Challenges in the Era of Globalization - iaabd

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Proceedings of the 12th Annual Conference © 2011 IAABD a bank. That is for now; I don’t care about the interest rate and minimum deposits. Ma: I will also say accessibility. That is the first thing because I am on campus and then the bank is just close to me. I just walk there and do what I have to do... yeah, that is the main thing. Fr: I chose IBG because of their minimum balance which I think is GH¢ 5 or so. I think it’s good for someone who also wants to start saving. They should design the savings account to be like an investment account so that the return you get on your savings will be more. Ab: For me what I want in a bank is a bank that can give me what I want... for instance, if I need a loan, it should not take time. As a student, I need money to do something small. There are varieties of reasons for choosing a bank depending on individual’s peculiar needs. These include: customer service, accessibility (convenience), prompt feedback, company choice, international presence, minimum balance, and bank support. On the issue of the most important factors respondents consider (in order of priority) in selecting a bank, here are some issues: K: For me, I consider the following: convenience, customer service and the attractiveness of the bank. I want to be treated like a k king. Ha: I consider convenience, customer service and flexibility. Li: for me, prompt service and feedback. Sa: Flexibility is key. Ag: I consider bank rate. Customer service is also very important to me. Fa: Convenience and when I need help, I expect them to help. Ma: Good customer service. Ab: The speed... when you go there you don’t keep long. I will add accessibility. Fr: Mine is quite funny... the layout, the office... when I enter how spacious the banking hall is. Sa: I will say brand name, accessibility, easy processes. Ma: Me I consider security, accessibility, and speed. Ab: For me, I will consider image of the bank, branch network, and speed. Fr: For me, I will consider customer service first, then the interest rate earned on savings and also the prestige of the bank. The three most important criteria factor affecting undergraduates’ bank selection decisions are convenience, customer service and speed of service. They are followed by image and attractiveness of the bank and high interest rate on savings. On the question of whether their respective banks are their first, respondents had this to say: H: Because of the (huge minimum) bank balance, I moved to save with ADB but then, again the later was rude. I moved to Ecobank partially because they had a particular service that I wanted. Besides, the bank is close to me. Se: Funny enough, I have a number of accounts, I started with GCB. I left because I felt they were old fashioned. Most of the time however, I changed banks because my company changed banks. Os: I was paid through the bank therefore I had to use the bank that the company used. When I stopped work, I changed the bank to the one very close to me. Fr: I rather added one. Ma: I had one but then I added another one and that is the active one. Findings show that when students are dissatisfied with a particular bank, they do not necessarily close the account. Rather, they keep the account dormant and open a new account with another bank which they keep more active. On whether or not they would change banks on completion of their education, here are some sampled opinions: Se: I wouldn’t change. I will keep them open and still open more. Fa: I will like to try other banks. Li: No, I will not change. K: I will change when I finish school. Ha: I will change when I start working. Ab: I will not change... may be adding up. Fr: I wouldn’t change... maybe I will add more. Ma: I’m not sure because they cheated me. May be I will add. The responses confirm the fact that students would not close their old bank accounts but rather add to it when they become gainfully employed. It also points to the fact that banks should focus more on customer share and not market share that is, how active the account is and not merely keeping an account. It is also pertinent to note that students in the lower levels are more emphatic in their responses that they would not change banks whilst their colleagues in upper levels think otherwise. It is reasonable to conclude that expectations and perceptions of students change in their assessment of banks in Ghana. Banks must therefore continually monitor the expectations and perception variables so as to build a longterm relationship with them. 600
Banks in Ghana Challenges in the Era of Globalization Edited by Emmanuel Obuah In conclusion, participants were asked to name the banks they keep accounts with. Li: Ecobank; As: TTB, Se: Zenith, TTB, Amalbank; F: Intercontinental bank; Os: Intercontinental bank and GCB; H: Ecobank; Fr: GCB, Ecobank and Intercontinental bank Ghana (IBG); Sa: Barclays; Ma: IBG; Ab: IBG. With reference to the focus group discussions, bank selection criteria of IPS undergraduate students are diagrammatically represented below. Figure 2: Bank selection decision of IPS students viewed from the perspective of Analytical Hierarchy Process (AHP) framework. Speed of service Customer service Accessibility(convenience) Prompt feedback Decision to Select a Bank Company’s choice Banks in Ghana International presence Source: Based on findings from focus group discussion Minimum balance and Interest Bank support Bank image Nine criteria have been identified as reasons for bank selection by IPS undergraduate students. These include: Customer service, speed of service, minimum balance and interest, international presence, company’s choice, prompt feedback, bank support, bank image, and convenience. Findings from the interview show that the three most important criteria affecting undergraduate bank selection decisions are convenience, customer service, and speed of service. These factors are largely consistent with findings in other contexts including Almossawi (2001) in Bahrain; Huu and Karr (2000) in Singapore; Khazeh and Deckor (1992-93) in Maryland, USA; Laroche et al (1986) in Canada, and Lewis (1982) in Britain. It appears therefore that there is a homogenous consumer group as far undergraduate bank selection decisions are concerned despite the cultural differences. A point of departure surprisingly, is the low influence of parental advice on bank selection decisions in the case of undergraduate students at IPS. This however featured prominently in other studies. It is also important to note that nine out of the twenty–seven banks were named by respondents as their banks. This could be explained perhaps on the basis that the sample size was small. However Ecobank (GH) limited and Intercontinental Bank Ghana 601
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Challenges in the Era of Globalizat
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Table of Contents Challenges in the
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Lennart Bangens, Goteborg, Sweden C
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Local Steering Committee Jacob Musi
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Track 1: Accounting, Finance, and I
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Abstract Challenges in the Era of G
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Abstract Determinants of Bank Lendi
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Empirical Results Challenges in the
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Table 3 Determinants of Competitive
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Research Findings Challenges in the
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Abstract: Study on Africa Governmen
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Abstract Challenges of Oil Revenue
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Abstract Land Based Sources of Poll
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Abstract On the Mitigation of Rever
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Figure 1: Lagos off shore survey po
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Conclusion Challenges in the Era of
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37. Provision of sound education fo
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The cost structure Challenges in th
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Empirical Analysis Challenges in th
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Variable Coefficient Std. Error t-S
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Abstract The Changing Requirements
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The Model, Data and Variable Defini
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Track 8: Gender and Economic Develo
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Empirical results Challenges in the
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Abstract Gender, poverty and sustai
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Figure 1.1: Spread of directorships
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Theoretical Framework Challenges in
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Single 18.1 Masters and above 35.3
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Source: Field survey, 2010 Table 3:
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Track 9: Global Studies and Politic
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Conceptual Definitions Challenges i
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Conclusions and Implications Challe
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Abstract Exploring Organisational R
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district hospitals: Evidence from N
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Defining the Organisational Culture
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Table 1: A Summary of Operating Ban
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Discussion and Conclusion Challenge
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Abstract What does Globalization me
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Research Methods approach Challenge
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Statement of the Problem Challenges
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References Challenges in the Era of
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Conclusion Dissatisfied 6 3.4 3.6 7
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Abstract Customer satisfaction with
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