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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/8995

Title: Customer evaluation of service quality in banking: The case of customers in the Techiman Municipality
Authors: Ferguson-Duncan, Ato
Issue Date: 29-Sep-2016
Abstract: The Ghanaian banking industry has witnessed an unprecedented growth in the number of players and as such has become keenly competitive. Competition is believed to be a panacea to improved and quality service offering. This however does not work in a vacuum, it requires the ability of banks to determine and satisfy the ever-changing needs of the customer which continually get sophisticated due to global trends. Banks understanding this resort to the introduction of customer friendly products, technologically driven innovations and the adaptation of persuasive marketing communication tools to promote and position their services as being quality. The customer however remains paramount in every effort and their views count the most. This informed the study to identify how they evaluate the service quality of banks using the case of customers in Techiman- a commercial town in Ghana that has witnessed an influx of banks in recent time due to its commercial nature. A cross-sectional exploratory approach was adopted and involved the administering of 500 questionnaires to customers of the banks understudied, recording a response rate of 87.2%. Questionnaires were pre-tested and administered with the help of field workers using the non-probability sampling procedure, adopting the purposive technique in selecting respondents. The technique offered the opportunity to select persons who seemed willing to participate in the research and understood its purpose. In line with its objectives, the study identified how customers evaluate the quality of services rendered by banks in Techiman. An overall SERVQUAL score of -0.458 was recorded, indicating low service quality levels by banks in Techiman. Prudential Bank realized the highest gap score amongst major dimensions followed by ADB. It’s recommend that management of the banks identify and close the service delivery gaps to ensure customer perception matched or exceeded expectations.
Description: A dissertation presented 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 Business Administration (Marketing), 2015
URI: http://hdl.handle.net/123456789/8995
Appears in Collections:College of Arts and Social Sciences

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