Customer Satisfaction in the Outdoor Advertising Industry: A Case of Alliance Media Ghana Limited

Abstract

Outdoor Advertising companies, in searching for new approaches to satisfy customers, are increasingly using service as a differentiator and as a means of integrating themselves into the customers’ supply chain systems. This study explored the concept of employing service quality in an outdoor industry to create customer longevity using the SERVQUAL model. Simple random sampling was used to select forty customers of Alliance Media Ghana Limited (AMG). A multiple regression analysis was employed to find out which of the service quality variables had significant impact on customer satisfaction. The results revealed that service quality indicators such as responsiveness and empathy significantly impact on customer satisfaction. Based on these findings, it is recommended that management should develop strategies to enhance its service quality delivery.