First National Bank leads in customer loyalty

In a resounding endorsement of its customer-centric approach, First National Bank Ghana has emerged as the undisputed leader in the country’s banking sector.

According to the prestigious 2025 Customer Satisfaction and Brand Health Report, jointly released by Global Infoanalytics and Stratcomm Africa, the bank has secured the top spot in both brand loyalty and brand equity. 

This impressive feat is a testament to the bank's unwavering commitment to delivering exceptional service and building lasting relationships with its customers.

Loyalty quotient

An overwhelming 92 per cent of First National Bank customers expressed strong loyalty to the bank, demonstrating a deep-seated trust and satisfaction with its services.

The score is a clear indication that the bank's customers are not just satisfied, but are also enthusiastic advocates for the brand. 

Universal Merchant Bank (UMB) followed closely with 86 per cent, while Standard Chartered, ABSA and Stanbic Bank shared third place, each scoring 82 per cent.

The report highlights that brand loyalty is influenced by the level of trust, satisfaction and positive experiences that customers derive from interacting with their bank.

Brand equity

First National Bank's dominance extends beyond loyalty, as it also leads the sector in brand equity with an impressive score of 84 per cent. This metric underscores the value customers place on the bank's brand and its influence on their purchasing behaviour and brand perceptions.

Stanbic Bank followed with 80 per cent, while CalBank PLC secured third position with 79 per cent. The report notes that brand equity is a critical indicator of a bank's ability to attract and retain customers in a competitive market.

Nationwide snapshot

The 2025 Customer Satisfaction and Brand Health Report is based on a comprehensive nationwide survey of 3,000 banking customers across all 16 regions of Ghana. 

The report provides a snapshot of customer sentiment in the country’s increasingly competitive banking landscape, offering valuable insights into customer perceptions and preferences. 

The survey evaluated overall service quality using the SERVPERF model, focusing on five key dimensions: Tangibles, Reliability, Responsiveness, Assurance and Empathy.

Shaping strategies

The report's findings have significant implications for stakeholders and financial institutions. By understanding customer perceptions and preferences, banks can shape strategies for customer engagement, service delivery and brand management. 

First National Bank's emergence as the leader in brand loyalty and brand equity serves as a benchmark for other banks to follow. As the banking sector continues to evolve, the report's insights will be invaluable in helping banks to refine their strategies and improve customer satisfaction.

Banking excellence

First National Bank Ghana's achievement sets a new standard for banking excellence in the country. The bank's commitment to delivering exceptional service and building lasting relationships with its customers has paid off, as evidenced by its top ranking in brand loyalty and brand equity.

As the bank continues to innovate and improve its services, it is well-positioned to maintain its leadership position in the banking sector.