The Impact of Customer Care on Product Positioning: A Case Study of Ghana Commercial Bank Ltd – Kumasi, Ghana

Gabriel Asante-Gyabaah, Charles Nathanael Oppong, Naomi Idun-Baidoo


With the increasing number of financial institutions in Ghana, banks are competing to attract customers to be in business and Ghana Commercial Bank Limited is no exception. Customer care is a crucial element of business success towards the creation of products that will meet the needs of the customers. The purpose of the study was to assess the impact of customer care in product positioning at GCBL. The final sample included 10 staff members and 40 customers who were selected by randomized stratified sampling method. In order to collect the required data, a self completion questionnaire was used. The questionnaire forms were collected and analyzed. The results of the questionnaire showed that products can be positioned by treating each customer as unique. Again the bank can position its products by addressing customer complaints effectively. However there is the tendency that customers may switch to other banks if not well catered for. The study concluded that, customer care should be given a favourable consideration in the bank. The research also provides the bank with some suggestions to improve customer care and therefore, meet the demand of the customers.

Keywords: customer care, products position, Ghana Commercial Bank and customers

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