Abstract
This Institute of Chartered Accountants, Ghana (ICAG) member satisfaction study was commissioned by the ICAG membership directorate with the objective of measuring member satisfaction level among ICAG members, examining whether and how two association-level factors including service experience and perceived service quality affect member satisfaction, and whether and how member satisfaction, in turn, affects five member-based performance indicators including service patronage intention, word-of-mouth, loyalty, switching intention, and positive brand attitude. This objective informed three core research questions investigated in this study: 1) what is the level of satisfaction of ICAG members; 2) what are the associational determinants of the ICAG member satisfaction levels; 3) to what extent does variability in ICAG member satisfaction levels associated with member-based performance outcomes? An online survey design, implemented using pre-validated measurement indicators, was utilized to collect data from a population of 6,437 ICAG members during the period of the Covid-19 pandemic lockdown. In all, 236 valid responses were received (representing 3.67% response rate) and used for the study. The characteristics of this effective sample were found to reflect those of the study population. Findings from the study suggest that the majority of ICAG members are satisfied with the association's activities and services. 0.42%, 3.39%, and 7.63% of them tend to be very dissatisfied, dissatisfied, and somehow dissatisfied respectively. Furthermore, results from the study indicates that ICAG members who perceive the association’s services to be of high quality and those who have had positive experience with the association, and male members tend to be more satisfied. Additionally, evidence from the study shows that satisfied ICAG members are more likely to be loyal to the association, recommend the association to other people, have lower intention to switch to other professional associations, continue using the association’s services, and demonstrate positive attitude towards the association’s brand. Notwithstanding the moderate member satisfaction level, there is still an opportunity for ICAG to improve its member satisfaction level. Consistent with findings from previous studies conducted elsewhere, results from the study indicate that ICAG can increase its member satisfaction level by improving service experience and quality of service provided to members. Specific areas of service experience and perceived service quality that ICAG needs to focus on to boost member satisfaction are provided in this report (see Table 2 and Table 3). Evidence from the study, in support of those reported in prior research, further suggest that by improving member satisfaction, ICAG can significantly increase member loyalty, service patronage intention, positive brand attitude, and word-of-mouth and at the same time reduce member switching intention. As documented from several bodies of empirical work, these variables, when they increase in magnitude, can significantly increase ICAG’s competitiveness and growth.
