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

Abstract

<p>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.</p>

Modified Servqual Model and Effects of Customer Attitude and Technology on Customer Satisfaction in Banking Industry: Mediation, Moderation and Conditional Process Analysis

“…Hence, it is concluded that the decisions for all the null hypotheses H 1 , H 2 , H 3 , and H 4 have been supported, and finally concluded that empathy, reliability, competence and online banking have significant positive impact on customer satisfaction. The results of study are in congruence with the past research findings (Rather, Sharma 2017;Adams et al 2016;Long 2016;Amin, Isa 2008;Anderson, Sullivan 1993;Arasli et al 2005;Awan et al 2011;Haron et al 1994;Levesque, McDougall 1996;Othman, Owen 2002;Raza et al 2015;Taylor, Baker 1994).…”

“…Customer trust, satisfaction and predictability of customer loyalty were found in an investigation (Phung 2016;Garbarino, Johnson 1999;Gustafsson et al 2005). In the Malaysian context, the studies concluded the positive influence of customer satisfaction on image, customers' trust, and customers' loyalty, with special reference to Islamic banking (Adams et al 2016;Amin et al 2013;Hoq et al 2010).…”

“…A research while investigating the usage of e-services and its predictability of e-customer-satisfaction found that re-interpretation and re-organization of the SERV-QUAL dimensions in the Internet banking practices (Zavareh et al 2012). The use of Internet banking, ATM and fund transfer facility for 24/7 services and lower transaction costs provide the competitive advantage, and offer the easiness in process execution (Adams et al 2016;Talmor 1995;Seyal 2011). The banking business in the corporate world has taken the transition from conventional "bricks and mortar" way to online banking (Mwatsika 2016;Stehling, Moormann 2002).…”

The Impact of Destination Service Quality and Destination Environment on Tourist Satisfaction: A Field Study on Jordans Golden Triangle for Tourists Point of View

“…In order to achieve customer satisfaction, organizations seek to meet his or her needs in the appropriate manner. The most important way to achieve this goal is to provide customers with high quality goods and services (Adams et al, 2016). Cengiz (2010) stated that the definition of satisfaction includes three main elements: the goal that the client seeks to reach, and the process of assessing the extent to which this goal is achieved through comparison with another situation or situation using the means of evaluation and finally the evaluation result that confirms or denies the achievement of the goal.…”

“…The present study was based on a questionnaire developed by reference to previous studies (Murphy et al, 2000;Parasuraman et al, 2002;Gustafsson et al, 2005;Kouthouris and Alexandris, 2005;Chen and Tsai, 2007;Esu et al, 2010;Thitthongkam and Walsh, 2011;Al-Ababneh, 2013;Ngugi, 2014;Latiff and Imm, 2015;Ramseook-Munhurrun et al, 2015;Adams et al, 2016;Jani and Nguni, 2016;Prayogo and Kusumawardhani, 2016;Tsaur et al, 2016;Mohammed and Hamdi, 2017;Pawaskar and Goel, 2017) to collect data from the study sample. The questionnaire was designed to collect data according to the five-point Likert scale, which includes the following points: "strongly agree", "agree", "neutral", "disagree", and "strongly disagree".…”