The Influence of New Product Launch Strategy on Bank’s Profitability
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 2
Abstract
The study examined the influence of new product launch strategy on bank’s profitability, focusing on HFC bank, Cape Coast. Descriptive research design was used. The census method was used to capture all the 23 staff while the random number method of simple random sampling procedure was used to select 57 premium customers. Data were collected using questionnaire. The data were analysed using multiple regression analysis. The study established that the new product launch strategies of the bank and its service quality relate positively to the bank’s profitability. However, new product launch strategies alone do not strongly predict the bank’s high profitability. It does so only if staff and customers perceive the products and services provided by the bank in positive terms. It is, therefore, recommended that management should ensure that the bank’s product launch strategies are improved to increase its customer base.
Authors and Affiliations
Evans Frimpong- Manso
Keywords
Related Articles
- EP ID EP409687
- DOI 10.9790/487X-2002075358.
- Views 64
- Downloads 0
An Assessment of Branding Factors and Their Relationship with Branding Benefits: Evidence from NRBC Bank of Bangladesh
In the context of Banking industry of Bangladesh, NRBC Bank emerged itself on the ground of stiff competition but at the same time with scope of expansion to serve the major unbanked population of the country. However, w...
A Study on Organizational Culture and Employee Grievance Handling Procedure in Garment Industry at Tirupur
A survey has been made to analyze organizational culture and grievance handling of Garment Industry at Tirupur. The purpose of this research is to study the impact of organisational culture in grievance handling at work...
Stakeholder Management and Project Performance of Open Air Market Projects in Nyeri County, Kenya
Project performance is evaluated differently by various stakeholders of the project based on their expectations in relation to the actual quality, cost and time. The aim of this study was to investigate the influence of...
E-CRM- The Technology Way of Building Customer Relationships
Electronic customer relationship organization (e-CRM) is the utilization of Internet-based developments, for instance, messages, websites, chat rooms, social occasions and diverse channels to achieve CRM goals. It is an...
Managerial Competency Mapping And Gap Analysis Among The Middle Level Managers Of Insurance Sector
In the emerging world of business, there is necessity to the organization to build and develop the management framework on the basis of competency. This high‐level category architecture assists in organizing the competen...