasion and speak directly to many people. It also concludes that he is attracted to Anansegoro and writes his play, Ananse – Kweku – Ananse, in that tradition, because he believes that Ananse’s role as a parody of society can never be over emphasized. Ananse as a folktale character does not expire with time. His character and role can be enhanced to suit the Ghanaian contemporary audience. One way to achieve this is by introducing contemporary characters within the society that the audience can easily recognize, and Mawugbe explores this avenue to the fullest.
Examining Internal Customer Satisfaction and Motivation in Service Delivery: The Case of MTN Ghana Customer Service Employees.
(2009-07-14) Obeng-Akrofi, Elsie
The importance of customer satisfaction as a critical success factor has been recognized by practitioners and academics for several years now. Although customer satisfaction play an important role in the communications industries due to their special characteristics, most researchers focus on consumer goods or manufacturing services, leaving communications industries fairly uncovered. In order to give communications industries well-founded recommendations on how to reach a high level of satisfaction, the main drivers of customer satisfaction have to be revealed. The identification of these drivers and the influence of customer satisfaction on service delivery to the external customer are the primary goals of this study. Taking into account that there has been a change of paradigms in scale development the researcher created a state-of-the-art questionnaire, which was administered to respondents of MTN Ghana Customer Service Employees nationwide. The researcher found that internal customer satisfaction has a strong relationship with the services that external customers receive, management must meet the needs and expectations of their internal customers, who can, in turn, meet external customers‟ needs. This paper also highlights the key factors that affect satisfaction level by analyzing the data collected within MTN Ghana and further suggests the potential area to be considered to maintain a high level of satisfaction.
An Evaluation of recruitment and selection policies and practices of Ghana Commercial Bank Limited
(2013-05-27) Opare, Kwame Asante
The study was undertaken with the view of evaluating the recruitment and selection policies and practices of Ghana Commercial Bank...
Assessing the impact of microfinance on poverty reduction in the Kumasi Metropolis
(2014) Ofosu, Tabiri
In Ghana, Microfinance Institutions (MFIs) are recognized as important development instruments in the fight against poverty. This recognition has paved way for establishment of microfinance institutions. This current study assesses the impact of Microfinance Institution on poverty reduction in the Kumasi Metropolis. The study adopted a descriptive research design and purposively sampled 338 loan beneficiaries from Multi Credit Savings and Loan Limited, First Allied Savings and Loans Limited, Opportunity International Savings and Loans limited and Sinapi Aba Trust Savings and Loans Limited in the Kumasi Metropolis. The study showed economically active poor had more access to finance as a result of the introduction of microfinance schemes. However, microfinance had not entirely removed all barriers to access finance. Microfinance institutions had improved incomes of the economically active poor, consumption of durable items (such as fridge, TV/ video player and stove/ cookers), health care and education among economically active poor household. The major challenges facing microfinance institutions were high rate loan repayment default and poor data of the clients. It was recommended that loan application form and other documentation as requirement for loan should be simplified. It was recommended that microfinance institutions in the Kumasi Metropolis should be encouraged and assisted to extend more loan to economically active poor. The stakeholders in microfinance industry should assist the industry to develop improved and adequate data on client for easy identification of clients.
Forest plantation development and poverty alleviation: The Case of selected communities in the Asante Akim South District, Ghana
(2014-11-16) Obodai, Jacob
The Expanded Plantation Program launched in 2010 is a reforestation and poverty reduction strategy being implemented in forest fringe communities across various districts in Ghana...
Determinants of liquidity of banks listed on the Ghana Stock Exchange.
(2015) Koranteng, Ebenezer
Achieving the optimum level of liquidity is crucial for every bank. A lot of factors have been examined by number of researchers in this area. This study examines the bank specific and macroeconomic determinants of liquidity of banks listed on the Ghana stock exchange. The study examines the determinants of liquidity of banks listed on the Ghana stock exchange. With a data set of 7 banks over a 10 year period spanning 2004 and 2013, the random effects GLS regression based on the Hausman test is used to estimate the determinants of bank liquidity. The study employs liquid assets to total assets as the measure of liquidity (dependent variable) with return on assets, loans, capital adequacy, inflation, gross domestic product, unemployment, return on equity and bank size as the explanatory variables. The results of the panel data regression showed that, while capital adequacy, bank size and return on equity exhibit a positive and a statistically significant relationship with liquidity. Meaning that an increase in any of these variables leads to an increase in liquidity level, components of loan, return on assets and gross domestic product show a negatively significant relationship. Inflation and unemployment have no significant relationship with liquid assets to total assets (dependent variable).
