Assessing the effect of Waiting Time Management Strategies on Waiting Time Satisfaction among Bank Customers in Ghana

Mbawuni Joseph, Nimako Gyasi Simon

Abstract


This paper empirically assesses the effect of waiting time management strategies on consumer waiting time satisfaction (WTS) in bank institutions in an emerging economy, using Ghana banking industry as the research context. Drawing from relevant banking and financial marketing literature, a conceptual framework was developed and tested using empirical data from a cross-sectional survey of 480 sampled customers of commercial banks in Ghana. Data were analysed using partial least squares structural equation modelling (PLS-SEM). The findings indicate that, with the exception of apology for delays, the key factors that influence consumer WTS are perceived compensation, waiting environment, quality of delay information and customer mind-engagement strategies. The findings offer important theoretical and managerial implications to scholars and practitioners in the banking service context. This paper provides an initial study into waiting time management in financial services context in Sub-Saharan Africa.


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DOI: https://doi.org/10.5430/afr.v7n1p179

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Accounting and Finance Research
ISSN 1927-5986 (Print)   ISSN 1927-5994 (Online)

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