Customer Satisfaction Assessment Using the SERVQUAL Model

Martin Mabeifam Ujakpa; Jonathan Fundisi; Laizah Mutasa; Victoria Kaleinasho Lazarus; Naemi Mutuna Uushini; Timoteus Sheepo; Joana Eshun

doi:doi:10.11648/j.sjbm.20170505.13

Customer Satisfaction Assessment Using the SERVQUAL Model

Martin Mabeifam Ujakpa, Jonathan Fundisi, Laizah Mutasa, Victoria Kaleinasho Lazarus, Naemi Mutuna Uushini, Timoteus Sheepo, Joana Eshun

Published in Science Journal of Business and Management (Volume 5, Issue 5)

Received: 16 August 2017 Accepted: 28 August 2017 Published: 15 December 2017

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Abstract

The main objective of this study is to examine customer satisfaction in the banking sector using the SERVQUEL model and Ecobank Ghana Limited in Ghana as a case study. The research employed the quantitative research approach. Using a sample size of 150, data was collected and analysed. The research revealed that expectations of customers exceeded their perceptions. The interpretation of this result using the disconfirmation theory is that customers are generally not satisfied with the quality of service they receive from the bank. The conclusion drawn in this regard is that, Ecobank Ghana Limited is not fully meeting the expectations of their customers and hence need to do more to improve its service quality as a means of satisfying their customers so as to remain competitive. The research population was restricted to three Ecobank branches: all in one township and hence the results of the study cannot be generalized. Future studies should therefore look at conducting a countrywide study.

Published in	Science Journal of Business and Management (Volume 5, Issue 5)
DOI	10.11648/j.sjbm.20170505.13
Page(s)	194-198
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2017. Published by Science Publishing Group

Keywords

SERVQUEL, Customer Satisfaction, Expectation Disconfirmation Theory, Customer Expectation

References

[1]	Anderson et al. (2006) Customer satisfaction, market share and profitability: finding from Sweden. Journal of Marketing, 58, June.
[2]	Anderson, R. E. (2005). Consumer dissatisfaction: The effect of disconfirmed expectancy on Perceived Product Performance. Journal of Marketing Research, 10 February: 38-44.
[3]	Churchill and Suprenant. (2007). An Investigation Into The Determinant Of Customer Satisfaction. Journal marking science. 19(4).
[4]	Eckert, S. G. (2007). Inventory Management and Its Effects on Customer Satisfaction. Journal of Business and public Policy. (1), 1-2.
[5]	Ekinci Y. & Sirakaya E. (2004). An Examination of the Antecedents and Consequences of Customer Satisfaction. In: Crouch G. I., Perdue R. R., Timmermans H. J. P., & Uysal M. Consumer Psychology of Tourism, Hospitality and Leisure. Cambridge, MA: CABI Publishing, 189-202.
[6]	Ecobank (2014). Customer Population. Ecobank Gh Ltd. Takoradi, Ghana.
[7]	Fornell, C. (2006), A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56 (1), 6-21.
[8]	Harvey & M. Sherif (2007). Assimilation And Contrast Effects In Reaction To Communication And Attitude Change. Journal of Abnormal and Social Psychology, 55(7), 244-252.
[9]	Porter, M. E. (2007), Competitive Advantage: Creating and Sustaining Superior Performance. The Free Press, New York.
[10]	Siddiqi, K. O. (2010). Interrelations Between Service Quality Attributes, Customer Satisfaction And Customer Loyalty In The Retail Banking Sector In Bangladesh. International Trade & Academic Research Conference (ITARC), 1-26. London.
[11]	Titko, J. and Lace, N. (2010). Customer Satisfaction and Loyalty in Latvian Retail Banking, Economics and Management, 15, 1031-1038.
[12]	Cudjoe, A., G., Anim, P., A., Nyanyofio Joseph, G., N., T. (2015). Service Quality and Customer Satisfaction in the Ghanaian Banking Industry: A Case of Ghana Commercial Bank. European Journal of Business and Management, 7(3), 123-140.
[13]	Kumar, M., Kee, F. T. & Charles, V. (2010). Comparative Evaluation of Critical Factors in Delivering Service Quality of Banks: An Application of Dominance Analysis in Modified SERVQUAL Model. International Journal of Quality and Reliability Management, 27 (3), 351-377.
[14]	Lau M., M., Cheung, R., Lam, Aris., Y., C. & Chu, Y., Ting. (2013). Measuring Service Quality in the Banking Industry: A Hong Kong Based Study. Contemporary Management Research 9(3). 263-282.

