Abstract:
This research examined how innovated products are communicated to customers in the
microfinance sector with Nationwide Microfinance Limited under study. The study
aimed at identifying the various communication channels used by Nationwide
Microfinance Limited and clients perspectives about the channels used. The researcher
employed a qualitative in-depth interviews and a purposive sampling size to collect data
from two respondents from Nationwide Microfinance Limited and twelve clients that
formed the subject of the study. The findings gathered from the research were that
Nationwide Microfinance Limited use print media, telephone, face-to-face as well as new
media and communication technology to communicate their products to their clients. The
study also revealed that Nationwide Microfinance Limited use the channels mentioned
above to disseminate timely information, ensure efficiency of communication, create
rapport with stakeholders and improve the image of the organisation. Clients who were
also interviewed expressed satisfaction with the channels of communication used to
communicate with them but also called on Nationwide Microfinance Limited to prioritise
integrated communication which combines both traditional and new media and also
advocated a more improved communication with the clients.
Description:
A DISSERTATION IN THE DEPARTMENT OF COMMUNICATION AND MEDIA
STUDIES, FACULTY OF FOREIGN LANGUAGES AND COMMUNICATION,
SUBMITTED TO THE SCHOOL OF GRADUATE STUDIES, UNIVERSITY OF
EDUCATION, WINNEBA IN PARTIAL FULFILMENT OF THE REQUIREMENTS
FOR THE AWARD OF MASTER OF ARTS (COMMUNICATION AND MEDIA
STUDIES) DEGREE.