Gloria K Q Agyapong

Gloria K Q Agyapong
University of Cape Coast | UCC · Department of Management studies

About

26
Publications
45,646
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414
Citations
Citations since 2017
16 Research Items
320 Citations
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20172018201920202021202220230102030405060
20172018201920202021202220230102030405060
Introduction

Publications

Publications (26)
Chapter
The chapter conceptualises Internal Marketing Communications (IMC) in the context of the public sector in developing countries such as Ghana. The Internal Marketing (IM) function is derived from the holistic marketing orientation, which integrates internal marketing with the marketing communications concept. The chapter focuses on developing the ar...
Chapter
Despite the relevance of trade fairs in the public sector, scanty literature exists in the Ghanaian context. This chapter seeks to establish the meaning, forms, relevance of public sector trade fairs, and requirements for these trade shows. The chapter establishes that public sector trade fairs should be solution-oriented, which requires the coming...
Article
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This paper expands on financial literacy, access to digital finance, and SME performance in the Central Region of Ghana. First, the study analysed SMEs’ digital platform knowledge and utilisation. It examined the relationship between financial literacy, access to digital finance, and SME performance. The paper discussed the mediating influence of a...
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The study analysed the dynamics of necessity-driven entrepreneurs, using the sociological approach to start-ups. The paper explored the risk appetite and the entrepreneurial potential of those involved in the street hawking business. Utilising the sequential transformative design, structured interviews were used to collect data from 306 street hawk...
Article
Circular economy has become one of the mainstream concepts to deal with environmental issues. However, research on the circularity theme (especially at the firm-level) is still evolving. Taking inspiration from the natural resource-based view and practice-based view theoretical lenses, this study proposes a research framework that explores the dire...
Chapter
Globally, there have been significant changes in media consumption habits in the last decade. This is even more profound in the current dynamic business environment characterised by uncertainties such as the global pandemic—the new coronavirus (COVID-19), where businesses are increasingly faced with the challenge of retaining their current customer...
Chapter
The use of total quality management (TQM) in product delivery has gained prominence among manufacturing companies across the world. The concept, though very popular in advanced economies, has not witnessed wider application among public sector organisations in developing countries. However, customers expect a certain standard that organisations mus...
Article
Full-text available
Purpose This study examines the factors influencing intention to vaccinate against COVID-19 in a developing country context using the theory of planned behaviour (TPB) and health belief model (HBM). Design/methodology/approach Through a cross-sectional survey design, the study adopted a quantitative approach to data collection and analysis. The st...
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The purpose of this study is to examine the effect of library service quality on user loyalty by using university library image as a mediator. The study examines the role played by university library image in influencing user loyalty. The study uses the LibQUAL+™ to measure the level of library service quality of public university libraries in Ghan...
Article
This study examined factors that influence consumers’ purchase intentions of counterfeit kente products. Employing a quantitative approach and a systematic random sampling technique, self-administered questionnaires were used to collect data from 379 households within the Kwabre-East District. Pearson Correlation and Regression were the statistical...
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Objective – Based on the theory of planned behaviour, this study empirically investigated and significantly validated the relationship among hedonistic buying orientation, utilitarian buying orientation, pro-environmental orientation. and willingness to patronise green hotels. Methodology/Technique – This quantitative study used the survey techniqu...
Article
UN sustainable development goals has triggered production and consumption patterns aimed at achieving a better and more sustainable future for all by 2030. Sustainable value chain has become a business approach to mitigate the tragedy of the commons. Initiatives that promote socially and environmentally responsible behavior whiles pursuing business...
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This study focused on sales-orientation and customer-orientation of Direct Sales Executives (DSEs) on sales performance at Fidelity Bank, Ghana; which was a cross-sectional study. Data were analysed using descriptive statistics, Kendall’s coefficient of concordance, cross tabulation and chi-squared test of independence. The result showed a strong a...
Conference Paper
Organizations are increasingly faced with the challenge of exceeding customers' expectations in the provision of products. This is even much more pronounced in a turbulent business environment and the wake of uncertainties such as pandemics. There is a need to adopt the best strategies possible to survive in the competitive landscape. This paper di...
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The study examined the determinants of customer satisfaction in MTN Ghana Limited. The variables of concern were customer expectation, relationship quality, perceived value, perceived quality, and customer loyalty. The American Customer Satisfaction Index (ACSI) model was adapted as the main framework for analyzing customer satisfaction. Data for t...
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This paper develops an instrument for measuring service quality in Ghana aimed at capturing a crossvergence perspective and to compare the efficacy of the new instrument (GhanQual) with SERVPERF and PAKSERV within the Ghanaian cultural context. Data were collected using SERVPERF and PAKSERV scale items. Using a structured questionnaire, data were c...
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Small and Medium Sized Enterprises (SMEs) are businesses that help accelerate the rate of economic growth in low-income countries and also contribute to poverty alleviation if managed with the right leadership. However, in Ghana most SMEs fail in the first year of existence due to numerous factors. This study therefore, examines the effect of owner...
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Business logic for green marketing has been largely operational or technical; however, some executives see environmental opportunities as a major source of revenue growth. Levels of pollution are relatively low in developed countries, as a result of stringent regulations, the greening of most industries, and the relocation of most polluting activit...
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Full-text available
Customer retention is an important element of any banking strategy in today’s increasingly competitive environment. This study examined the impact of retention factors that influence consumers’ decisions to stay with Ghana Commercial Bank within the Agona Swedru Municipal area. The descriptive survey design was used for the research. Simple random...
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One of the problem areas in marketing of great practical and theoretical significance about which much remains to be learned is the nature of market response to a firm's marketing mix. Marketers are therefore concerned about the coordination between communications and their sales and the expenses thereof. This study sought to examine the relationsh...
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This study focused on developing an insight into the decision making process which lenders employ in granting loans to SME borrowers. Questionnaires were administered on selected bank branch managers of conventional banks, rural banks and savings and loans companies. Findings from this study has brought to the fore some interesting revelations. The...
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Outdoor Advertising companies, in searching for new approaches to satisfy customers, are increasingly using service as a differentiator and as a means of integrating themselves into the customers' supply chain systems. This study explored the concept of employing service quality in an outdoor industry to create customer longevity using the SERVQUAL...
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This paper sought to examine the relationship between service quality and customer satisfaction in the utility industry (telecom) in Ghana The study adapted the SERVQUAL model as the main framework for analyzing service quality. Multiple regression analysis was used to examine the relationships between service quality variables and customer satisfa...
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Full-text available
1.0 INTRODUCTION SWOT analysis was developed to help companies define their strategies in the context of the ever emerging and competitive business environments. This decision-making tool owes its name to the fact that it examines the strengths and weaknesses within the firm, as well as the opportunities and threats of the external market. Accordin...
Article
Full-text available
Abstract Conceptually, the scanning of the external environment and the company's internal capabilities influences strategic goals. Planners are expected to make strategic choices out of this scanning activity to ascertain which company goals are most feasible, promising and achievable. SWOT (acronym for Strengths, Weaknesses, Opportunities, and Th...
Article
Full-text available
The study investigated the determinants of customer loyalty in Vodafone (Ghana). The main variables of concern were service quality, customer satisfaction and image, even though other factors were also considered.The study adapted the SERVQUAL model as the main framework for analyzing service quality. Multiple and logistic regression analyses were...

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