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CHAPTER THREE
METHODOLOGY
3.0 INTRODUCTION
Customer retention is a very vital concept that really needs empirical and current
information for better understanding. Base on the previous discussions in the last chapter
emphasis was laid on authors and authorities in marketing field. This chapter aims at
explaining our research procedure used to arrive at various conclusions. It is a sketch of of
the research work to be done. The research design, research methodology sources of data,
target population, sampling and sampling procedure and data analysis. .
3.1 RESEARCH DESIGN
The study is a casual research because the researcher investigates whether one variable
causes or determines the value of another variable, (McDaniel and Gates, 1998) in their
book “Marketing Research Essentials”. In a casual study the dependent variable is the
variable expected to be explained. In the case of this study, customer retention is the
dependent variable. The independent variable on the other hand is a presumed cause of the
dependent variable. Customer satisfaction is therefore the independent variable.
3.2RESEARCH METHODOLOGY
The term methodology refers to the structured sets of procedures and instruments by which
research is conducted. It is a framework within which facts are registered, documented and
interpreted in a research. The two basic methodological approaches to which different
studies might naturally lend themselves are the qualitative and the quantitative methods.
Whilst qualitative research is more descriptive, quantitative research more often draws
deduction based on statistical procedures and often makes use of graphs and figures in its
analysis (Ghauri and Grönhaug, 2005). In recent years, it has become common to use
triangulation or both qualitative and quantitative methods in a single research (Ghauri and
Grönhaug, 2005).
Yin (1994) states, “a major strength of case study data collection is the opportunity to use
many different sources of evidence” six different sources of evidence are available for
collecting qualitative empirical data ‘documentation, archival records, interviews, direct

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observation, participation, participant observation and physical artefacts. If the founding is
based on several different source of information, it is likely to be more accurate.
In this study, we make use of both methods. However the quantitative approach features
more. On the other hand, the qualitative approach is needed in the explanatory aspects of
the observed relationships in this study. Thus for example, we were interested to know why
dissatisfied customers switch to other banks and satisfied customers are loyal to their
banks. This aspect of our study was qualitatively analysed.
Qualitative research is designed to reviews a target audience’s range of behaviour and the
perception that drives it with reference to specific topic or issues. It uses in-depth studies.
The results of qualitative research are descriptive rather than predictive.
Quantitative research on the other hand is most often collected in the form of questionnaire
or survey. The research process typically involves the development of questions as well as
scales that are used to measure feelings, satisfactions and other important factors on a
numerical level.
3.2.1SOURCES OF DATA
Data for this study was collected from two major sources. These are primary and
secondary data.
3.2.1.1PRIMARY DATA
This refers to the original data compiled and studied for a specific purpose. This was
considered necessary for our study. This is normally carried out with the use of
questionnaire to solve the problem at hand. The primary data was gathered through a real
structured questionnaire.
3.2.1.2 SECONDARY DATA
Secondary data was important to us because the problem under studied was not first
handed; this means that it has been researched before. The secondary data gave us the basis
for our study and much insight about the problem area.

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The basis source of the secondary data that was used for this study was the consultation of
other people’s research on customer satisfaction and customer retention in various
academic books and articles of the marketing related topics.
3.3.0 TARGET POPULATION
The target population for this study is the customers of Stanbic bank Ghana within the
Sunyani municipality. During the administration of the questionnaire, the researcher
sought permission from the respondents before questionnaires were given to them.
3.3.1 SAMPLING AND SAMPLING PROCEDURE.
Sampling is concerned with the selection of subsets individual from within a population to
estimate characteristics of the whole population. For the purpose of this study a sample
size of 40 respondents of Stanbic Bank within the Sunyani municipality was chosen using
convenient sampling techniques. It was done in a way that anyone we meet at the premises
of the bank after doing his or her transactions was selected and given a questionnaire to
answer, the answer provided varied from one respondent to another. Those who could read
and understand were given the questionnaire with a little explanations while those who
could not read and understand were given special treatment to enable them to provide
answers to each question. There were problem of bias on the part of some respondents. The
questionnaires were edited after collecting the completed set of questionnaires. They were
edited by the researchers to ensure consistency and accuracy of responses. This contributed
to the entire questionnaires to be correctly answered.
Structured interview was conducted with the branch manager of Stanbic Bank in Sunyani
on how to gain effective customer retention through the provision of customer satisfaction
in other to enhance customer loyalty, and also the necessary strategies to retain their
customers. This sample was selected because there was no possibility to study the whole
population. The time for our study was very limited and that a larger sample size would
have not been possible.

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3.4.0 DATA ANALYSIS.
Statistics of the raw data gathered has been elaborated in an easy to read with
comprehensive numerical tables. To give further understanding, each table has been
analyzed and interpreted in the incoming chapter. The raw data collected during the study
has been fully enumerated, well defined and illustrated in graphical form for clear
comprehension.
3.5.0 ORGANIZATIONAL PROFILE OF STANBIC BANK.
Stanbic Bank began its operations in 1999 and has since developed structures and strong
pillars which have ensured the consistence growth of its business and branch in Ghana.
Since 2007, it has expanded its branch network to almost every region in Ghana, and there
are about 23 branches in the country.
Stanbic Bank Ghana has two main business unit; these are Personal and Business Banking
(PBB) and corporate investment banking. Stanbic bank Ghana Sunyani branch was
established in 2008 and currently has 18 staff.
3.5.1 VISSION STATEMENT.
To be the number-one banking in customer services in Ghana. In a world filled with
uncertainties, our aim is to grow with you and plot a steady path together that best allows
you to realize your goals, whatever they may be.
3.5.2 MISSION STATEMENT.
Stanbic Bank’s mission is to be the best universal bank in the country by making the right
connections to create and enhance value for customers, clients and stakeholders. Stanbic

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Bank is committed to providing its customers with the security, convenience and value for
money they expect from an international bank with African roots.
3.6.0 SUMMARY
This chapter has explained the various procedures that the researcher used to complete the
study. It has also enumerated the various ways of how the research work was done,
considering population of the study, sample size selected and the technique used to select
the sample, the sources of data, the method of data presentation analysis, data
interpretations was also discussed and the organizational profile of the organization under
study (Stanbic Bank), their vision and mission statements.