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Transcript of ENYO'S THESIS-COMPLETE PDF.docx
EFFECT OF CUSTOMER SERVICE ON CUSTOMER SATISFACTION, A CASE
STUDY OF FIDELITY BANK, ADUM, KUMASI
by
Enyonam Afi Ako-Nai
PG3030509
A Thesis Submitted To the Institute Of Distance Learning, Kwame Nkrumah
University Of Science and Technology in Partial Fulfilment of the Requirements for
the Degree Of
COMMONWEALTH EXECUTIVE MASTERS OF BUSINESS
ADMINISTRATION
JUNE, 2011
DECLARATION
I hereby declare that this submission is my own work towards the CEMBA and to the
best of my knowledge, it contains neither material previously published by another person
nor material which has been accepted for the award of the university except where due
acknowledgement has been made in the text.
Enyonam Afi Ako-Nai ……………………. …………………
PG3030509 Signature: Date
Certified by:
MR. G N Asamoah ……………………… ………...........
Supervisor Signature Date
Certified by:
Prof.R.K. Dontwi ……………………… ………………….
Dean, IDL Signature Date
ii
ABSTRACT
The purpose of the research was to find out if the customer service provided in the bank
has any effect on customer satisfaction and for that matter, customer loyalty. Barriers to
customer service provision and any other thing customers would like to see in the bank
were also researched. In order to obtain the best results, the main research methodology
adopted was a case study involving the head branch of the bank under study.
Questionnaires were used to obtain information from customers and the staff of the bank.
Findings from the research revealed that, Adum Branch of Fidelity bank provides
appreciable level of customer service; however these are just seen as satisfying. Barriers
such as large numbers of customers with few tellers, some problems with the system
(internet banking) and some managerial decisions affect customer service provision in the
bank. Customers at Fidelity bank are loyal to the bank. And these customers would like
the number of tellers to be increased and larger packing space provided for them.
It was recommended that customer service provision in Fidelity bank should go beyond
satisfaction. Strategies that exceed customer expectations should be put in place to delight
the customers.
iv
ACKNOWLEDGEMENTS
All thanks first of all to the Almighty God for strength and grace to go through the course
and the completion of this thesis.
I also thank my supervisor, Mr G.N Asamoah for his prompt response to my write- ups
and criticisms which made this thesis a good one.
I again acknowledge Mrs Pokua Appiah, my group leader in the Cemba programme, for
her support and interest in my all my course work.
Finally, I wish to thank the staff and Manager of Fidelity bank, Adum-Kumasi for
Allowing me and providing me with all the necessary inform to complete this work.
To all and sundry who contributed in making this work a success, I say God bless you all.
v
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