Ecobank Bank Case Study

UNIVERSITY OF GHANA BUSINESS SCHOOL

THE IMPORTANCE OF CUSTOMER SERVICE RELATED TO CUSTOMER REPURCHASE INTENSIONS IN THE BANKING SECTOR.A CASE STUDY OF ECOBANK GHANA.

NAME: GYABAAH BOADUWAAH FATIMA

INDEX NUMBER: 10385161

SUPERVISOR: DR KWAME ADOM INTRODUCTION Background to the Study

Today’s business environment is highly competitive and that companies need to be customer oriented (Kotler, 1997).Genuinely, most businesses are in a serious effort to maximize customer value since it has become the core mandate of every organization or business. Therefore, for every organization to gain customer retention, customer loyalty or customer repurchase they would need to achieve complete and total customer satisfaction through offering unequaled

This research intends to test whether the Ecobank customers are satisfied with the services provided to them, which in the long run will lead to customer loyalty and customer retention .i.e. the influence of customer service in the banking sector. Banks are involved in a very great effort to offer quality services to customers in other to meet their expectations. The high association with clients is the primary impact of a fruitful specialist organization (Panda, 2003) "which decides consumer loyalty and steadfastness" (Jones, 2002 as referred to by Lymperopoulos et al., 2006).

Problem Statement

Banking in Ghana has become very competitive, and as such, high-quality customer care is extremely valuable to cultivating and retaining customers. In addition to communicating clearly, the bank has to position itself very well in the minds of customers. Therefore, if these claims are to hold, then it is worth inquiring the importance of customer service related to customer repurchase intentions in the banking

This part investigates the different factors that may influence important customer service in the midst of wild competition from the viewpoint of a few journalists and specialist. It begins with a profile of the bank under investigation through to the significance and nature of the client practices, customer satisfaction, customer repurchase intentions and customer loyalty, customer relationship building and its practical ramifications for the research.

Importance of Customer Service

Service quality has been seen as a huge issue in the banking industry by Stadford (1994). Since banking services are by and large portrayed with undifferentiated items, it winds up plainly basic for banks to take a stab at enhanced service quality in the event that they need to separate themselves from the competition. A positive connection between large amounts of service quality and enhanced financial performance has been built up by Roth and Van der Velde ( 1991) and Bennet ( 1992