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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 behaviors and the lack of diversification of supplies and ask for improvement at these levels. This study contributes to the existing gap in retail industry research and provides empirical results that guide other retail industries, 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 processes. Moreover, Managers should provide more training through workshops and seminars about service quality, emphasizing how staff are supposed to serve and handle customers’ complaints.

Article Details

How to Cite
Assifuah-Nunoo, E. . (2023). Service Quality and Customer Satisfaction in the Retail Industry in Sunyani Municipality of Ghana. Convergence Chronicles, 4(3), 59–79.


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