4.

3 BASIC DATA OF RESPONDENTS This aspect of the analysis deals with the basic data on the respondents of the questionnaires. The basic data comprise of the respondents sex, age, employment status and the number of years spent with the bank Table 4.3 Gender of Respondents

Frequency Male Female Total 61 89 150

Valid Percent 41.0 59.0 100

Cumulative Percent 41.0 100

The table 4.3 shows that 61 (41%) of the respondents used in the survey were males. The remaining 89 (59%) were females. This shows that more females were used in the survey than males. Figure 4.3

A pie chart showing the gender of the respndents

Male 41%

Female 59%

Table 4.4 Age of respondents Cumulative Percent 8.0 48.0 80.0 92.0 100

Frequency 18 25 26 35 36 45 46 55 56 and above Total 12 60 48 18 12 150

Valid Percent 8.0 40.0 32.0 12.0 8.0 100

The table 4.4 which shows the distribution of the respondents indicates that 60 (40%) and 48 (32%) of them respectively fell in the 26 35 and 36 45 age brackets. eighteen people (18) representing 12% fell within the (46 55) age brackets. Lastly twelve (12) respondents each respectively fell in the 18 25 and 56 and above age brackets. It can therefore be inferred from the table above that majority of the respondents are relatively young. Figure 4.4

Age of Respondent
40 35 30 25 20 15 10 5 0 18 - 25 26 - 35 36 - 45 46 - 55 56 and above

Table 4.5 Educational background of respondents Cumulative Percent 8.0 25.0 46.0 78.0 100

Frequency No formal education Basic SHS/Vocational Some tertiary University graduate or more Total 12 26 31 48 33 150

Valid Percent 8.0 17.0 21.0 32.0 22.0 100

The table 4.5 shows that 48 (32%) and 33 (22%) of the respondents respectively have had some kind of tertiary education and university degree or more. Thirty- one (31) and twenty -six (26) of them representing 21% and 17% respectively had Senior High education or went to a Vocational Institute and Basic school respectively. The remaining 12 (8%) did not have any formal education at all. It can be inferred from the above table that relatively most of the people that the

researcher came into contact with have attained some level of education. This is to say that they are literate to some extent. Figure 4.5

Educational Barground of respondents

35 30 25 20 15 10 5 0

Table 4.6 Employment status of respondents Cumulative Percent 62.0 92.0

Frequency Employed Students 62 30

Valid Percent 62.0 30.0

Retired Total

8 100

8.0 100

100

The table 4.6 reports that 62 (62%) and 30 (30%) of the respondents were respectively gainfully employed and students. The remaining eight (8) representing 8% were retiree. Figure 4.6

Employment status of respondents

70 60 50 40 30 20 10 0 Employed Students Retired

Table 4.7 How long have you been with the bank?

Frequency 1 -5 6 -10 11 15 16 20 21 25 26 30 31 35 Above 35 Total 15 19 18 9 18 12 4 5 100

Percent 15.0 19.0 18.0 9.0 18.0 12.0 4.0 5.0 100.0

Valid Percent 15.0 19.0 18.0 9.0 18.0 12.0 4.0 5.0 100

Cumulative Percent 15.0 34.0 52.0 61.0 79.0 91.0 95.0 100

Figure 4.7

How long you have been with the bank

20 18 16 14 12 10 8 6 4 2 0 (1-5) (6-10) (11-15) (16-20) (21-25) (26-30) (31-35) (Above 35) Age Range

Table4. 8 Did you make enquiries from other banks?

frequency

Frequency Yes No Total 91 9 100

Valid Percent 91.0 9.0 100

Cumulative Percent 91.0 100

The table 4.8 shows that as many as ninety one of the respondents representing (91%) said they make enquiries from other banks. The remaining people responded in the negative. This clearly shows that customers or respondents might probably be looking for something extra of which the Ghana Commercial Bank is currently not offering. The researcher is tempted to believe that customers made those enquiries so that there can be a basis for comparison on certain issues. Table 4.9 My achievements thrives on the solid relationship with the bank

Frequency Agree Disagree Strongly disagree Total 26 69 5 100

Valid Percent 26.0 69.0 5.0 100

Cumulative Percent 26.0 95.0 100

The table 4.9 indicates that 69 (69%) of the respondents said they disagree with the assertion that their achievements thrives on the solid relationship with the bank. 26 (26%) agreed with the statement with the remaining 5 (5%) strongly disagreeing.

It can be inferred from the above table that to a large extent respondents believe their achievement does not depend on their relationship with the Ghana Commercial Bank.

