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Factors Influencing the Retention of Customers of Ghana Commercial Bank within the Agona Swedru Municipality

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dc.contributor.author Boohene, Rosemond
dc.contributor.author Agyapong, Gloria K. Q.
dc.date.accessioned 2023-10-26T10:02:21Z
dc.date.available 2023-10-26T10:02:21Z
dc.date.issued 2013
dc.identifier.issn 1918-7203
dc.identifier.uri http://hdl.handle.net/123456789/10034
dc.description.abstract Customer retention is an important element of any banking strategy in today’s increasingly competitive environment. This study examined the impact of retention factors that influence consumers’ decisions to stay with Ghana Commercial Bank within the Agona Swedru Municipal area. The descriptive survey design was used for the research. Simple random sampling and self administered questionnaires were utilised to obtained data from 480 customers of the bank. Correlation and regression techniques were used to examine the relationships between customer satisfaction, service quality, customer trust, customer commitment, switching barrier factors and customer retention. The results revealed that on the whole, switching barrier emerged as the most significant factor influencing customer retention. This was followed by customer commitment and customer trust. The study recommends that management of the bank should pay attention to customer commitment by investing more into customer relationship marketing strategies that can increase customers’ dependency and inhibit switching. en_US
dc.language.iso en en_US
dc.publisher International Journal of Marketing Studies en_US
dc.subject relationship marketing en_US
dc.subject customer commitment en_US
dc.subject customer retention en_US
dc.subject switching cost en_US
dc.subject customer trust en_US
dc.title Factors Influencing the Retention of Customers of Ghana Commercial Bank within the Agona Swedru Municipality en_US
dc.type Article en_US


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