Abstract:
The purpose of the study was to assess the customer service practices in United Bank of
Africa (UBA) using Tanoso Branch as a case study. A survey was used to gather
information from a sample of 100 individuals analysed into 20 staff and 80 customers of
UBA bank. The researcher used convenience sampling strategy to select members to be
included in the sample frame. And collected primary data for the study through
questionnaires and interviews. From the study, a link between satisfaction level and
service quality can be established that, customers’ satisfaction is influenced by the level
of total service quality thereby influencing their loyalty to the business. The higher the
service quality, the higher the satisfaction level and hence the more customers become
loyal to the business. The researcher hence concluded that, was important that critical
attention is given to customer service as an important strategy at ensuring growth. Banks
were urged to provide loyalty programs in order to attract and retain more customers.
Management should show much concern about the complaints made by customers about
the technological system failure. Since quality is not stable and is always changing
according to the different needs of customers, management should make conscious effort
to improve and enhance the quality of products and services to meet the satisfaction of
customers by engaging in more research work. Further, it was recommended that banks
should use more customer satisfaction measurement tools such e- mail , telephone, one on-one interviews and suggestion boxes, among others, to solicit the opinions, views and
comments of customers on their products and services delivery effectively and efficient.
Description:
A DISSERTATION PRESENTED TO THE DEPARTMENT OF ACCOUNTING STUDIES
OF THE UNIVERSITY OF EDUCATION, WINNEBA IN PARTIAL FULFILMENT OF
THE REQUIREMENTS FOR THE AWARD OF MASTER OF BUSINESS
ADMINISTRATION DEGREE IN FINANCE
AUGUST, 2017