ASSESSING SERVICE DELIVERY AT ZENITH BANK GHANA LIMITED

Abstract

The banking industry is facing rapid changes in the market, such as: new technologies, economic uncertainties, fierce competition, more demanding customers and the changing climate which lead to an unprecedented set of challenges (Hinson, 2006). One can infer that, the increased competition, highly educated consumers and increased standard of living are forcing many businesses to review their customer service strategy. Therefore service-based companies, such as banks, are compelled to provide excellent services to their customers in order to have sustainable competitive advantage, especially in the current trend of trade liberalization and globalization. They must realize that service quality has become an integral component of service quality (Karim & Chowdhury, 2014). By implication, for banks to maximize customer satisfaction they must strive to improve service delivery to their customers.

According to Saravan and Rao (2007), service quality remains critical in the service industries, as businesses strive to maintain a competitive advantage in the marketplace and achieve customer satisfaction. The financial services, particularly banks, compete in the marketplace with generally undifferentiated products; therefore service quality becomes a primary competitive weapon (Naeem & Saif; 2009; Karim et al., 2014). Literature has proven that providing quality service delivery to customers retains them, attracts new ones, enhances