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Brand Image Case Study

1003 Words5 Pages

CHAPTER ONE
1.0 Background of study
This research study concentrated on the impact of service quality and service quality gaps on brand image in the banking sector. Generally, firms in the baking industry compete for high market share, market value and profitability performance thus higher profits and sustainable growth in order to gain competitive edge over their competitors. However service quality delivery deters them from achieving their expected goals. Dibb et al, (2001) define a service as an intangible product involving a deed, a performance or an effort that cannot be physically possessed.
The highest and crucial problem faced by financial institutions in Ghana is the quality of service delivery. In today’s competitive market, services …show more content…

Our study is anticipated to be of value to the extant literature because of the unique cultural characteristics of the Ghanaian Society
The specific objectives of the study are
● To assess the service quality level of Cal Bank Ghana
● To assess the brand image of Cal Bank Ghana
● To identify the level of impact SERVQUAL has on the brand image of Cal Bank Ghana

1.3 Research Questions
We pose the following questions in our search to understand the factors influencing service quality on brand image in the Ghanaian banking sector
● What is the level of the Service quality provided by Cal Bank Ghana?
● What is the expectation and perception of customers on the brand image of Cal Bank Ghana?
● What is the impact of Service Quality on Brand image of Cal Bank Ghana?

1.4 Justification of the study
This study aims to identify the Service Quality Dimensions unique to Cal Bank Ghana and its impact on Brand Image in the minds of customers. This will improve and enhance the Bank’s competitive position in the banking industry and ensure the survival of the bank, especially in this era of keen …show more content…

Lastly, this study will act as a guide for further research into Service Quality’s impact on Brand Image in the banking industry or related field.

1.5 Scope of the study
The scope of our study is limited to Cal Bank Ghana. Cal Bank Ghana is a commercial bank in Ghana. It is one of the commercial banks licensed by the Bank of Ghana, the national banking regulator. Cal Bank has established more than 52 branches nationwide. This study however focuses on three branches located in the Kumasi Metropolis namely the KNUST, Kumasi Adum and Bantama branches.

1.6 Organization of the study
This study on the Impact of Service Quality on Brand Image in the Banking Industry is structured into five chapters:
Chapter one provides a description of the research and highlights salient discussions on the impact of service quality on brand image. The chapter again provides a statement of the problem, objectives of the study, research questions, the utmost significance of the study, brief methodology and the structure of the

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