Abstract
PurposeThe concept of innovation is gaining ground steadily in the context of an increasingly competitive and highly volatile banking sector. The purpose of this paper is to find out the role of service innovation (SI) in the relationship between service delivery (SERVD), customer satisfaction (CSAT) and loyalty in the banking sector of Ghana.Design/methodology/approachDrawing from banking and marketing literature, a conceptual framework was developed and tested using data from 450 sampled customers of commercial banks in Ghana. The data were analyzed using partial least squares structural equation modeling.FindingsThe findings indicate that SI has direct influence on SERVD and CSAT. Again the findings revealed a positive relationship between SERVD, CSAT and bank customer loyalty.Research limitations/implicationsThis study offers theoretical support for the adoption of innovative techniques in service provision and delivery.Originality/valueThis paper provides an initial study into innovation management in financial services context in an emerging economy.
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