TOPIC THE ROLE OF SERVIC QUALITY IN PROMOTING CUSTOMER RETENTION

BY : PRISCILLA LOVELACE. ADAMS

STUDENT NUMBER: 01095502D

A RESEARCH REPORT SUBMITTED TO THE MARKETING DEPARTMENT, ACCRA POLYTECHNIC IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF HIGHER NATIONAL DIPLOMA (HND)

DATE 23RD APRIL, 2012

INTRODUCTION

It is annoying! You put so much effort into sales lead generation and actually securing an initial sale from a customer and then end up loosing their customer over a long-term. But this is some thing you can actually start to fix. It is the fundamental paert of business that you should always be looking at the best customer retention strategies for hanging onto your existing customers. The purpose of this study is to investigate the relationship between service quality and customer retention on the wayside saloon. The study also evaluates the quality of the service provided at these way side saloons. Moreover, perceptions of service quality have a direct linear relationship with customer retention even in mass services with low customer contact. Price perceptions and customer indifference too were found to have a direct linear effect on retention. Furthermore, it was also seen how both price perceptions and customer indifference moderated the relationship between service quality perceptions and customer retention.

1 a) History

BACKGROUND

AGA beauty par lour is saloon situated at Awoshie around the last stop area, established six years ago with ten apprentices

b) Products Hair dut Perming

Rasta Perdicure Manicure Corn roll Weave- on

c. Markets ( distribution channels )

a.students

b.male

c.female

d. old

e.yuong

2.OBJECTIVES a) Main Objectives To assess the role of service quality in promoting customer retention

b) Specific Objective Identify the major challenges associated with customer retention in the wayside saloons. Measure the staffs perceptions of the service quality provided. Determine the role of service quality on customer retention.

The objective of this study is to analyze loyalty programs of wayside saloons. The study of customer retention efforts adopted by beauticians. To analyze the success factors, and to suggest ways to increase customer loyal.

3. APPROACH AND RESEARCH METHODOLOGY

a.

The researcher has qualitative information to obtain and would use the descriptive research techniques to describe the role of service quality in promoting customer retention.

b.

Data Source

i. Secondary source The researcher will derive the secondary data from: Customers Staffs Journals

ii. Primary source The researcher would acquire the primary source of data through : Interviews Questionnaires

c. Sampling techniques Stratified Random Sampling: the researcher will adopt the stratified random sampling technique in order to gain access to the various customer of the different products being offered. d. Analysis Methodology The research design firstly include the review of literature on service quality and customer retention. The study applied a quantitative research methodology where

structured self administered questionnaire were used as a data collection tools which were distributed to saloon staff /apprentices to assess the relationship between customer retention practice, and a different set of questionnaires distributed to customers visiting the wayside saloon. Judgement and convenience sampling was used to select the saloon staff /apprentices and the customers, whereas satisfied sampling was used to select the saloons that were visited.

4. REPORT The researcher is going to use round table conferencing for interim findings and power point for the final presentation. WEEK 1 2 3 4 5 6 ACTIVITY Gathering information (Secondary) Gathering information (primary-interview) Gathering information (primary-questionnaire) BREAK Analyzing Information Presentation

EXPENDITURE REVENUE Source Company Loan NGO Amount (GHC) 60 100 100 Item Transportation Stationery Food Room Hire Calls Miscellaneous TOTAL 260 TOTAL EXPENDITURE Amount (GHC) 40 150 150 150 100 150 740

3.

CURRICULUM VITAE

PRISCILLA LOVELACE ADAMS

PERSONAL INFORMATION

ADDRESS: EMAIL: TEL: GENDER: HEIGHT DATE OF BIRTH: MARITAL STATUS: NATIONALITY: LANGUAGE HOBBIES:

P. O. BOX OD 437 priscylove82@yahoo.com 0243-880879 FEMALE 5.5 TALL 28th MAY 1982 SINGLE GHANIAN ENGLISH, FANTE, TWI READING, SINGING, LISTENING TO MUSIC

 PERSONAL QUALITIES I am a result oriented young lady and a self motivated person, a team player, ability to deliver , who would appreciate a challenging company whether full time or part time working experience in a dynamic and progressive company where my creative talent and innovative capabilities can be efficiently utilized.

EDUCATIONAL BACKGROUND

INSTITUTION Accra polytechnic Takoradi polytechnic

PERIOD 2010 2002 2004

CERTIFICATE Higher National Diploma ( HND) Diploma in Business Studies (Accounting Option)

Fijai Secondary School Western Institute of Advance Computer College Catholic J.S.S Essikadu

1998 2000 2004-2005

S.S.S.C.E Software

1994 - 1997

B.E.C.E

 WORKING EXPERIENCE ORGANIZATION Association of Gh. Industries(AGI) Royal Protocol Services Super Card Systems Ltd Aco Cellular Gh. Ltd PERIOD 2008 2008 2005-2007 2004-2005 POSITION Secretary/Receptionist Secretary / Receptionist Sales Personnel Sales Personnel

SUMMARY OF DUTIES ASSOCIATION OF GHANA INDUSTRIES (AGI) Receives calls from members for enquiries Informs members about meetings and other programs Receives and record information for both staffs and members Assisted in registration of members Receiving of letters for dispatch Performs office secretarial duties Conducted research for Promasidor, Ghana.

ROYAL PROTOCOL SERVICES Event organizing Taking minutes Reconciliation of accounts with clients Acting as a cashier Receptionist Engaged in other clerical duties as and when required at the office

SUPER CARD SYSTEMS LTD. Preparing and ensuring that utility bills are paid Writing of invoice Data entry Receptionist Attending to customers Sale of products Paying in and withdrawing monies for the company Engaged in other clerical duties

ACO CELLULAR GHANA LTD. Writing of invoices Data entry Prospecting for customers Receives calls from customers for enquiries Sale of products Attending to customers Periodically engaged in under taking other clerical and accounting duties as and when required REFEREES

Mr Nathaniel O. Quarcoopome Box SD 238, Accra, Telephone: 020-8132417 Finance and Admin Manager Association of Gh. Industries (AGI) P.O.BOX AN8624 Telephone:0244-382641

Mr Nathaniel Ahlijah Head of Accountancy Department Takoradi Polytechnic P.O.BOX 257 Takoradi.