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Service innovation, service delivery and customer satisfaction and loyalty in the banking sector of Ghana

Kong YuSheng (School of Finance and Economics, Jiangsu University, Zhenjiang, China)
Masud Ibrahim (School of Finance and Economics, Jiangsu University, Zhenjiang, China)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 12 February 2019

Issue publication date: 18 June 2019

2147

Abstract

Purpose

The concept of innovation is gaining ground steadily in the context of an increasingly competitive and highly volatile banking sector. The purpose of this paper is to find out the role of service innovation (SI) in the relationship between service delivery (SERVD), customer satisfaction (CSAT) and loyalty in the banking sector of Ghana.

Design/methodology/approach

Drawing from banking and marketing literature, a conceptual framework was developed and tested using data from 450 sampled customers of commercial banks in Ghana. The data were analyzed using partial least squares structural equation modeling.

Findings

The findings indicate that SI has direct influence on SERVD and CSAT. Again the findings revealed a positive relationship between SERVD, CSAT and bank customer loyalty.

Research limitations/implications

This study offers theoretical support for the adoption of innovative techniques in service provision and delivery.

Originality/value

This paper provides an initial study into innovation management in financial services context in an emerging economy.

Keywords

Citation

YuSheng, K. and Ibrahim, M. (2019), "Service innovation, service delivery and customer satisfaction and loyalty in the banking sector of Ghana", International Journal of Bank Marketing, Vol. 37 No. 5, pp. 1215-1233. https://doi.org/10.1108/IJBM-06-2018-0142

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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