Assessment and Analysis of Service Quality and Customer Satisfaction: A Case Study of National Investment Bank, Kumasi
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
In this era of intense competition, one of the key challenges that organisations face is how to manage quality service which is a prerequisite for customer satisfaction. As a result of improved information communication technology, customers have become well informed, discerning and value sensitive. They also have a wide range of choices between service providers. Understanding the need, wants and desires of customers and demonstrated ability to satisfy them efficiently is imperative for success in the market place. The purpose of this research is to assess and analyse service quality and customer satisfaction with banking services at National Investment Bank, Kumasi. Based on detailed literature review of business journals and books, a frame of reference was developed. Five generic service quality dimensions (tangibles, empathy, assurance responsiveness and reliability) were selected and tested in NIB Kumasi operations. A qualitative research approach was used in the study. Data was collected through questionnaire and interview. Data presentation and analysis were done in the accordance with the research questions and the frame of reference. Finally, in the last chapter, findings and conclusions were drawn with the appropriate recommendations. The quality performance of all tested quality dimensions proved to have a strong impact on customer satisfaction. However, tangibles, empathy and assurance were found to be of much significance to customers of NIB Kumasi. Prestige banking and expansion of service portfolio to include more electronic banking products were the new service needs identified in our research.
Place, publisher, year, edition, pages
2011. , 106 p.
Social Behaviour Law
Samhälls-, beteendevetenskap, juridik
IdentifiersURN: urn:nbn:se:ltu:diva-52990Local ID: a1007cd2-4d1e-4d1a-a65e-456349e12bdeOAI: oai:DiVA.org:ltu-52990DiVA: diva2:1026363
Subject / course
Student thesis, at least 30 credits
Business Administration, master's level
Validerat; 20110914 (anonymous)2016-10-042016-10-04Bibliographically approved