CUSTOMERS’ PREFERENCE I N SERVICE DELIVERY, AN ASSESSMENT OF TAM AND IDT ON THE MEANS-END THEORY IN THE BANKI NG I NDUSTRY: A CASE OF GHANA COMMERCIAL BANK Ltd I N GHANA
CUSTOMERS’ PREFERENCE I N SERVICE DELIVERY, AN ASSESSMENT OF TAM AND IDT ON THE MEANS-END THEORY IN THE BANKI NG I NDUSTRY: A CASE OF GHANA COMMERCIAL BANK Ltd I N GHANA
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Date
2015-02-11
Authors
Aboagye, Michael Osei
Seth, Ampadu
John, Antwi
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Publisher
Eur opean Jour nal of Business and Social Sciences
Abstract
Electronic banking is ubiquitous in recent banking and has
recently gained numerous researches because of it numerous
advantages it offer for both banks and clients. Unlike
developing and newly industrialized countries, most advanced
countries are more familiar with the phenomenon and how to manage
it. Also customers’ decision making as to which ser vice system
maximizes satisfaction is less difficult. On the contrary, electronic
banking and for that matter service preference in developing countries
have been a matter of contention among banks’ clients. The current
study finds out the level of clients’ service preference on service
attributes and also determines the impact of service systems
associated attributes on clients’ service preference. A total of 300
clients were randomly selected for this study, however, only two
hundred and fifty (250) questionnaires were retrieved and used for the
study. Percentages, Pearson Product Moment Correlation Co-efficient
and regression were used to analyze the data gathered. The results
showed that, despite the fact that the bank’s service delivery has seen
tremendous changes, clients still go for the traditional system of
service delivery. 131 (52.0%) of the clients recorded high level of
traditional banking usage, 40 (16%) recorded low level of electronic
banking usage whiles 79 (31.6%) combines traditional and electronic
banking, The results further showed inverse relationship between
Service perceived financial cost and clients’ service preference, whilst
facilitating conditions, perceived service advantages and social
influence significantly predicted clients’ service preference for a service
delivery system. It is recommended that more resear ch should be
conducted on the banks’ clients to further identify factors that
influence service preference among the banks’ clients in order to assist
the bank in designing managerial strategies to ensure optimum
utilization of the service systems that contribute significantly to profit.
Keywords: Service Preference (SP), Perceived Service Advantages
(PSA), Social Influence (SI), Facilitating Conditions (FC), Means-End
Theory.
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Citation
Osei, A. M., Seth, A., & John, A. (2015). Customers‟ preference In Service Delivery, An Assessment Of Tam And Idt On The Means-End Theory In The Banking Industry: A Case Of Ghana Commercial Bank Ltd In Ghana. European Journal Of Business And Social Sciences, 3(11), 79-100.