A Comparative study of the perceptions of bank customers and bank management of the importance of retail commercial banking attributes
Abstract
The study reported in here,compared the perceptions of
the bank management and bank customers about the importance of retail commercial banking attributes.
The basic premlse of the study was that the success of any
business would depend to a large degree on the extent
to which the businesses management estimated the
desires of their customers. The rationale for the study
arose out of the fact that the commercial banks in
Kenya have been loosing their market shares to the
non-bank financial institutions.
The study sampled from two types of populations
whose perception were measured: the bank managers and
the bank customers.Their perceptions were measured
using the semantlc differential for all the
sampled populations.
calculated for comparison
purposes.These proportions were further tested using
Chi-square of hamogeneity and Spearmans' Rank
Correlation for similarity of the perceptions. The
findings were as follows:
1.The perceptions of the bank customers and bank management about the importance of particular attributes of retail commercial banking services are
significantly different while their ranking of the attributes are similar.
2. The most common way the banks acquire new customers is through introductions by the existing customers.
On the basis of these findings it was recommended
that banks should
improve on their service package provision and improve the relations they have with their customers.
Citation
Ngesa MA,1990;A Comparative Study Of The Perceptions Of Bank Customers And Bank Management Of The Importance Of Retail Commercial Banking Attributes.Publisher
University of Nairobi Faculty of commerce