A STUDY ON THE INFLUENCING FACTORS OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN THE BANKING SECTORS: THE CASE OF GA-WEST MUNICIPALITY

Abstract

The aim of this paper is to study the influencing factors of service quality on customer satisfaction of banking sector in the Ga-West Municipality. Moreover, it tries to ascertain the association between service quality and customer satisfaction. This study focused on primary data collected by using a well-structured questionnaire. The questionnaire was administrated to a sample size of 200. Convenient sampling was used to select respondents from the four banks in the Ga-West Municipality, i.e., Ghana Commercial Bank, Amasaman Rural Bank, Ecobank, and Prudential Bank. After which a simple statistical tool, specifically Smart PLS algorithm, bootstrapping, blindfolding and statistical package for social sciences (SPSS) version 23 were employed to analyze the data collected. The outcome of the study reveals that, there is a positive association between the dimensions of service quality and customer satisfaction. The study discovered that, empathy and reliability play a crucial role in customer satisfaction level followed by tangibility, and finally the bank responsiveness. The findings concluded that, providing high quality service to customers usually rise customer satisfaction, which result in high customer commitment.