Challenges of income tax compliance in the informal sector of Adansi North District
(2015) Klu, Josephine
Governments and their tax authorities have been working around the clock to bring the informal sector into the tax bracket. Efforts by governments to widen the tax base will greatly increase revenue leading to a reduction in the reliance on donor funding and in incidences where governments are forced to increase taxes on basic commodities. The study set forth to determine the level of income tax compliance by the informal sector, the challenges faced by the informal sector in complying with income tax liabilities and the reasons for the non-compliance of income tax by the informal sector of Adansi North District. The study reviewed literature related to income tax compliance in general and employed a quantitative and qualitative methodology. The questionnaires and follow up interviews were used as the main instrument in the collection of data. The study used a sample size of 230 which comprised entrepreneurs in the informal sector of Adansi North District. The research questions were analyzed through the use of statistics tools (Tables, percentages, pie charts, and bar charts). This study identified that majority of respondents were mostly into retail/commerce and agriculture. On the average the amount of tax paid by the informal sector deviated from expected tax to be reported and paid to GRA by 25.25%. Participants recounted inefficiencies with GRA as part of the reasons for income tax non-compliance. Another reason identified for tax non-compliance and evasion by the study included the perceived misuse of the revenues collected by GRA. Challenges identified from the work ranged from high rate of taxation, cost of complying with tax, skill and education base in the sector to firm wide performance. In the light of the above findings to the study, the researcher proposes that GRA should focus on strengthening its structures to eradicate the loopholes as well as ensure proper use and allocation of revenues.
Factors affecting the adoption of E-Marketing among SMEs; Case study of selected SMEs in the Kumasi Metropolis, Ashanti Region.
(2015) Gyamfi, Kwadwo Adu
Over the years, the internet has steadily become an extremely relevant marketing tool for businesses around the globe including SMEs. Recent surveys have focused on the adoption of E-Marketing in both developed and developing countries. This study was conducted to investigate the factors that affect the adoption of E-marketing among small and medium enterprises. Its main objectives were to identify the various factors affecting the decision by SMEs owners and managers to adopt the technology or not. In addition, to ascertain the level to which each factor influences their decisions to adopt the technology. Lastly, the study aimed to find out the extent to which SMEs have adopted e-marketing in their operations. Quantitative approach was used to determine the magnitude of each factor in influencing adoption of E-Marketing among SMEs. A qualitative approach was useful to provide the researcher with perspective. The findings of this study do provide a basic support for the inadequate activity of SMEs with concern to E-Marketing. The study can therefore conclude that the main factors inhibiting the adoption of electronic marketing among SMEs in Kumasi are: technological incompatibility with target markets; lack of knowledge; stakeholder‟s unreadiness; technology disorientation as well as perception. These findings of the study indeed concur with various studies that argue that the non-adoption of e-marketing is multi-dimensional in its causality and it‟s largely dependent on the business sector under investigation.
Asessing the impact of credit risk management on the performance of selected commercial banks in Ashanti Region- (Kumasi Metropolis)
(2015) Djan, Mavis Ntow
Banks play a crucial role in the economy by connecting lenders to borrowers. The banks as well as other firms are exposed to several kinds of risk but seek ways to manage their risks while striving to maximize performance for this value to be created. This performance is as a result of the banks issuing credits to customers from money deposited by shareholders or savings from customers thus engaging them at risk in case of default. This project is geared towards assessing how selected commercial banks in Kumasi undertake their credit risk management activities with regards to non-performing loans ratio of the banking system, the requirements the Banks consider about companies and individuals before granting them credits, and how the results of credit granted affects the banks performance positively or negatively. This study was carried out using a quantitative research method, and a survey instrument of Questionnaires, were administered on a sample size of 60, out of a sample frame of 103 comprising branch managers, loan managers, loan officers and loan recovery officers, from a target population of about 720 which comprises all the workers of the four selected commercial banks in Ashanti region. The total population of the study is about10,000 representing the population of entire workers of all commercial banks in Kumasi. Stepwise multiple regression and SPSS were used in analyzing the data. The analysis of the empirical data showed that a credit risk exposure occupies an indispensable source of risk that can have adverse impact on the banks performance. It also goes ahead to show that the relationship between credit risk management policy and performance of the commercial banks was very strong. In order for greater results of credit risk management to be attained, banks must critically assess all information about the customer perfectly before granting them loans, and channel resources to application of credit monitoring tools to ensure that credit risk management technology are being fully utilized, to positively influence Banks’ performance.
