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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Key Motivations for Bank Loyalty Among University Students in Ghana
Author(s): Mohammed Abdulai Mahmoud, Ernest Yaw Tweneboah –Koduah, Cynthia Esinu Danku
Citation: Mohammed Abdulai Mahmoud, Ernest Yaw Tweneboah –Koduah, Cynthia Esinu Danku, (2011) "Key Motivations for Bank Loyalty Among University Students in Ghana" Vol. 5, Iss. 4, pp. 96 - 107
Article Type: Research paper
Publisher: North American Business Press
Abstract:
The purpose of this study is to rate the extent of influence of certain key factors on university students’
bank loyalty. The survey method was employed. Based on a purposive sampling a total of 558 final year
students at the University of Ghana Business School (UGBS), Legon, Accra, Ghana responded to the
study. A questionnaire consisting of closed ended questions was the main instrument used for data
collection. Students were to rate a range of 22 factors indicating which of them mostly influenced their
loyalty to their various banks. The findings reveal that accessibility, proximity, local and regional
networks and reputation were found to be the top most reasons for bank loyalty among the students. Some
key implications as well as recommendations and future research directions have been suggested.
