IDEAS home Printed from https://ideas.repec.org/a/mth/jsss88/v3y2016i2p217-235.html
   My bibliography  Save this article

Customer Satisfaction in the Banking Industry in Ghana: A Case of GCB Bank Limited in Wa Municipality

Author

Listed:
  • Abdul-Moomin Adams
  • Motin Bashiru
  • Ibrahim Abu Abdulai

Abstract

The banking industry in the Wa Municipality has experienced some growth over the past decade. This results in increased competition among banks in the industry as each bank tries to capture a greater market share. Banks achieve competitive advantage through innovations of products that reflect customers¡¯ expectations. Despite this competition, customer satisfaction in GCB Bank Limited is perceived to be low. However, there is no empirical evidence to establish whether the products and services delivered by the bank meet customers¡¯ expectation. This study was set out to assess the quality of products and services of GCB bank; and to assess the level of customer satisfaction with products and services of GCB bank. The study employed the cross-sectional research design and the mixed research approach so that the research findings could be generalized. Primary data were collected from 155 customers of GCB bank using questionnaires. The customers were selected through accidental sampling. Data were analysed using descriptive statistics. The study revealed that current account, savings account and ATM services were at least of high quality to majority of the respondents. However, over 40% of the respondents were not satisfied with the quality of the bank¡¯s products and services. Management of GCB bank should organize a regular in-service training programme on customer service for the entire staff of the Wa branch in order to improve their customer service skills which would ultimately impact positively on the performance of the bank.

Suggested Citation

  • Abdul-Moomin Adams & Motin Bashiru & Ibrahim Abu Abdulai, 2016. "Customer Satisfaction in the Banking Industry in Ghana: A Case of GCB Bank Limited in Wa Municipality," Journal of Social Science Studies, Macrothink Institute, vol. 3(2), pages 217-235, July.
    • Handle: RePEc:mth:jsss88:v:3:y:2016:i:2:p:217-235
    as

