The impact of quality customer service on the performance of some selected banks in Kumasi Metropolis

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Recently, Service quality has gained much attention in the Ghanaian banking industry due to keen competition resulting from the influx of new banks. The competition, however, warranted a research into how quality customer service can impact on the performance of banks. Data on the research was collected through desk and primary research. The data was analysed through the use of SPSS. The research unraveled that customers define quality in terms of the characteristics of services that bears on its ability to satisfy sated and implied needs. The study discovered quality service as a major source of differentiation in the banking sector. It was also discovered that quality customer service leads to customer satisfaction and retention which impacts on the profitability of banks. Fees, commissions and interest income of banks are always assured if banks are able to recruit and retain their clients. The research also portrayed that satisfied customers play a major role in assisting banks recruit and retain potential clients. However dissatisfied customer can also increase customer attrition in banks which can negatively impact on profit margins. Internet banking which is gaining popularity in the banking sector has the potential of giving bank cost advantage since it reduces transactional cost. To maximise market share, banks can create innovative products which gives customer convenience to transact business. Rewarding the loyalty of the customers through good interest on products as well as offering prizes through promos enhances the welfare of the client. To enhance service quality in order to impact positively on the profitability of banks it was recommended that, efforts should be made to train staff and make service quality cultural issue in financial institutions. It was also recommended that automation of services should be encouraged since it maintains service standards. Moreover having structures in place to handle service issues is the surest means of giving customers value for their money.
A thesis submitted to the Institute of Distance Learning, Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirements for the Commonwealth Executive Master of Business Administration (CEMBA), June, 2011