Assessing the effect of customer service on customer satisfaction in Museums in Ghana. A case study of Manhyia Palace Museum in Kumasi

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Ghana has numerous tourist sites in various parts of the country, including the Manhyia Palace Museum. Museums can provide a cultural heritage experience, without risking damaging cultural heritage resources. The central goal of the study is to examine the usefulness of customer service in Manhyia Palace Museum and its effects to visitors’ satisfaction. The study is descriptive; it assessed the effectiveness of customer service, the level of customer satisfaction and the effects of customer reception on visitor contentment in Manhyia Palace Museum. Museums in Ghana and the Manhyia Palace Museum in particular are thus the population for the research. Currently there are eleven (11) museums in Ghana. Convenience sampling was used to select Manhyia Palace Museum due to easy access to information by the researcher. The study discovered that the most highly rated customer service variable at Manhyia Palace Museum was the responsiveness of the staff. In relation to the level of satisfaction, the study found out that the respondents were more satisfied with the timeliness and attitude of staff at the Manhyia Palace Museum. The study recommended that among other things, that periodic training on customer service should be done for the staff and also name tag should be provided for all staffs for easy identification.
A Thesis submitted to the Department of Marketing and Corporate Strategy, College of Art And Social Sciences in partial fulfillment of the requirement for the degree of Master of Business Administration,