Table 4.10 Keeping in touch with customers Cumulative Percent 7.0 85.0 100

Frequency Agree Disagree Strongly disagree Total 7 78 15 100

Valid Percent 7.0 78.0 15.0 100

The table 4.10 reports that as many as 78 (78%) of the respondents disagree that the bank constantly keep in touch with them. Fifteen (15) of them representing 15% strongly disagreed that Ghana Commercial Bank constantly keep touch with its customers. It was only 7 (7%) of them who agree. This clearly shows that the Ghana Commercial Bank in Adum Main,Kumasi does not keep in touch with her customers. Through the researchers interactions with the customers he got to know that they only call when there is only a trouble with a transaction that you as a customer have transacted.

Table 4.11 The bank works in close co - operation Cumulative Percent 18.0 93.0 100

Frequency Agree Disagree Strongly disagree Total 18 75 7 100

Valid Percent 18.0 75.0 7.0 100

The table 4.11 shows that as many as 75 (75%) of the respondents disagreed with the assertion that the bank works in close co operation with them. Eighteen (18) and seven (7) people respectively representing 18% and 7% agree and strongly disagree to the statement that the Ghana Commercial Bank branch in Adum Main,Kumasi works in close co operation with the customers.

Table 4.12 The bank tries very hard to establish a long - term relationship Cumulative Percent 67.0 91.0 100

Frequency Agree Disagree Strongly disagree Total 67 24 9 100

Valid Percent 67.0 24.0 9.0 100

The table 4.12 reports that 67 (67%) of the respondents agreed that the bank tries very hard to establish a long - term relationship. 24 (24%) and 9 (9%) of the respondents respectively

disagreed and strongly disagreed to the assertion that bank tries very hard to establish a long term relationship. From the above it can be inferred that in the view of the respondents the bank has been trying very hard to establish a long - term relationship with its customers. Table4.1 3They provide the service in the agreed time Cumulative Percent 71.0 96.0 100

Frequency Agree Disagree Strongly disagree Total 71 25 4 100

Valid Percent 71.0 25.0 4.0 100

The table 4.13 reports that 71 (71%) of the respondents said they provide services on agreed times. 25 (25%) and 4 (4%) of them respectively disagreed and strongly disagreed that the bank always provide services on agreed times. They mention the granting of loans as one of the services that is provided on time if all your documents are genuine. A few of them mention the replacement of automated teller machine (ATM) cards and withdrawal booklets as some of the services that the bank fails to meet agreed times. They said this situation becomes intense if the branch here is not your mother branch.

Table 4.14 They offer personalized attention

Frequency Strongly agree Agree Disagree Total 17 75 8 100

Valid Percent 17.0 75.0 8.0 100

Cumulative Percent 17.0 92.0 100

The table 4.14 reports that as many as 75 (75%) of the respondents claimed that the Ghana Commercial Bank offers personalized attention to customers. 17 (17%) of them agreed to this assertion with the remaining 8 (8%) disagreeing that the bank offers personalized attention to its customers. It can therefore be inferred from the above that Ghana Commercial Bank offers attention to each and every customers. Table 4.15 Relationship with the bank makes us trust each other Cumulative Percent 22.0 91.0 100

Frequency Strongly agree Agree Disagree Total 22 69 9 100

Valid Percent 22.0 69.0 9.0 100

It can be seen from the table 4.15 that 69 (69%) and 22 (22%) of the respondents respectively said they agree and strongly agree that their relationship with the bank had made them trust the bank.

The remaining nine (9) responded disagree that their relationship with the bank made them trusts them. This clearly shows that the customers of Ghana Commercial Bank trust them based on their relationship with them. Table4.16 Bank employees are always there to help the customer

Frequency Strongly agree Agree Disagree Total 65 29 6 100

Valid Percent 65.0 29.0 6.0 100

Cumulative Percent 65.0 94.0 100

The table 4.16 shows that 65 (65%) and 29 (29%) of the respondents said they strongly agree and agree that the employees of the bank are always there to help any customers who wants clarification about anything. Six (6) people representing six percent (6%) said they disagree that the employees of the bank at the Koforidua branch are always there to help customers. From the above it can therefore be inferred that the employees of the bank are always ever ready to come to the aid of any customer in difficulty. This is really welcoming since no customer will be confused or stranded in any way at the bank. Table4.17 Employees spend more time with the customers Cumulative Percent 74.0 98.0 10

Frequency Strongly agree Agree Disagree Total 74 24 2 100

Valid Percent 74.0 24.0 2.0 100

Table 4.18 I am confident of giving word of mouth testimonies to others about the bank Cumulative Percent 9.0 67.0 100

Frequency Agree Disagree Strongly disagree Total 9 58 33 100

Valid Percent 9.0 58.0 33.0 100

Table 4.19 I do not intend leaving this bank in the future Cumulative Percent 22.0 53.0 100.0

Frequency Agree Disagree Strongly disagree Total 22 31 47 100

Percent 22.0 31.0 47.0 100.0

Valid Percent 22.0 31.0 47.0 100.0

The table 4.19 reports that 47 (47%) and 31 (31%) of the respondents respectively strongly disagreed and disagreed that they have not made up their intention of leaving the bank in the future. The remaining 22 (22%) agreed that they do not intend leaving the bank in the future. From the above it can be realized that something should be done about some of the complaints that have been outpouring to management. They mention some of them as the opening of a new branch to avoid the overcrowding which always happens at the end of the month and also when

the Senior High Students are paying their fees and salaried workers are also taking their monthly salaries.

