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ASSESSING SERVICE QUALITY IN COMMERCIAL BANKS A CASE STUDY OF MERCHANT BANK GHANA LIMITED
ABSTRACT
Consumers all over the world have become more quality conscious; hence there has been
an increased customer demand for higher quality service. The general objective of this
study is to assess the level of service quality delivery at Merchant Bank Ghana Limited.
The focus was on the four branches of Merchant Bank located in the Kumasi Metropolis.
The outcome of study will enhance the Bank‟s competitive position in the banking
industry and ensure its survival. Convenient sampling technique was employed in the
study with Statistical Package for Social Scientist (SPSS) used in the analysis. The
expectations and perceptions of Merchant Bank customers were assessed under the five
dimensions of sequel. It was found that all the five dimensions contributed to quality of
service delivery in Merchant Bank. Comparison between the customer responses and
service delivery revealed the need for Merchant bank management should work towards
enhancing customer relationship management. Statistically using the Z test, there were no
significant differences among the five service quality dimensions. However, assurance and
tangibility dimensions recorded significant difference among the expectation and
perception with a quality gap of 0.310 and 0.325 respectively. It can however be
concluded from the analysis that customers were not satisfied with service delivery of
Merchant Bank. To ensure customer retention and improve on competiveness, Merchant
Bank should regularly assess service delivery
