Examining the effects of service quality on customer satisfaction in the Ghanaian Banking Sector, using UBA as a case study area

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The main aim of this research is to examine the effects of service quality on customer satisfaction at UBA Ghana limited. The sample size of this work was 390 respondents which consist of managing staff and customers of UBA specifically from three selected branches, Adum branch, KNUST branch and Tanoso branch within Kumasi metropolis. In the study the researcher used descriptive research design to produce Quantitative and qualitative results through self-administered questionnaires. The service model was used to assess customers and staff views on service quality at UBA. It was found that consumer expectation exceeded the perceived level of service indicating service quality is assumed to be low and hence customer satisfaction is also low. In broad-spectrum it was established that service quality is assumed to be low in respect of Empathy, tangibles, assurance and reliability. Only responsiveness recorded the highest perception mean score to expectation score. It was also established that, Service experienced in UBA Ghana Limited, Reliability was ranked the most important of the five service dimensions by respondents followed by Responsiveness, then empathy, Tangibles whiles Assurance is the least important of the five service dimensions. It was found that on the relationship between service quality and Satisfaction there was a negative relationship between service quality with respect to Responsiveness, Reliability, Assurance and satisfaction, however, only tangible had a positive relationship with customer satisfaction. Where the Regression analysis, shows that the independent variable ‘satisfaction’ is accounting for 11.8% of variation in the dependent variables. The ANOVA analysis also shows that the differences between satisfactions is not likely due to change but are due to the service quality that will be provided. Under the multiple regression models it was established that Empathy and Reliability returned significant relationships between service quality and the customer’s satisfaction whiles the remaining three don’t bear any direct relationship with customer’s satisfaction. It is recommended that management and staff should be educated on how to sensitize customer on services available and this should be prioritize.
Thesis submitted to The School of Business under The College of Humanities and Social Sciences of Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirement of the award of Master of Business Administration (Marketing Option).