Abstract
Outdoor Advertising companies, in searching for new approaches to satisfy customers, are increasingly using service as a differentiator and as a means of integrating themselves into the customers’ supply chain systems. This study explored the concept of employing service quality in an outdoor industry to create customer longevity using the SERVQUAL model. Simple random sampling was used to select forty customers of Alliance Media Ghana Limited (AMG). A multiple regression analysis was employed to find out which of the service quality variables had significant impact on customer satisfaction. The results revealed that service quality indicators such as responsiveness and empathy significantly impact on customer satisfaction. Based on these findings, it is recommended that management should develop strategies to enhance its service quality delivery.
Highlights
Outdoor Advertising companies, in searching for new approaches to satisfy customers, are increasingly using service as a differentiator and as a means of integrating themselves into the customers’ supply chain systems
This study explored the concept of employing service quality in an outdoor industry to create customer longevity using the SERVQUAL model
The results revealed that service quality indicators such as responsiveness and empathy significantly impact on customer satisfaction
Summary
Outdoor Advertising companies, in searching for new approaches to satisfy customers, are increasingly using service as a differentiator and as a means of integrating themselves into the customers’ supply chain systems. The company achieved huge success with their Suburb Signs, Bus Shelters and Billboards which were seen to stand out as a result of their key locations, their strong levels of maintenance and their high quality of manufacture It took just over four years of hard work for Alliance Media to be recognized as the country’s premier outdoor advertising contractor, owning more sites and more media types than any other company. The desire to remain a market leader in the outdoor advertising industry requires that Alliance Media Ghana continues to seek and adopt strategies aimed at improving customer satisfaction, service delivery and productivity. It explains the demand for goods, and in particular, how demands are influenced by changes in prices and income (Sugden, 1992)
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