Journal of Economics and Trade
 

Journal of Economics and Trade, ISSN No. : 2456-8821, Vol.: 2, Issue.: 2

Original Research Article

CUSTOMER SERVICE DELIVERY AND SUSTAINABILITY OF COMMERCIAL BANKS IN CAMEROON

 

MBU DANIEL TAMBI1* AND ELIZABETH LUM WANCHIA2

1Department of Economics, University of Bamenda, Cameroon.

2Union Bank of Cameroon, PLC - Bamenda Branch, North West Region, Cameroon.

Abstracts

This study attempts to carry out a comprehensive analysis on the theme: Customer Service Delivery and the Sustainability of Commercial Banks in Cameroon: The case of Union Bank of Cameroon PLC. The objectives targeted were to: determine the socio-economic characteristics of UBC customers, analyze the nature of customer service delivery practice in Union Bank of Cameroon, examine the effect of customer service delivery on the sustainability of the bank, discuss the constraints faced by the Union Bank of Cameroon in customers service deliver and derive policy implication to improve the customer service – bank sustainability relationship. Methodologically, we used multiple correspondence analyses to create a customer service delivery indicator and a probit model for regression estimates.  Primary data were collected using purposive sampling with 153 questionnaires administered amongst bank customers.  The results show that customer service delivery strongly correlates with bank sustainability while results by nature of services reveal that customers of Union Bank of Cameroon appreciate more account operation services, security and confidentiality of customer’s information, staff attitude and location of the bank.  As concerning bank’s constraints, we observed that policies related to loan, confidentiality, security, advertisement and networking are the major challenges of the bank. Therefore, we recommend that financial authorities operating in the banking sector and decision makers should create policies geared towards customer satisfaction.  This is a major step towards financial stability and growth of financial institutions.

Keywords :

Customer service delivery; sustainability; commercial banks; UBC.