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

Authors

  • Bentil Anthony Ewusi  School of Management, Jiangsu University, Zhenjiang 212013, P.R. China
  • He YouShi  School of Management, Jiangsu University, Zhenjiang 212013, P.R. China
  • Ruth Appiah  School of Management, Jiangsu University, Zhenjiang 212013, P.R. China
  • Ninnette Attisogbe  School of Management, Jiangsu University, Zhenjiang 212013, P.R. China
  • Geoffrey Bentum-Micah  School of Management, Jiangsu University, Zhenjiang 212013, P.R. China
  • Emmanuel Bosompem Boadi  School of Public Administration, Hohai University, Nanjing 202001, P.R. China

DOI:

https://doi.org/10.32628/IJSRST21851

Keywords:

Service quality, customer satisfaction, customer loyalty, ADB, Sefwi-Wiawso, Cocoa Farmers

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.

References

  1. Ndubisi, N.O., Relationship marketing and customer loyalty. Marketing intelligence & planning, 2007.
  2. Khadka, K. and S. Maharjan, Customer satisfaction and customer loyalty. Centria University of Applied Sciences Pietarsaari, 2017. 1(10): p. 58-64.
  3. Ngo, V.M. and H.H. Nguyen, The relationship between service quality, customer satisfaction and customer loyalty: An investigation in Vietnamese retail banking sector. Journal of Competitiveness, 2016.
  4. Hennig‐Thurau, T., Customer orientation of service employees: Its impact on customer satisfaction, commitment, and retention. International journal of service industry management, 2004.
  5. Gorondutse, A.H., H. Hilman, and M. Nasidi, Relationship between corporate reputation and customer loyalty on Nigerian food and beverages industry: PLS approach. International Journal of Management and Business Research, 2014. 4(2): p. 125-136.
  6. Anabila, P., Service quality: A subliminal pathway to service differentiation and competitive advantage in private healthcare marketing in Ghana. Health marketing quarterly, 2019. 36(2): p. 136-151.
  7. Mohammad, A.A.S. and S.Y.M. Alhamadani, Service quality perspectives and customer satisfaction in commercial banks working in Jordan. Middle Eastern Finance and Economics, 2011. 14(1): p. 60-72.
  8. Kim and S.B. Choi, Social Commerce Service Quality and Word-of-Mouth Intention: An Application of the Expectation–Disconfirmation Theory, 2019. 41(4): p. 47-73.
  9. Liang, L.J., H.C. Choi, and M. Joppe, Exploring the relationship between satisfaction, trust and switching intention, repurchase intention in the context of Airbnb. International Journal of Hospitality Management, 2018. 69: p. 41-48.
  10. 0Paul, J., A. Mittal, and G. Srivastav, Impact of service quality on customer satisfaction in private and public sector banks. International Journal of Bank Marketing, 2016.
  11. Priporas, C.V., et al., Service quality, satisfaction, and customer loyalty in Airbnb accommodation in Thailand. International Journal of Tourism Research, 2017. 19(6): p. 693-704.
  12. Wicks, A.M. and C.J. Roethlein, A satisfaction-based definition of quality. The Journal of Business and Economic Studies, 2009. 15(1): p. 82.
  13. Gohain, K., S. Thambiah, and T.C. Hong, A Comprehensive Model with Six Service Quality Dimensions, Satisfaction and Loyalty: An Empirical Investigation into the Public Hospitals in Malaysia. International Journal of Economics & Management Sciences, 2018. 7(01).
  14. Nyadzayo, M.W. and S. Khajehzadeh, The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services, 2016. 30: p. 262-270.
  15. Bentum-Micah, G., et al., Spotting the Critical Service Quality Determinants in the Ghanaian Retail Banking: Importance and Effects. European Journal of Business Management, 2019.
  16. Ali, M. and S.A. Raza, Service quality perception and customer satisfaction in Islamic banks of Pakistan: the modified SERVQUAL model. Total Quality Management & Business Excellence, 2017. 28(5-6): p. 559-577.
