AN ASSESSMENT OF THE APPLICATION OF CUSTOMER SERVICE IN SMALL AND MEDIUM SCALE ENTERPRISES IN THE WA MUNICIPALITY, GHANA

Abstract

The role of the customer has been established as a key stakeholder of organisations. Following keen competition among firms, marketing managers use a series of customer service activities designed to ensure their products or services meet customer expectation. Small and Medium Scale Enterprises (SMEs) dominates the economic activities of the Wa Municipality with keen competition but has over the years lacked attention by empirical research on their application of quality customer services. This paper seeks to contribute in bridging the gap in literature on how SMEs deliver services with customer service practices in the Wa Municipality. A survey was conducted on 83 managers of SMEs selected at random in the Wa Municipality. Results were analysed using descriptive statistics and non-parametric (Kendall’s Coefficient of Concordance Test) statistical procedures. Firms were observed to have shared mixed characteristics. They find good customer service and communication of messages that are consistent with deliveries critical to their business success. However, the results suggests that firms lack good application of management practices in the area of ensuring quality customer service delivery. The results have useful implications for the development of SMEs in the Wa Municipality