The impact of service quality on customer loyalty and the mediating role of customer satisfaction; a case study of gcb bank plc
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Date
2023
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KNUST
Abstract
The study focused on the relationship between service quality and customer loyalty; and the mediating role of customer satisfaction. Gcb bank plc was the case study with eighty(80) customers as respondents from four(4) selected branches in the kumasi zone (kumasi main branch, kejetia branch, suame jubilee branch and knust branch). Twenty (20) respondents were engaged from each branch. The objectives of the study were to identify the relationship between service quality and customer loyalty of gcb bank plc customers; examine the effect of perceived service quality on customer satisfaction of gcb bank plc customers; ascertain the effect of customer satisfaction on customer loyalty of gcb bank plc customers; and to establish the mediating role of customer satisfaction in the relationship between service quality and customer loyalty at gcb bank plc. The analysis was done using correlation and regression. The findings revealed that there is a strong and positive relationship between service quality and customer satisfaction. Also, perceived service quality has a positive and significant effect on the customer loyalty. It was established that customer satisfaction has an effect on customer loyalty. Furthermore, the mediating role of customer satisfaction in the relationship between service quality and customer loyalty revealed that service quality has positive effect on customer satisfaction leading to customer loyalty. Recommendation is management of gcb bank plc should take keen interest in providing excellent customer service. This will keep customers satisfied and remain loyal
Description
A dissertation submitted to the department of marketing and corporate strategy, Kwame Nkrumah university of science and technology in partial fulfilment of the requirements for the degree of master of science marketing