AN ANALYSIS OF THE INTERRELATIONSHIPS AMONG THE THREE SIDES OF THE SERVICE TRIANGLE MODEL: A FINANCIAL SERVICE DELIVERY PERSPECTIVE

In this study, the interrelationship among internal marketing, external marketing and interactive marketing from the viewpoint of financial service delivery in Ghana was examined. This study adopted a quantitative research technique in which probability sampling methods were used to select 284 each of customers and employees of financial service providers in Ghana. Ordinary least squares regression and partial correlation test were used for data analysis. Interestingly, internal marketing and interactive marketing have a strong positive relationship. Moreover, interactive marketing and internal marketing significantly predict external marketing with a variance of 61.4%. Internal marketing contributes a larger part of variance (i.e. 60.5%) in external marketing relative to interactive marketing. Internal marketing, external marketing and interactive marketing influence each other, though internal marketing makes the weightiest influence on external and interactive marketing. It is recommended that financial service providers monitor the individual and collective effects of internal, external and interactive marketing in view of their return on investment.