Relationship Marketing and Customer Loyalty in Ghana’s Informal Economy: Does Customer Perceived Value Matter?

IF 2.1 Q3 BUSINESS

Journal of African Business Pub Date : 2022-08-11 DOI:10.1080/15228916.2022.2107317

L. N. Tettey, Oliver Kwabena Aggrey, G. Acheampong

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引用次数: 1

Abstract

ABSTRACT In this study, we seek to understand the role of relationship marketing in achieving customer loyalty in Ghana’s informal economy. The study further investigated the role of customer perceived value as a pass-through mechanism for the relationship between relationship marketing and customer loyalty. We collected primary data from 229 customers of informal economy operators in Accra. The data was then analyzed using structural equation modeling utilizing the STATA 15 Package. Our findings indicate that commitment is the only fundamental relationship marketing factor investigated that has a direct influence on customer loyalty in the informal business context. Trust and conflict handling on the other hand benefit significantly from the presence of customer perceived value whereas communication seems to have negligible effects. Consequently, scholars and marketing practitioners seeking to deploy the relationship marketing concept in the informal economy need to be aware of these contextual interplays and how they shape further discussions of the relationship marketing theory.

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加纳非正式经济中的关系营销与顾客忠诚:顾客感知价值重要吗?

在本研究中，我们试图了解关系营销在加纳非正式经济中实现客户忠诚度的作用。本研究进一步探讨了顾客感知价值作为关系营销与顾客忠诚关系传递机制的作用。我们从阿克拉的229名非正规经济经营者的客户中收集了原始数据。然后利用STATA 15软件包使用结构方程建模对数据进行分析。我们的研究结果表明，承诺是被调查的关系营销中唯一对非正式商业环境下的顾客忠诚有直接影响的基本因素。另一方面，信任和冲突处理显著受益于客户感知价值的存在，而沟通的影响似乎可以忽略不计。因此，寻求在非正式经济中部署关系营销概念的学者和营销从业者需要意识到这些上下文的相互作用，以及它们如何影响关系营销理论的进一步讨论。

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来源期刊

Journal of African Business BUSINESS-

CiteScore

4.60

自引率

10.50%

发文量

期刊介绍： Journal of African Business is the official journal of the Academy of African Business and Development, the largest network of professionals committed to advancement of business development in African nations. JAB strives to comprehensively cover all business disciplines by publishing high quality analytical, conceptual, and empirical articles that demonstrate a substantial contribution to the broad domain of African business. Regardless of the research context, tradition, approach, or philosophy, manuscripts submitted to JAB must demonstrate that the topics investigated are important to the understanding of business practices and the advancement of business knowledge in or with Africa. Particularly, JAB welcomes qualitative and quantitative research papers. JAB is not, however, limited to African-based empirical studies. It searches for various contributions, including those based on countries outside Africa that address issues relevant to African business. Targeted toward academics, policymakers, consultants, and executives, JAB features the latest theoretical developments and cutting-edge research that challenge established beliefs and paradigms and offer alternative ways to cope with the endless change in the business world. Covered areas: Accounting; Agribusiness Management and Policy; Business Law; Economics and Development Policy; Entrepreneurship and Family Business; Finance; Global Business; Human Resource Management; Information and Communications Technology (ICT); Labor Relations; Marketing; Management Information Systems (MIS); Non-Profit Management; Operations and Supply Chain Management; Organizational Behavior and Theory; Organizational Development; Service Management; Small Business Management; Social Responsibility and Ethics; Strategic Management Policy; Technology and Innovation Management; Tourism and Hospitality Management; Transportation and Logistics