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Measuring service quality in Ghana: a crossvergence cultural perspective

Author

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  • Andrews A. Yalley

    (University of Cape Coast)

  • Gloria K. Q. Agyapong

    (University of Cape Coast)

Abstract

This paper develops an instrument for measuring service quality in Ghana aimed at capturing a crossvergence perspective and to compare the efficacy of the new instrument (GhanQual) with SERVPERF and PAKSERV within the Ghanaian cultural context. Data were collected using SERVPERF and PAKSERV scale items. Using a structured questionnaire, data were collected from a sample of banking and hospital customers in Ghana and analysed using exploratory factor analysis, confirmatory factor analysis and regression analysis. The new instrument demonstrated superiority over SERVPERF and PAKSERV and is recommended as the most appropriate instrument for measuring service quality within the Ghanaian cultural context. The study identified the important factors service managers in Ghana can utilise in measuring and managing service quality and is believed to be the first of its kind to propose and develop a crossvergence perspective service quality instrument as well as to compare the efficacy of SERVPERF and PAKSERV in a single study. Extension of this study in other countries is recommended as this study was contextualised within the Ghanaian cultural context. Nevertheless, this study provides a starting point for developing cultural-specific and crossvergence perspective instruments for measuring service quality.

Suggested Citation

  • Andrews A. Yalley & Gloria K. Q. Agyapong, 2017. "Measuring service quality in Ghana: a crossvergence cultural perspective," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 22(2), pages 43-53, June.
    • Handle: RePEc:pal:jofsma:v:22:y:2017:i:2:d:10.1057_s41264-017-0021-x
    DOI: 10.1057/s41264-017-0021-x
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    References listed on IDEAS

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    1. Riikka M Sarala & Eero Vaara, 2010. "Cultural differences, convergence, and crossvergence as explanations of knowledge transfer in international acquisitions," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 41(8), pages 1365-1390, October.
    2. Babakus, Emin & Boller, Gregory W., 1992. "An empirical assessment of the SERVQUAL scale," Journal of Business Research, Elsevier, vol. 24(3), pages 253-268, May.
    3. David A Ralston & David J Gustafson & Fanny M Cheung & Robert H Terpstra, 1993. "Differences in Managerial Values: A Study of U.S., Hong Kong and PRC Managers," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 24(2), pages 249-275, June.
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    Cited by:

    1. Kojo Kakra Twum & Andrews Agya Yalley & Gloria Kakrabah-Quarshie Agyapong & Daniel Ofori, 2021. "The influence of Public University library service quality and library Brand image on user loyalty," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(2), pages 207-227, June.
    2. Andrews A. Yalley, 2022. "Customer readiness to co-production of mobile banking services: a customer-only co-production perspective," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(2), pages 81-95, June.

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