Table 4.20 As compared to other banks, my loyalty is with this bank Cumulative Percent 17.0 52.0 100

Frequency Agree Disagree Strongly disagree Total 17 35 48 100

Percent 17.0 35.0 48.0 100

Valid Percent 17.0 35.0 48.0 100

It can be seen from the table 4.20 that 48 (48%) and 35 (35%) of the respondents respectively strongly disagreed and disagreed that they owe so much loyalty to the Ghana Commercial Bank. The remaining 17 (17%) said they agree to that as compared to other banks their loyalty to the bank is paramount. An inference that can be made from the above table is that most of the customers (respondents) do not owe so much loyalty to the bank as it stands now.

Table 4.21 find it difficult to switch to other banks because of what I get from this bank Cumulative Percent 8.0 41.0 100

Frequency Agree Disagree Strongly disagree Total 8 33 59 100

Percent 8.0 33.0 59.0 100

Valid Percent 8.0 33.0 59.0 100

The table 4.21 indicates that 59 (59%) of the respondents revealed that they find it difficult to switch to other banks because of what they currently get of the bank. 33 (33%) and 8 (8%) of them respectively said they disagree and agree that they find it difficult to switch to other banks because of what they currently get from the bank.

Table 4.22 intend using other products of the bank Cumulative Percent 33.0 80.0 96.0 100

Frequency Strongly agree Agree Disagree Strongly disagree Total 33 47 16 4 100

Percent 33.0 47.0 16.0 4.0 100.0

Valid Percent 33.0 47.0 16.0 4.0 100

The table 4.22 reports that 47 (47%) and 33 (33%) of the respondents said they are making up their minds of using some other products of the bank. 16 (16%) and 4 (4%) of them revealed that they disagree and strongly disagree that they intend using other products of the bank. From the above it can be inferred that majority of the respondents are preparing themselves to explore other products of the bank.

Table 4.23 love the low charges of the bank Cumulative Percent 62.0 95.0 99.0 100

Frequency Strongly agree Agree Disagree Strongly disagree Total 62 33 4 1 100

Valid Percent 62.0 33.0 4.0 1.0 100

It can be seen from the table 4.23 that 62 (62%) and 33 (33%) of the respondents strongly agreed and agreed that they love the low charges of bank Ghana Commercial Bank. 4 (4%) people and a person respectively disagreed and strongly disagreed that the love the low charges of the bank. It can be inferred from the table above low charges exist at Ghana Commercial Bank Table 4.24 If I have to open a different account, it will be with this bank Cumulative Percent 16.0 83.0 100

Frequency Agree Disagree Strongly disagree Total 16 67 17 100

Valid Percent 16.0 67.0 17.0 100

The table above shows that 67 (67%) of the respondents disagreed with that if they have to open a different account, it will be with this bank. 17 (17%) and 16 (16%) of them respectively agreed and strongly disagreed that if they have to open a different account, it will be with the same Ghana Commercial Bank.

It can be inferred from the above table that the customers are just looking for an appropriate time to change their bankers. It can also be inferred that some of the customers are with the bank due to one or two reasons best known to them.

STAFF

Table 4.25 Do you believe your customers have a communication relation with this bank? Cumulative Percent 80.0 100.

Frequency Yes No Total 40 10 50

Valid Percent 80.0 20.0 100

Majority of the respondents (80%) agreed that the bank has a good communication link with its customer. Table 4.26 How is the relationship built? Cumulative Percent 2.0 6.0 84.0 100

Frequency Telephone Emails Personal interaction Direct Total 1 2 39 8 50

Valid Percent 2.0 4.0 78.0 16.0 100

The respondents chose personal interaction (78%) as a means that the bank uses to build relationship with customers. Direct, e mails and telephone from the respondents are means of communication that are occasionally used from the percentages obtained, 16%, 4% and 2% respectively. Figure 4.26 A bar chart showing the means of communication
40 35 30 25 20 15 10 5 0 Telephone Emails Personal interaction Direct

Frequency

Means of Communication

Table 4.27 The bank commits significant amount of funds to building relationships with customers Cumulative Percent 36.0 46.0 78.0 82.0 86.0 100

Frequency Customer retention Service quality Trust Good brand name Distinctive competence Competitive advantage Total 18 5 16 2 2 7 50

