Barclays Bank in Ghana - Research Proposal Example

Thus, the banking sector in Ghana has been brought in to the competitive arena which is based on the customers and products due to the reforms and deregulations. This infers that the management of the banks in Ghana should employ the strategies that provide customer satisfaction, customer loyalty, customer retention and thereby, increase firm profitability and market shares.The European school of thought, vastly expressed by the work of Gronroos (1984), explains that the customers recognize service quality from two aspects which are: (1) the technical aspect of service and (2) the functional aspect of the service.

Technical quality is determined by knowing if the customer’s expectations from the service are fulfilled or not. The functional quality is recognized through the customer’s perception of service production and its delivery. According to Richard and Allaway (1993), both of these distinctions are correct and needed to define customer’s service quality analysis and loyalty behavior. However, this concept does not consider the physical environment of the service.  It has been observed from similar engagements that spanning numerous industries is not adequate to ensure the desired result.

Barclays must recognize the important role that it has to play in the initial stages of the project. Complete commitment and dedication from Barclays are required throughout the total time frame of the project in order to ascertain and realize the significance of enhancing its customer management functionality which will ultimately result in the growth in revenue and profitability.