  17. Almalki, S.J.J.o.e. and learning, Integrating Quantitative and Qualitative Data in Mixed Methods Research--Challenges and Benefits. 2016. 5(3): p. 288-296.
  18. Eyisi, D.J.J.o.E. and Practice, The usefulness of qualitative and quantitative approaches and methods in researching problem-solving ability in science education curriculum. 2016. 7(15): p. 91-100.
  19. Parasuraman, A. and L.L. Berry, Delivering quality service: Balancing customer perceptions and expectations. 1990: Free Press.
  20. Chiad, J.S., et al., Buckling investigation of isotropic composite plate reinforced by different types of powders. 2018. 9(09): p. 305-317.
  21. Bedi, M., An Integrated Framework for Service Quality, Customer Satisfaction and Behavioral Responses in Indian Banking Industry--A Comparison of Public and Private Sector Banks. Journal of Services Research, 2010. 10(1).
  22. Belás, J. and L. Gabčová, The relationship among customer satisfaction, loyalty and financial performance of commercial banks. Economics Management decision, 2016.
  23. Boateng, E., M. Amponsah, and A. Serwaaadomako, Impact assessment of ATM on customer satisfaction of banks in Ghana:a case study of Kumasi,Ghana. Mpra Paper, 2014.
  24. Kadri, A.-B.Y., A. Bunyaminu, and S. Bashiru, Assessing rural banks effectiveness in Ghana. International Business Research, 2013. 6(3): p. 140.
  25. Kyei, D.A. and B. Narteh, Relationship Marketing Practices and Customer Satisfaction in the Ghanaian Banking Sector. International Journal of Bank Marketing, 2016. 12(12): p. 15-23.
  26. Min, H., et al., Efficient, stable solar cells by using inherent bandgap of α-phase formamidinium lead iodide. 2019. 366(6466): p. 749-753.
  27. William, O., E.E. Appiah, and E.A. Botchway, Assessment of customer expectation and perception of service quality delivery in Ghana commercial bank. Journal of Humanity, 2016. 4(1): p. 81-91.
  28. Moghavvemi, S., S.T. Lee, and S.P. Lee, Perceived overall service quality and customer satisfaction. International Journal of Bank Marketing, 2018.
  29. Jamaluddin, J. and E. Ruswanti, Impact of service quality and customer satisfaction on customer loyalty: a case study in a private hospital in Indonesia. Journal of Business Management Decision, 2017. 19(5): p. 23-33.
  30. Lindgreen, A., et al., Value in business and industrial marketing: Past, present, and future. Industrial Marketing Management, 2012. 41(1): p. 207-214.
  31. Baabdullah, A.M., et al., Consumer use of mobile banking (M-Banking) in Saudi Arabia: Towards an integrated model. International Journal of Information Management, 2019. 44: p. 38-52.
  32. Ozili, P.K., Banking stability determinants in Africa. International Journal of Managerial Finance, 2018.
  33. Corrigan, J., et al., A new health system for the 21st century. 2001.
  34. Osei-Frimpong, K., Patient participatory behaviours in healthcare service delivery: Self-determination theory (SDT) perspective. Journal of Service Theory Practice, 2017. 27(2): p. 453-474.

International Journal of Scientific Research in Science and Technology

Downloads

Published

2021-10-30

Issue

Volume 8, Issue 5, September-October-2021

Section

Research Articles

License

Copyright (c) IJSRST

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

[1]
Bentil Anthony Ewusi, He YouShi, Ruth Appiah, Ninnette Attisogbe, Geoffrey Bentum-Micah, Emmanuel Bosompem Boadi "An Upshot of Banking Service Quality and Cocoa farmers Satisfaction on Loyalty : The Case of Agricultural Development Bank (ADB), Sefwi-Wiawso" International Journal of Scientific Research in Science and Technology(IJSRST), Online ISSN : 2395-602X, Print ISSN : 2395-6011,Volume 8, Issue 5, pp.67-77, September-October-2021. Available at doi : https://doi.org/10.32628/IJSRST21851