An Assessment of Quality of Customer Service Delivery in the Banking Sector of Ghana- A Case Study of Ecobank Customers

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Delivering excellent customer service is a winning strategy which results in more new customers, more business with existing customers, high customer retention and lower customer attrition. There is general perception that banks in Ghana do not deliver quality customer service and this is a worrying situation that needs investigation and hence the need for a research work such as this. The aim of the work was to investigate the quality of customer service delivery by banks to their customers taking into consideration factors that may cause customer dissatisfaction, the gap between customer perception and expectation of the quality of service and the new trends in customers’ expectation. Using the questionnaire method, data was gathered from 150 respondents and analyzed to bring out the findings. The researcher sought to compare two different responses from one sample group. With the help of a five (5) point likert scale responses were gathered for both expectation and perception of customers and the repeated measure t-test was used to allow comparisons among the variables under each condition. For instance, perception of tangibles was compared to expectation of tangibles under that condition. The findings showed that generally overall satisfaction of customers with the quality of service delivered by banks was low. There were gaps between customers’ perception and expectation on the various quality dimensions which are tangibles, reliability, responsiveness, assurance and empathy. Customers also indicated that they were expecting their banks to reduce ATM charges, make available small loans, extend closing time, raise the interest on deposits and open more branches in the villages. The recommendation made was that banks must take a critical look at the dimensions used (tangibles, reliability, responsiveness, assurance and empathy) in the study and patch-up gaps that exist between customer expectation and perception.
A Thesis submitted to the Institute of Distance Learning, Kwame Nkrumah University of Science and Technology, Kumasi in partial fulfillment of the requirements for the degree of Commonwealth Executive Masters of Business Administration, September-2012