Bank Brand Avoidance: Service Perspectives from Nigeria and Ghana

Henry Boateng, Uchenna Uzo, Ogechi Adeola, Robert Ebo Hinson

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

Brand avoidance is an everyday phenomenon in the lives of consumers. However, existing studies have not adequately investigated service brand avoidance from a phenomenology perspective. Thus, we employed a phenomenological approach to understanding service experiences that inform bank customers’ decisions to avoid bank brands. We interviewed 30 participants from Nigeria and Ghana who confirmed that they consciously decided not to use certain bank brands even though they could afford their service charges. We used thematic analysis techniques to analyse the data. The findings show that the participants avoid some bank brands due to service failure issues related to lack of empathy, delays and complex procedures, and technology. The implications of these findings are discussed at the end of the chapter.

Original languageEnglish
Title of host publicationPalgrave Studies of Marketing in Emerging Economies
PublisherPalgrave Macmillan
Pages59-79
Number of pages21
DOIs
Publication statusPublished - 2022
Externally publishedYes

Publication series

NamePalgrave Studies of Marketing in Emerging Economies
VolumePart F3553
ISSN (Print)2730-5554
ISSN (Electronic)2730-5562

Keywords

  • Banks
  • Ghana
  • Nigeria
  • Phenomenology
  • Service brand avoidance

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