Getting Loan Clients to Recommend Financial Service Providers: The Role of Satisfaction, Trust and Information Quality

Joseph Mbawuni, Simon Gyasi Nimako


This paper examines the role of satisfaction, trust and information quality as determinants of loan clients’ recommendation of financial service providers in a developing country. Drawing on existing literature, a conceptual model was developed and validated with data from loan clients in Ghana. The study involved a cross-sectional survey of 371 loan customers of leading financial service providers in Ghana. The results show that satisfaction, trust and loan information quality are significant factors influencing clients’ recommendation of loan products. Moreover, satisfaction and information quality also contributed significantly to influencing clients’ trust for financial service providers. The findings provide important implications for inducing loan clients’ recommendation of financial services to others. While this study is limited in terms of generalizability of the findings in developing countries, it provides avenues for further research for modelling the determinants of loan acquisition intentions of clients in financial markets in other research settings.


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

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