Valid Percent 36.0 10.0 32.0 4.0 4.0 14.0 100

Table 4.28 Has relationship with customers contributed to any of the following Cumulative Percent 22.0 48.0 84.0 100

Frequency Disagree Uncertain Agree Strongly agree Total 11 13 18 8 50

Valid Percent 22.0 26.0 36.0 16.0 100

Customer retention with percentage (36%) is rated the as the highest by the respondents as a direct contribution to the relation with the customers. Trust is the next with (32%) at least one of the above variables was given an indication by the respondents that it contributed one way or the other as a result of the customer relation. Table 4.28 Products are mainly designed with a focus on customer needs Cumulative Percent 2.0 12.0 32.0 56.0 100

Frequency Strongly disagree Disagree Uncertain Agree Strongly agree Total 1 5 10 12 22 50

Valid Percent 2.0 10.0 20.0 24.0 44.0 100

Most respondents strongly agree with (44%) and 24% and also agree respectively that product are mainly designed with a focus on customer needs, only 10% and 2% of the respondents disagree. Table 4.29 Corporate image is positively related to our customers perception on service quality

Frequency Strongly disagree Disagree Agree Strongly agree Total 5 9 16 20 50

Valid Percent 10.0 18.0 32.0 40.0 100

Cumulative Percent 10.0 28.0 60.0 100

Respondents with the percentages (40%) and (32%) agree that the banks image has a correlation with perception on service quality. Few of the respondents (18%) and (10%) respectively disagree to this fact that service quality give positive corporate image.

Table 4.30Service offered by a particular bank has influence on the decision of the customers Cumulative Percent 4.0 12.0 44.0 100

Frequency Disagree Uncertain Agree Strongly agree Total 2 4 16 28 50

Valid Percent 4.0 8.0 32.0 56.0 100

56% and 32% respectively representing strongly agree and agree options from the respondents think that service offered by a particular bank has influence on the decision of the customers. Table4.31 Personnel and reputation have influence on the decision of being a customer of a particular bank

Frequency Strongly disagree Disagree Uncertain Agree Strongly agree Total 2 5 13 27 3 50

Valid Percent 4.0 10.0 26.0 54.0 6.0 100

Cumulative Percent 4.0 14.0 40.0 94.0 100

The table 4.31 reports that 3 (6%) and 27 (54%) of the respondents respectively said they strongly agree and agree that the personnel and reputation have influence on the decision of being in a particular bank. Thirteen (13) of them were uncertain, five (5) disagreed with the remaining two (2) strongly disagreeing. From the above it can be concluded that about two thirds (2/3) of the respondents were of the conviction that personnel and reputation have influence on the decision of being part of a particular bank.

Table 4.32 The performance of staff plays an important role in pursuing customer loyalty Cumulative Percent 4.0 8.0 20.0 40.0 100

Frequency Strongly disagree Disagree Uncertain Agree Strongly agree Total 2 2 6 10 30 50

Valid Percent 4.0 4.0 12.0 20.0 60.0 100

The table 4.32 reports that 30 (60%) and 10 (20%) of the respondents respectively strongly agreed and agreed that the performance of staff plays an important role in pursuing customers loyalty. Six (6) of them representing twelve percent (12%) said they were uncertain. Two (2) people each respectively said they strongly disagreed and disagreed that the performance of staff plays an important role in pursuing customers loyalty. From the above it can be inferred that respondents to a larger extent are of the view that the performance of staff plays an important role in pursuing customers loyalty. It can therefore be said that all things that will make

respondents to perform well be put in place so that customers will have a higher loyalty to the bank.

Table4.33 The bank reviews relationships with customer over a period of time

Frequency Strongly disagree Disagree Uncertain Agree Strongly agree Total 2 11 16 20 1 50

Valid Percent 4.0 22.0 32.0 40.0 2.0 100

Cumulative Percent 4.0 26.0 58.0 98.0 100

The table 4.33 shows that 20 (40%) and 16 (32%) of the respondents respectively agreed and were uncertain that Ghana Commercial Bank especially the branch at Adum Main,Kumasi reviews customers relationships styles or policies at some specific intervals. 11 (22%) and 2 (4%) of the respondents respectively disagreed and strongly disagreed that the bank as a policy the reviews its relationship styles at some specific intervals. From the above it is not quite clear as to whether the bank reviews its relationship policies with customers over periods of time.

Table4.34 Kindly choose any of the words below that best describes your relationships marketing strategy Cumulative Percent 64.0 78.0 100

Frequency Professional Successful Attainable Total 32 7 11 50

Valid Percent 64.0 14.0 22.0 100

The table 4.34 shows that 32 (64%) of the staff of the bank that were used in the study were of the conviction that the word that best describes their relationship marketing strategy is professional. This is followed by attainable and successful. The above table shows that the marketing strategy that is practice at the bank is done professionally done.