Evaluation of marketing strategy and service quality and its impact on sales performance of medical device suppliers; the ghana market perspective.
No Thumbnail Available
Date
2023
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
KNUST
Abstract
The aim of the study is to evaluate marketing strategy and service quality and its impact on sales performance of medical device suppliers; the Ghana market perspective. The specific objectives of the study were to find out the effect of marketing strategy and service quality of medical device suppliers in Ghana, to determine the effect of marketing strategy on sales performance of medical device suppliers in Ghana and to identify the effect of service quality on sales performance of medical device distributors in Ghana. The study uses a sample of 146 medical device suppliers selected using the convenience sampling technique. The analysis was done using the multiple ols regression technique. Based on the findings, it can be concluded that the marketing strategy used by medical device suppliers in Ghana goes a long way to improve their quality of service and also improves their sales. Furthermore, the service quality of these firms can also be used as a source of competitive advantage to improve their sales performance in the industry. Additionally, based on the study's findings, it was recommended that medical device providers in the nation aim to implement measures that would help them improve the level of customer service they provide, such as crm tools that can be used to understand consumer needs. The study concludes by advising medical device providers to choose more assertive and narrowly focused methods that can be utilized to successfully respond to market changes since these strategies can assist them to readily respond to market demands and, as a result, improve their performance
Description
A thesis submitted to the department of marketing and cooperate strategy, Kwame Nkrumah university of science and technology, in partial fulfillment of requirement for the degree of master of business administration (marketing option)