    Download full text from publisher

    File URL: http://www.macrothink.org/journal/index.php/jsss/article/view/9528
    Download Restriction: no
    File URL: http://www.macrothink.org/journal/index.php/jsss/article/view/9528
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Davide Consoli, 2003. "The evolution of retail banking services in United Kingdom: a retrospective analysis," Industrial Organization 0310002, University Library of Munich, Germany.
    2. Ralston, Roy W., 2003. "The effects of customer service, branding, and price on the perceived value of local telephone service," Journal of Business Research, Elsevier, vol. 56(3), pages 201-213, March.
    3. Stephen Asante & Daniel Agyapong & Anokye M. Adam, 2011. "Bank Competition, Stock Market and Economic Growth in Ghana," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 2(4), pages 33-41, November.
    4. Zacharias, Maria Luiz Barcellos & Figueiredo, Kleber Fossati & Silva Araujo, Claudia Affonso, 2009. "The Influence of Banking Service Customers’ Satisfaction Level on the Perception of Switching Costs and on Behavioural Loyalty," Journal of Operations and Supply Chain Management (JOSCM), Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo (FGV EAESP), vol. 2(1), June.
    5. Zielke, Stephan, 2008. "Exploring asymmetric effects in the formation of retail price satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 15(5), pages 335-347.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Uzir, Md. Uzir Hossain & Al Halbusi, Hussam & Thurasamy, Ramayah & Thiam Hock, Rodney Lim & Aljaberi, Musheer A. & Hasan, Najmul & Hamid, Mahmud, 2021. "The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mohammed Belal Uddin & Bilkis Akhter, 2012. "Customer Satisfaction In Mobile Phone Services In Bangladesh: A Survey Research," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 20-36, May.
    2. Ekundayo P. Mesagan & Isaac A. Ogbuji & Yasiru O. Alimi & Anthonia T. Odeleye, 2019. "Growth Effects of Financial Market Instruments: The Ghanaian Experience," Working Papers 19/095, European Xtramile Centre of African Studies (EXCAS).
    3. Diallo, Mbaye Fall, 2012. "Effects of store image and store brand price-image on store brand purchase intention: Application to an emerging market," Journal of Retailing and Consumer Services, Elsevier, vol. 19(3), pages 360-367.
    4. Jorge Matute‐Vallejo & Rafael Bravo & José M. Pina, 2011. "The influence of corporate social responsibility and price fairness on customer behaviour: evidence from the financial sector," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 18(6), pages 317-331, November.
    5. Pradhan, Rudra P. & Arvin, Mak B. & Nair, Mahendhiran & Bennett, Sara E., 2020. "Unveiling the causal relationships among banking competition, stock and insurance market development, and economic growth in Europe," Structural Change and Economic Dynamics, Elsevier, vol. 55(C), pages 74-87.
    6. Faruk Ahmeti & Burim Prenaj, 2022. "Determinants Affecting Consumer Acceptance and Adoption of Internet Banking in Developing Countries: The case study of Kosovo," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 6, pages 60-79.
    7. Gurjeet Kaur & Shruti Gupta, 2012. "Business Orientation of Indian Consumer Banking," Global Business Review, International Management Institute, vol. 13(3), pages 481-507, October.
    8. Folorunsho M. Ajide, 2016. "Financial Innovation and Sustainable Development in Selected Countries in West Africa," Journal of Entrepreneurship, Management and Innovation, Fundacja Upowszechniająca Wiedzę i Naukę "Cognitione", vol. 12(3), pages 85-111.
    9. Lombart, Cindy & Louis, Didier & Labbé-Pinlon, Blandine, 2016. "Price image consequences," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 107-116.
    10. Asare Yaw Obeng & Peter L Mkhize, 2017. "Operational Risk, Bank Size and the Financial Performance of Commercial Banks in Kenya," International Journal of Finance & Banking Studies, Center for the Strategic Studies in Business and Finance, vol. 6(3), pages 51-69, April.
    11. Dinulescu Ruxandra & Dobrin Cosmin, 2022. "Applying the fuzzy analytical hierarchy process for classifying and prioritizing healthcare quality attributes," Management & Marketing, Sciendo, vol. 17(1), pages 15-40, March.
    12. Ifeanyi Chris Onodugo & Okoro E. U. Okoro & Benjamin A. Amujiri & Vincent A. Onodugo, 2016. "Competition in the banking industry: Implication on financial sector development," Journal of Community Positive Practices, Catalactica NGO, issue 3, pages 32-51.
    13. Berg, Nathan & Preston, Kate L., 2017. "Willingness to pay for local food?: Consumer preferences and shopping behavior at Otago Farmers Market," Transportation Research Part A: Policy and Practice, Elsevier, vol. 103(C), pages 343-361.
    14. Waheed Kareem Abdul, 2018. "How do consumers react to price reduction of innovative products? An empirical investigation of price fairness perceptions of past purchase," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 17(4), pages 276-290, August.
    15. Consoli, Davide, 2005. "Technological cooperation and product substitution in UK retail banking: the case of customer services," Information Economics and Policy, Elsevier, vol. 17(2), pages 199-215, March.
    16. Gunnarsson, Jonas, 2015. "Retailer Price Image - An Introduction and Literature Review," SSE Working Paper Series in Business Administration 2015:2, Stockholm School of Economics.
    17. Polat, Ali & Shahbaz, Muhammad & Ur Rehman, Ijaz & Satti, Saqlain Latif, 2013. "Revisiting Linkages between Financial Development, Trade Openness and Economic Growth in South Africa: Fresh Evidence from Combined Cointegration Test," MPRA Paper 51724, University Library of Munich, Germany, revised 25 Nov 2013.
    18. Onisanwa Idowu Daniel & Adaji Mercy Ojochegbe, 2020. "Stock market development and investment growth in Nigeria," Journal of Economics and Management, Sciendo, vol. 42(4), pages 99-117, December.
    19. Loy, Jens-Peter & Ceynowa, Christian & Kuhn, Lena, 2020. "Price recall: Brand and store type differences," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    20. Chaney, Damien & Lunardo, Renaud & Saintives, Camille, 2015. "In-store quality (in)congruency as a driver of perceived legitimacy and shopping behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 51-59.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mth:jsss88:v:3:y:2016:i:2:p:217-235. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Technical Support Office (email available below). General contact details of provider: http://www.macrothink.org/journal/index.php/jsss .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.