Customers’ Satisfaction in the Banking Industry: A Case of Global Access Savings and Loans in Accra

Abstract

The study was to investigate service satisfaction of customers of Global Access Savings and Loans Limited. The study used a descriptive survey design in the quantitative approach. Convenience sampling technique was used to select 240 customers of GASL in Accra of which questionnaires were administered to them. The data were analyzed with the help of Statistical Product for Service Solution by employing statistical techniques such as percentages and frequencies as well as independent t-test and ANOVA. This was presented by using tables and charts. The study found out that, respondents perceived; GASL responses to customer request are always encouraging; sales point terminals to be easy and the opening hours of GASL were sufficient and convenient; employees of GASL look professional and dress well and interior of GASL to be neat and convenient. Customers were much satisfied with reliability and empathy of the employees of GASL, but were not satisfied with responsibility, assurance and tangibility services of the GASL. Customer satisfaction was rated as moderate by the customers. There was statistically significant difference between household size, average monthly income, occupational status and customer satisfaction. However, there was no significant difference between sex, age group and education of the respondents and customer satisfaction. The study therefore, recommended that employees of GASL should improve upon the customer services rendered to customers especially, responsibility, assurance and tangibility services. Moreover, employees of GASL should give necessary and equal quality services to customers with different occupational and income status.