Impact Of Customer Satisfaction On Customer Loyalty Among Ghana Commercial Bank Branches In Kumasi Metropolis

Abstract

The study was carried out to assess the impact of customer satisfaction on customer loyalty among Ghana Commercial Banks in Kumasi Metropolis. The study was a descriptive survey that involved the use of questionnaires to collect data from the target population. The research population comprised three different Ghana Commercial Bank branches in the Kumasi Metropolis. The accessible population consist of three thousand eight hundred and two customers and staff members (3802) of Adum Branch, Bantama Branch and KNUST Branches of Ghana Commercial Bank branches in the Kumasi Metropolis. Simple random technique and purposive sampling techniques were used to sample out the 351 respondents. The findings revealed that customers were generally satisfied with mobile banking services provided by the Adum, Tech Junction and Bantama branches of Ghana Commercial Bank. Mobile money and Automated Teller Machine services enable them to complete banking transaction quickly. Customers longer go to the banks to join long queues in order to transact business. This has reduced precious time spent in the banking hall which could have been used to performing equally important transactions. It was recommended that board of directors and management of the bank need to improve quality services so as to satisfy customer’s needs. The bank needs to pay much attention on the customer complaints in order satisfy the customer’s expectation. Individual attention should be given to customers in order to better understand their needs and better satisfy them.