The Impact of Service Quality on Consumer Loyalty

A Study of 'All Needs Supermarket, Takoradi.'

Research Paper (postgraduate) from the year 2013 in the subject Economics - International Economic Relations, grade: A, Atlantic International University (School of Business and Economics), language: English, abstract: 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.

David Ackah a Ghanaian Professional Holds Ph.D. in Economic Development in Africa, MSc. Economics from the United State of America, Bachelor Degree in Accounting, Post Graduate Diploma in Logistics and Supply Chain Management, Post Graduate Diploma in Project Management, & Post Graduate Diploma in Customer Relationship Management. He also holds a Diploma in Marketing from Institute of Commercial Management (ICM UK), Standard Diploma in Sales Management from Managing & Marketing Sales Association (MAMSA UK) and a certificate in Marketing & Salesmanship from the Institute of Export and Shipping Management. David Ackah holds 'Fellow Chartered Membership' (Highest Grade Membership) from the following Institutions, Institute of Project Management Professionals Ghana, Chartered Institute of Supply Chain Management, Ghana, Chartered Institute of Project Management, Nigeria, Institute of Certified Economists Ghana, & Chartered Institute of Customer Relationship Management, Nigeria. David Ackah is the President of Institute of Project Management Professionals and a Senior Lecturer and Internal Auditor of Golden Sunbeam University College of Science & Technology (both School of Business and Administration) with an oversight of administrative and accounting procedures as well as planning the long-term auditing strategy for the onward development of the University. He provides operational support, monitoring and periodic review of administrative auditing to ensure the achievement of the vision and goals of the University. David Ackah is an author of five Internationally Published Books in the areas of Business, and about forty-two Articles Published in the International domain. He has a total University teaching experience of 5 years, and a total professional experience of 8 years in Manufacturing, Pharma marketing, Sales/Distribution, administration, Economics & finance.