College of Art and Built Environment

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    Uncovering the invisible drivers of satisfied customers’ defection -a case study of First Allied Savings and Loans Limited
    (KNUST, 2011-08) Essandoh, Joseph Ernest
    The establishment of branches of banks of Nigerian origin saw a number of customers hitherto seen as satisfied and loyal customers of existing banks, defecting to the new banks. One of such institutions which suffered from these defections was First Allied Savings and Loans Limited. The question then arose as to what would propel a satisfied customer of a well established bank to defect to the banks of Nigerian origin. The purpose of the study was therefore to uncover the invisible drivers of satisfied customers’ defection in First Allied Savings and Loans Limited. Questionnaire and Focus group discussions were adopted as the method of data collection. Out of the population of 123, systematic sampling technique was used to select 80 for questionnaire administration. Purposive sampling technique was then used to select 21 customers for focus group discussions. The findings were that, the customers who defected to the banks of Nigerian origin were indeed satisfied. Some of the reasons given for their defection related to curiosity, insatiable desires to access loans, adventure, speculation, deception on the part of the new banks and lack of knowledge about the new banks. It was revealed that, when approached with respect and requested to come back, defected customers would oblige. It was further revealed that, defected customers carried no feeling of guilt. The study concluded that, satisfied customers of a bank can defect to a new one for many reasons. The study thus recommended among others that, information acquired through First Allied’s market intelligence in respect of its competitors be repackaged and presented to its customers in a way that would put First Allied in a better light before its customers. First Allied is to treat all its defectors with respect and pursue them till they come back.
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    Evaluation of the effectiveness of alternative dispute resolution (Adr)and adjudication in conflict resolution in International business transactions
    (KNUST, 2013-07) Adu-Gyamfi , Akua Konadu
    The international business community is often confronted with conflicts in their business activities. This has resulted in multinational companies seeking their lawyers at the merest whisper of a breach of contract or some form of infringement. Most litigants express concerns that the courts are not offering the best resolution for their disputes. Participants perceived the court system as overly formalistic, cumbersome, and destructive of relationships, alienating, humiliating, slow, and expensive. To combat this crisis, scholars noted the need for alternative processes. The general objective of the study is therefore to comparatively assess the advantages and disadvantages of Alternative Dispute Resolution (ADR) and Adjudication (litigation) in international business transactions using a study of selected multinational companies based in Ghana. A case study survey method was selected for this research as it focuses on the topic, and accommodates several data-gathering techniques. The study population consisted of all management employees in three selected multinational companies. The three selected multinational companies are Shell Ghana Limited, Tullow Oil Limited and Hydro Dive International. A purposive sampling technique was used to select a sample size of seventy respondents. A structured questionnaire was designed and administered for data collection. For analysis of data from closed-ended questions, a computer programme called Statistical Package for Social Sciences (SPSS) was used. Data was analysed by using descriptive statistics. The study found ADR as an effective means of resolving conflicts among international businesses as compared to litigation. It is recommended that measures such as; ensuring transparency in the arbitration of disputes and shortening the duration of resolution processes are implemented to ensure fairness in the settlement of disputes; and also ADR policies must be made to work in complex issues. ADR settlements must also be tailored to sufficiently bind on all parties in the dispute.
