Hinson, Robert; Owusu‐Frimpong, Nana; Dasah, Julius - In: International Journal of Bank Marketing 27 (2009) 5, pp. 381-399
Purpose – Banking in Ghana is now an intensely competitive proposition. In a competitive environment, it becomes imperative not just to attract customers, but also to design strategies aimed at maintaining these customers. Drawing on data from over 2,000 retail bank customers in Ghana, this...