EFFECTS OF SERVICE QUALITY DELIVERY ON CUSTOMER SATISFCATION IN THE BANKING SECTOR: A STUDY IN THE CAPE COAST METROPOLIS

BSTRACT

Quality service is an important factor to customer satisfaction. In the world of

global economy, banking sector needs has become more diverse and exotic

than ever before. The purpose of the study was to assess the effects of quality

service delivery on customer satisfaction in banking institutions in Cape

Coast. The methods of the study made use of the positivist philosophy of

research. Thus, the use of quantitative primary data collected from the field.

The sample size for the study was 300 customers from the Zenith Bank. The

respondents were selected accidentally for the study. The study showed that

there is a statistically significant effect between tangibility and customer

satisfaction. The study also established that the combination of reliability,

responsiveness, assurance and empathy all have significant effect on customer

satisfaction. Therefore, service quality has positive effect oncustomer

satisfaction. The study, therefore, recommended that since bank is a service

oriented organization, the management of the bank should provide continuous

training to the employees on issues like courtesy, etiquette and communication

skills while dealing with customers. Banks should continuously maintain

error-free transactions, since bank accounts and figures are very sensitive for

each and every customer.The management needs to improve quality services

so as to satisfy customer’s needs.Further study should investigate the impact

of service quality dimension on technological trust and usage byconsumers of

commercial banks.