Paper Title
Analyzing the Need for Quality Customer Services in the Micro Finance Industry: A Case Study of Sinapi ABA Savings and Loans Limited, Sunyani Branch

Abstract
Delivering excellent customer service is a winning strategy which results in more new customers, more business with existing customers, high customer retention and lower customer attrition. There is general perception that micro finance companies in Ghana do not deliver quality customer service and this is a worrying situation that needs investigation, hence the need for a research work into this. The aim of the work was to investigate the quality of customer service delivery by micro finance companies to their customers taking into consideration factors that may cause customer dissatisfaction, and the new trends in customers' expectation. The findings showed that generally overall satisfaction of customers with the quality of service delivered by micro finance companies was low. The SERVQUAL model developed by Parasuraman et al (1988) was revealed to be the best model for assessing service quality. Customers also indicated that they were expecting their micro finance companies to add ATM services, mobile money, SMS alert and others to their services in order to make them more loyal. The recommendation made was that micro finance companies must understand the customers' needs and wants and try to increase satisfaction level of customers by providing tailor made services. Keywords - Customer Service, SERVQUAL Model, ATM Services, SMS Alert