Customer satisfaction with the price of financial services for banks in Cameroon

Abstract

The objective of this paper is to assess the intensity of the satisfaction of the clients of Financial Institutions (banks) with regard to the price of the financial services offered, by identifying the role played by trust, reliability and image. . By using latent variable structural modeling by the PLS (Partial Least Squares) approach on the data collected by questionnaire on a sample of 429 customers from six banks in Cameroon, it emerges from the results that confidence, reliability and image significantly influence customer satisfaction, with a stronger impact on the reliability of the financial service.