An evaluation of customers' perception and usage of rural community banks (RCBs) in Ghana

An evaluation of customers' perception and usage of rural community banks (RCBs) in Ghana Purpose – To ascertain customers' usage level and perceptions of the image of rural community banks (RCBs) in Ghana. This research examines whether women and men differ in their levels of satisfaction and expectation about the banks' services. It also assesses the contribution of RCBs towards infrastructural development in the rural areas. Design/methodology/approach – Both desk and primary research methods were employed. Face‐to‐face interviews took place in 15 bank branches in the eastern region of Ghana. Over 170 respondents consisting of 105 males and 65 females co‐operated for this study. Analyses are presented in a statistical format using mean score and t ‐test. Findings – RCBs are perceived as fairly active in rural infrastructural development, and have collaborated with NGOs to help identify, mobilise and educate rural groups in the usage and benefits of banking services. Men and women are gradually cultivating the banking culture. Both genders perceive the quality of financial advice, provision of information and service delivery as areas that need significant improvement. There are no significant differences between both genders in their perceptions and expectation of the banks services. Research limitations/implications – The sample size was limited to only one part of Ghana and may not be entirely representative. Practical implications – This study provides a meaningful insight into consumer behaviour in rural banking sector and useful platform for future studies in marketing of financial services in a developing country context. Originality/value – The study is unique in that it looks at a rural banking service provision in a sub‐Sahara African country, a setting that markedly differs from the traditional high street banks sectors in the developed world. The results will enable financial service providers to consider the changing needs and wants of RCBs customers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Emerging Markets Emerald Publishing

An evaluation of customers' perception and usage of rural community banks (RCBs) in Ghana

Loading next page...
 
/lp/emerald-publishing/an-evaluation-of-customers-perception-and-usage-of-rural-community-DAjCEje1xs
Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
1746-8809
DOI
10.1108/17468800810862632
Publisher site
See Article on Publisher Site

Abstract

Purpose – To ascertain customers' usage level and perceptions of the image of rural community banks (RCBs) in Ghana. This research examines whether women and men differ in their levels of satisfaction and expectation about the banks' services. It also assesses the contribution of RCBs towards infrastructural development in the rural areas. Design/methodology/approach – Both desk and primary research methods were employed. Face‐to‐face interviews took place in 15 bank branches in the eastern region of Ghana. Over 170 respondents consisting of 105 males and 65 females co‐operated for this study. Analyses are presented in a statistical format using mean score and t ‐test. Findings – RCBs are perceived as fairly active in rural infrastructural development, and have collaborated with NGOs to help identify, mobilise and educate rural groups in the usage and benefits of banking services. Men and women are gradually cultivating the banking culture. Both genders perceive the quality of financial advice, provision of information and service delivery as areas that need significant improvement. There are no significant differences between both genders in their perceptions and expectation of the banks services. Research limitations/implications – The sample size was limited to only one part of Ghana and may not be entirely representative. Practical implications – This study provides a meaningful insight into consumer behaviour in rural banking sector and useful platform for future studies in marketing of financial services in a developing country context. Originality/value – The study is unique in that it looks at a rural banking service provision in a sub‐Sahara African country, a setting that markedly differs from the traditional high street banks sectors in the developed world. The results will enable financial service providers to consider the changing needs and wants of RCBs customers.

Journal

International Journal of Emerging MarketsEmerald Publishing

Published: Apr 11, 2008

Keywords: Banks; Gender; Poverty; Ghana; Service levels; Communication

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off