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APA Style

Martin Mabeifam Ujakpa, Jonathan Fundisi, Laizah Mutasa, Victoria Kaleinasho Lazarus, Naemi Mutuna Uushini, et al. (2017). Customer Satisfaction Assessment Using the SERVQUAL Model. Science Journal of Business and Management, 5(5), 194-198. https://doi.org/10.11648/j.sjbm.20170505.13

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ACS Style

Martin Mabeifam Ujakpa; Jonathan Fundisi; Laizah Mutasa; Victoria Kaleinasho Lazarus; Naemi Mutuna Uushini, et al. Customer Satisfaction Assessment Using the SERVQUAL Model. Sci. J. Bus. Manag. 2017, 5(5), 194-198. doi: 10.11648/j.sjbm.20170505.13

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AMA Style

Martin Mabeifam Ujakpa, Jonathan Fundisi, Laizah Mutasa, Victoria Kaleinasho Lazarus, Naemi Mutuna Uushini, et al. Customer Satisfaction Assessment Using the SERVQUAL Model. Sci J Bus Manag. 2017;5(5):194-198. doi: 10.11648/j.sjbm.20170505.13

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@article{10.11648/j.sjbm.20170505.13,
  author = {Martin Mabeifam Ujakpa and Jonathan Fundisi and Laizah Mutasa and Victoria Kaleinasho Lazarus and Naemi Mutuna Uushini and Timoteus Sheepo and Joana Eshun},
  title = {Customer Satisfaction Assessment Using the SERVQUAL Model},
  journal = {Science Journal of Business and Management},
  volume = {5},
  number = {5},
  pages = {194-198},
  doi = {10.11648/j.sjbm.20170505.13},
  url = {https://doi.org/10.11648/j.sjbm.20170505.13},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.sjbm.20170505.13},
  abstract = {The main objective of this study is to examine customer satisfaction in the banking sector using the SERVQUEL model and Ecobank Ghana Limited in Ghana as a case study. The research employed the quantitative research approach. Using a sample size of 150, data was collected and analysed. The research revealed that expectations of customers exceeded their perceptions. The interpretation of this result using the disconfirmation theory is that customers are generally not satisfied with the quality of service they receive from the bank. The conclusion drawn in this regard is that, Ecobank Ghana Limited is not fully meeting the expectations of their customers and hence need to do more to improve its service quality as a means of satisfying their customers so as to remain competitive. The research population was restricted to three Ecobank branches: all in one township and hence the results of the study cannot be generalized. Future studies should therefore look at conducting a countrywide study.},
 year = {2017}
}

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TY  - JOUR
T1  - Customer Satisfaction Assessment Using the SERVQUAL Model
AU  - Martin Mabeifam Ujakpa
AU  - Jonathan Fundisi
AU  - Laizah Mutasa
AU  - Victoria Kaleinasho Lazarus
AU  - Naemi Mutuna Uushini
AU  - Timoteus Sheepo
AU  - Joana Eshun
Y1  - 2017/12/15
PY  - 2017
N1  - https://doi.org/10.11648/j.sjbm.20170505.13
DO  - 10.11648/j.sjbm.20170505.13
T2  - Science Journal of Business and Management
JF  - Science Journal of Business and Management
JO  - Science Journal of Business and Management
SP  - 194
EP  - 198
PB  - Science Publishing Group
SN  - 2331-0634
UR  - https://doi.org/10.11648/j.sjbm.20170505.13
AB  - The main objective of this study is to examine customer satisfaction in the banking sector using the SERVQUEL model and Ecobank Ghana Limited in Ghana as a case study. The research employed the quantitative research approach. Using a sample size of 150, data was collected and analysed. The research revealed that expectations of customers exceeded their perceptions. The interpretation of this result using the disconfirmation theory is that customers are generally not satisfied with the quality of service they receive from the bank. The conclusion drawn in this regard is that, Ecobank Ghana Limited is not fully meeting the expectations of their customers and hence need to do more to improve its service quality as a means of satisfying their customers so as to remain competitive. The research population was restricted to three Ecobank branches: all in one township and hence the results of the study cannot be generalized. Future studies should therefore look at conducting a countrywide study.
VL  - 5
IS  - 5
ER  -

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Author Information

Martin Mabeifam Ujakpa

Department of Information Technology, Faculty of Information Technology & Systems Development, International University of Management, Windhoek, Namibia
Jonathan Fundisi

Department of Network & Security, Faculty of Information Technology & Systems Development, International University of Management, Windhoek, Namibia
Laizah Mutasa

Department of Software Development, Faculty of Information Technology & Systems Development, International University of Management, Windhoek, Namibia
Victoria Kaleinasho Lazarus

