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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/4868

Title: The impact of segmentation on the efficient delivery of banking services: a case of Ghana Commercial Bank Ltd (GCB), Somanya
Authors: Bamfo-Boateng, Patrick
Issue Date: 1-Feb-2012
Abstract: This study was carried out to assess the impact of segmentation on the efficient delivery of banking services, a case of Ghana Commercial Bank Ltd (GCB), Somanya. The research specifically sought to: find out the predominant areas of business and other economic activities present in Somanya; ascertain the specific banking needs of the various sectors in Somanya; ascertain the challenges faced by customers as far as their banking needs are concerned; and determine the measures and strategies employed by GCB to meet the needs of the specific sectors in the study area. In this study, systematic and purposive sampling techniques were respectively used to select a sample of 70 customers and 10 bank staff for the study. The data was analyzed by means of SPSS. Charts and frequency table were used to summarize the data. The study discovered that segmentation has a significant impact on the efficient delivery of banking services. However, inability to give loans to certain categories of customers, delay in communication coupled with the large number of customers remained the major challenges. It was therefore recommended that GCB, Somanya should employ more people, educate its customers to take advantage of, and utilize the numerous internet banking products of the bank, and also develop more products to meet customers’ banking needs.
Description: A Thesis submitted to the Institute of Distance Learning, Kwame Nkrumah University of Science and Technology, Kumasi in partial fulfillment of the requirements for the degree of Commonwealth Executive Masters of Business Administration, September-2012
URI: http://hdl.handle.net/123456789/4868
Appears in Collections:Distance Learning

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