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Service Gaps And Customer Satisfaction In The Rural Banking Industry In Ashanti Region Of Ghana
Service quality has been proven to be a predictor of customer satisfaction and organizational success. This work therefore sought to examine service quality amongst the rural banks in the Ashanti Region of Ghana using the SERVQUAL model. The findings indicate that the most important dimension of service quality is the reliability of financial service delivery. The results also showed significant gaps in terms of perceived service quality and expected service quality. Correlation and regression analysis further proved that some dimensions of service quality have a significant impact on customer satisfaction; excluding tangibles and responsiveness.
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