An Empirical Assessment of the Extent of Practice of External, Internal and Interactive Marketing: The case of Financial Service Firms in Ghana

The elements of the service marketing triangle model are empirically found to influence the level of practice in various service sectors. In this paper, an empirical assessment of the effect of practice of external, internal and interactive marketing in the financial services sector of Ghana were examined. Probability sampling techniques were used to select 384 each of customers and employees from banks, non-bank financial institutions, microfinance institutions and insurance companies. Data analysis was done using Pearson's correlation test, partial correlation test and Stepwise Multiple Linear Regression analysis. Findings revealed that interactive market practice is significantly positively related to customer retention (r =.845, p