Dr. Daniel Kasser Tee, President of CIMG The Chartered Institute of Marketing Ghana has released a ground breaking research driven survey report on customer satisfaction in Ghana’s banking sector The report, which was unveiled officially at the Coconut Grove Hotel in Accra a fortnight ago, is the first ever survey of customer satisfaction in a services industry in Ghana.
It is not surprising that CIMG has tackled the banking sector in its first attempt to measure customer satisfaction in a services sector; the Institute’s incumbent President Dr. Daniel Kasser Tee is himself a professional banker, who is currently head of marketing at Ecobank Ghana, the country’s largest bank adjudged by balance sheet size. However CIMG has promised to extend its surveys to other sectors of business and economic activity subsequently.
If the banking sector customer satisfaction index is anything to go by this will happen sooner than later.
Actually the index is limited in scope in that it focuses only on retail banking; corporate customer’s satisfaction levels were not surveyed. This creates the potential for a disconnect between the financial performance – and underlying attractiveness of each bank to the general public – and the results generated by CIMG’s Customer Satisfaction Index, of CSI for short.
The research from which the CSI was drawn up consisted of teams, working in close collaboration with each other, from CIMG itself and Consumer Insights Consult which it contracted for this purpose.
CIMG’s representatives comprised: Dr. Kasser Tee, Kwabena Agyekum, CIMG’s CEO and Registrar; Rita Mateko Angman, Manager, finance, human resource management and administration; Franklin Sowah, national secretary; and Adam Sulley, consulting directotr, education and CPD.
CIC ‘s team comprised its CEO, Dr Ireneus Grendama; Matthew Kofie, Research Director; Emmanuel Nii Boye Odai. Data Manager; Dr. Alexander Preko, Data Analyst; and Daniel Humade, senior research executive.
The research covered separately traditional banking defined as customers who visit the bank for their transactions; and remote banking such as internet, digital, mobile apps SMS banking and the likes, commonly referred to in general as digital banking.
The model used to establish the index is called SEVPERF which assesses five items in 22 dimensions and is a simplified version of the widely used but often cumbersome SERVQUAL model.
The overriding objective of the study was to measure service quality, customer satisfaction and customer loyalty and resultantly establish a Consumer Satisfaction Index (the CIMG-CSI) for the banking industry. Apart from separately measuring customer satisfaction derived by […]