EXAMINING SERVICE QUALITY, CUSTOMER SATISFACTION AND BRAND EQUITY IN PRESBYTERIAN BASIC SCHOOLS IN TEMA

ABSTRACT Customer satisfaction plays an important role in business strategy and acts as a key factor in the sustainable development of organisation. It is regarded as a fundamental determinant of long-term organization’s success and widely accepted that satisfied consumers are not concerned on price, less influenced by competitors attack and loyal to the firm longer than dissatisfied customers. The study examined service quality, customer satisfaction and brand equity in Presbyterian basic schools in Tema. The descriptive design was employed. Proportional stratified random sampling method was used to sample a total of 255 respondents. Data obtained from respondents were coded and analyzed using descriptive statistics such as frequencies, percentages, means and standard deviation with Statistical Product and Service Solutions (SPSS) version 22. Questionnaires were employed in the collection of data to address the research objectives. The study found that most parents disagreed that Presbyterian basic schools in Tema provide a full range of up-to-date academic facilities in bid to promote the quality of non-academic service rendered. The study further recorded a statistically significant strong positive association between the quality of non-academic services and academic services rendered by Presbyterian Basic Schools in Tema. The study recommends that authorities of the school should liaise and partner with stakeholders (parents, the Presbyterian Church and others) to provide a full range of up-to-date academic facilities to aid of teaching and learning