Assessing service delivery at Zenith Bank Ghana Limited

Abstract

The competitive nature of the banking system in Ghana requires that the banks deliver top notch services in order to gain more customer loyalty. It is upon this direction that this study was carried out to assess the level of service quality delivery at Zenith Bank, Cape Coast and Takoradi branches. The investigations were conducted within the SERVQUAL framework. In order to achieve the above, the study performed descriptive analyses on the respondents and the five broad SERVQUAL dimensions. Additionally, factor analyses were conducted to determine the relative importance of each of the five SERVQUAL dimensions on both customers’ expectation and customers’ perception. Eventually, gap analyses were also conducted to determine both the unweighted and weighted scores based on which the level of service delivery at Zenith Bank was identified. The results show that Empathy, Assurance, Reliability, Tangibility and Responsiveness, in that order, depict the hierarchy of importance of customers’ expectation of service delivery at Zenith Bank. On the other hand, the results also showed that Tangibility, Assurance, Reliability, Responsiveness and Empathy are the hierarchy of importance of customers’ perception of service delivery at Zenith Bank. Finally, the gap analysis showed that, customers perceived services delivery at Zenith Bank as poor. The employees of Zenith Bank should be continuously oriented on how to deliver customized services. When Zenith Bank trains its workers, the bank should provide enough avenues for them to pay attention to individualized service delivery.