This study examines the effect of marketing communication tools on customer satisfaction and brand performance
in the financial services sector in Ghana. A quantitative research approach was employed. A total of 382 managers were
selected to participate in this study from non-banks, banks and insurance companies in Accra. Confirmatory Factor
Analysis (CFA) was used to present results through AMOS. In data analysis, the CFA model is of good fit at 5% significance
level (χ
2 = 11.09, p = 0.643). Each of the communication tools makes a significant effect on customer satisfaction and brand
performance, but this effect is negative in terms of a few communication tools. It is recommended based on results of this
study that financial service providers invest in the communication tools but with priority given to those making the largest
positive effects on customer satisfaction and brand performance like public relations and direct marketing.