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
Views 1108      Downloads 60
Authors
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
Article Tools
Follow on us
Abstract
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.
Keywords
SERVQUEL, Customer Satisfaction, Expectation Disconfirmation Theory, Customer Expectation
To cite this article
Martin Mabeifam Ujakpa, Jonathan Fundisi, Laizah Mutasa, Victoria Kaleinasho Lazarus, Naemi Mutuna Uushini, Timoteus Sheepo, Joana Eshun, Customer Satisfaction Assessment Using the SERVQUAL Model, Science Journal of Business and Management. Vol. 5, No. 5, 2017, pp. 194-198. doi: 10.11648/j.sjbm.20170505.13
Copyright
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.
References
[1]
Anderson et al. (2006) Customer satisfaction, market share and profitability: finding from Sweden. Journal of Marketing, 58, June.
[2]
Anderson, R. E. (2005). Consumer dissatisfaction: The effect of disconfirmed expectancy on Perceived Product Performance. Journal of Marketing Research, 10 February: 38-44.
[3]
Churchill and Suprenant. (2007). An Investigation Into The Determinant Of Customer Satisfaction. Journal marking science. 19(4).
[4]
Eckert, S. G. (2007). Inventory Management and Its Effects on Customer Satisfaction. Journal of Business and public Policy. (1), 1-2.
[5]
Ekinci Y. & Sirakaya E. (2004). An Examination of the Antecedents and Consequences of Customer Satisfaction. In: Crouch G. I., Perdue R. R., Timmermans H. J. P., & Uysal M. Consumer Psychology of Tourism, Hospitality and Leisure. Cambridge, MA: CABI Publishing, 189-202.
[6]
Ecobank (2014). Customer Population. Ecobank Gh Ltd. Takoradi, Ghana.
[7]
Fornell, C. (2006), A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56 (1), 6-21.
[8]
Harvey & M. Sherif (2007). Assimilation And Contrast Effects In Reaction To Communication And Attitude Change. Journal of Abnormal and Social Psychology, 55(7), 244-252.
[9]
Porter, M. E. (2007), Competitive Advantage: Creating and Sustaining Superior Performance. The Free Press, New York.
[10]
Siddiqi, K. O. (2010). Interrelations Between Service Quality Attributes, Customer Satisfaction And Customer Loyalty In The Retail Banking Sector In Bangladesh. International Trade & Academic Research Conference (ITARC), 1-26. London.
[11]
Titko, J. and Lace, N. (2010). Customer Satisfaction and Loyalty in Latvian Retail Banking, Economics and Management, 15, 1031-1038.
[12]
Cudjoe, A., G., Anim, P., A., Nyanyofio Joseph, G., N., T. (2015). Service Quality and Customer Satisfaction in the Ghanaian Banking Industry: A Case of Ghana Commercial Bank. European Journal of Business and Management, 7(3), 123-140.
[13]
Kumar, M., Kee, F. T. & Charles, V. (2010). Comparative Evaluation of Critical Factors in Delivering Service Quality of Banks: An Application of Dominance Analysis in Modified SERVQUAL Model. International Journal of Quality and Reliability Management, 27 (3), 351-377.
[14]
Lau M., M., Cheung, R., Lam, Aris., Y., C. & Chu, Y., Ting. (2013). Measuring Service Quality in the Banking Industry: A Hong Kong Based Study. Contemporary Management Research 9(3). 263-282.
ADDRESS
Science Publishing Group
548 FASHION AVENUE
NEW YORK, NY 10018
U.S.A.
Tel: (001)347-688-8931