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Customer Satisfaction Analysis of Banks: The Role of Market Segmentation

Received: 3 June 2021     Accepted: 18 June 2021     Published: 30 June 2021
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Abstract

In today’s competitive banking industry, market segmentation as a serious strategic alternative is very important if players in the banking industry are to achieve customer satisfaction which can influence customer loyalty and profitability. In the study of Ghana Commercial Bank, the investigation focused on how market segmentation has affected customer satisfaction in the Ghana banking industry. The study evaluates the effects of market segmentation on customer satisfaction in the banking industry in Ghana. To achieve the purpose of the study a descriptive research design was adopted. The target population was 200 respondents from five banks (branch) in Kumasi metropolis in Ghana. The primary source of data and secondary source of data was utilized in the entirety of the study. Data collected were analyzed using the Statistical Package for Social Scientists (SPSS) and Smart PLS software. The results proved that there was a positive relationship between geographical segmentation, demographic segmentation, behavioral segmentation on customer satisfaction. The nature of behavioral segmentation provides the opportunity for real-time communication across a wide range of marketing channels including direct mail, email, point-of-sale devices, and mobile channels as well as personal contact at the branch or call center level. The downside of using behavioral data as a marketing driver is that it does require detailed, in-depth data sets, models, and market testing. Also, prices, distribution, and advertising can all be tailored to control variables that are problematic for customers, because today's customers demand simple, convenient, flexible, and timely products and services. The recommendations are intended to represent as a framework for banking industries as they try to provide improved service to their customers.

Published in Science Journal of Business and Management (Volume 9, Issue 2)
DOI 10.11648/j.sjbm.20210902.19
Page(s) 126-138
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2021. Published by Science Publishing Group

Keywords

Geographical Segmentation, Demographic Segmentation, Behavioral Segmentation, Customer Satisfaction

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Cite This Article
  • APA Style

    Francis Osei, Gloria Ampomah, Collins Kankam-Kwarteng, Daniel Opoku Bediako, Reagan Mensah. (2021). Customer Satisfaction Analysis of Banks: The Role of Market Segmentation. Science Journal of Business and Management, 9(2), 126-138. https://doi.org/10.11648/j.sjbm.20210902.19

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    ACS Style

    Francis Osei; Gloria Ampomah; Collins Kankam-Kwarteng; Daniel Opoku Bediako; Reagan Mensah. Customer Satisfaction Analysis of Banks: The Role of Market Segmentation. Sci. J. Bus. Manag. 2021, 9(2), 126-138. doi: 10.11648/j.sjbm.20210902.19

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    AMA Style

    Francis Osei, Gloria Ampomah, Collins Kankam-Kwarteng, Daniel Opoku Bediako, Reagan Mensah. Customer Satisfaction Analysis of Banks: The Role of Market Segmentation. Sci J Bus Manag. 2021;9(2):126-138. doi: 10.11648/j.sjbm.20210902.19

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  • @article{10.11648/j.sjbm.20210902.19,
      author = {Francis Osei and Gloria Ampomah and Collins Kankam-Kwarteng and Daniel Opoku Bediako and Reagan Mensah},
      title = {Customer Satisfaction Analysis of Banks: The Role of Market Segmentation},
      journal = {Science Journal of Business and Management},
      volume = {9},
      number = {2},
      pages = {126-138},
      doi = {10.11648/j.sjbm.20210902.19},
      url = {https://doi.org/10.11648/j.sjbm.20210902.19},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.sjbm.20210902.19},
      abstract = {In today’s competitive banking industry, market segmentation as a serious strategic alternative is very important if players in the banking industry are to achieve customer satisfaction which can influence customer loyalty and profitability. In the study of Ghana Commercial Bank, the investigation focused on how market segmentation has affected customer satisfaction in the Ghana banking industry. The study evaluates the effects of market segmentation on customer satisfaction in the banking industry in Ghana. To achieve the purpose of the study a descriptive research design was adopted. The target population was 200 respondents from five banks (branch) in Kumasi metropolis in Ghana. The primary source of data and secondary source of data was utilized in the entirety of the study. Data collected were analyzed using the Statistical Package for Social Scientists (SPSS) and Smart PLS software. The results proved that there was a positive relationship between geographical segmentation, demographic segmentation, behavioral segmentation on customer satisfaction. The nature of behavioral segmentation provides the opportunity for real-time communication across a wide range of marketing channels including direct mail, email, point-of-sale devices, and mobile channels as well as personal contact at the branch or call center level. The downside of using behavioral data as a marketing driver is that it does require detailed, in-depth data sets, models, and market testing. Also, prices, distribution, and advertising can all be tailored to control variables that are problematic for customers, because today's customers demand simple, convenient, flexible, and timely products and services. The recommendations are intended to represent as a framework for banking industries as they try to provide improved service to their customers.},
     year = {2021}
    }
    

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  • TY  - JOUR
    T1  - Customer Satisfaction Analysis of Banks: The Role of Market Segmentation
    AU  - Francis Osei
    AU  - Gloria Ampomah
    AU  - Collins Kankam-Kwarteng
    AU  - Daniel Opoku Bediako
    AU  - Reagan Mensah
    Y1  - 2021/06/30
    PY  - 2021
    N1  - https://doi.org/10.11648/j.sjbm.20210902.19
    DO  - 10.11648/j.sjbm.20210902.19
    T2  - Science Journal of Business and Management
    JF  - Science Journal of Business and Management
    JO  - Science Journal of Business and Management
    SP  - 126
    EP  - 138
    PB  - Science Publishing Group
    SN  - 2331-0634
    UR  - https://doi.org/10.11648/j.sjbm.20210902.19
    AB  - In today’s competitive banking industry, market segmentation as a serious strategic alternative is very important if players in the banking industry are to achieve customer satisfaction which can influence customer loyalty and profitability. In the study of Ghana Commercial Bank, the investigation focused on how market segmentation has affected customer satisfaction in the Ghana banking industry. The study evaluates the effects of market segmentation on customer satisfaction in the banking industry in Ghana. To achieve the purpose of the study a descriptive research design was adopted. The target population was 200 respondents from five banks (branch) in Kumasi metropolis in Ghana. The primary source of data and secondary source of data was utilized in the entirety of the study. Data collected were analyzed using the Statistical Package for Social Scientists (SPSS) and Smart PLS software. The results proved that there was a positive relationship between geographical segmentation, demographic segmentation, behavioral segmentation on customer satisfaction. The nature of behavioral segmentation provides the opportunity for real-time communication across a wide range of marketing channels including direct mail, email, point-of-sale devices, and mobile channels as well as personal contact at the branch or call center level. The downside of using behavioral data as a marketing driver is that it does require detailed, in-depth data sets, models, and market testing. Also, prices, distribution, and advertising can all be tailored to control variables that are problematic for customers, because today's customers demand simple, convenient, flexible, and timely products and services. The recommendations are intended to represent as a framework for banking industries as they try to provide improved service to their customers.
    VL  - 9
    IS  - 2
    ER  - 

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Author Information
  • Department of Marketing, School of Business, Kumasi Technical University, Kumasi, Ghana

  • Department of Revenue, Afigya Kwabre North District Assembly, Kumasi, Ghana

  • Department of Marketing, School of Business, Kumasi Technical University, Kumasi, Ghana

  • Department of Commercial, L’oreal West Africa, Takoradi, Ghana

  • Department of Cocoa Health and Extension Division, Ghana cocoa Board, Nyinahin, Ghana

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