Customer Satisfaction with Retail Banking Services in Ghana

What is it about?

This article reports a study of the determinants of customer satisfaction of retail banking services in Ghana and discusses the strategic implications of the findings for the retail banks. We reviewed the extant literature to identify theoretical determinants of customer satisfaction in retail banking and their measurement scales. These were adapted to build a conceptual framework for the empirical investigation conducted. Data were collected using a questionnaire administered through personal interviews to 650 customers of retail banks and the results were factor analysed. We found relational, core and tangible dimensions of service to be the major determinants of customer satisfaction in retail banking in Ghana. Technology also loaded onto the core and tangible dimensions of service quality.

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Why is it important?

The study is one of the most comprehensive studies of customer satisfaction within the banking sector in Ghana to date, and covers about 70 % of registered retail banks in the country.