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Service Quality and Customer Satisfaction in the Retail Industry in Sunyani Municipality of Ghana
Article Number: SIS267190AI100623
10th June, 2023
Author(s):
Emmanuel Assifuah-Nunoo
Abstract:
The study examines the Service
Quality and Customer Satisfaction in the Retail Industry in Sunyani
Municipality of Ghana. The cross-sectional descriptive statistical analysis was
adopted with an accidental sampling technique. Kothari’s formula was used to
obtain a sample size of 384 respondents. To collect primary data,
questionnaires were administered in one-to-one interviews with respondents and
the analysis was done by using means, descriptive analysis, and correlation
analysis. The findings of the analysis were presented in tables, which show
that the quality of service perceived by customers is not very satisfactory,
meaning that some of the customers’ expectations are not met. Though customers
are okay with some of the factors such as product quality and environment, they
are highly dissatisfied with employee’s behaviors and the lack of
diversification of supplies and ask for improvement at these levels. This study
contributes to the existing gap on retail industry research and provides
empirical results that guide other retail industry, on service quality and
customer satisfaction. Some recommendations have been done and include that,
organizations should develop a strategy that will assist them to capture
customer’s perceptions of demand and, a good customer satisfaction strategy to
help the organization to capture their performances towards customers standards
and internal process. Moreover, Managers should provide more training through
workshops and seminars about service quality, emphasizing how staff are
supposed to serve and handle customer’s complaints.
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