Date of Conferral



Doctor of Business Administration (D.B.A.)




Richard Johnson


The banking industry in Ghana has seen tremendous growth in recent times. This exponential growth has led to high levels of competition and necessitated that all banks devise strategies to improve customer satisfaction to gain competitive advantage. The growing demands of customers have a significant impact on bank management's ability to attract and retain them. The ability to retain customers depends on the strategy in place to exceed customer expectations and satisfaction. Grounded in relationship marketing theory, the purpose of this qualitative multiple case study was to explore strategies banking leaders use to increase customer satisfaction. Data were collected through semistructured interviews from 6 bank leaders in 3 banks in Accra. Member checking confirmed the interpretation of participant data. Three themes emerged from the data analysis. The themes were customer centricity, customer relationship management, and service quality standards. Adopting customer-centric strategies, building strong relations with customers, and implementing quality service standards might increase customer satisfaction, retention, and profitability. The social change outcomes include the opportunity for the banks to give back to the community through corporate social responsibility and extending credit to improve the quality and standards of living of the people. Improved standards of living could result in the people in the Ghanaian community doing more business with banks, resulting in a ripple effect of profitability and giving back to society.