The effects of sales promotions on customer market share of telecom companies in Ghana: a case study of Airtel Ghana Limited
(2015) Bediako, Kwadwo Owusu Asare
Increasingly, infrastructural growth and technological advancement across the globe has increased competition in the telecom industry, as a result, telecom companies are attracting more customers for growth and sustainability. These industries employ a number of sales promotional tools and techniques to attract more customers and increase their resource base. However, questions have been asked on the empirical impact of existing sales promotional tools on the customer market share of the industries in Ghana. Using Airtel Ghana LTD as a case study and through mixed data collection methods including content analysis, document review, internet search and questionnaire administration to 40 respondents, and regression analysis, the study addresses four objectives: to identify the sales promotional methods; to determine the customer market share; assess the effects of sales promotions on customer market share; to identify the sales promotional tools that have greater impact on customer market share. The evidence revealed that six main sales promotional methods existed at Airtel Ghana and were all well implemented; encouraging support for overall promotional strategy (4.51), moving excess stocks onto retailers’ shelves (4.34), encouraging greater overall stockholding of a product (4.31), encouraging sales people at distributor levels to recommend the brand (4.19) achieving widespread distribution of a new brand (4.12), and achieving required display levels of a product (3.56). Further, the data indicated that not all current sales promotional tools at Airtel Ghana LTD had significant and positive effect on the customer market share. The highest impacted tools reflected by positive coefficient beta values and P values less than 0.05 included the use of Consumer savings through price packs (.141), Provision of premiums (.163), Point of purchase promotions (.349), Extra rewards such as discounts, and increased margins on sales, dealer competitions, exhibitions, (.141), Consumer promotions (.163), Business promotions (.141), and Trade promotions (.163). On the other hand, Cash refunds (p>0.05) did not predicted customer market share at Airtel Ghana LTD. Since current sales promotional tools are achieving successes, the implication therefore is that for management at Airtel Ghana LTD to advance the customer market share, there is strong need for management to put in measures to improve the implementation of current sales promotional tools.
The impact of Customer Relationship Management (CRM) on customer satisfaction and loyalty: a study of Divine Love Hospital, Bibiani - Western Region
(2015) Mensah, Kwasi
Customers are the lifeline of every profit-making business and satisfied customers are a business’s surety to remain and thrive. Any effort to so manage a business organisation’s customers in the hope of maintaining a longer-lasting business-to-customer relationship is worth supporting by its management. It is in this regard that the Management of Divine Love Hospital thought it prudent to keep and maintain an on-going relationship with its client/customer base. This necessitated the study to assess the impact of customer relationship management on customer retention and loyalty at the said Hospital. Two hundred and thirty (230) comprising both out-patients and admitted cases, patients’ relatives as well as staff/management of the Hospital were used using random sampling and purposive sampling procedures for the study. On the impact of customer relationship management on customer satisfaction, it was discovered from the study that, employee behaviour, application of technology, and quality service (all components of CRM) has significant positive impact on customer satisfaction. Using customer loyalty as the dependent variable, the study found that customer loyalty is significantly influenced by customer relationship management. The result shows that behaviour of employees has the most significant impact on customer loyalty, indicating the need for the hospital to train its workforce to improve interaction with customers.
The impact of staff motivation on organisational growth: a case study of GCB Bank Limited.
(2015) Agyemang, Juliana
Employees are an organization's livelihood. How they feel about the work they do and the results received from that work directly have an impact on the performance organization and, ultimately, its growth. An unstable organization will underperform. The study had the following objectives: to evaluate the various motivational packages for the staff of GCB Bank Limited, to determine how motivation influence the staff of GCB Bank Limited approach to work and to assess the impact of staff motivation on organizational growth. To achieve these goals, the researcher developed a questionnaire to collect primary data based on the objectives of the study. Data obtained from 90 respondents of the field survey was later analyzed using SPSS V20. The study revealed that, there is a strong significance between the general level of motivation in the organization and the effect of motivation on work output. Motivation has a positive impact on the GCB Bank Limited’s performance and growth thus profitability, deposit mobilization, loan default, staff retention, customer base and efficiency. The researcher recommends that the whole motivational system should be made more transparent to all employees and an appraisal system can be put in place to check employee work output.
