Uncovering the invisible drivers of satisfied customers’ defection -a case study of First Allied Savings and Loans Limited
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Date
2011-08
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KNUST
Abstract
The establishment of branches of banks of Nigerian origin saw a number of customers hitherto seen
as satisfied and loyal customers of existing banks, defecting to the new banks. One of such institutions
which suffered from these defections was First Allied Savings and Loans Limited. The question then
arose as to what would propel a satisfied customer of a well established bank to defect to the banks
of Nigerian origin. The purpose of the study was therefore to uncover the invisible drivers of satisfied
customers’ defection in First Allied Savings and Loans Limited. Questionnaire and Focus group
discussions were adopted as the method of data collection. Out of the population of 123, systematic
sampling technique was used to select 80 for questionnaire administration. Purposive sampling
technique was then used to select 21 customers for focus group discussions. The findings were that,
the customers who defected to the banks of Nigerian origin were indeed satisfied. Some of the reasons
given for their defection related to curiosity, insatiable desires to access loans, adventure, speculation,
deception on the part of the new banks and lack of knowledge about the new banks. It was revealed
that, when approached with respect and requested to come back, defected customers would oblige.
It was further revealed that, defected customers carried no feeling of guilt. The study concluded that,
satisfied customers of a bank can defect to a new one for many reasons. The study thus recommended
among others that, information acquired through First Allied’s market intelligence in respect of its
competitors be repackaged and presented to its customers in a way that would put First Allied in a
better light before its customers. First Allied is to treat all its defectors with respect and pursue them
till they come back.
Description
A thesis submitted to the KNUST Business School, Kwame Nkrumah University of Science and Technology in partial fulfillment of the Requirements for the degree of Master of Business Administration, School of Business, College of Arts and Social Sciences