Studienarbeit aus dem Jahr 2008 im Fachbereich BWL - Bank, Börse, Versicherung, -, Sprache: Deutsch, Abstract: The banking scenario in Ghana has been changing at fast pace from being just the borrowers and lenders, traditionally, to more differentiated and customized product/service provider. The sector has moved from regulation to liberalization in the 1990s, and from planned to market economy.The Ghanaian banking has come a long way from being a sleepy business institution to a highly proactive and dynamic entity. This transformation has been largely brought about by the large dose of liberalization and economic reforms that allowed banks to explore new business opportunities rather than generating revenues from conventional streams (i.e. borrowing and lending).The competition heated up with the entry of private and foreign banks. Deregulation and globalization resulted in increased competition that refined the traditional way of doing business.The banks have realized the importance of a customer centric approach, brand building and IT enabled solutions. In the fierce battle for market share and mind share, the most potent weapon is a strong, well recognized and trusted brand name. Brands attract and convince people that they will get what is promised. Banking today has transformed into a technology intensive and customer friendly model with a focus on convenience. The companies have redoubled their efforts to woo the customers and establish themselves firmly in the market. It is no longer an option for a bank to provide good customer service, it is expected.