Assessing the Impact of Personal Banking Services on Customer Satisfaction and Loyalty in the Upper East Region of Ghana

The main objective of this paper was to assess the impact personal banking has on customer satisfaction. Descriptive research design was used for the study. 185 participants mainly customers of the bank were chosen from the three branches of the bank. Statistical Package for Social Sciences was used to do the analysis. A relationship between personal banking services and customer satisfaction and loyalty was drawn using multiple regression. The analysis showed that personal banking services had influence on customers' satisfaction and loyalty. Waiting time and long queue was a concern for customers. Staff and customer relationship was not very encouraging. It is suggested that, more customer touch points should be made available within and outside the banking hall to facilitate fast service and reduce waiting time.

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