Brands and service-quality perception

Purpose: This paper seeks to determine from the standpoint of undergraduate students, service-quality dispositions of bank brands operating in Ghana; in respect of customer service (human interaction), service knowledge and bank infrastructure and technology. Design/methodology/approach: Data were obtained from undergraduate first time bank customers in the University of Ghana Business School via a questionnaire using a convenience sampling method. A structured questionnaire containing 12 service-quality statements was designed and administered to 519 first time undergraduate bank customers to measure their perception of service quality with regard to bank brands in Ghana. The repeated measures of ANOVA were employed. Findings: The respondents perceive the service knowledge dimension of brand service quality as the weakest performance service attribute for banks operating in Ghana. Practical implications: This study offers practical tips for bank managers seeking to manage an increasingly important segment; the undergraduate banking segment. Originality/value: This study contributes to the bank marketing literature by utilizing a new brand service-quality conceptualization to investigate research issues that focused on a banking segment that is under-researched in the context of developing economies and Africa in particular.