First National Bank adjudged bank with highest purchase intent score in H1 2022 – Report
First National Bank Ghana, has been adjudged as the bank with the highest purchase intent score among its peers for the first half of 2022.
According to the 2022 Semi-Annual Banking Sector Brand Health Report by research firm Global InfoAnalytics, First National Bank for the review year recorded the highest average purchase intent score of 54.68%.
National Investment Bank [NIB] came second with an average purchase intent score of 54.44%, Agricultural Development Bank [ADB] with average purchase intent score of 51.15% and then Standard Chartered Bank with 50% purchase intent score.
According to Global InfoAnalytics, the annual performance score shows GCB, Ecobank and Societe Generale with the lowest purchase intent scores of 45.89%, 45.65% and 44.87% respectively.
The purchase intent metric as measured and explained by Global InfoAnalytics shows how likely customers are to go from knowing a brand to buying products or services of the brand, and also indicates the probability that a consumer will buy a product or service in the future.
Meanwhile, in terms of customers’ loyalty to their banks, the research firm asserts that its survey found 90.17% of all banking customers being loyal to their banks with only 4.95% being disloyal.
Some 4.87% of customers were neutral (neither loyal nor disloyal).
Brand Satisfaction
The survey revealed that most banking customers are satisfied with their brands as 80.64% of respondents indicating that they are extremely satisfied or satisfied with their brands.
0ver 15.71% of the respondents were neural whilst 3.66% were either extremely dissatisfied/dissatisfied with their brands.
Brand Satisfaction (BS) is the number of times a brand is mentioned on the web against competitors. Share of voice covers both brand awareness and customer engagement, as it reflects how often a brand is seen online.
The 2022 Semi-Annual Banking Sector Brand Health Report by Global InfoAnalytics, seeks to highlight how the various banks are performing on Key Brand Metrics (KBM) and provide insights that help the banks assess how they can track their performance against competitors.
The key brand metrics assessed are; Brand Recall, Purchase Intent, Brand Visibility, Net Promoter Score (NPS), Brand Equity and Brand Satisfaction.
