Abstract:
In any business to customer (B2C) or business to business (B2B) type of environment, a customer is the ultimate goal and objective. More often than not, it can be quite an issue. This perhaps due to the fact that organizations sometimes do not really understand of what actually goes on in a customer’s mind. As such, this predicament has provided as a challenge task to most business conglomerates that places strong emphasis on customer relations. Although many researches and studies were conducted on the actual working of the customer’ mind, till today it is still a mystery. Therefore, this research is focused on the impact of customer service practices on customer satisfaction and retention in the regional medical stores (Koforidua). The study adopted both qualitative (case study) and quantitative methods respectively. The medical store in the eastern region was selected to gather data, which was acquired from answers obtained from our administered questionnaire. The population of the survey constituted the clients that the medical store supply drugs and other medical services to within the eastern region of Ghana. Hypotheses of the study were analyzed using correlation and regression. Results of the study showed that there are high positive correlation between the constructs of customer service practices, customer satisfaction and customer retention.
Machine summary:
Therefore, this research is focused on the impact of customer service practices on customer satisfaction and retention in the regional medical stores (Koforidua).
Customer service is one of the organizational processes which companies perform considering the growing competition and for attracting entrepreneurial opportunities for increasing profitability, better access to the market and increasing the customer satisfaction and loyalty level (Calif, 1987).
H1: A firm ability to provide value added service to its customers is related to customer’s satisfaction.
The focus of this study is to assessing the impact of customer service practices on customer satisfaction and retention and to examine if clients are satisfied with these practices.
Therefore, because of the immense competition in health care delivery and the uniqueness of the customer, customer satisfaction and retention is becoming a terrain in which employees, customers and management all emerge as winners Data Collection The population of the survey constituted the clients of the medical stores.
This finding satisfies the hypothesis (H2) which states that the efficient and effective provision of quality service that leads to customer satisfaction will result in customer loyalty which is related to customer retention.
During the study, the researchers found out that customer service practices have a significant impact on customer satisfaction and retention.
The researchers went an extra mile to examine the relationship between service quality and customer retention.
The statistical results showed significantly that the regional medical store perform customer service practices on the basis of satisfying their clients.