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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/10281

Title: The Effect of Customer Satisfaction on the Performance of the Royal Bank in Kumasi
Authors: Baah, Felicity Ababio
Issue Date: 25-Jan-2017
Abstract: Customer satisfaction with the products and services being delivered by an organization is often seen as the key to the company’s success and long term competitiveness. In most cases, customer satisfaction is normally seen as an important determinant of customer retention. However, few empirical evidence from research indicates that there is either none or insignificant relationship between customer satisfaction and retention. The ability of an organization to increase in terms of financial gains and efficiency is mostly dependent on the level of satisfaction enjoyed by the customers. Customer satisfaction of services delivered by the bank is important since it increases the ability of the organization to deliver quality service. The focus of the study therefore is to assess the effect of customer satisfaction on the financial performance of The Royal Bank. The study collected data from 120 customers of the Bank in Kumasi through the use of questionnaire. The study adopted random sampling method in the selection of respondents. The study explored how customer satisfaction impacts on financial performance and customer retention. Issues discussed include assessing customer service perception of the Royal Bank customers in Kumasi, how customer satisfaction impacts customer loyalty in the Kumasi branches of The Royal bank and examine how customer satisfaction impacts on the financial performance of the Kumasi branches of The Royal bank. Findings from the research indicate that customers are particular about the organizations ability to deliver robust and proper services that meet customer expectations. Based on the findings of the study, the researcher recommends that there must be regular education of the services being offered, proper and regular customer needs survey, internet and online banking services to the customers.
Description: A th‎‎esis s‎ubmitt‎‎ed to th‎‎e D‎‎ep‎artm‎‎ent of M‎ark‎‎eting ‎and Corpor‎at‎‎e Str‎at‎‎egy of th‎‎e Kw‎am‎‎e Nkr‎um‎ah ‎Univ‎‎ersity of Sci‎‎enc‎‎e ‎and T‎‎echnology in p‎arti‎al f‎ulfillm‎‎ent of th‎‎e ‎aw‎ard of th‎‎e d‎‎egr‎‎e‎‎e of M‎ast‎‎er of B‎usin‎‎ess ‎Administr‎ation (Str‎at‎‎egic M‎an‎ag‎‎em‎‎ent ‎and Cons‎ulting), 2016
URI: http://hdl.handle.net/123456789/10281
Appears in Collections:College of Art and Social Sciences

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