The Impact of Brand Awareness on Customer Loyalty: A Case Study of Sinapi Aba Savings and Loans Ghana Limited
Given a much broader array of product choices
offered in the current financial market and ubiquitous marketing efforts in
Ghana, customers often turn to a favorite brand to facilitate their purchase
decisions. Brand awareness creation and strategies seem to serve as a roadmap
to customer decision facilitator. This study is principally focused on the impact of brand awareness on customer
loyalty, a case study of Sinapi Aba Savings and Loans Ghana limited.
drawn from both primary and secondary sources and the main instrument for data
collection was the questionnaire and interview involving 301 respondents
sampled from the customers of Sinapi Aba Savings and Loans Ghana Limited
across Ghana and a brand manager of Sinapi Aba Savings and loans Limited.
study revealed that, brand awareness strategies practice is a very prominent
feature in the savings and loans industry in Ghana and customers are very much
aware of the various brand awareness strategies practiced by Sinapi Aba Savings
and Loans Ltd. Events influencing actual decision to patronize the services of savings and
loans industry which included brand trust, Corporate
reputation, peer group opinion, recall of ad’s, service
delivery and employee appearance ranked highest.
The study recommends that savings and loans
companies in Ghana need to do a continuous follow up to establish long term
relationship with new customers when implementing brand awareness strategies.
awareness, strategies, relationship, trust, reputation
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