BANKING AND THE ILLITERATES MISCELLANY IN WEST AFRICA: A FUZZY IMPORTANCE-SATISFACTION APPROACH

Michael Owusu Akomeah, Yusheng Kong, Xuhua Hu, Stephen Owusu Afriyie

Abstract


This study examines the miscellany of illiterate banker’s choice of bank using Fuzzy Importance-Performance Analysis (IPA) and multiple regression analysis. The authors deployed inductive reasoning to identify dimensions and items to measure the view of the respondents. Additionally, the authors used a purposive sampling technique to select 3434 homogenous banking customers from five different West African Countries as a sample. A Fuzzy Importance-Performance Analysis was used to publicize the degree of importance and satisfaction of illiterate bank customers with their chosen bank. The findings ensure banks in West Africa have a new strategy to market to a specific niche.

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