- UBA Ghana Ranked No. 1 in Customer Satisfaction, Second in Consumer Service Quality
UBA Ghana has been ranked the country’s best-performing bank in customer satisfaction and second overall in consumer banking service quality in the 2025 Ghana Customer Satisfaction Index, strengthening its position in an increasingly competitive retail banking market.
The annual study, commissioned by the Chartered Institute of Marketing, Ghana, or CIMG, gave UBA a 98.70% customer satisfaction score, the highest among the banks assessed and well above the industry benchmark of 91.70%. The result also represents an improvement from the 94.40% the bank recorded in 2024.
UBA also placed second in consumer service quality with a score of 93.40%, compared with the leading score of 94.40% and an industry average of 88.20%. Its performance has improved steadily from 86.30% in 2023 and 88.70% in 2024, suggesting that the gains extend beyond a single reporting period.
The results are significant because customer experience has become a more important competitive battleground for Ghana’s banks as institutions increasingly offer similar products and compete through digital platforms, branch services, transaction reliability and customer support.
Bernard Gyebi, Managing Director and Chief Executive Officer of UBA Ghana, described the ranking as an endorsement of the bank’s customer-focused strategy and investments in service delivery.
“Being ranked the number one bank in customer satisfaction and second in consumer service quality is an important affirmation of the trust our customers have placed in us,” Mr Gyebi said. “It reflects the dedication of our people and the deliberate investments we continue to make in our branches, digital platforms, processes and customer-support channels.”
He said the year-on-year improvement was particularly encouraging but acknowledged that rising customer expectations meant the bank could not afford to treat the ranking as an end point.
“We are particularly encouraged by the improvement in our scores over the previous year,” Mr Gyebi said. “However, we recognise that customer expectations continue to evolve. We will therefore remain focused on making every interaction with UBA simple, reliable, responsive and rewarding.”
The GH-CSI evaluates consumer banking service across six dimensions: tangibles, reliability, responsiveness, assurance, empathy and ease of use. These examine factors including banking facilities, service accuracy, response times, staff professionalism, individual attention and the effort customers require to complete transactions.
The report classifies scores between 91.00% and 100.00% as representing “excellent” and “praiseworthy” service. UBA’s 93.40% service-quality score and 98.70% customer-satisfaction score therefore placed the bank within the study’s highest performance category.
Customer loyalty also improved materially. UBA’s loyalty score increased from 72.90% in 2024 to 81.50% in 2025, putting the bank above the industry score of 75.30% and among the better-performing institutions in that measure.
Its consumer Net Promoter Score, which indicates customers’ willingness to recommend the bank, also increased from 42.20% to 48.10%. The combination of higher satisfaction, loyalty and advocacy is particularly important because a strong satisfaction score is more commercially valuable when it translates into customer retention and recommendations.
For banks, those indicators increasingly have direct economic consequences. Customer dissatisfaction can accelerate account switching, reduce transaction activity and weaken cross-selling opportunities, while stronger loyalty can improve retention and deepen relationships across deposits, payments, lending and other services.
Mr Gyebi attributed the result to both customers and employees, describing the recognition as motivation to strengthen service standards further.
“This achievement belongs to our customers and employees. We thank our customers for their loyalty, honest feedback and continued confidence in UBA,” he said. “We also commend our colleagues across the Bank whose professionalism and commitment make these experiences possible every day.”
He added that UBA would continue to identify service gaps and develop products and processes that respond to the needs of individuals, families and businesses.
The scale of the CIMG study gives the findings broader relevance for Ghana’s banking industry. The 2025 report represents the fifth wave of its consumer banking assessment and the fourth wave covering business banking.
Researchers surveyed 3,300 consumer banking customers, with 150 customers assessed per participating bank across five branches, while a further 2,200 business banking customers were surveyed. Fieldwork was conducted between November 17, 2025 and January 31, 2026.
For UBA Ghana, the rankings provide evidence that its recent service improvements are being reflected in customer perceptions. But the more difficult task will be maintaining those scores as customers increasingly expect seamless movement between branches, mobile applications, digital payments and support channels.
The industry-wide numbers also suggest that Ghanaian banking customers are becoming more demanding rather than merely evaluating traditional branch interaction. Reliability, convenience, digital access and responsiveness are increasingly part of a single customer experience.
UBA’s 98.70% satisfaction score therefore provides a strong benchmark, but maintaining leadership will require continued investment rather than simply defending the position achieved in the 2025 survey.
For the bank, the next test is whether rising satisfaction can be translated into deeper customer relationships, stronger loyalty and sustainable business growth. In a banking industry where products can often be replicated quickly, the quality and consistency of the customer experience may increasingly become one of the most durable competitive advantages.
