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Citation Information

Type Journal Article - American Journal of Multidisciplinary Research
Title Banking and the Illiterates Miscellany in West Africa: A Fuzzy Importance-Satisfaction Approach
Volume 5
Issue 2
Publication (Day/Month/Year) 2017
Page numbers 161-171
URL http://onlinejournal.org.uk/index.php/ajmur/article/viewFile/113/129
This study examines the miscellany of illiterate banker‟s choice of bank using Fuzzy Importance-Performance
Analysis (IPA) and multiple regression analysis. The authors deployed inductive reasoning to identify
dimensions and items to measure the view of the respondents. Additionally, the authors used a purposive
sampling technique to select 3434 homogenous banking customers from five different West African Countries
as a sample. A Fuzzy Importance-Performance Analysis was used to publicize the degree of importance and
satisfaction of illiterate bank customers with their chosen bank. The findings ensure banks in West Africa
have a new strategy to market to a specific niche.

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