Service Quality and Customer Satisfaction in Loan Acquisition: Evidence from Commercial Banks in Ghana

The financial sector of Ghana is now characterized by increasing competition in the granting of loans to its customers. Most of the banks are employing cutting edge technology to improve the quality of their services and to roll out new products including loans for their clients. In order to evaluate service quality, loan acquisition and customer satisfaction in banking and provide answers to the research questions and achieve the research objectives, a descriptive design was used. The study was therefore designed to describe the relationship between service qualities, loan acquisition customer satisfaction in commercial banking operations. Purposive sampling technique which is non-probability sampling was used to select the ninety-six (96) customers to participate in the study. The study revealed that the service quality dimension (reliability, responsiveness, tangibility, assurance and empathy) have influence on customer satisfaction in loan acquisition. Banking institutions give customer attention when they are acquiring loan and they understand specific needs of the customers about loans and banking institutions have customers interest in giving loan. The results suggested that future researchers investigate service quality, loan acquisition and customer switching tendencies and the importance of technical and functional quality in relation to loan acquisition at the commercial banks in Ghana.