The Determinants of Customers’ Choice of Bank in the Cape Coast Metropolis of Ghana

Abstract

Deregulation and various reforms in Ghana’s financial sector have made the Ghanaian banking industry an intensely competitive proposition. It has, therefore, become crucial not just to attract every potential customer but also to develop strategies aimed at maintaining the existing customers. This study, therefore, sought to explore the determinants of customers’ choice of bank in the Cape Coast Metropolis in Ghana. A descriptive cross-sectional survey research design was adopted for the study. Multi-stage sampling technique was employed. Data was obtained using self-administered questionnaires from 410 customers. Multinomial logistic regression and factor analysis were used to examine the relationship between advertising, branding, distance, innovative products and customers’ choice of bank. The results revealed a significant relationship between customers’ choice of bank and the variables of interest including advertising, branding, distance to bank location and innovative products offered by banks. The study, recommends that, banks should embark on advertising campaign about the benefits of their products and services, improve upon their brand image and reputation. Bank branches should be sited at areas such as business and market centres to attract customers. Banks should also develop innovative products that are relevant to the needs of average Ghanaian. Keywords: Banks, Choice, Advertising, Branding, Distance, Innovative Products, Ghana DOI: 10.7176/JIEA/12-1-03 Publication date: March 31 st 2022