CUSTOMERS’ PREFERENCE IN SERVICE DELIVERY, AN ASSESSMENT OF TAM AND IDT ON THE MEANS-END THEORY IN THE BANKING INDUSTRY: A CASE OF GHANA COMMERCIAL BANK Ltd IN GHANA
Journal Title: European Journal of Business and Social Sciences - Year 2015, Vol 3, Issue 11
Abstract
Electronic banking is ubiquitous in recent banking and has recently gained numerous researches because of it numerous advantages it offer for both banks and clients. Unlike developing and newly industrialized countries, most advanced countries are more familiar with the phenomenon and how to manage it. Also customers’ decision making as to which service system maximizes satisfaction is less difficult. On the contrary, electronic banking and for that matter service preference in developing countries have been a matter of contention among banks’ clients. The current study finds out the level of clients’ service preference on service attributes and also determines the impact of service systems associated attributes on clients’ service preference. A total of 300 clients were randomly selected for this study, however, only two hundred and fifty (250) questionnaires were retrieved and used for the study. Percentages, Pearson Product Moment Correlation Co-efficient and regression were used to analyze the data gathered. The results showed that, despite the fact that the bank’s service delivery has seen tremendous changes, clients still go for the traditional system of service delivery. 131 (52.0%) of the clients recorded high level of traditional banking usage, 40 (16%) recorded low level of electronic banking usage whiles 79 (31.6%) combines traditional and electronic banking, The results further showed inverse relationship between Service perceived financial cost and clients’ service preference, whilst facilitating conditions, perceived service advantages and social influence significantly predicted clients’ service preference for a service delivery system. It is recommended that more research should be conducted on the banks’ clients to further identify factors that influence service preference among the banks’ clients in order to assist the bank in designing managerial strategies to ensure optimum utilization of the service systems that contribute significantly to profit. Keywords: Service Preference (SP), Perceived Service Advantages (PSA), Social Influence (SI), Facilitating Conditions (FC), Means-End Theory.
Authors and Affiliations
Aboagye Michael Osei| School of Management Science and Economics, University of Electronic Science & Technology of China (UESTC). aoseimichaelaboagye@yahoo.com +86 18782983574, Ampadu Seth| School of Management Science and Economics, University of Electronic Science & Technology of China (UESTC). sethkampadu@yahoo.com, Antwi John| School of Management Science and Economics, University of Electronic Science & Technology of China (UESTC)
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