Exploring Service Quality in the Cocoa Industry; a Case Study of Cocoa Marketing Company, Takoradi Port
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Date
2007-08-24
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Abstract
Service quality is an important antecedent of consumer assessments of value in an attempt to establish a competitive advantage marketing practitioners often seek to differentiate their service offering upon service quality.
In today's world of intense competition, the key to sustainable competitive advantage lies
in delivery high quality service that will in turn result in satisfied customers. The service
quality and customer satisfaction are the core concepts that form the crux of marketing theory and practice.
The study therefore is to identify and access the key determinants of service quality usins; "SERVQUAL" dimensions and its application by Cocoa Marketing Company. To
achieve the objective of the study, a sample size of 78 was selected from the clients.
Questionnaires, couple with personal interview were used as the main research instrument. Both purposive and quota sampling techniques were also used. The primary data collected was analyzed by the use of tables and charts. Descriptive statistics was used to summarize the information.
The study revealed that the service quality dimensions, reliability, tangibility, responsiveness and empathy were not fully utilized at Cocoa Marketing Company, Takoradi, except the assurance dimension.
The study recommends that C.M.C. should adopt marketing oriented approach, by identifying and satisfying customer needs profitably in its operations.
Description
A dissertation submitted to the School of Business, Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirement for the degree of Master of Business Administration, 2007