Impact of Customer Service Practices on Customer Satisfaction and Retention
Subject Areas : General ManagementM. Kwamega 1 , E. Brako Ntiamoah 2 , P. Oforiwaa Egyiri 3 , D. Fiaklou 4
1 - School of Management and Economics, University of Electronic Science and Technology
of China, Chengdu, China
2 - School of Management and Economics, University of Electronic Science and Technology of China, Chengdu, China
3 - CIM-UK, Simon Page Business School, Accra, Ghana
4 - School of Management and Economics, University of Electronic Science and Technology
of China, Chengdu, China
Keywords: Customer service practices, Customer Satisfaction, Customer retention and medical,
Abstract :
In any business to customer (B2C) or business to business (B2B) type of environment, a customer is the ultimategoal and objective. More often than not, it can be quite an issue. This perhaps due to the fact that organizationssometimes do not really understand of what actually goes on in a customer’s mind. As such, this predicament hasprovided as a challenge task to most business conglomerates that places strong emphasis on customer relations.Although many researches and studies were conducted on the actual working of the customer’ mind, till today itis still a mystery. Therefore, this research is focused on the impact of customer service practices on customersatisfaction and retention in the regional medical stores (Koforidua). The study adopted both qualitative (casestudy) and quantitative methods respectively. The medical store in the eastern region was selected to gather data,which was acquired from answers obtained from our administered questionnaire. The population of the surveyconstituted the clients that the medical store supply drugs and other medical services to within the eastern regionof Ghana. Hypotheses of the study were analyzed using correlation and regression. Results of the study showedthat there are high positive correlation between the constructs of customer service practices, customer satisfactionand customer retention.