EXPLORING THE ENABLERS AND CHALLENGES OF CUSTOMER SATISFACTION AT ACCESS BANK (GHANA) LIMITED, UPSA BRANCH - ACCRA
EXPLORING THE ENABLERS AND CHALLENGES OF CUSTOMER SATISFACTION AT ACCESS BANK (GHANA) LIMITED, UPSA BRANCH - ACCRA
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Date
2022-09
Authors
ATTA KONADU FOFIE
8210380001
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Abstract
The purpose of the study was to explore the enablers and challenges of customer satisfaction
at Access Bank (Ghana) Limited. The study was guided by the following objectives; To
ascertain the most preferred factors that make customers of Access Bank satisfied, To
investigate the challenges that mostly confront customer satisfaction at Access Bank, To
assess the level of customer satisfaction and quality of service provided by Access Bank and
To examine the relationship between customer commitment and customer satisfaction at
Access Bank satisfied. The study employed the exploratory descriptive design. Convenience
sampling and purposive sampling methods were used to select participants of the study. 100
respondents from the University of Professional Studies - Accra (UPSA branch of Access
Bank to gather primary data. Data was obtained from respondents through questionnaire,
interview guide and document analysis guide. Quantitative data were analysed using
descriptive statistics such as frequencies and percentages with the help of SPSS version 25.
Findings from the study indicated that the bank’s willingness to listen and respond to
customer needs showed that majority of the respondents constituting 53% agreed that the
bank listened and responded to their needs. 17% of respondents strongly agreed, 21% were
undecided, 8% disagreed and only 1% strongly disagreed to the issue of the bank willing to
listen and respond to their needs. The researcher introduced customer commitment and
therefore tested if it has any effect on customer satisfaction. The findings again indicated that
there is a positive correlation between customer commitment and customer satisfaction. From
the table, p-value of 0.0000 showed a strong relationship between customer commitment and
customer satisfaction at a significant level of 5%. In light of this, the regression analysis
disclosed that any change in the satisfaction variables will affect the propensity of customers
to remain with the bank. On the whole, the findings indicated that respondents in this study
are satisfied and they do not intend to switch to other Banks. Due to the strong relationship
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exhibited by the findings, Banks should focus more on satisfying their customers, retention in
that effect will also increase. The study concluded that innovative strategies coulld be
implemented to ensure that customers are satisfied so that they can be retained