Page 108 - Contributed Paper Session (CPS) - Volume 8

CPS2205 Abdul Aziz A. Rahaman et al.
indices in the case of the SEM appear to have exaggerated compared to the
ordinal logit model, which could be attributed to the sample size. Again, the
SEM could utilise a mediation variable but the ordinal logit could not
incorporate such variable. Meanwhile, the results from the SEM showed that
loyalty influence to a great deal the trustworthiness and corporate image of
universal banks in Ghana. Also, service quality is a relevant contributing factor
to empathy, reliability and assurance of universal banks’ services. However,
reliability and assurance, in terms of, service quality aspects are not really
contributing significantly to customer satisfaction. Service quality have both
direct and indirect effect on customer retention. However, satisfaction was
deemed statistically insignificant in contributing to customer retention.
However, the results of the ordinal logit model showed that service quality
dimensions in terms tangible, responsiveness, empathy and trust are relevant
contributing factors to customer retention at Ghana commercial bank.

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