The Influence of Service Quality Delivery on Customer Satisfaction and Customer Loyalty in the Face of the Banking Crisis in Ghana.

Abstract

The purpose of this study is to ascertain whether there is an association between service quality and customer satisfaction. It is also to see whether there is a linear relationship between service quality, customer satisfaction and customer loyalty. Though there has been some studies conducted within the Banking system about service quality and customer satisfaction, none of them has demonstrated how service quality, customer satisfaction and customer loyalty are interrelated in the banking industry of Ghana. There is therefore a gap in literature and this has motivated the researcher to conduct this study in the face of the banking crisis in Ghana.

A survey was conducted in the greater Accra region of Ghana. The research targeted customers of all the various banks operating in Accra. Both correlation and regression analyses were conducted to establish the various associations amongst the variables of interest. Cronbach alpha analysis was also conducted to test the reliability of the scale items.

It was established that, technology ease of usage and reliability, technology security and information quality, technology convenience, customer service, customer satisfaction and customer loyalty are strongly associated. The various dimensions of service quality have significant positive influence on customer satisfaction. Then also, Customer satisfaction enhances customer loyalty.

The present research shows what banks should do to satisfy their customers and ultimately retain them.

Keywords: Service Quality, Customer Satisfaction, Customer Loyalty, Banks, Ghana

DOI: 10.7176/EJBM/13-16-09

Publication date:August 31^st 2021