“Investigating the impact of the savings behaviour of customers on bank’s performance – case: Yaa Asantewaa Rural Bank”

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The principal objective of this study was to investigate the saving habit of customers of Yaa Asantewaa Rural Bank (YARB) and how such attitude influence the performance of the bank. To accomplish this aim and per the nature of contributing factors of saving, both primary and a thirty-six month secondary data (covering 2013 – 2015) were used. The multinomial logistic regression model was adopted in analysing the primary data collected and the secondary data were analysed using the Ordinary Least Squares model. The results from the multiple linear regression estimation revealed that interest on deposits and the prevailing rate of inflation in the Ghanaian economy have significant deterministic effect on deposit growth at YARB. Also, the multinomial logistic regression model showed that customers’ attitude toward risk, number of people who financially depend on customers, and their level of income can influenced their saving culture very much. However, age distribution of customers and their educational background (but those with vocational education) were found to have no influence on saving behaviour of customers of the bank. It was also revealed that a good number of customers contacted were ignorant about the existence of interest earned on their deposits. In general, the growth rate of savings at the bank assumed a downward trend for the period understudied. The study then recommends awareness creation on deposit rate, expansion of credit facility to clients, and provision of incentive packages besides interest paid on deposits as measures to be put in place to improve the saving culture of customers at YARB.
A thesis submitted to The Department of Economics, Kwame Nkrumah University of Science and Technology in partial fulfilment of the requirements for the award of Master of Science (Economics), 2016