Assessment of the internal controls at Anyinam Lodge, Obuasi
(2015) AMOAH, CLEMENT
Changing business environments have made it imperative for businesses to develop in-house strategies aimed at minimising losses and mitigating potential risks. The problem is that although many businesses have identified the need for establishment of strong and credible internal controls, there is no apparent decrease in the cases of misappropriation of resources, especially in Ghana. With regards to the hospitality industry in Ghana, it is to be recognised that increasing trends of leisure and tourist activity over the years have necessitated the institution of internal controls to mitigate the otherwise inevitable mismanagement of resources in an increasingly diversifying market. Generally the present study sought to identify the current internal control mechanisms at Anyinam Lodge and assess the effectiveness of the internal control systems at Anyinam Lodge, between February 2015 and March 2015. Firstly, all current controls at the lodge were identified and a risk-based approach to evaluating internal control was employed. In summary a risk assessment matrix based on an accounting perspective was presented to all staff of the lodge and risk priorities were assigned to them. High and medium priority risks were identified after comparing their current controls to an industry checklist. Risks that were identified were categorised under the general headings of Revenue and Sales Management, and Completeness of sales, management of Debtors and Creditors, and Management of Procurements, Contract and Inventories. The identification of high risks in these key specific and broad areas suggested that management could be lacking the effective and/or efficient monitoring of existing controls, less effective dissemination of information related to enforcing proper and efficient internal control and possible weak or lax control activities and control environment in these areas where they exist, if they do.
Investigating the effect of service brand dimensions on students choice of private universities in Ghana
( 2015) Obeng, Alexander Ansong
Service brands, even though brands in general have become an increasingly important part in companies’ marketing strategy due to the fact that they are seen as valuable assets and a primary source of differentiation, has suffered low research into the area coupled with the fact that various theoretical models helping to understand the relationship between the consumers and their brands are basically done in terms of physical products. Out of the little research that has been done in the service industry so far, no research has been done in the education sector. It is in this light that this study sought to understand the relationship between service brand dimensions and students choice of private universities. Fifteen private universities were selected through simple random sampling and questionnaires distributed to 400 students using convenience sampling to harness information to help achieve the objective of the study. Service brand dimensions adopted from literature were used in designing the questions to solicit their effect on the students’ choices. The results revealed that all the hypothesized service brand dimensions were of value to the students and all but controlled communications and Core service significantly contributed to users’ pre-purchase decisions of a service brand which in turn, impacted their various choices of private universities. Recommendations were made to Management of the various private universities to critically look at the findings of this research to guide them in mapping well strategized policies and marketing campaigns to suit the needs of the different target groups to ensure increase in the number of student enrolments.
The effect of customer satisfaction on customer loyalty in savings and loans companies in Ghana: case study of Multi Credit Savings and Loans Limited
(2015) Osei-Kofi, Benedict
Modern business organizations are faced with huge challenges owing to the turbulent nature of the business terrain. This challenges call for organizations to discard the old marketing philosophies and strategies and concentrate more on customer-driven initiatives that seek to attract, retain and build intimate long term relationship with profitable customers. The study sought to assess the effects of customer satisfaction on customer loyalty in savings and loans companies in Ghana, with Multi Credit Savings and Loans Limited (MCSL) as the focus. The study administered 120 questionnaires to customers and interviewed 10 staffs of MCSL to obtain the primary data. The staffs were purposively sampled based on their academic qualification and job description, while the customers were conveniently sampled. The study reveals that ‘customer satisfaction indicators’ such as Visits or calls by management, Good attitude and professional conduct of staffs, Swift turnaround time for customers, Value for customers than goals of MCSL, Convenient location of the bank and High quality of services rendered by MCSL are factors that positively affect customer loyalty. The survey reviews that several or almost all the variables have high coefficients of variation which give an indication of greater dispersion of the individual values around the mean. A multiple correlation coefficient of (R) =0. 844 was derived which indicates a strong positive significant correlation between customer loyalty (dependent variable)and the predictor variables as earlier statedIt was also obtained that the independent variables can reliably be used to statistically predict the dependent variable. Thus, the overall significance test indicates that the independent or predictor variables when used together will have positive impact/influence on the loyalty of customers to the MCSL. Even though there are few barriers to customer service, this had not negatively affected the service provided by the Bank and so loyalty of customers was also not affected. It was concluded that an extremely satisfied customer is more likely to be a loyal customer.
