Comparing the Degree of Service Quality, Customer Satisfaction and Loyalty between Big and Small Banks in Ghana

Abstract

The phenomenal effects of services quality on customer satisfaction and loyalty, coupled with the growing importance of the services sector to national economies, has increased the need for organisations to improve service quality. The main objective of this study was to determine the degree of service quality, customer satisfaction and loyalty among retail banking customers and to compare the individual levels of these constructs between big and small banks in Ghana. The data was sourced through a set of survey questionnaire from bank customers in Ghana. GAP analysis was then used to identify the strengths or deficiencies in service quality, customer satisfaction and customer loyalty. The results revealed that there are different Gaps score levels for the three study constructs. The service quality and customer satisfaction Gap scores of 1.57 and 1.50 respectively are appreciably high, compared to the customer loyalty Gap score of 2.37. In terms of bank size, the big banks in Ghana performed better than the small banks in all the three areas. It is recommended for the small banks to work at improving their performance levels on all fronts