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International Journal of Sales & Marketing
Management Research and Development (IJSMMRD)
ISSN(P): 2249-6939; ISSN(E): 2249-8044
Vol. 4, Issue 3, Jun 2014, 37-58
© TJPRC Pvt. Ltd.
THE IMPACT OF ELEMENTS OF THE MARKET COMMUNICATION MIX ON
CUSTOMERS’ SERVICE QUALITY PERCEPTIONS: A FINANCIAL SECTOR
PERSPECTIVE
FRANCIS KOFI SOBRE FRIMPONG
Lecturer, Accra Institute of Technology, Accra, Greater Accra Region, Ghana
ABSTRACT
Each element of the marketing communication mix has a unique dimension of impact on customer satisfaction
through customers’ service quality perceptions. This study aimed at examining the individual impacts of each element of
the market communication mix on customers’ service quality perceptions. Secondary data on advertising, sales promotion,
public relations, personal selling, direct marketing, events management and customers’ service quality perceptions from
five (5) each of banks, non-bank financial institutions and insurance companies were analysed using Pearson’s product
moment correlation, partial correlation and ordinary least squares regression analysis. According to findings, customers’
service quality perceptions were significantly predicted by advertising (p = .001) and personal selling (p = .007) with a
variability of 87.6%; but public relations (p = .273), sales promotions (p = .290), events management (p = .572) and direct
marketing (p = .121) were not significant predictors of customers’ service quality perceptions. However, each of
advertising, personal selling, sales promotions, direct marketing, events management and public relations significantly
positively related to customers’ service quality perceptions at p < .05. The relationship between customers’ service quality
perceptions and personal selling was significantly moderated by advertising, public relations, sales promotions, direct
marketing and events management at p < .05. It has been recommended that financial institutions give priority to
channelling a greater part of their marketing budget on advertising and personal selling.
KEYWORDS: Communication, Market Communication Mix, Service Quality, Service Quality Perception, Financial
Sector
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