SERVICE QUALITY DELIVERY AND CUSTOMER SATISFACTION: PERCEPTION OF CUSTOMERS OF LOWER PRA RURAL BANK, TAKORADI

ABSTRACT

The banking system has seen various degrees of innovations in recent times. These have been as result of new technologies, economic uncertainties, fierce competition, more demanding customers and the changing climate which lead to an unprecedented set of challenges. Increased product varieties, diffusion and competition couple with highly enlightened consumers require that bank marketers solicit views on how their units meet customer satisfaction. The study examined service delivery and customer satisfaction at Lower Pra Rural Bank in Takoradi. The quantitative research design was employed. Stratified random sampling method was used to sample a total of 285 respondents from the two branches of the bank. Data obtained from respondents were coded and analyzed using descriptive statistics such as frequencies, percentages, means and standard deviation. Questionnaires were employed in the collection of data to address the research objectives. The study discovered clients’ wants employees of the bank to inform clients as to when service will be performed and also demand Lower Pra Rural Bank to have more convenient branches i.e. sub branches, outlets and further operate in extended hours to all its customers without the customers spending much time in queues. It further found that majority of the customers are very loyal to Lower Pra Rural Bank Limited. The study therefore recommends that management of the Lower Pra Rural Bank Ltd in Takoradi should liaise with stakeholders to put up more branches in its catchment areas to ease the congestion at the current banking halls.