Service Quality Delivery of Rural Banks: Perception of Customers in Emerging Economies

Abstract

The aim of this study was to investigate service quality delivery of rural banks in emerging economies from the customers’ perspective. This study employed descriptive design. A questionnaire designed by the researchers was used to obtain data from 382 customers, using convenience sampling technique. Data were presented and analyzed using descriptive statistics which included frequencies, percentages, means and standard deviation. The study found that customers want rural banks in Takoradi to establish more convenient branches i.e. sub branches, outlets and further extend banking hours to resolve overcrowding at the banking halls. It was therefore recommended that management of these rural banks in Takoradi, Ghana should liaise with stakeholders to establish more branches in its catchment areas to ease the frequent congestion in the banking halls.