Department of Information Technology, Faculty of Information Technology & Systems Development, International University of Management, Windhoek, Namibia
Naemi Mutuna Uushini

Department of Information Technology, Faculty of Information Technology & Systems Development, International University of Management, Windhoek, Namibia
Timoteus Sheepo

Department of Information Technology, Faculty of Information Technology & Systems Development, International University of Management, Windhoek, Namibia
Joana Eshun

Jamodja University of Zambia, Windhoek, Namibia

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APA Style

Martin Mabeifam Ujakpa, Jonathan Fundisi, Laizah Mutasa, Victoria Kaleinasho Lazarus, Naemi Mutuna Uushini, et al. (2017). Customer Satisfaction Assessment Using the SERVQUAL Model. Science Journal of Business and Management, 5(5), 194-198. https://doi.org/10.11648/j.sjbm.20170505.13

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ACS Style

Martin Mabeifam Ujakpa; Jonathan Fundisi; Laizah Mutasa; Victoria Kaleinasho Lazarus; Naemi Mutuna Uushini, et al. Customer Satisfaction Assessment Using the SERVQUAL Model. Sci. J. Bus. Manag. 2017, 5(5), 194-198. doi: 10.11648/j.sjbm.20170505.13

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AMA Style

Martin Mabeifam Ujakpa, Jonathan Fundisi, Laizah Mutasa, Victoria Kaleinasho Lazarus, Naemi Mutuna Uushini, et al. Customer Satisfaction Assessment Using the SERVQUAL Model. Sci J Bus Manag. 2017;5(5):194-198. doi: 10.11648/j.sjbm.20170505.13

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@article{10.11648/j.sjbm.20170505.13,
  author = {Martin Mabeifam Ujakpa and Jonathan Fundisi and Laizah Mutasa and Victoria Kaleinasho Lazarus and Naemi Mutuna Uushini and Timoteus Sheepo and Joana Eshun},
  title = {Customer Satisfaction Assessment Using the SERVQUAL Model},
  journal = {Science Journal of Business and Management},
  volume = {5},
  number = {5},
  pages = {194-198},
  doi = {10.11648/j.sjbm.20170505.13},
  url = {https://doi.org/10.11648/j.sjbm.20170505.13},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.sjbm.20170505.13},
  abstract = {The main objective of this study is to examine customer satisfaction in the banking sector using the SERVQUEL model and Ecobank Ghana Limited in Ghana as a case study. The research employed the quantitative research approach. Using a sample size of 150, data was collected and analysed. The research revealed that expectations of customers exceeded their perceptions. The interpretation of this result using the disconfirmation theory is that customers are generally not satisfied with the quality of service they receive from the bank. The conclusion drawn in this regard is that, Ecobank Ghana Limited is not fully meeting the expectations of their customers and hence need to do more to improve its service quality as a means of satisfying their customers so as to remain competitive. The research population was restricted to three Ecobank branches: all in one township and hence the results of the study cannot be generalized. Future studies should therefore look at conducting a countrywide study.},
 year = {2017}
}

Copy | Download

TY  - JOUR
T1  - Customer Satisfaction Assessment Using the SERVQUAL Model
AU  - Martin Mabeifam Ujakpa
AU  - Jonathan Fundisi
AU  - Laizah Mutasa
AU  - Victoria Kaleinasho Lazarus
AU  - Naemi Mutuna Uushini
AU  - Timoteus Sheepo
AU  - Joana Eshun
Y1  - 2017/12/15
PY  - 2017
N1  - https://doi.org/10.11648/j.sjbm.20170505.13
DO  - 10.11648/j.sjbm.20170505.13
T2  - Science Journal of Business and Management
JF  - Science Journal of Business and Management
JO  - Science Journal of Business and Management
SP  - 194
EP  - 198
PB  - Science Publishing Group
SN  - 2331-0634
UR  - https://doi.org/10.11648/j.sjbm.20170505.13
AB  - The main objective of this study is to examine customer satisfaction in the banking sector using the SERVQUEL model and Ecobank Ghana Limited in Ghana as a case study. The research employed the quantitative research approach. Using a sample size of 150, data was collected and analysed. The research revealed that expectations of customers exceeded their perceptions. The interpretation of this result using the disconfirmation theory is that customers are generally not satisfied with the quality of service they receive from the bank. The conclusion drawn in this regard is that, Ecobank Ghana Limited is not fully meeting the expectations of their customers and hence need to do more to improve its service quality as a means of satisfying their customers so as to remain competitive. The research population was restricted to three Ecobank branches: all in one township and hence the results of the study cannot be generalized. Future studies should therefore look at conducting a countrywide study.
VL  - 5
IS  - 5
ER  -

Copy | Download