加納商業(yè)銀行差異化策略研究

1、1分類號(hào) C939 密 級(jí) 公開(kāi)UDC 005.9 編 號(hào) 102992013CY9GL0202碩 士 學(xué) 位 論 文MBA DISSERTATIONStudy on the Performance and Differentiation Strategies forGhana Commercial BankCollege： MBA CenterMajor: FinanceStudent ID: 2013CY9GL0202Student

2、 name: Nathan OforiDegree: MasterSupervisor: Associate Prof. Li MingxingDate: October 24, 2016IIIABSTRACTThis paper examined the differentiation strategies of commercial banks in Ghana.Differentiation is accomplished thr

3、ough a strategic process where a bank distinguishes itselfin the banking industry. The research employed multiple regressions to analyze the collectedsample data about differentiation strategy of Ghana commercial bank. T

4、he results togetherwith empirical studies indicated that strategic direction differentiation, database constructiondifferentiation, market segmentation differentiation, and bank image differentiation strategiesadopted by

5、 the commercial bank played a significant role in the process of differentiationstrategy implementation and significantly affected the bank’s performance. Other strategiessuch as distribution channel differentiation, cus

6、tomer experience differentiation and productdifferentiation remained under developed and unexplored by Ghana commercial bank and thebanking industry in general. The research outcome and analysis revealed that bank asset

7、sizeas well as differentiation strategy implementation period contributed significantly to theimpact of differentiation strategy on the performance of Ghana commercial bank. The resultof the research also realized that,

8、most commercial banks in Ghana have failed in theimplementation of differentiation strategies due to inadequate asset size as well as inadequatelong-term planning and commitment to support and promote the impact of the d

9、ifferentiationstrategies on the performance of the banks. Based on the outcome of the research conducted,16 recommendations were presented to enable Ghana commercial bank achieve greatersuccess in the process of differen

10、tiation strategies. Some key recommendations included thefollowing. Ghana commercial bank must optimize differentiation strategy implementation tocontribute significantly to bank performance. Ghana commercial bank must d

11、esign andimplement differentiation strategies based on the characteristics of the customer segmentserved by considering the distinct requirements of each customer set, as well as theprofitability and advantage associated

12、 with each group. The research also suggested thatmanagement of Ghana commercial bank must increase and maintain an adequate level ofasset size needed to support differentiation strategy implementation process. The gover