The Role of Service Quality in the Marketing of Financial Services in Ghana: the Case of Barclays Bank in Tamale
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Date
2008-09-13
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Abstract
The major purpose of the study was to investigate the role of service quality in the marketing of financial services in Ghana with a case study of the Barclays Bank Limited in Tamale.
Data were collected through desk and primary research. The statistical package for social sciences was used to analyse the data.
The findings revealed that the SERVQUAL (service quality) instrument is a valid measurement instrument for service quality and that quality service delivered to customers result in satisfaction, profitability, customer retention, loyalty and revenue growth. Also, it was revealed that customers are more willing to switch to competitors if the bank renders poor quality services.
In order to improve upon the delivery of quality services, it is recommended that, the bank make great efforts to appeal to a large number of business customers, empathy dimensions should be strengthened and customer satisfaction should be enhanced in order to continue enjoying the positive word of mouth its customers. The Bank should avoid any negative impression on the customers.
Description
A thesis submitted to the School of Business, Kwame Nkrumah University of Science and Technology
in partial fulfilment of the requirements for the degree of Masters of Business Administration in
Marketing, 2008