Customer satisfaction with service quality of Front Office Staff in selected branches of Ghana Commercial Bank Ltd, Tamale

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The main objective of the study is to examine the relationship between various service quality dimensions and customer satisfaction. The study also contains suggestions and recommendations to address issues that hamper good service delivery to make the customer satisfied. The method that was used for the study involves initial literature review on service quality and customer satisfaction and how it contributes to increased profitability. Data was collected from secondary sources including newspapers, magazines, internet and unpublished thesis. Primary data was collected from two sources; these were the staff and customers of Ghana Commercial Bank (GCB) Ltd in Tamale branches. In all eighty one staff and four hundred and eighty customers were randomly selected and questionnaire administered to them. Analysis of the data was carried out thereon with the help of Statistical Package for Social Sciences (SPSS) to come out with tables, graphs and charts to give an indication of how customer satisfaction is influenced to service quality of frontline staff of the Bank. From the analysis it came to light that the Bank has numerous customer service challenges such as difficulty in accessing information, unwillingness on the part of staff to assist customers and providing them with prompt service. Meanwhile, the Bank has enough staff in all three branches to handle customer complaints and other issues. It is therefore recommended that; the Bank put in place strategies to train staff on good practices in customer service and also to motivate them to give off their best. In conclusion, it is believed that if staff are motivated and trained on customer service issues they will be in a position to give off their best in order to satisfy and eventually delight the customer for high profitability.
A Thesis submitted to the Institute of Distance Learning, Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirements for the degree of Commonwealth Executive Masters in Business Administration