Customer Satisfaction as a Determinant of Customer Loyalty of Rural Banks in Kumasi, Ghana

• Main Authors: Amofa Ofosu, Isaac Gyamfi, Caipher Kwame Kenney
• Format: Article
• Language: English
• Published: Africa Development and Resources Research Institute (ADRRI) 2016-04-01
• Series: Journal of Arts and Social Sciences
• Online Access: https://journals.adrri.org/index.php/adrrijass/article/view/256

Satisfied customers are considered to maintain contact with the company, buy more products or services especially in the services sector. This study assessed the impact of customer satisfaction on customer loyalty. The main research question that guided the study was does customers’ satisfaction have an impact on loyalty in the rural banking industry in Ghana? The study adapted Garvin’s (1998) Managing Quality Model to assess the impact of customer loyalty determinants such as satisfaction and switching on RBs customers. In this study, descriptive approach was employed. The population of the study was customers of RBs in the Kumasi Metropolis and the sample was made up of two hundred (200) customers. Data collection instrument was questionnaire and multi- stage sampling was employed. Data was analyzed using Statistical Package for the Social Sciences (SPSS) version 16.The main finding from the study indicated that customer satisfaction has no direct impact on customer loyalty amongst RBs customers in Ghana. Recommendations have been made for RBs and other stakeholders in the industry.