Effect of Customer Service on Customer Satisfaction: A Case Study of Fidelity Bank, Adum, Kumasi

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The purpose of the research was to find out if the customer service provided in the bank has any effect on customer satisfaction and for that matter, customer loyalty. Barriers to customer service provision and any other thing customers would like to see in the bank were also researched. In order to obtain the best results, the main research methodology adopted was a case study involving the head branch of the bank under study. Questionnaires were used to obtain information from customers and the staff of the bank. Findings from the research revealed that, Adum Branch of Fidelity bank provides appreciable level of customer service; however these are just seen as satisfying. Barriers such as large numbers of customers with few tellers, some problems with the system (internet banking) and some managerial decisions affect customer service provision in the bank. Customers at Fidelity bank are loyal to the bank. And these customers would like the number of tellers to be increased and larger packing space provided for them. It was recommended that customer service provision in Fidelity bank should go beyond satisfaction. Strategies that exceed customer expectations should be put in place to delight the customers.
A Thesis submitted to the Department of Institute of Distance Learning, Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirement for the degree of Commonwealth Executive Masters in Business Administration, June 2011