Service innovation, service delivery and customer satisfaction and loyalty in the banking sector of Ghana
International Journal of Bank Marketing
ISSN: 0265-2323
Article publication date: 12 February 2019
Issue publication date: 18 June 2019
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