The Effects of Market Segmentation on Customer Service in the Banking Industry in Ghana: The Case Study of Barclays Bank Ghana Limited, Kumasi Prempeh II Street Branch

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In today’s competitive banking industry, market segmentation as a critical strategic option is very important if players in the banking industry are to achieve customer satisfaction which could influence customer loyalty and profitability. In the case study of Barclays Bank Ghana Limited, the investigation focuses on how market segmentation has affected customer service in the Ghanaian banking industry. The aims and objectives of the study were to identify the various market segments of Barclays Bank Ghana Limited and the basis of segmentation, measuring the level of satisfaction in the various market segments and to establish the effects of market segmentation on customer service in the banking industry. The researcher used both quantitative and qualitative research methods in this study and has drawn from both primary and secondary sources of data. Questionnaire was used for the collection of data from fifty sampled customers and interview guide was administered to ten management staff members of Barclays Bank Ghana Limited. Quota sampling and purposive sampling methods were used, and the main statistical method used for this study was correlation. Moreover, the measurement of service quality was based on customer behaviour and attitude premised on the SERVQUAL models. The study revealed that Barclays Bank Ghana Limited groups various customers into four market segments as follows: standard or mass segment, premiere life or prestige segment, premiere segment and corporate banking segment. The main basis of market segmentation or variables of segmentation is the net worth of the customer and market segmentation has helped to enhance the customer service quality and customer delivery experience at Barclays as well as customer loyalty.
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 in Business Administration, June, 2011