Trust and Customer Satisfaction in Ghana Commercial Bank

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The study sought to assess trust and customer satisfaction in Ghana Commercial Bank Ltd. Does trust affect customer satisfaction and service delivery? In order to answer the research question, 205 questionnaires were distributed to customers of the High Street branch of Ghana Commercial Bank Ltd. Descriptive statistics such as mean and standard deviation were used to describe the responses and spearman’s correlation matrix was used to assess the relationship between trust and customer satisfaction. The findings establish that all the attributes were significant and positively correlated with customer satisfaction which is an indication that customers of the bank were generally satisfied with the services of the bank. The findings further indicate positive correlation between trust and customer satisfaction indicating that as banks improve on customer trust, the overall customer satisfaction of the bank is enhanced. Specific factors that promote trust between the bank and its customers included respect, urgency of meeting customers’ expectations and software reliability. The study also revealed that one of the key hindrances to customer trust is when the bank does not deliver on its promises. In conclusion, trust plays a very key role in the overall satisfaction of the customer. It is recommended that banks should endeavor to be transparent and honor their promises in order to satisfy and retain their customers.
A Thesis submitted to the Institute of Distance Learning, Kwame Nkrumah University of Science and Technology, Kumasi in partial fulfillment of the requirements for the degree of Commonwealth Executive Masters of Business Administration,