Customer Satisfaction in the Outdoor Advertising Industry: A Case of Alliance Media Ghana Limited

Regina Appiah-Gyimah, Rosemond A. Boohene, Gloria K. Q. Agyapong, Kwame A. Boohene


Outdoor Advertising companies, in searching for new approaches to satisfy customers, are increasingly using
service as a differentiator and as a means of integrating themselves into the customers’ supply chain systems.
This study explored the concept of employing service quality in an outdoor industry to create customer longevity
using the SERVQUAL model. Simple random sampling was used to select forty customers of Alliance Media
Ghana Limited (AMG). A multiple regression analysis was employed to find out which of the service quality
variables had significant impact on customer satisfaction. The results revealed that service quality indicators
such as responsiveness and empathy significantly impact on customer satisfaction. Based on these findings, it is
recommended that management should develop strategies to enhance its service quality delivery.

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online) E-mail:

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