SIGNIFICANCE OF THE RESEARCH

The scope of SERQUAL (tangibility, reliability, responsiveness, assurance ad empathy) have

been adapted extensively in marketing literature to measure customer satisfaction (Agyapong
2013; Chakraborty & Majumdar, 2011; Peprah & Atarah 2014). Customer satisfaction –
customer loyalty literature suggests that service quality is in sequentiality with customer
satisfaction (Yu, 2007). The literature on service quality showed that organizations that pay
attention to quality service end up with loyal customers (Wong, Feng & Tan, 2014). The
study will be very timely and will contribute to knowledge on service quality and customer
satisfaction and will be of great benefit to management of various banks on University of
Ghana campus, marketing practitioners, decision makers and stakeholders in decision-making
as far as customer satisfaction, retention and loyalty are concerned in the banks on UG
campus. When customers are pleased with the services of banks, it boosts customer
satisfaction, leading to an increase in sales and increased profitability. Customer satisfaction
has a positive correlation with loyalty and improved firm performance (Saeidi, Sofian, Saeidi,
Saeidi & Saaeidi, 2015). Improved business performance will lead to increased profitability
and market share. From a research perspective, the findings and recommendations that will
be reported in the study would provide a more scientific measure and proven perspective for
evaluating the level of satisfaction with the quality of banking services been delivered. Also
the result of the research might provide insights into the benefits of relationship management
strategies that promote customer satisfaction and growth in the banking service industry on
UG campus leading to economic viability.

REFERENCES

Agyapong, G. K. (2013). Exploring the Relationship between Customer Satisfaction and

Customer Loyalty in the Ghanaian Telecom Industry. International Journal of
Business and Behavioral Sciences, 3, 17-26.

Chakraborty, R., & Majumdar, A. (2011). Measuring consumer satisfaction in health care
sector: the applicability of servqual. International Journal of Arts, Science and
Commerce, 2, 149-160.

Peprah, A. A., & Atarah, B. A. (2014). Assessing Patient’s Satisfaction using SERVQUAL
Model: A Case of Sunyani Regional Hospital, Ghana. International Journal of
Business and Social Research, 4, 133-143.
Saeidi, S. P., Sofian, S., Saeidi, P., Saeidi, S. P., & Saaeidi, S. A. (2015). How does

corporate social responsibility contribute to firm financial performance? The

mediating role of competitive advantage, reputation, and customer satisfaction.

Journal of Business Research, 68, 341-350. doi:10.1016/j.jbusres.2014.06.024

Wong W. P., Tseng M., & Tan, K. H. (2014). A business process management

capabilities perspective on organizational performance. Total Quality

Management and Business Excellence 25, 602-617.

doi:10.1080/14783363.2013.85081

Yu, S. H. (2007). An empirical investigation on the economic consequences of customer

satisfaction. Total Quality Management, 18, 555-569.
http://dx.doi.org/10.1080/14783360701240493