Patronage behaviour of Ghanaian bank customers

Abstract

Owing to increased competition resulting from a decade of deregulation in the Ghanaian banking industry, the banks find themselves faced with the task of differentiating their products as a method of attracting new customers. Aims to ascertain the characteristics looked for when Ghanaian bank customers open a bank account. The results are based on 225 multiple choice questionnaires filled in during customer interviews inside 50 bank branches. The results show that 73 per cent of account holders in Ghana are male. Ghanaian bank customers choose a bank based on understanding and high rates of interest. The banks are perceived to be conveniently located but offer slow services. Ghanaian bank customers are resistant to long‐term investment and the most effective media that best inform customers of bank services are word‐of‐mouth, radio and television.

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