The Chartered Institute of Marketing (CIMG) has urged banks to tighten up on all the areas where their performances fell short of the expectations of their customers in the first Ghana Customer Satisfaction Index (CIMG-CSI, 2021).

According to its President, Dr. Daniel Kasser-Tee, CIMG is available to provide support to all banks to improve its quality of standards.

Speaking at the launch of the CIMG-CSI Coffee Table Publication and Commissioning of the 2022 Research Projects, Dr. Kasser-Tee said his outfit will love to see the average bank in Ghana being in the 5-star category.

“We are available, as an institute, to provide the needed hands holding to enable all of you bring up the quality of services you render to customers. I will particularly love to see the average bank in Ghana being in the 5-star category. We would love to see every industry make conscious efforts at improving service quality and bringing same to acceptable standards, to enable us function as world-class businesses, in terms of service quality."

The Ghana Customer Satisfaction Index, (CIMG-CSI, 2022), has been expanded to cover four other sectors - Insurance, Private Healthcare, Hotels, and Business Schools.   

The study for banking will also expand beyond consumer banking to include business banking. This will cater for the many SMEs and the large Corporates and Institutions that patronise banking services in Ghana.

The other project is another first, the Ghana Regional Brand Index, (CIMG-RBI, 2022) which seeks to unearth and highlight the business and tourism potentials of all the 16 regions of Ghana.

The main areas will include culture of the people in each region, including their food, religious beliefs and tolerance levels, the tourism potentials, including; heritage tourism, cultural tourism, sporting and gaming tourism, funeral tourism and governance - the chieftaincy institution and the levels of respect and influence, land tenure systems, effectiveness of local assemblies, etc.

Others are peace and security, investment and migration issues to and from the regions, the natural and built environment of each region and trade potentials among other regions.

Dr. Kasser-Tee explained that “it is expected that the final report from the CIMG-RBI study will serve as a huge marketing resource for each of the 16 regions of Ghana, as visitors and Tourists will use it as a guide to patronise the various services available."

It is expected that the final report from the CIMG-RBI study will serve as a huge marketing resource for each of the 16 regions of Ghana, as visitors and tourists will use it as a guide to patronise the various services available.