First National Bank Has the Most Loyal Customers in Ghana’s Banking Space, New Report Says

First National Bank Has the Most Loyal Customers in Ghana’s Banking Space, New Report Says

First National Bank Ghana has emerged as the most preferred bank by customers in the country, securing the top spot in both brand loyalty and brand equity, according to the 2025 Customer Satisfaction and Brand Health Report by Global Infoanalytics and Stratcomm Africa.

The report, which assessed the performance of banking institutions across the country, indicates that 92% of customers of First National Bank expressed strong loyalty to the bank — the highest among all banks surveyed.

The bank was followed closely by Universal Merchant Bank (UMB) with 86%, while Standard Chartered, ABSA, and Stanbic Bank shared third place, each scoring 82%.

Brand loyalty, as explained in the report, reflects a customer’s sustained preference and decision to maintain a long-term relationship with their main bank. The metric is often influenced by the level of trust, satisfaction, and positive experiences that customers derive from interacting with their bank.

In terms of brand equity — a measure of the strength and influence a brand has in the minds of consumers — First National Bank again led the sector with a score of 84%. Stanbic Bank followed with 80%, while CalBank PLC secured third position with 79%.

Brand equity, per the survey, underscores the value customers place on a bank’s brand and how it influences their purchasing behaviour and brand perceptions, particularly in choosing between similar service providers.

The findings are based on a nationwide survey of 3,000 banking customers across all 16 regions of Ghana, offering a snapshot of customer sentiment in Ghana’s increasingly competitive banking landscape.

The Customer Satisfaction Survey segment of the report evaluated overall service quality using the SERVPERF model, focusing on five key dimensions: Tangibles, Reliability, Responsiveness, Assurance, and Empathy.

These indicators, the report noted, are critical in enhancing customer satisfaction, fostering loyalty, and improving organizational performance.

Meanwhile, the Brand Health Survey assessed banks using several key metrics including: Unprompted Brand Recall, Purchase Intent, Brand Visibility, Net Promoter Score (NPS), Brand Equity, and Brand Loyalty.

The 2025 report provides stakeholders and financial institutions with crucial insights into customer perceptions, helping to shape strategies for customer engagement, service delivery and brand management.