Ghana’s Banks Sustain High Service Standards as Rising Expectations Weigh on Customer Satisfaction

Ghana’s banking sector continued to deliver strong service quality in 2025, but a slight decline in customer satisfaction suggests that rising consumer expectations are reshaping competition across the industry, according to the latest Ghana Customer Satisfaction Index (GH-CSI).

The survey, commissioned by the Chartered Institute of Marketing, Ghana (CIMG), found that while banks maintained consistently high standards of service delivery across both retail and business banking, institutions face a growing challenge in converting satisfied customers into loyal advocates.

Overall retail banking service quality stood at 88.2% in 2025, only marginally below the 88.9% recorded in each of the previous two years. The findings indicate that Ghanaian banks have largely preserved operational excellence despite increasing customer demands for faster, more personalised and seamless banking experiences.

OmniBSIC Bank emerged as the industry’s top performer in retail service quality with a score of 94.4%, followed by UBA (93.4%), Access Bank (92.5%), Republic Bank (91.7%), and UMB and Fidelity Bank, both at 91.6%.

However, customer satisfaction slipped to 92% from 93% in 2024, highlighting a widening gap between delivering quality service and meeting evolving customer expectations.

UBA ranked highest for retail customer satisfaction at 98.7%, ahead of OmniBSIC Bank and FirstBank Ghana, which both scored 97.8%. Guaranty Trust Bank and Consolidated Bank Ghana also recorded satisfaction levels well above the industry average.

Despite the softer satisfaction reading, customer loyalty improved. Overall retail banking loyalty rose to 75.3%, driven by stronger emotional and behavioural attachment to banking institutions.

Republic Bank led the loyalty rankings with 87.9%, followed by Access Bank, Ecobank Ghana, Consolidated Bank Ghana and Guaranty Trust Bank.

Customer advocacy also strengthened, with the retail Net Promoter Score (NPS) climbing to 52% from 46% a year earlier. OmniBSIC Bank posted the highest advocacy score at 78%, ahead of Stanbic Bank, UMB, Republic Bank, NIB and Zenith Bank.

Business banking continued to outperform the retail segment across most key indicators.

Service quality in business banking remained exceptionally strong at 93.5%, while customer satisfaction held steady at 94%, underscoring sustained confidence among corporate clients despite a challenging operating environment.

ADB topped business banking service quality with 98.9%, followed by FirstBank Ghana, GCB Bank, Standard Chartered Bank and First Atlantic Bank.

First Atlantic Bank achieved a perfect 100% customer satisfaction score among business clients, with ADB, Stanbic Bank and Bank of Africa also posting near-perfect ratings.

Business customer loyalty edged up to 80.2%, led by Zenith Bank at 94%, ahead of ADB, FirstBank Ghana and Bank of Africa.

The report’s principal concern, however, was a sharp deterioration in business customer advocacy. Business banking’s Net Promoter Score fell to 50% from 72% in 2024, indicating that although corporate customers remain satisfied, they have become significantly less willing to recommend their banks to others.

Fidelity Bank recorded the highest business banking advocacy score at 88%, followed by First Atlantic Bank, CAL Bank, Consolidated Bank Ghana, Zenith Bank and Prudential Bank.

The findings suggest Ghana’s banking industry has largely succeeded in maintaining high service standards, but the next competitive frontier lies beyond operational efficiency. As customer expectations continue to evolve, banks that deepen relationships, personalise experiences and strengthen trust are likely to gain a decisive advantage in an increasingly competitive financial services market.