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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/10295

Title: The effect of branding on organisational performance in the retailing of pharmaceutical products, the mediating role of customer service.
Authors: Lamptey, Deborah Ivy
Issue Date: 25-Jan-2017
Abstract: The pharmaceuticals industry is one of the sectors of the economy of Ghana that is exploiting the influence of branding to achieve competitive advantage in the marketing of its products. The pharmaceutical industry has seen a steady growth over the years, of which most of the major industry players manufacture their own drugs and supplement their production with imports from their international partners. This has increased the competition in the industry and in some cases brought about unfair competition due to the influx of fake drugs in the market. This raises the concerns of how companies strive to improve business performance and customer service and branding are key factors to consider. The study focused on corporate branding. The main objective of the study was to determine the mediating effect of customer service on branding and organizational performance in the retailing of pharmaceutical products. The study was conducted using customers of Ernest Chemist Ltd., Kumasi. Two hundred and thirty customers were selected for this study. The statistical tool used for this study was SPSS and STATA. From the findings, branding had a positive significant effect on organizational performance, customer service also had a positive significant effect on organizational performance. There was a partial mediation as the introduction of customer service into the branding and organizational performance relationship reduced the effect of branding on organizational performance. It was recommended that firms improve upon their branding activities whiles strengthening their customer service activities in order to improve organizational performance.
Description: A thesis submitted to the Department of Marketing and Corporate Strategy, Kwame Nkrumah University of Science and Technology (KNUST), in partial fulfillment of the award of the degree of Master of Business Administration (Marketing option), College of Humanities and Social Sciences, School of Business, 2016.
URI: http://hdl.handle.net/123456789/10295
Appears in Collections:College of Arts and Social Sciences

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