Banking and the illiterates miscellany in west Africa: a fuzzy importance-satisfaction approach

Banking and the illiterates miscellany in west Africa: a fuzzy importance-satisfaction approach

Michael Owusu Akomeah, Kong Yu Sheng, Xuhua Hu, Stephen Owusu Afriyie

This study examines the miscellany of illiterate banker‟ s choice of bank using Fuzzy Importance-Performance Analysis (IPA) and multiple regression analysis. The authors deployed inductive reasoning to identify dimensions and items to measure the view of the respondents. Additionally, the authors used a purposive sampling technique to select 3434 homogenous banking customers from five different West African Countries as a sample. A Fuzzy Importance-Performance Analysis was used to publicize the degree of importance and satisfaction of illiterate bank customers with their chosen bank. The findings ensure banks in West Africa have a new strategy to market to a specific niche.

2017

https://scholar.google.com/citations?view_op=view_citation&hl=en&user=TbSlw38AAAAJ&cstart=20&pagesize=80&citation_for_view=TbSlw38AAAAJ:qjMakFHDy7sC

English