Assessing the Effect of Customer Satisfaction and Trust on Customer Loyalty: The Preceding Role of Service Quality in Rural Banking in Ghana

Abstract

The competitive nature of the financial sector makes it imperative for firms to place emphasis on how to satisfy their
numerous customers and possibly attract new ones. The overall objective of the study was to assess the effect of customer
satisfaction and trust on customer loyalty. Out of the 280 self-administered questionnaires, 215 were retrieve for the
final analysis. Convenient sample technique was employed to select the respondents. Pearson correlation and multiple
regression were used to do the analysis. The overall assessment was that, there exist a positive relation correlation.
Between customer satisfaction, trust and customer loyalty. Management should as a matter of priority, seek to make
customer customers feel comfortable to keep transacting business them.