ASSESSING CUSTOMER CARE PRACTICE IN SUNYANI BRANCH OF ECOBANK GHANA LIMITED

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.