An Assessment of Service Quality in Corporate Banking: A Case Study of Guaranty Trust Bank, Abuja
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Background of the Study:
Service quality is a critical factor in the success of corporate banking, influencing customer satisfaction, loyalty, and long-term profitability. Guaranty Trust Bank (GTBank) in Abuja has implemented various measures to enhance service quality, including process standardization, staff training, and the adoption of digital technologies that streamline customer interactions. High-quality service in corporate banking involves prompt response times, personalized solutions, and effective problem resolution, all of which contribute to building strong client relationships (Ibrahim, 2024). GTBank’s focus on service quality is reflected in its continuous monitoring of performance metrics and customer feedback, enabling the bank to identify areas for improvement and implement corrective actions swiftly. Despite these efforts, challenges such as inconsistent service delivery across branches and the complexities of balancing digital and personal interactions persist, affecting overall customer satisfaction. This study examines service quality in corporate banking at Guaranty Trust Bank, assessing its impact on customer retention and competitive positioning, and provides recommendations for achieving a uniformly high level of service (Okafor, 2023).
Statement of the Problem:
Although Guaranty Trust Bank has invested in improving service quality, inconsistencies in service delivery and operational challenges continue to affect customer satisfaction. Variability across branches and difficulties in managing digital and personal service channels create gaps that undermine overall service quality and client retention.
Objectives of the Study:
• To assess the current service quality in corporate banking at Guaranty Trust Bank.
• To identify key factors contributing to service quality discrepancies.
• To recommend strategies for standardizing and enhancing service quality.
Research Questions:
• How is service quality perceived by corporate banking clients at Guaranty Trust Bank?
• What factors contribute to variations in service quality?
• What measures can improve service quality and customer retention?
Research Hypotheses:
• H₁: Consistent high service quality significantly improves customer retention.
• H₂: Variability in service delivery negatively impacts customer satisfaction.
• H₃: Standardized service protocols and enhanced staff training improve overall service quality.
Scope and Limitations of the Study:
The study focuses on corporate banking operations at Guaranty Trust Bank in Abuja, using customer surveys and internal performance data. Limitations include potential response biases and regional operational differences.
Definitions of Terms:
• Service Quality: The overall standard and consistency of service provided by the bank.
• Corporate Banking: Financial services designed for business and corporate clients.
• Customer Retention: The ability of the bank to retain long-term clients.
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