An Upshot of Banking Service Quality and Cocoa farmers Satisfaction on Loyalty : The Case of Agricultural Development Bank (ADB), Sefwi-Wiawso

Abstract

This study makes an empirical study on the relationship between service quality, customer satisfaction and customer loyalty in the banking sector for cocoa farmers of Sefwi-Wiawso in the western-north region of Ghana. Based on the servqual model the researcher constructed a model which brings to light the relationship amid quality of service and customer loyalty in the banking service sector using ADB as a case. The paper puts forward the relevant research hypothesis and develops standard measurements based on the data obtained in the survey questionnaire. The convenient sampling method was applied with 300 customers as samples from the Bank. In all, 360 questionnaires were successfully completed and analyzed. Descriptive statistics, correlation analysis, and regression analysis were carried out using Statistical Package for Social Sciences software (SPSS) to estimate the relationship between variables. The overall results of this study show that there is a positive and significant relationship between all constructs. Service quality and Customer satisfaction positively affect customer loyalty. The study recommends that strategic services bordering on the servqual dimensions should be introduced to provide high-quality services. This will also improve customer loyalty in the long run.