EVALUATING THE EFFECT OF CUSTOMER CARE IN FINANCIAL INSTITUTIONS: A CASE STUDY OF THE GN BANK, ADUM –KUMASI

Abstract

The purpose of the research was to find out the effect of customer care in financial institutions. Barriers to customer care provision and any other things customers would like to see in the bank were also researched. In order to obtain the best results, the main research methodology adopted was a case study involving the Adum branch, Kumasi of the GN Bank. A sample of one hundred and fifty (150) questionnaires was used to obtain information from management, staff and customers of the bank. Management and staff took Twenty- Nine (29) questionnaires and one hundred and twenty one (121) questionnaires were given out to customers of the GN Bank. Findings from the research revealed that, the Adum Branch, Kumasi of the GN Bank provides appreciable level of customer service; however these are just seen as satisfying. Barriers such as lack of incentives, lack of understanding about customer needs, some problems with the late delivery of ATM cards, long queues and some managerial decisions have an effect on customer care provision in the bank. Customers at the Adum branch, Kumasi of the GN Bank are loyal to the bank. And these customers would like the number of tellers to be increased and delivery of ATM cards provided faster so as to reduce the long queues in the banking hall. It was recommended that customer care provision in GN Bank should go beyond satisfaction. Measures should be put in place to track customer satisfaction. Strategies that exceed customer expectations should be put in place to delight customers.