Customer Satisfaction of Electronic Products and Services in Ghanaian Banks

Abstract

Ankrah (2012) stated that, Technology has brought about a complete paradigm shift in the functioning of banks and delivery of banking services. Technology is no longer an enabler, but a business driver. The growth of the internet, mobiles and communication technology has added a different dimension to banking. The information technology (IT) available today is being leveraged in customer acquisitions, driving automation and process efficiency, delivering ease and efficiency to customers. The purpose of this research is to find out the level of satisfaction of bank customers using electronic products and services provided by the banks. This was influence by the fact that customer satisfaction has a direct relationship with profitability. The Technology Acceptance Model (TAM) originally proposed by Davis (1989) was used as the framework within which this study was executed. This study adopted the survey method and the instrument used in this study was the questionnaire. The population for this study was the bank customers from six banks all selected at their head offices in Greater Accra region. Proportionate sampling was used to select the sample from the six banks. The raw data was analyzed using Statistical Package for Social Sciences (SPSS 17.0). It came to light from the findings that, most of the bank customers are satisfied with the operations of the banks. It was also clear that, almost all the banks have websites, but it was observed that most of the bank customers do not visit the bank’s websites or even if they do, once in a while. Even though the banks offer SMS banking, it is noticeable that most of the bank customers do not use the SMS banking. In the same vein, it is apparent that most of the bank customers do not use the internet banking. The hypothesis tested statistically at a significance level of 0.05 also confirms the fact that, customers are satisfied with the services of banks with modern technology. This research would help the bank management to know the level of electronic products and services usage as well as improving the level of satisfaction and strengthening the bond between the banks and their customers, thereby helping them to retain and/or expand their overall customer base. This research would also add to existing literature in the field of information technology in banking and both students and scholars can also draw knowledge from this research.

Keywords: Customer Satisfaction, Electronic Products, Services, Information Technology, Bank