Service Quality And Customer Satisfaction In Republic Bank Of Ghana

Abstract

The upsurge of competition and recent events in the Ghanaian banking sector calls for exceptional service quality delivery not just to win customers but also to retain them to maximise profits. It is in light of this that most banks have to assess their service quality to be able to survive in the ever stiffening banking sector. This has formed the premise within which this study is being carried out with the main objective of assessing the effects of customer service quality on customer satisfaction using Republic Bank as the case study. The study had its specific objectives as; t o ascerta in the level of sat isfact i on of cust omers of Republic Bank and to ascerta in the relationship between serv ice qual ity and cust omer sat isfact i on. The study used convenient sampling to select 200 respondents who walk into the Cape Coast branch banking hall of Republic Bank to perform a transactions. The study employed the SERVQUAL model using its five dimension to assess customer satisfaction of Republic Bank. The study revealed that respondents were satisfied with the services and products offered by Republic Bank, with all respondents recommending Republic Bank to family and friends. Respondents agreed to speak publicly about the service quality and the satisfactory delivery of services to them. The study recommend that mystery shopping should be conducted periodically to maintain the high level of customer service delivery. There should also be periodic training of the frontliners and other staff of the bank to help deliver quality customer service. The product development team should also continue to be innovative and keep up with the changing trends in customer taste and the market at large.