Managing business ethics in the banking industry: an essential component for performance
(2015) Boahene, Claud Atta
The work sought to ascertain how managing business ethics in the banking industry can ensure business performance. The objectives of the study were to identify and analyze the business ethics strategy practiced at the selected banks, determine the level at which business ethics affects the success of the selected banks, to identify the challenges of implementing business ethics in the operations of the bank and to infer ways by which business ethics principles can be adequately entrenched in banks in Ghana. The scope of the study was some selected banks in the Kumasi metropolis. The survey questionnaire was designed using the literature and pilot survey input. Mean analysis was conducted to derive ethical factors for competitive advantage from the survey data. 200 workers from the various branches of the selected banks constituted the sample size for the research. Convenience sampling was used as the sampling technique. The research was basically analyzed using regression analysis and mean analysis were some of the statistical tools adopted for the research. It was found from the research that the banks activities are guided by ethical principles though not in all aspects of the banks activities. Regression analysis performed indicated that there exists a significantly positive relationship between the business ethics practices at the various banks and the banks’ ability to achieve its stated goals. It was also found that using working hours for personal activities and the banks equipment like telephone for personal use is a major challenge they face in the conduct of their duties. The recommendations given included, discussion of ethical issues in staff meetings should be practiced in the various banks. Also a dedicated person or office must be created to oversee ethical issues relating to the bank since it has been proven to have a positive impact on performance.
Patients’ preference of public and private hospitals: evidence from Kumasi and Bibiani in The Ashanti & Western Regions of Ghana
( 2015 ) Amponsah, Eric
Ghana’s health sector has seen some transformation resulting from government and development partners’ interventions. By and large, the public health care delivery is generally seen as giving more impartial and evidence-based consideration. However, both public and private hospitals have clients patronizing them. The question therefore is, “at what point is a patient likely to opt for private or public healthcare. The study sought to assess clients’ preference for private and public hospitals. The research design adopted for this study was descriptive design. The population comprised the inhabitants of Kumasi Metropolis (Ashanti Region) and Sefwi-Bibiani (Western Region), who are 18 years and above. Purposive and convenience sampling techniques were used to select 600 inhabitants from the selected regions (300 from each region). Data was collected from primary source by administering questionnaires to the inhabitants. After the study, it was concluded that, the choice of public hospital over private hospital was positively influenced by service quality, word-of-mouth, and the type of ailment (sickness). Satisfaction on the other hand, decreased the odds (likelihood) of public hospital being selected over private hospital. Private hospitals performed better on medical services, nursing services, support services, administrative services, patient safety, and hospital infrastructure. However, public hospitals performed better on the dimension of patient communication than private ones. The study also found that respondents who patronized private hospitals were slightly more satisfied with service than that of public hospital. The study recommends an improvement in waiting time within public hospitals in Ghana. This may be through the creation of additional consulting units and the use of appointments for those who prefer special services. Private hospitals are also encouraged to furnish patients and guardians with appropriate counseling to help them make informed decisions before and during service usage
Examining the perception of Ghanaian online users towards online advertisement and its impact on purchase behaviour: case of social media users
(2015) Effah, Eugenia
As a result of new and improved technologies and techniques, advertising has witnessed rapid changes over the years. One of such changes is online advertising. Marketer and businesses are shifting focus to online advertisement due to the emergence of information technology and cheap access to the internet. Other reasons why marketers prefer online ads to traditional forms of advertising include cost, wide coverage, the interactive nature of online ads and its appeals to the younger population. However, the extent to which these online advertisements affect the purchase behaviour of consumers has not been extensively explored. In view of this, the study sought to examine the perception of internet users towards online ads and how such perceptions influence their purchase behaviour. To achieve this objective, a survey was conducted among students of Kwame Nkrumah University of Science and Technology (KNUST) to represent the population of online users. A total of 248 of these respondents were conveniently sampled for the study. Descriptive and regression analysis were conducted in order to meet the objectives of the study. The findings revealed that respondents generally have a positive perception/attitude towards online advertising. For instance, the respondents perceive online ads as credible, less intrusive, informative and entertaining. The study further revealed that perception of users towards online ads significantly influences their purchase intentions. The study recommends that marketers and online advertisers must design online ads that are credible; informative, entertaining and less intrusive to attract users.

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