Spotting the Critical Service Quality Determinants in the Ghanaian Retail Banking: Importance and Effects

European Journal of Business and Management, 2019

10 Pages Posted: 2 Apr 2020

See all articles by Geoffrey Bentum-Micah

Geoffrey Bentum-Micah

Jiangsu University - School of Management

Wenxin Wang

Jiangsu University - School of Management

Zhiqiang Ma

Jiangsu University

Antoinette Asabea-Addo

Jiangsu University - School of Management

Atuahene Agyapong

Jiangsu University, School of Finance and Economics,

Victor Bondzie-Micah

University of Science and Technology of China (USTC)

Rhoda Afriyie Mensah

Nanjing University of Science and Technology

Emmanuel Bosompem-Boadi

Jiangsu University - School of Management

Date Written: September 30, 2019

Abstract

Critical of the areas in customer-centered marketing paradigms and philosophies, is ensuring that existing customers are satisfied to enable you maintain their loyalty, repurchase and to woo in new clientele. The study examined the critical influences of customer satisfaction in the retail banking of Ghana and its effects on customers’ purchasing behavior. The study included 791 clienteles drawn from the sampling population. Across-sectional survey was used to examine the experience of benefiting from service quality elements, perceived service quality and customers purchasing behavior based on a customized 18 dimensions of SERVQUAL. By means of frequency and mediation analysis, estimates for the direct and indirect effects of benefiting from the service quality influences on perceived service quality and consumer purchasing behavior was assessed. The impacts of evidence of service quality factors on customers purchasing behavior, was partially-mediated by perceived service quality with statistically-significant indirect effect. The results prompted that the banks’ aesthetics, cleanliness, communication skills, competence, availability, access and security of their clienteles be prioritized areas they can’t afford to fail.

Keywords: Service Quality, Determinants, Retail Banking, Customer Satisfaction, Behavioral Intentions

Suggested Citation

Bentum-Micah, Geoffrey and Wang, Wenxin and Ma, Zhiqiang and Asabea-Addo, Antoinette and Agyapong, Atuahene and Bondzie-Micah, Victor and Mensah, Rhoda Afriyie and Bosompem-Boadi, Emmanuel, Spotting the Critical Service Quality Determinants in the Ghanaian Retail Banking: Importance and Effects (September 30, 2019). European Journal of Business and Management, 2019, Available at SSRN: https://ssrn.com/abstract=3549909

Geoffrey Bentum-Micah (Contact Author)

Jiangsu University - School of Management ( email )

301 Xuefu Road, Jingkou District
Zhenjiang, Jiangsu 212013
China

Wenxin Wang

Jiangsu University - School of Management

301 Xuefu Road, Zhenjiang
Zhenjiang, Jiangsu 212013
China

Zhiqiang Ma

Jiangsu University

301 Xuefu Road, Zhenjiang
Zhenjiang, Jiangsu 212013
China

Antoinette Asabea-Addo

Jiangsu University - School of Management

301 Xuefu Road, Zhenjiang
Jingkou
Zhenjiang, Jiangsu 212013
China

Atuahene Agyapong

Jiangsu University, School of Finance and Economics, ( email )

China

Victor Bondzie-Micah

University of Science and Technology of China (USTC) ( email )

96, Jinzhai Road
Hefei, Anhui 230026
China

Rhoda Afriyie Mensah

Nanjing University of Science and Technology

No.219, Ningliu Road
Nanjing, Jiangsu 210094
China

Emmanuel Bosompem-Boadi

Jiangsu University - School of Management

301 Xuefu Road, Zhenjiang
Jingkou
Zhenjiang, Jiangsu 212013

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