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This book tries to demystify the factors impinging on customers selection of banks and what will ultimately make them pledge their loyalty to banks. It is a must read for bank executives as well as other practitioners in service oriented industries for the felicity of its clarity and in-depth showcase of factors informing bank selection and loyalty decisions particularly, young adults, which could be relevant to services in general. The book has also taken into accounts the current prevailing technologies that are shaping the banking industry and that would have a prick on the conscience of new adults who would need the services of a bank.
About the author
The Author has a background in marketing at the bachelor's level from Takoradi Polytechnic and GIMPA in Ghana. He currently holds MSc in International Business Economics from Aalborg University in Denmark. A pioneer in the implementation of Health Insurance Scheme in Ghana and now Trade Promotion Officer with Ministry of Trade and Industry in Ghana.
