Abstract:
The main objective of the research is to contribute to body of knowledge in area of Customer Care in the financial institution. The use of quantitative and descriptive technique was used by the researcher. A survey and case study was also used by the researcher. The researcher targeted individual customers as well as management and staff of the bank within the municipality. In all, a sample size of fifty (50) was used for the study as regards the customers. For the staff and management, a sample of ten (10) employees was used for the study.
The researcher used convenience sampling to select the respondents. Primary sources were collected through structured questionnaires which were self-administered to retail customers and staff of the bank. Secondary sources of data included publications, libraries, individual works, journals; websites and company’s prospectus of Ecobank were collected. Tables, charts, graphs, percentages, frequencies and descriptive analysis were used to present and analyse the data collected through the questionnaire.
Findings from the research work indicate that Ecobank customer loyalty can be decline as customers do not know what constitute a good relationship, hence customers propensity to switch banks. It can be concluded that Ecobank is gaining competitive advantage within the industry from the relationships it develops and nurtures with its retail customers. The bank should devote more resources to the management of its relationships with customers in order to sustain the competitive advantage it currently enjoys.
Description:
The study focused on customer care practices in Ecobank Ghana-Sunyani branch.Customer care refers to all activities and programmes by the seller to the customer in making their relationship stronger/satisfying. These activities and programmes add value to the customer’s relationship with the seller. The increasing competition in the banking industry is bringing up the importance of an effective marketing management of all banks in the economy. However, the most powerful way to prevail in global competition is still not too visible to many banks. As the banking industry change ever more quickly, targets are becoming elusive and temporary, although a few banks have proven themselves adept at market, entering emerging markets at a very fast pace. They are able to create services and products that customers need but have not yet imagined. Ultimately it requires radical change in the marketing management of the organization (Prahalad& Hamel, 1990).
