Service quality and customer satisfaction at agricultural development bank, Cape Coast branch

Abstract

Service quality is an essential factor for organisational competitiveness. It was against this backdrop that the study examined the effect of the perceived service quality attributes on customer satisfaction at ADB, Cape Coast branch. Specifically, the study examined the perceived service quality attributes at ADB, and analysed the effect of the perceived service quality attributes on customer satisfaction at ADB. The study employed descriptive research design and a quantitative approach. The sample size of the study was three hundred and six (306) customers but with a response rate of 62.4% (191 customers). The study used a structured questionnaire and was analysed using frequencies, percentages, exploratory factor analysis and multiple regression analysis. The study found that the perceived service quality attributes at ADB were responsiveness, reliability and tangibility. Also, the study revealed that 78.9% variation in customer satisfaction is explained by these service quality attributes. Furthermore, the study discovered that tangibility had a favorable significant influence on customer satisfaction, as did reliability, and responsiveness had a favorable significant effect on customer satisfaction. It was therefore recommended that for Managers of ADB to enhance customer satisfaction, the bank strategies must be cantered on their services can trusted and dependable by clients.