Customer Satisfaction Assessment Using the SERVQUAL Model
Science Journal of Business and Management
Volume 5, Issue 5, October 2017, Pages: 194-198
Received: Aug. 16, 2017;
Accepted: Aug. 28, 2017;
Published: Dec. 15, 2017
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Martin Mabeifam Ujakpa, Department of Information Technology, Faculty of Information Technology & Systems Development, International University of Management, Windhoek, Namibia
Jonathan Fundisi, Department of Network & Security, Faculty of Information Technology & Systems Development, International University of Management, Windhoek, Namibia
Laizah Mutasa, Department of Software Development, Faculty of Information Technology & Systems Development, International University of Management, Windhoek, Namibia
Victoria Kaleinasho Lazarus, Department of Information Technology, Faculty of Information Technology & Systems Development, International University of Management, Windhoek, Namibia
Naemi Mutuna Uushini, Department of Information Technology, Faculty of Information Technology & Systems Development, International University of Management, Windhoek, Namibia
Timoteus Sheepo, Department of Information Technology, Faculty of Information Technology & Systems Development, International University of Management, Windhoek, Namibia
Joana Eshun, Jamodja University of Zambia, Windhoek, Namibia
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The main objective of this study is to examine customer satisfaction in the banking sector using the SERVQUEL model and Ecobank Ghana Limited in Ghana as a case study. The research employed the quantitative research approach. Using a sample size of 150, data was collected and analysed. The research revealed that expectations of customers exceeded their perceptions. The interpretation of this result using the disconfirmation theory is that customers are generally not satisfied with the quality of service they receive from the bank. The conclusion drawn in this regard is that, Ecobank Ghana Limited is not fully meeting the expectations of their customers and hence need to do more to improve its service quality as a means of satisfying their customers so as to remain competitive. The research population was restricted to three Ecobank branches: all in one township and hence the results of the study cannot be generalized. Future studies should therefore look at conducting a countrywide study.
SERVQUEL, Customer Satisfaction, Expectation Disconfirmation Theory, Customer Expectation
To cite this article
Martin Mabeifam Ujakpa,
Victoria Kaleinasho Lazarus,
Naemi Mutuna Uushini,
Customer Satisfaction Assessment Using the SERVQUAL Model, Science Journal of Business and Management.
Vol. 5, No. 5,
2017, pp. 194-198.
Copyright © 2017 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/
) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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