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A study of factors that impact on executive network marketing in financial institutions in LDCs. An examination of factors that impact on executive network marketing in the finacial services sector in less developed countries: The case of Ghana.
Seddoh, Daniel K.
Seddoh, Daniel K.
Publication Date
2015-06-04
End of Embargo
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The University of Bradford theses are licenced under a Creative Commons Licence.
Peer-Reviewed
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Accepted for publication
Institution
University of Bradford
Department
School of Management
Awarded
2007
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Abstract
This research study provides a view of the relationship between organizational leaders
and relationship executives of financial institutions and their exchange partners. It does
so by analyzing data on the networking efforts of 20 executive directors in qualitative
interviews and 124 relationship executives in research questionnaires. Network marketing
within the financial services sector is becoming increasingly important.
We proposed a model that seeks to offer an explanation of Executive network
marketing in financial institutions in LDCs where the market system is underdeveloped.
The proposed model identified four categories being: firm characteristics, Executives’
personal contact groups, Executives’ business contact groups and issues of commitment
and trust in exchange relationships.
Multiple factor analysis established the regression model as significant in establishing a
formal relationship between the dependent variable (network marketing) and the
independent variables (firm characteristics, business contact, personal contact and
commitment and trust). It was confirmed that there are differences in Executives’ level
of network marketing among the different age groups. Also there were significant
differences in the network marketing of the Executives with regard to their level of
education. It was observed that there were significant differences in the network
marketing of the Executives with respect of their fields of study. Finally it was observed
that owner managers were more involved in network marketing than the professional
managers and those in partnerships.
Not only did the study confirm the research model, but it also revealed that, to a
considerable extent, network marketing is practiced by the Executives in the financial
services sector in Ghana.
The study concluded that business contact networks are the most effective of the Executives’
network marketing in financial services sector in Ghana. It is therefore important that state
policies are directed towards enhancing the business environment within the financial
services sector. Government should desist from being a regulator and a player in the same
market.
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Thesis
Qualification name
DBA