SERVICE QUALITY AND CUSTOMER SATISFACTION: PERCEPTION OF CUSTOMERS OF ZENITH BANK ACHIMOTA BRANCH ACCRA

ABSTRACT The study sought to examine the effects of service quality on customer satisfaction at Zenith bank Achimota branch Accra Ghana. The study adopted the quantitative research design and data collection was made with the random sampling technique. The study adopted the random sampling technique and in all three hundred and twenty customers of the bank was sampled for the study with the use of structured questionnaires as the research instrument. The findings of the study revealed that the customers were satisfied with the quality of service delivery by the bank. The customers irrespective of their gender, age, and educational level attributed equal level of satisfaction to the quality of service delivered by the bank. When regression analysis was applied to investigate the effects of service quality dimensions on customers’ satisfaction, it was reflected in the results that reliability, responsiveness, assurance, empathy and tangible all have a positive and significant effect on customers’ satisfaction. However, empathy and tangible have the highest positive and significant effect on the customers’ satisfaction. Therefore, increasing service quality level increases customers’ satisfaction. Based on the findings and conclusions of the study, the following recommendations are made:As Zenith bank have strengths in some dimensions of service quality (empathy and tangible) as identified in the research it is recommended to the bank to continue developing these dimensions and consider them as competitive weapons in influencing customer satisfaction. The assurance and reliability dimensions in service quality were identified as main factors that least affects customers’ satisfaction therefore the study recommend to the bank to focus on these.