ANALYSIS OF CUSTOMER SATISFACTION WITH WAITING LINES IN TWO SEVER-STAGE SERVICE. A CASE STUDY OF FINANCIAL INSTITUTIONS IN...
Keywords: queuing model, total quality, satisfaction, benchmarking
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Analysis of customer satisfaction with waiting lines in two sever

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Analysis of customer satisfaction with waiting lines in two sever

  1. 1. ANALYSIS OF CUSTOMER SATISFACTION WITH WAITING LINES IN TWO SEVER-STAGE SERVICE. A CASE STUDY OF FINANCIAL INSTITUTIONS IN KOFORIDUA IN GHANA By Godfred Kwame Abledu ABSTRACT A basic fact of life is that we spend a great deal of time waiting in queues. In ourservice economy, we wait in lines every day, from driving to work to checking out ourbalances at the banks, at the supermarket, at fast food restaurant and many othersituations. The central problem in virtually every waiting line situation is a trade-offdecision. The manager must weigh the added cost of providing more rapid serviceagainst the inherent cost of waiting in order to satisfy the demands of the customers. Organizations and institutions owe their existence to the customers they serve.Their survival and growth depend on their orientation to customer satisfaction(Chau-Kuang & Hughes, 2004).Total Quality Management spreads from business toeducation. The total quality initiatives also recognises the changing conditions in ourservice economy, e.g. a considerable increase in customers requirements and needs,increasing demands from business and industry, increasing demands from governingboards and the public sector, decreasing funds, and increasing competition amonginstitutions and organisations. Focusing on the customer is an essential principle ofTotal Quality Management. Without perceived value there is no reason for customers to choose a particularfinancial institution over an increasingly large number of similar institutions. To raise thatvalue, customers perceived quality and satisfaction should be measured and managed.On this background it is essential to measure customers perceived quality andsatisfaction within financial institutions Therefore, the purpose of this paper is to develop and apply a queuing modeland an associated measurement instrument of customers perceived quality, satisfactionand loyalty. Three financial institutions in Koforidua would be selected at random for thestudy. Managerial implications are discussed and the proposed model andmeasurement instrument is used for tracking and benchmarking,
  2. 2. Keywords: queuing model, total quality, satisfaction, benchmarking

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