Abstract:
The competitive nature of the banking system in Ghana requires that
the banks deliver top notch services in order to gain more customer loyalty. It
is upon this direction that this study was carried out to assess the level of
service quality delivery at Zenith Bank, Cape Coast and Takoradi branches.
The investigations were conducted within the SERVQUAL framework. In
order to achieve the above, the study performed descriptive analyses on the
respondents and the five broad SERVQUAL dimensions. Additionally, factor
analyses were conducted to determine the relative importance of each of the
five SERVQUAL dimensions on both customers’ expectation and customers’
perception. Eventually, gap analyses were also conducted to determine both
the unweighted and weighted scores based on which the level of service
delivery at Zenith Bank was identified. The results show that Empathy,
Assurance, Reliability, Tangibility and Responsiveness, in that order, depict
the hierarchy of importance of customers’ expectation of service delivery at
Zenith Bank. On the other hand, the results also showed that Tangibility,
Assurance, Reliability, Responsiveness and Empathy are the hierarchy of
importance of customers’ perception of service delivery at Zenith Bank.
Finally, the gap analysis showed that, customers perceived services delivery at
Zenith Bank as poor. The employees of Zenith Bank should be continuously
oriented on how to deliver customized services. When Zenith Bank trains its
workers, the bank should provide enough avenues for them to pay attention to
individualized service delivery.
