The Impact of Service Quality on Consumer Loyalty

A Study of “All Needs Supermarket, Takoradi.”

Research Paper (postgraduate) , 2013 , 32 Pages , Grade: A

Economics - International Economic Relations

The study explores the relationship between service quality and customer satisfaction on customer loyalty with regards to services provided by All Needs Supermarket, located in Takoradi.
To achieve the objective of the study, quantitative method was used for the statistical analysis and convenience sampling for selecting customers. The researcher used the self-administered questionnaire as a method for collecting data from the sample consists of 101customers randomly selected from the population frame.
The results show that both service quality and customer satisfaction significantly affect the level
of customer loyalty of the customers of All needs supermarket, Takoradi. It was therefore, recommended that staff of All needs supermarket should pay special attention to their service quality and the factors that drive customer satisfaction.

Inhalt

ABSTACT

CHAPTER ONE
1.1 Background to the Study
1.2 Statement of the Problem
1.3 Purpose of the Study
1.4 Objectives of the Study
1.5 Research Questions
1.6 Importance of the Study
1.7 Scope of the Study
1.8 Organization of the Study

CHAPTER TWO
2.1 Introduction
2.2 Service Quality
2.2.1 Store Image
2.3 Customer Satisfaction
2.4 Customer’s Loyalty
2.4.1 Inter-Relationship among Service Quality, Customer Satisfaction and Customer Loyalty
2.5 Conclusion

CHAPTER THREE
3.1 Introduction
3.2 Research Design
3.3 Area of Study
3.4 Population
3.5 Sample Size
3.6 Sampling Technique
3.7 Instrumentation
3.8 Mode of Data Collection
3.9 Method of Data Analysis and Presentation of Results
3.10 Ethical Considerations

CHAPTER FOUR
4.1. Introduction
4.2 Background of the Respondents
4.3 Reliability of Quality Service
4.3.1 Timely Provision of Service
4.3.2 Dependability
4.3.3 Staff’s Provision of Knowledgeable Information
4.3.4 Consistency in the Delivery of Service
4.4 Responsiveness of Staff
4.4.1 Informing Users of Services
4.4.2 Approachability of Staff
4.4.3 Quick Response
4.4.4 The Supermarket never keeps Customers waiting
4.5 Assurance of Staff
4.5.1 Knowledge to Answer Questions
4.5.2 Ability to Solve Customers’ Problems
4.5.3 Conduciveness of the Supermarket
4.5.4 Courtesy and politeness of staff
4.6 Staff Empathy
4.6.1 Personal Attention
4.6.3 Convenient Opening Hours
4.6.4 Information on All Services Available
4.6.5 Reliance on Knowledge to Meet My Needs
4.7 Tangibles of the Supermarket
4.7.1 Physical Facilities of the Supermarket
4.7.2 Extent of Physical Layout of Equipment
4.7.3 Environmental Conditions
4.7.4 Appearance of Staff
4.8 User Satisfaction
4.9 Customer Loyalty
4.9.1 Proud of Being a Customer
4. 9.2 Desire to Continue as Customers
4.9.3 Recommending the Shop to Others
4.9.4 Possibility of Purchase
4.9.5 Possibility of waiting

CHAPTER FIVE
5.1 Introduction
5.2 Summary of the Findings
5.2.1 Dimensions of Service Quality
5.2.2 Overall Satisfaction
5.3 Conclusion
5.4 Recommendation
5.4.1 Tailor-Made Service
5.4.2 Implementation of Total Quality Management (TQM) Program
5.4.3 Training of Staff
5.4.4 Environmental Development

REFERENCES

• College: ( Atlantic International University ) (School of Business and Economics)
• Grade: A
• Authors: Dr. David Ackah (Author), Makafui R. Agboyi (Author)
• Publication Year: 2013
• Pages: 32
• Catalog Number: V283723
• ISBN (eBook): 9783656834786
• ISBN (Book): 9783656834793
• Language: English
• Tags: impact, service, quality, consumer, loyalty, study, needs, supermarket, takoradi