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Customer Satisfaction as a Determinant of Customer Loyalty of Rural Banks in Kumasi, Ghana

Abstract

Satisfied customers are considered to maintain contact with the company, buy more products or services especially in the services sector. This study assessed the impact of customer satisfaction on customer loyalty. The main research question that guided the study was does customers’ satisfaction have an impact on loyalty in the rural banking industry in Ghana? The study adapted Garvin’s (1998) Managing Quality Model to assess the impact of customer loyalty determinants such as satisfaction and switching on RBs customers.  In this study, descriptive approach was employed.

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