Assessing bank services in Ghana: perspective of the physically challenged people in the Kumasi Metropolis

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JULY 2015
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This study aimed at analyzing the bank customer services from the perspective of the physically challenged in the Kumasi Metropolis. Banks usually have large number of customers which includes persons who are physically challenged. The initial motivation for this research came from the experiences shared of difficulties supporting the physically challenged access to banking services. The study was based on both qualitative and quantitative approaches using questionnaires and interview protocol as instruments of data collection. Questionnaires were administered to 115 persons who were physically challenged, and interviews were conducted with two physically challenged persons as well as the chairman of the physically challenged association in Kumasi. Findings from the study indicated that most persons who were physically challenged managed and operated their own personal accounts. It was also revealed that most banking halls were disability unfriendly and this to them was their greatest barrier to accessing banking service. However, some banks in the likes of CAL bank, ACCESS bank, HFC bank and Ghana Commercial Bank had disability friendly banking halls. The study also brought to light from the perspective of the physically challenged association that most bank buildings in the Kumasi Metropolis were disability unfriendly as result of poor implementation of the acceptable standards for construction projects. The Regression analysis results (R = 0.891) from the study also shows a strong relationship between the difficulty in assessing banking services and service dissatisfaction among the physical challenged in the Kumasi Metropolis which also statistically significance. Also, 79% variance of customer dissatisfaction is explained by the difficulty of the physically challenged in assessing banking services. As a result, this study provided some recommendations towards improving the bank customer service relation for persons who are physically challenged and to make banking more accessible and easy for them.
A thesis submitted to the Department of Marketing and Corporate Strategy, Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirement for the degree of Masters of Business Administration (Marketing option).