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|Title: ||Evaluation of Quality Service Delivery in the Banking Industry- A Case Study of Guaranty Trust Bank (Ghana) Limited|
|Authors: ||Asare, Anthony|
|Issue Date: ||11-Jun-2011|
|Abstract: ||Service quality is an important antecedent of consumer assessments of value. Value assessments in turn have been found to influence consumer satisfaction and motivate behavioural intentions (Zeithaml, 1988; Babakus and Boller, 1992). Notable examples of behaviours motivated by a favourable service quality assessment are branding, intentions, advertising, loyalty and word of mouth. Recent research also suggests that the causal order of this means-end value chain (i.e. service quality-satisfaction-behavioural intentions) is robust across national borders and as such has utility for international marketers (Brady and Robertson, 2001).
In an attempt to establish a competitive advantage, marketing practitioners often seek to differentiate their service offering upon service quality. Leveraging service quality has been shown to assist in both the retention and expansion of the existing customer base (Zeithaml, 2000).
Service quality and customer satisfaction are inarguably the two core concepts that are at the crux of the marketing theory and practice (Spreng and Mackoy, 1996).
In today’s world of intense competition, the key to sustainable competitive advantage lies in delivering high quality service that will in turn result in satisfied customers (Shemwell et al., 1998).
The study sought to assess the of quality customer care and service delivery at GT Bank and to examining the level of customers satisfaction of the service delivery. According to some employees of the bank, even though GT Bank provides a higher level of satisfactory service to its customers but rather a much more improvement is needed in its operations. Again the service quality dimensions all affects the total service delivery of GT Bank and their inclusion is very significant to the overall performance of the company. In summary this study will help managements of GT Bank to know the performances of their service delivery and improve upon the various variables which fall below the expectation of their customers which in the end will generally aid in the improvement of the overall service quality and customer care of GT bank.|
|Description: ||A Thesis submitted to the Institute of Distance Learning, Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirements for the degree of Commonwealth Executive Masters in Business Administration, June, 2011|
|Appears in Collections:||Distance Learning|
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