Creating and sustaining competitive advantage through the delivery of excellent service in the banking Industry: a case-study of the Standard Chartered Bank Ghana Limited

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This study attempts to design and recommend for use an exclusive five force competitive model for the banks in Ghana, which in fact is an entire replication of Michael Porter’s model for industry profitability analysis. The work dwells on basic generic strategies for offsetting the impacts of the five forces. The study furthermore, briefly, examines the impact of quality service on profitability and suggests practical quality services standards that are high and beneficial to the banks. Once standards have been set, criteria for evaluating these standards are also discussed. This research also attempts an exposition on the background of the banking industry that dates back to 1886, with the emergence of the Standard Bank; which later became Standard Chartered Bank. An attempt is made to give simple but vivid definitions to some key services and products that are being offered by the banks in Ghana. The influence of the five forces on banks profitability is the major focus of my findings and duly confirms the impact of these forces on profitability. Lastly, I attempt to suggest and make recommendations that would be beneficial to the banking industry, as a whole, and Standard Chartered Bank, in particular.
A Thesis submitted to the Department of Economics and Industrial Management, Kwame Nkrumah University of Science and Technology, Kumasi, in partial fulfilment of the requirement for the award of the Masters of Arts Degree in Industrial Management, 2001