Challenges in the Era of Globalization - iaabd

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Proceedings of the 12th Annual Conference © 2011 IAABD Appealing physical facilities 0.616 E-banking 0.567 Interest rates 0.601 Information on new products 0.561 Extended bank hours 0.553 Saturday banking 0.550 The results of the stepwise regression presented in Table 2 show that the model comprising relational, core and tangible dimensions of service quality is highly significant and explains 62% of the variations in customer satisfaction. The results therefore support hypotheses 1, 2 and 3. Table 2 SERQUAL dimensions and bank customer satisfaction Model Variable Parameter estimate B t-statistics Prob>T R 2 A MANOVA analysis was conducted to determine the effects of the demographic variables on customer satisfaction. The result indicates that the association between customer satisfaction on the one hand and customer expertise as well as year of opening account on the other hand is marginally significant (see Table 3). However, the association between customer satisfaction and age, gender, and education are not significant. Thus, hypothesis 4 is only partially confirmed. Table 3: Demographic Characteristics and customer satisfaction F Sig. F Corrected model 1.304 0.04 Intercept 631.27 0.00 Age 1.01 0.39 Gender 0.91 0.34 Education 0.15 0.69 Occupation 1.22 0.30 Year of opening acct. 1.76 0.13 Customer expertise 1.85 0.12 Note: Dependent variable: Satisfaction ; Adj. R 2 =0.129 Fstatistic Prob>F S.E 1 Constant 0.21 1.48 0.00 Relational dimension 0.92 0.77 22.35 0.00 0.58 499.72 0.00 0.63 2 Constant -0.39 -2.28 0.02 Relational dimension 0.73 0.61 13.94 0.00 0.61 286.74 0.00 0.61 core and tech dimension 0.34 0.24 5.59 0.00 3 Constant -0.51 -2.84 0.00 0.62 195.25 0.00 0.60 Relational dimension 0.70 0.58 12.98 0.00 Core and Tech dimension 0.27 0.20 4.18 0.00 Tangible dimension 0.12 0.10 2.30 0.02 708
Discussion Challenges in the Era of Globalization Edited by Emmanuel Obuah The findings from this study show that Ghanaian bank customers attach significant importance to core, relational and tangible dimensions of the services offered by retail banks just as their counterparts in Western societies. The results therefore suggest that the three factor solution, containing 18 variables, is robust and provides an improvement over the two factor solution found in the study of Levesque and McDougall (1996). The relational factors have, however, emerged as the most significant determinant of customer satisfaction emphasizing the need for banks to relate well with their customers. The individual attention that a bank gives to customers, the ability of the bank to determine the needs of customers, the courtesy as well as the consistency of the interaction process and contents all have significant impact on customer satisfaction. The consistency of interaction may be interpreted in terms of the importance of technology in the bank service delivery process. Our results show that variables under technology loaded both on core service (electronically networked) and on tangible dimensions (electronic banking). Furthermore, our results show that service features such as visually appealing facilities, convenient branch locations, employee appearance as well as employee skills are all significant drivers of customer satisfaction. The findings carry some useful strategy and research implications. They suggest that banks must understand the special needs of their customers, equip the staff with the skills and knowledge to deliver added value to the customers and also develop effective service recovery strategies to remedy occasional service failures. Staff must also be trained to be polite and courteous to customers and must be willing to help customers at all times. Finally, since relational quality is found to have a strong impact on customers’ overall assessment of service quality, it would be interesting to explore the constituents of this dimension more closely in subsequent studies. For example, we have not explicitly introduced trust into our model in studying bankcustomer relationships. However, trust has been noted as an important attribute in relationships and must therefore receive explicit attention in a future investigation. Furthermore, it will be useful to test whether demographic characteristics act as moderators in the relational benefits – satisfaction link. Conclusions The present study provides empirical evidence to support the adoption of SERVQUAL model to investigate customer service perception within retail banking sector in a developing country – Ghana. We have also noted that electronic banking variables could be integrated with the original dimensions of service quality to improve customer service delivery in Ghana. Furthermore, banks that offer more contact hours and provide more flexible options to customers to conduct their banking transactions will be perceived as offering better services than their competitors. The study also demonstrates the importance of relational quality to customers’ perception of overall service quality. References Al –Eisa, A, S, and Alhemoud, A, M, (2009) Using a multiple attribute approach for measuring customer satisfaction with retail banking, International Journal of Bank Marketing, Vol. 27(4) pp. 294-314 Aurier, P. and N’Goala, G (2010) The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development Academy of Marketing Science 38:303–325 Chen, K. (2005), Technology-based services and customer satisfaction in developing countries, International Journal of Management, Vol. 22 No. 2, pp. 307-18. 709
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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 On the Mitigation of Rever
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Figure 1: Lagos off shore survey po
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Table: Model Fitness Regression Sta
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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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Abstract Gender, poverty and sustai
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Conclusions and Implications Challe
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Abstract Exploring Organisational R
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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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Convenient location of banks Challe
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Figure 1.Framework for Bank selecti
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Banks in Ghana Challenges in the Er
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References: Challenges in the Era o
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The study seeks to: • examine typ
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Figure 2: Customer Perception of MT
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Relationship Commitment Total 1264.
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