The Influence of the Four Models of Communication on Clients' Patronage of Banking Institutions: A Study of Four Banking Institutions.

Abstract

The increment of banks in Ghana although a plus for its contribution to the effort to reduce unemployment in Ghana, also has it downside. The creation of these banks in recent times owes to other factors such as the need to snatch up people who feel let down by their banks and as such trust that a new bank will introduce them to a world of pleasure as far as banking is concerned. The issue is one reason why clients' withdrawal from banks or signing up into banks is even remotely possible can in most way be attributed to the models of communication adopted by banks in Ghana. The study looks at how clients' patronage of banks in Ghana is influenced by the four models of communication namely; press agentry, public information, two-way symmetric, and two way asymmetric. It employs a qualitative research approach with interviews, and observations to collect data. The researcher uses the non-probability sampling procedure, and specifically, the convenience sampling technique to select a total of 10 respondents representing 4 banks, both local and multinational. The findings prove that while banks may choose the models that lean towards information giving, they do so with the approval of the majority of their clients. Also, the findings prove that preference for the various models of communication is dependent on factors such as the age, sex and educational background of the respondents. In conclusion, banks use models that suit both their interests and that of the clients