The effect of customisation on consumer purchasing behaviour in banking: The mediating role of customer service.
No Thumbnail Available
Date
2016
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
KNUST
Abstract
The study sought to assess the effects of customisation on the purchasing behaviour of consumers of Stanbic Bank’s services: the mediating role of customer service. In the current volatile environment of increased competition with corresponding increase in market entry of new banking services formats and concepts with a corresponding challenge of understanding the complex relationship between the kind of customised services to offer Customers to gain
competitive advantage over the other banks. This study sought to assess the effects of customisation on consumer purchasing behaviour, determine the effects of customisation on customer service, evaluate the effects of customer service on consumer purchasing behaviour and finally determine the mediating effects of customer service on the relationship between customisation and consumer purchasing behaviour. Customers of Stanbic bank were considered for this study with a sample size of three hundred and ninety customers (390). Quantitative study with simple random sampling technique was employed with questionnaire as the main tool for the collection of data. The study revealed that, most of the customers were not consulted before the introduction of customised services, it was further established that, consumer purchasing behaviour of the bank’s depended heavily on the type of tailored services. Furthermore, the time saved on customised services had a much stronger relationship with how customers rated how their perceptions affects their purchasing behaviour on customised services with the level of service quality as a mediator than directly. The study concluded a significant relationship between some of the customisation variables, customer service variables and consumer purchasing behaviour of banking services. The following recommendation were made to address the issues emanating from the study; companies considering this competitive tool to stay focus in delivering more satisfactory service, training customers on the best way to deliver made to fit services and Customer involvement considered seriously when it comes to tailor made services. Other related services industry were suggested for further study to fully appreciate the importance of customisation.
Description
A Thesis Submitted In Partial Fulfillment of the Requirement for the Degree Of Master of Business Administration (Marketing-Option)