Abstract:
Quality service is an important factor to customer satisfaction. In the world of
global economy, banking sector needs has become more diverse and exotic
than ever before. The purpose of the study was to assess the effects of quality
service delivery on customer satisfaction in banking institutions in Cape
Coast. The methods of the study made use of the positivist philosophy of
research. Thus, the use of quantitative primary data collected from the field.
The sample size for the study was 300 customers from the Zenith Bank. The
respondents were selected accidentally for the study. The study showed that
there is a statistically significant effect between tangibility and customer
satisfaction. The study also established that the combination of reliability,
responsiveness, assurance and empathy all have significant effect on customer
satisfaction. Therefore, service quality has positive effect oncustomer
satisfaction. The study, therefore, recommended that since bank is a service
oriented organization, the management of the bank should provide continuous
training to the employees on issues like courtesy, etiquette and communication
skills while dealing with customers. Banks should continuously maintain
error-free transactions, since bank accounts and figures are very sensitive for
each and every customer.The management needs to improve quality services
so as to satisfy customer’s needs.Further study should investigate the impact
of service quality dimension on technological trust and usage by consumers of
commercial banks.
