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ASSESMENT OF CUSTOMER SATISFACTION IN AGRIC DEVELOPMENT BANK, FOCUS on

gulf house and madina branches

INTRODUCTION:

BACKGROUND OF STUDY

Customer satisfaction has been emphasized over the years as an important


requirement for business survival, growth and continues business. Conscious efforts
are still being made towards achieving the satisfaction of customer needs which
remain a continuous process to almost every business. The financial sector of
Ghana is not left out in this ongoing process of customer satisfaction which has
become the integral business objective and the reason for being in business. This is
achieved by attempt to meet the changing needs of the customer even in the face
of competition which currently characterized every industry.

Tracing the background of financial institutions activities in Ghana dates back since
Ghana’s independence which has seen several regimes different financial policies
and regulations. At independence there exist few financial institutions at that time
existed financial institution such as Barclays Bank, Standard Chartered bank and
Merchant bank, S.I.C a non bank financial institution

After independence, came banks such as National Investment Bank (N.I.B),


Agricultural Development Bank (ADB), Social Security Bank (SSB), Social Security
and National Insurance Trust (SSNIT),

Going into the history of operation of these banks at that time, their focus was more
on the customer, the wheel of which profitability rotates.

Services of these banks then were with stiff conditions loans characterized with
customer providing collateral before assessing loans, high interest on lending, high
minimum requirements for opening accounts and high minimum balance of account
and low interest earn on account or savings. The interest of the customer was not
the best.

In 1980’s the financial sector has been liberalized which saw the deregulation of
interest rates barrier and exist lifted, privatization of state –owned financial
institutions and competition within the industry has also been affected by the
liberalization as more banks were opened, the liberalization opened the flood gate
for the financial sector including private sectors.

Customers who were then not the focus before the liberalization have become the
focus as a result of the competition the influx of banks has brought to bear on the
banking sector and customer satisfaction became an important tool and the banks
became more concerned with appropriate customer care and service.
Although banks become aware of the importance of these customer care issues and
trying hard to deal with it in order to improve upon the satisfaction of the customer,
certain customer still complain in one way or the other in expressing certain level of
dissatisfaction of the activities of banks.

It is against these customer dissatisfaction complains that we want to assess the


customer satisfaction in the Agricultural Development Bank (ADB) with focus on the
Gulf House and Madina Branches

STATEMENT OF THE PROBLEM.

i) Does customer satisfaction or the customer has any effect on the Agricultural
Development Banks operations?

OBJECTIVE OF THE STUDY

MAIN

To find out whether customer satisfaction affect the operations of (ADB)

Specifically the study seeks to;

i) Find out what measures ADB is taking to improve on its customer’s


satisfaction

ii) Determine how these measures reflect on retention of existing customers

iii) Assess whether the measures have led to improvement on their customer
base

HYPOTHESIS

NULL:

i) The bank is not making any effort to improve upon customer satisfaction

ii) Customer satisfaction does not affect retention of existing customers

iii) Improvement in customer satisfaction or care or service does not lead to


increase customer base

SIGNIFICANCE OF STUDIES

1. Study is to help identify possible areas customer satisfaction can be


improved.
2. To recommend certain measures to policy makers of ADB this could lead to
improvement satisfaction.