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.
