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In today’s dynamic digital landscape, understanding customer opinions and sentiments has become paramount for businesses striving to maintain competitiveness and foster customer loyalty. However, the banking sector in Ghana faces challenges in effectively harnessing innovative technologies to grasp and respond to customer sentiments. This study aims to address this gap by investigating the application of ChatGPT technology within Ghanaian banks to augment customer service and refine sentiment analysis in real-time. Employing a mixed-method approach, the study engaged (40) representatives, including IT specialists, data analysts, and customer service managers from (4) banks in Ghana, through interviews. Additionally, (160) customers, (40) from each bank, participated in a survey. The findings revealed a significant misalignment between customer expectations and current service provisions. To bridge this gap, the integration of ChatGPT technology is proposed, offering enhanced sentiment analysis capabilities. This approach holds promise for elevating customer satisfaction and fostering loyalty within Ghana’s competitive banking landscape.

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Improving Customer Service in Ghana’s Banking Industry Utilizing ChatGPT to Better Understand Customer Sentiments

  • 会议论文

  • 发表日期：

    2025年

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  • Prince Kelvin Owusu,
  • George Oppong Ampong,
  • Suleman Zakaria,
  • Gibson Afriyie Owusu,
  • Thomas Henaku,
  • Bless Ababio,
  • Jean Michel Koffel

摘要

In today’s dynamic digital landscape, understanding customer opinions and sentiments has become paramount for businesses striving to maintain competitiveness and foster customer loyalty. However, the banking sector in Ghana faces challenges in effectively harnessing innovative technologies to grasp and respond to customer sentiments. This study aims to address this gap by investigating the application of ChatGPT technology within Ghanaian banks to augment customer service and refine sentiment analysis in real-time. Employing a mixed-method approach, the study engaged (40) representatives, including IT specialists, data analysts, and customer service managers from (4) banks in Ghana, through interviews. Additionally, (160) customers, (40) from each bank, participated in a survey. The findings revealed a significant misalignment between customer expectations and current service provisions. To bridge this gap, the integration of ChatGPT technology is proposed, offering enhanced sentiment analysis capabilities. This approach holds promise for elevating customer satisfaction and fostering loyalty within Ghana’s competitive banking landscape.