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This Author published in this journals
All Journal International Journal of Entrepreneurship, Business, and Creative Economy Applied Quantitative Analysis (AQA) International Journal of Marketing and Digital Creative (IJMADIC)
Collins Kankam-Kwarteng
Kumasi Technical University
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics Social Sciences

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The Mediating Role of Product Quality in the Relationship Between Price and Marketing Performance of Small and Medium Enterprises in Ghana Collins Kankam-Kwarteng; Francis Osei; Samuel Owusu-Mensah; Beverley Wilson-Wünsch
International Journal of Marketing and Digital Creative Vol. 3 No. 1 (2025): International Journal of Marketing and Digital Creative
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v3i1.2705

Abstract

Small and Medium Enterprises (SMEs) play a critical role in Ghana’s economic growth, employment generation, and poverty reduction, yet they encounter significant hurdles in enhancing their marketing performance. With pricing strategies and product quality recognized as pivotal factors in gaining a competitive edge, this study investigates the relationships among price, product quality, and marketing performance in Ghanaian SMEs. The study targeted 100 owner-managers selected through convenience and purposive sampling, and data were analyzed using SMART PLS version 3.0 and SPSS version 25, applying the partial least squares structural equation modeling (PLS-SEM) technique to test the proposed model and hypotheses. Findings reveal a notable positive association between price and marketing performance, underscoring the strategic importance of effective pricing. Additionally, a strong relationship between pricing and product quality was found, emphasizing the need for competitive pricing to support superior product quality. This study also identifies the significant role of product quality in enhancing marketing performance. Importantly, the analysis reveals that product quality mediates the relationship between price and marketing performance, providing new insights into SME dynamics. Based on these results, it is recommended that Ghana’s SMEs pursue a coordinated approach to pricing and quality management. By aligning competitive pricing with a commitment to high-quality product delivery, SMEs can drive customer satisfaction, foster loyalty, and achieve sustainable profitability, thereby improving their overall marketing performance in a competitive landscape.
The Strategic Effect of Hedonic and Utilitarian Value in Building Brand Trust and Brand Satisfaction Francis Osei; Joyce Dankwah Owusu; Collins Kankam-Kwarteng
International Journal of Entrepreneurship, Business, and Creative Economy Vol. 4 No. 2 (2024): July
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijebce.v4i2.2233

Abstract

Customer value, divided into hedonic (emotional) and utilitarian (functional) dimensions, is crucial for competitive advantage, prompting the need for research in diverse contexts. Existing literature highlights the strategic importance of balancing these values to enhance brand trust and satisfaction, yet the cosmetics industry in Ghana remains underexplored. This study gathered data from 200 cosmetic product users in Ghana and used structural equation modelling to analyze the relationships between hedonic and utilitarian values, brand trust, and brand satisfaction. The findings indicate that hedonic values do not significantly affect brand trust or satisfaction, while utilitarian values are key drivers of both. Brand trust positively influences brand satisfaction but does not mediate the relationship between hedonic values and satisfaction. However, brand trust mediates the connection between utilitarian values and satisfaction. These insights are valuable for scientists studying consumer behaviour and for marketers aiming to meet customer expectations more effectively. This study, among the first of its kind in Ghana, underscores the strategic importance of utilitarian values in building brand trust and satisfaction in the cosmetic industry. Limitations include a single geographic focus and industry, suggesting future research should explore other contexts and include variables like brand loyalty and socioeconomic status to enhance understanding.
Corporate Culture’s Effect on Corporate Sustainability: Exploring the Mediating Effect of Innovation Capability in Foreign Companies Operating in Ghana Francis Osei; Beverley Wilson-Wünsch; Collins Kankam-Kwarteng; Alfred Owusu
International Journal of Entrepreneurship, Business, and Creative Economy Vol. 5 No. 1 (2025): January
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijebce.v5i1.2680

Abstract

The issue of sustainable development poses a significant challenge for foreign enterprises, especially in volatile markets such as Ghana, where these firms face unique obstacles in aligning their corporate culture with sustainability goals. Drawing upon the literature on sustainable corporate development and adopting the resource-based view, this research addresses a gap in understanding how corporate flexibility and control culture influence corporate sustainable performance through the stimulation of innovation capabilities, specifically within the context of foreign enterprises. Data were collected from 152 foreign companies operating in Ghana, and Structural Equation Modeling was conducted using Smart PLS version 3.0 and SPSS version 24. The questionnaire was based on the existing literature. The findings of this study indicate that both flexibility and control cultures have a significant influence on innovative capability, yet they do not directly affect corporate sustainable performance. The research reveals that innovation capability acts as a complete mediator between flexibility and control culture and sustainable corporate performance. This research contributes to the theoretical literature on sustainable corporate performance and offers valuable managerial insights for foreign firms in Ghana, guiding them on how to navigate and achieve sustainable growth through strategic corporate culture.
Shaping Patient Loyalty through Quality Care: Analyzing Patient Satisfaction in Public Hospitals in Ghana Francis Osei; Alfred Owusu; Collins Kankam-Kwarteng; Gertrude Agyemang; Joyce Dankwah Owusu
Applied Quantitative Analysis Vol. 4 No. 2 (2024): July - December 2024
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/quant.2664

Abstract

Public hospitals in Ghana face challenges such as limited resources and inconsistent care delivery, which impact patient satisfaction and loyalty. In this context, enhancing service quality is crucial for retaining patients and improving healthcare outcomes. This study investigates the role of service quality in shaping patient loyalty and explores patient satisfaction as a mediator in selected public hospitals in Ghana using the SERVQUAL model. A survey was conducted among 200 outpatients from five public health facilities in Kumasi, Ghana, between January and February 25, 2024. A quantitative methodology was applied to evaluate how patients' perceptions of service quality influence their loyalty toward public healthcare providers. In order to analyze the data, SPSS and the smart partial least square (PLS) software version 3.0 were used for structural equation modeling (SEM). The findings revealed that communication, the physical environment, and responsiveness significantly affect patient loyalty, whereas factors such as privacy, safety, and a customer-friendly atmosphere do not. Additionally, this study confirmed that patient satisfaction mediates the relationship between service quality and patient loyalty, underscoring the importance of service quality in enhancing both satisfaction and loyalty in health care. Based on these insights, this study recommends that health care institutions improve their service quality to strengthen public healthcare systems. The significance of this paper extends beyond regression analysis, as it also addresses the delayed effects of service quality on patient loyalty, considering both direct and indirect influences in the regression models.
Co-Authors Alfred Owusu Beverley Wilson-Wünsch Francis Osei Francis Osei Francis Osei Gertrude Agyemang Joyce Dankwah Owusu Samuel Owusu-Mensah