Effects of employee characteristics on quality service delivery in the banking industry. A case study of Agricultural Development Bank.
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Date
2016-10-07
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Abstract
The banking industry in Ghana has undergone tremendous change over the years as a result of competition. Changes that have informed a lot of banks into adopting different strategies in order to beat competition. Such strategies include the calibre of employees organizations are hiring in present times to deliver quality service or value for their customers. The purpose of the study was to find out about whether the physical attributes that employees possess such as being male or female, physical appearance or beauty has an effect on the kind of service delivered from the customers point of view hence an investigation into the effects of employee characteristics on quality service delivery at Agricultural Development Bank. The study collected data using questionnaires and interview guide. The study was conducted on a total of 385 respondents out of which 304 responses were received representing 78.96% response rate. The study adopted purposive and convenience sampling techniques in selecting management and customers respectively. The study found that, physically attractive men possess a simple character, are duty conscious and attract full attention from the customers at ADB while physically attractive women were good at managing customer complaints and relationship. The bank also fared positively on all five indicators used in measuring service quality using the SERVQUAL model. Employees are in most cases patient when dealing with customers and willing to respond to customers complaints. Physical beauty and appearance have a positive relationship with quality service delivery. The study recommended periodic workshops and seminars for both management and employees, periodic assessment of both management and employees to check the level of performance, customer oriented strategies and recruitment of young, vibrant and effective employees to steer the affairs of ADB.
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A thesis submitted to the Department of Marketing and Corporate Strategy, Kwame Nkrumah University of Science and Technology (KNUST), in partial fulfillment of the requirement for the degree of Masters of Business Administration (Marketing Option) (Faculty of Humanities and Social Sciences, School of Business), 2015