UEWScholar Repository

Communicating product innovation to clients in the microfinance sector the case of nationwide microfinance limited, Ghana

Show simple item record

dc.contributor.author Afful, S.A.
dc.date.accessioned 2024-11-06T16:12:15Z
dc.date.available 2024-11-06T16:12:15Z
dc.date.issued 2017-12
dc.identifier.uri http://41.74.91.244:8080/handle/123456789/4588
dc.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. en_US
dc.description.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. en_US
dc.language.iso en en_US
dc.publisher University of Education, Winneba. en_US
dc.subject Communicating product en_US
dc.subject Innovation to clients en_US
dc.subject Microfinance sector en_US
dc.title Communicating product innovation to clients in the microfinance sector the case of nationwide microfinance limited, Ghana en_US
dc.type Article en_US


Files in this item

This item appears in the following Collection(s)

Show simple item record

Search UEWScholar


Browse

My Account