The Role of Financial Institution Facilities in Ensuring Customer Contentment in Commercial Banking Institutions in Bamenda-Cameroon

Abstract

Banks across the globe have been experiencing fast changes in recent years. The banking industry in particular has benefited greatly from the expansion of information technology which has allowed for numerous delivery routes for online consumers and the rapid resolution of concerns. This study seeks to find out the role of financial institution facilities in ensuring customer contentment in commercial banking institutions in Bamenda-Cameroon. A questionnaire was used in the study and it was administered to bank employees, government employees and some business owners. Simple random sampling technique was employed as a sample technique and simple linear regression analysis was used to analyze the data. The population size for this study was 700 and a total of 280 questionnaires were distributed but 254 questionnaires were returned resulting to a sample size of 254. The findings of this study revealed that frequent use of ATM cards has a significant positive effect on consumer contentment, financial institution facilities also has a positive effect on the consumer contentment and internet banking has a significant negative effect on consumer contentment. Digitalization of banking activities also helps to reduce fraud because information cannot be altered. The study recommends that financial institution facilities should involve uploading of documents for account opening and loan request. Consumer contentment is priority to achieving banking goals based on the quality of services provided by banks to meet the needs of customers. It is recommended that banks should improve on the quality of digitalized services in order to increase the customer base of the bank.