Integrated Marketing Communication: How Can It Influence Customer Satisfaction?

Abstract

For marketers to satisfy and retain their customers in the ever changing competitive environment, marketing communication must be taken seriously in as much as it influences customer expectation. The recent increase in business endeavour in the world has made it possible for every organization or business entity to value customer satisfaction and marketing communication as the prime strategy for achieving its goals or objective. One of the key challenges of most of the organizations is how to manage customer satisfaction and to develop effective promotional strategy to achieve these desired objectives. The purpose of this paper is to explore how marketing communication influences customer satisfaction and helps in projecting the image and enrollment level in private tertiary education in Ghana, using Ghana Baptist University College as a case study. Both quantitative and qualitative research was used .Empirical data were gathered through in-depth interview with the stakeholders of the institution by using semi- structured questionnaire. Data presentation and analysis was done in accordance with the research objectives SPSS was used in analyzing the data received from 50 respondents. Simple percentages were used to analyze the demographic characteristics of respondents tabulated in a bi-variant frequency table.

Keywords: integrated marketing communication, customer, audience, promotion, media, message, satisfaction