What is it about?
The dimensions of service quality, namely reliability, assurance, empathy, responsiveness, and tangibility, have been highly examined in the literature in terms of their importance to both businesses and customers. But where do firms' performance on, and customers' importance of, these dimensions match and mismatch? This paper uses the Importance-Performance Matrix Analysis model to examine if the dimensions most valued by customers actually receive top performance from banks in Ghana or there is a mismatch between customers' interests and banks' efforts.
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Why is it important?
The findings of the study extend the direct assessment of the relationship between the dimensions of service quality and customer satisfaction to importance-performance analysis to help companies, particularly banks in emerging economies, make sound decisions in their resource allocation and commitment.
Perspectives
Writing this article was a prodigious delight as it has an erudite co-author with whom I have had long-standing collaborations. I realized that most of the studies in the service quality literature have only examined the direct nexus between service quality dimension and customer satisfaction in different industries. However, most of the studies did not go further to help us understand how the companies were performing on each dimension and how customers interests were met. Because companies face the incessant problem of limited resources, time, efforts, financial etc., coupled with the rapidly changing tastes and preference of customers, I hope managers and researchers will find this article thought-provoking.
Stephen Oduro
University of International Studies of Rome
Read the Original
This page is a summary of: Importance-Performance Matrix Analysis (IPMA) of Service Quality and Customer Satisfaction in the Ghanaian Banking Industry, International Journal of Academic Research in Business and Social Sciences, August 2017, Human Resources Management Academic Research Society (HRMARS),
DOI: 10.6007/ijarbss/v7-i7/3120.
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