Examining Complaint Handling Processes among Ghanaian Rural Banks and its Influence on Customer Satisfaction

PurposeA significant increase in the number of private sector banks has intensified the level of competition in the Indian banking industry (IBI). This increase in the number of banks has a considerable impact on the existing players, which calls for prioritizing customer satisfaction (CS) and enhancing bank reputation (BR). Our study seeks to investigate the enablers of CS and BR in the IBI.Design/methodology/approachThe study adopted a cross-sectional design for gathering responses from retail bank customers across the selected banks through a structured questionnaire. Structural equation modeling (SEM) was utilized to evaluate direct and indirect linkages among the identified constructs by examining mediating and moderating effects.FindingsThe study puts forward crucial antecedents of CS and BR. The findings exhibit that perceived trust (PT) and relationship commitment (RC) magnify CS and BR, respectively, while CS amplifies repurchase intention (RI). The study advances that BR and CS partially mediate between the underlying constructs. In addition, fairness and risk exhibit moderating effects between CS and customer repurchase intention (CRI) and BR and CRI.Research limitations/implicationsThe study illustrates the crucial enablers of BR, CS and CRI that may assist banking professionals in enriching customer experience and holding on to their customers.Originality/valueThere is a shortage of research on RC, service innovation (SI) and BR in the IBI. Accordingly, our study builds on the prior studies by considering these constructs using a comprehensive conceptual framework by extending the application of signaling theory (ST) in the banking domain and scrutinizing the dual moderating effects of fairness and risk.

show abstract

scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.

Contact Info

customersupport@researchsolutions.com

10624 S. Eastern Ave., Ste. A-614

Henderson, NV 89052, USA

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Blog Terms and Conditions API Terms Privacy Policy Contact Cookie Preferences Do Not Sell or Share My Personal Information

Made with 💙 for researchers

Part of the Research Solutions Family.

Examining Complaint Handling Processes among Ghanaian Rural Banks and its Influence on Customer Satisfaction

Cited by 2 publications

References 0 publications

Data Collection, data mining and transfer of learning based on customer temperament-centered complaint handling system and one-of-a-kind complaint handling dataset

Data Collection, data mining and transfer of learning based on customer temperament-centered complaint handling system and one-of-a-kind complaint handling dataset

Looking beyond transactions: decoding the role of service innovation, relationship commitment and fairness in driving customer satisfaction in retail banking

Contact Info

Product

Resources

About