Effect of perceived service quality on the trust and the customers commitment towards the commercial banks in Togo

Abstract

Perceived service quality remains a key variable in the bank-customer relationship. This relationship remains largely unexplored. How does perceived service quality influence customers' trust and commitment to commercial banks in Togo? Therefore, our research aims to study the influence of perceived service quality on the trust and commitment to customers toward commercial banks in Togo. To achieve this, we adopted a qualitative and quantitative study. Using an interview guide developed for this purpose, we interviewed 10 commercial bank’s customers. The semi-structured interview collected data on perceived service quality, trust and commitment. Content analysis through lexical logic was performed manually. This exploratory study allowed us to adapt our measurement scales from the literature review. The second step of the methodology is the quantitative study. Based on the convenience method, samples of 214 and 306 clients were constituted for the exploratory and confirmatory study respectively, through the administration of face-to-face questionnaires. We made sure that no client was interviewed twice. Using SPSS (2018) software under Amos, the data was processed and the results are as follows. Perceived service quality (through its relational and reliability dimensions) positively influences customers' commitment to Togolese commercial banks. Perceived service quality positively influences customer trust. The managers of these banking institutions in Togo must provide continuous training to their employees so that they have the necessary skills to provide their service. They must be friendly and able to use negotiation and sales techniques. This can enable the bank to ensure the commitment of their customers.

Classification JEL : G30, L19, L2

Paper type : empirical research