Customer Satisfaction in the Banking Industry in Ghana: A Case of GCB Bank Limited in Wa Municipality

Abstract

The banking industry in the Wa Municipality has experienced some growth over the past decade. This results in increased competition among banks in the industry as each bank tries to capture a greater market share. Banks achieve competitive advantage through innovations of products that reflect customers’ expectations. Despite this competition, customer satisfaction in GCB Bank Limited is perceived to be low. However, there is no empirical evidence to establish whether the products and services delivered by the bank meet customers’ expectation. This study was set out to assess the quality of products and services of GCB bank; and to assess the level of customer satisfaction with products and services of GCB bank. The study employed the cross-sectional research design and the mixed research approach so that the research findings could be generalized. Primary data were collected from 155 customers of GCB bank using questionnaires. The customers were selected through accidental sampling. Data were analysed using descriptive statistics. The study revealed that current account, savings account and ATM services were at least of high quality to majority of the respondents. However, over 40% of the respondents were not satisfied with the quality of the bank’s products and services. Management of GCB bank should organize a regular in-service training programme on customer service for the entire staff of the Wa branch in order to improve their customer service skills which would ultimately impact positively on the performance of the bank.