Customer perceptions of rural banks in Ghana: a case study of selected companies in Ashanti region.
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Date
2017-11
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KNUST
Abstract
The study investigated customer perceptions of rural banking in Ghana. The study was descriptive using both primary and secondary sources of data. Data was collected from 360 respondents using the questionnaire and analysed using the SPSS. The study found that rural bank customers have the following expectations from the organization: timely service delivery, knowledgeable staff, and quick response to complaints, adequate support to customers, and more efficient transaction. It was however evident that the most significant expectations were timely service delivery, knowledgeable staff, quick response to complaints. The general finding was that customers largely see rural banks’ service delivery to be poor and below their expectation. The various dimension of service quality were found to be generally weak. The study established that customers generally are not impressed with the service delivery of rural banks. Again, most of the customers do not see quality in their service whilst majority also does not consider rural banks to be customer friendly. Most customers reported that they would switch to commercial banks at the
appropriate time. The study recommended the need for improved customer support service by rural banks. This is based on the finding that most customers found this aspect of their service delivery to be very low. Further, there is the need for staff to be trained on effective customer relationship management. This will address the general complaint of poor customer relationship found in the study.
Description
A Thesis Submitted In Partial Fulfillment Of The Award Of The Degree Of Master Of Business Administration (Strategic Management And Consulting).