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    Personal selling of industrial products in the Kumasi Metroplis: a case study of Mantrac Ghana Limitied
    (KNUST, 2011-06) Darkwa, Baffour Gyem
    Marketing of industrial products presents a unique challenge. The challenge is how to combine services with goods and provision of more tailored solutions to address customers’ business needs. Personal selling seems to offer the much needed strategy and solution to sell industrial products, on this basis the researcher studied the extent of dependence of personal selling on the sale of the products of Mantrac Ghana Limited, other key elements of the integrated marketing communication mix adopted by Mantrac Ghana and the challenges Mantrac Ghana encounters in adopting personal selling to sell its products. The study employed interviews and questionnaires administered to collect data from the staff and customers of Mantrac Ghana Limited. The findings of the study revealed that the company depends greatly on the personal selling of the sales of their products. The study found that compared to other marketing communications tools, the company commits about 40% of its marketing effort to personal selling. The company reliance on personal selling was attributed to the technical nature of the company’s products which depends on the technical advice to customers so that they would obtain an in-depth knowledge of the product’s functions in their operations. Apart from the personal selling, the study found sales promotion & merchandising and trade shows and exhibitions as the other marketing communication tools used by the Mantrac Ghana for the sale of its products. However, the challenge of the use of personal selling at Mantrac Ghana Limited is its expensive nature as it requires large investment and demand technical know-how on the part of the sales team. Since the company commits about 40% of its marketing effort to personal selling, management should explore other marketing communication tools that may possibly be less expensive and at the same time help in building caterpillar brand. Advertisement may be a likely alternative
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    The role of humorous television advertisement in viewer persuasion
    (KNUST, 2013-07) Owusu, Eric
    The use of humour in television advertising is common in Ghana and all over the world. However, researchers and advertisers alike are divided on the effectiveness of humour in advertising as some see the use of humour as risky because it may affect recall of product attributes and comprehension. Some generally question the wisdom in the use of humorous television advertising. This study finds out the role of humorous television advertising in viewer persuasion. The study also investigates the reasons behind its usage and the general perception of humorous television advertisements. The study also was to find out the factors behind achieving effective humorous television advertisements. Questionnaires were administered to a sample of 100 and 350 respondents from advertisers and television viewers respectively. Self selection and convenience sampling methods were used for the two sampling sets; advertising practitioners and television viewers respectively. The study revealed that advertising practitioners use humorous television advertisements because it is better at achieving communication goals and more particularly, because of its attention grabbing potential. It was also found that humorous television advertisements generally have a very high favourable perception from advertisers as well as consumers alike. The study also revealed that situational factors like product features, media placement as well as audience factors are very important considerations for effective humorous television advertisements. More importantly, it came out that humorous television advertisements enhance comprehension, liking of products or services. There was also a positive relation between humorous television advertisements and persuasion. However, certain conditions must be met. Practitioners must know their target audience very well to be sure if particular humour treatment will be effective or not. Objectives for any particular advertisement should be clear so as to use humorous television advertisements appropriately.
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    The effects of leadership styles on organisational growth: the case of Valley View University (VVU)
    (KNUST, 2012-08) Anyamesem – Poku, Anthony
    ABSTRACT The topic was the effects of leadership styles on organisational growth in the administration of tertiary institutions and Valley View University (VVU) was the case. The objectives that guided the study were to determine the kind of leadership styles being adopted by the leadership of VVU; to investigate the factors that determine the adoption of leadership styles by the leadership; to investigate growth trend of VVU from 1987 to 2011 in terms, of students’ enrolment/graduation; faculty and staff strength; infrastructural development; academic programmes/courses offered with respect to the diplomats being awarded; and strategic business units and alliances of VVU; and to investigate the effects of leadership styles on the growth of organizations in VVU. The study aimed at how private universities could be effectively managed to ensure growth, taking a critical look at the leadership style on the strategic management processes. The study was carried out at Oyibi Campus. Hence the result will not be generalized but its findings would be placed in the relevant context of the individual’s University studied. The study delved into a historical background and theories of leadership as rooted in business and industry. It also focuses on the recent approaches to leadership, educational leadership, steps to ensuring organizational growth and the relationship between leadership styles and organizational growth. The survey design was adopted for the research. The simple and systematic random sampling techniques were used in attaining the sample size of 210 respondents, all inclusive. The major findings of the study were as follows: the administrators at the various levels of the tertiary institutions adopt a mixed forms of leadership styles – democratic, autocratic, lessez-faire, parternalistic, jod-centered, employee-centered, participative, integrated and general leadership styles respectively, according to the situation and the task at hand. However, there appears to be lack of specific leadership style that is ascribed to every leader. The emotional, relational and business factors were found to be the factors that influenced the adoption of leadership styles due to their sensitive nature. It was also ascertained that VVU has consistently witnessed a strong growth trend over the years. Finally, the results indicated that the growth experienced by VVU could be attributed to the leadership styles of management. The study therefore revealed that VVU adopted a general and integrated leadership styles in their operations, consequently, the leadership styles and the growth of VVU have positive correlation. It is recommended that, the existing leadership styles such as integrated and general leadership styles should be maintained. There is also the need to establish of organizational durbars and workshops to create a formal platform for management and employees to share ideas for managing the affairs of VVU; institute training programmes for top managers to equip them with the requisite human resource management and leadership skills; establish clear communication structures to constantly inform employees of the vision and broad objectives of the organization and the role they are required to play towards its achievement; and strengthen the establishment of corporate alliances with other institutions to equip management of industry practice. These would enhance further advancement.