International Journal of Multidisciplinary Research and Development

International Journal of Multidisciplinary Research and Development


International Journal of Multidisciplinary Research and Development
International Journal of Multidisciplinary Research and Development
Vol. 7, Issue 2 (2020)

The effect of customer satisfaction on service quality and customer retention: evidence from rural banks in Ghana


Abba Shamsu-Deen Mahamud, Julius Nuertey Nanor, Hajara Mohammed, Abubakari Mohammed Gazaire

This study primarily focused on the effect of customer satisfaction on service quality and customer retention on some rural banks in Ghana. Data were collected using questionnaires, out of 350 questionnaires administered, 200 were received and analyzed using partial least square and structural equation model. The results of the study shows that there is a positive relationship between service quality and customer retention. The study also shows that there is a significant positive relationship between service quality and customer satisfaction. This study contributes to literature in the field of service quality and customer retention, especially in the Ghanaian context. The study also suggested some recommendation and contribution which limitations wasn’t left out.
Pages : 23-27 | 405 Views | 106 Downloads