Title: Impact of banking innovations on customer attraction, satisfaction and retention: the case of commercial banks in Botswana

Authors: Joseph Evans Agolla; Tshepiso Makara; Gladness Monametsi

Addresses: Department of Management, Botswana Open University, Botswana ' Faculty of Business, Sheridan College, Perth, 6000, Australia ' Department of Accounting and Finance, Botswana Open University, Botswana

Abstract: This study investigates the impact of banking innovations on customers' attraction, satisfaction and retention amongst commercial banks in Botswana. To analyse the data, descriptive and inferential statistics are utilised. The study offers evidence of antecedents of banking innovations from a developing country (Botswana). The results indicate that, innovative banks are likely to attract and satisfy their customers. These findings offer useful understanding of commercial banks, specifically when embarking on introduction of innovative practices that seeks to attract, satisfy and retain customers in the rapidly changing and competitive environment. The conclusion of the study emphasises the application of innovative practices as a way to increase commercial banks' clientele base, which, in turn, results in competitive performance. The research offers insights into commercial innovative practices, which have influence on customers' attraction, satisfaction and retention. The study's key limitations arise from sample size, perhaps a more robust sample size in a different geographical would suffice.

Keywords: commercial banks; customer attraction; creativity; innovation; retention; satisfaction.

DOI: 10.1504/IJEBANK.2018.095598

International Journal of Electronic Banking, 2018 Vol.1 No.2, pp.150 - 170

Available online: 08 Oct 2018 *

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