Service Quality and Customer Satisfaction in the Ghanaian Banking Industry (A Case of Ghana Commercial Bank)

Abstract

Consumers all over the world have become more quality conscious; hence there has been an increased customer demand for higher quality services. The objective of this study is to assess the effect of service quality on customer satisfaction in the Ghanaian banking industry using Ghana Commercial Bank as a study area. The study focused on three branches of GCB with (120) customers constituting the sample size. Purposive sampling technique was employed in the study with Statistical Package for Social Sciences (SPSS) used for the analysis. The expectations and perceptions of GCB customers were assessed under five dimensions of SERVQUAL. The researchers found out that, all the five dimensions contributed to quality of service delivery in GCB. Rating the dimensions based on  expectations and perceptions of service delivery that need to be improved, it revealed that, GCB should work towards enhancing on reliability, responsiveness, empathy, assurance, and tangibility dimensions respectively. The customer is the reason for the business and hence excellent service should be rendered at all time.

Keywords: Service Quality, Customer Satisfaction, Banking Industry, Ghana Commercial Bank (GCB)