The Contribution of Information and Communication Technology Based Products to Customer Satisfaction: Case Study of Barclays Bank Ghana Limited Retail Customers

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The study sought to examine the contribution of Information and Communication Technology (ICT) based products to customer satisfaction. The high competition in the Ghanaian banking industry has forced rapid changes as a result of technological innovation, increased awareness and demands from customers. However customers have expressed their disgust through customer feedback forums, about the frequent ATM breakdowns, breakdown in network, the inability to access funds at other branches, referrals to branches due to breakdowns, identity theft and high charges on visa transactions. The question therefore is how does ICT based products contribute to customer satisfaction? In order to answer this question, 400 questionnaires were administered to retail customers of Barclays Bank randomly selected from four branches. The ICT based products selected were ATM, Branch Network and SMS Alert. A Likert scale-typed questionnaire was used with responses ranging from strongly disagree, disagree, neutral, agree and strongly agree. Microsoft Excel was used to analyze the responses and results indicated that majority of the respondents agreed that ICT based products contributed to their satisfaction. In summary, customers are satisfied with the ATMs and SMS Alerts but still use the branch network atleast once a month because the ATM withdrawal limit per day is GHS500. Also the ATMs cannot perform inter-accounts transfers. Following from this study, it is recommended, Barclays Bank enhances the performance of their ATMs to increase customer satisfaction.
A Thesis submitted to the Institute of Distance Learning, Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirements for the degree of Commonwealth Executive Masters of Business Administration