Customer Service in Rural Banks in Ghana: The Case of Bosomtwe Rural Banks in the Ashanti Region, Ghana

Abstract

Customer satisfaction occurs when customers’ expectations are met. This study examined the factors that are critical in improving customer satisfaction in rural banks in Ghana. Two random sampling techniques were used to select 300 respondents from four out of ten branches of Bosomtwe Rural Bank Limited in the Ashanti Region of Ghana and structured questionnaire was administered to collect data. Descriptive statistics and probit model were employed in the data analysis. The results showed that there was active youth involvement in the activities of Bosomtwe Rural Bank Limited, all customers were literate and most of the patrons of the bank were males. In general, customers were satisfied with the services provided by the bank. The results of the probit regression analysis indicated that customer satisfaction depends on attention to customer complaints by the staff of the bank, accessibility of the bank to customers, tidiness and cleanliness of banking environment, speed of service delivery and knowledge base of the staff of the bank. These factors were found to have positive effects on customer satisfaction.