Mathematical modelling of customer satisfaction has attracted strong academic interest over the centuries. Traditional satisfaction models have aimed at empirical generalizations and hence describe the customers’ behaviour parsimoniously at the market level. More recently, agent-based modelling and simulation has increasingly been adopted since it operates on the individual level and, thus, can capture complex emergent phenomena highly relevant in satisfaction research. Agent-based methods have been applied in this context both as intuition aids that facilitate theory-building and as tools to analyse real-world scenarios, support management decisions and obtain policy recommendations. This review addresses both streams of research. The research critically examine the strengths and limitations of agent-based modelling in the context of customer satisfaction. The target audience of the paper includes both researchers in marketing interested in new findings from the agent-based modelling literature and researchers who intend to implement agent-based models for their own research endeavours. Accordingly, cover pivotal modelling aspects in depth (concerning, consumer behavior) and outline existing models in sufficient detail to provide a proper entry point for researchers new to the field.

This study makes an empirical study on the relationship between service quality, customer satisfaction and customer loyalty in the banking sector for cocoa farmers of Sefwi-Wiawso in the western-north region of Ghana. Based on the servqual model the researcher constructed a model which brings to light the relationship amid quality of service and customer loyalty in the banking service sector using ADB as a case. The paper puts forward the relevant research hypothesis and develops standard measurements based on the data obtained in the survey questionnaire. The convenient sampling method was applied with 300 customers as samples from the Bank. In all, 360 questionnaires were successfully completed and analyzed. Descriptive statistics, correlation analysis, and regression analysis were carried out using Statistical Package for Social Sciences software (SPSS) to estimate the relationship between variables. The overall results of this study show that there is a positive and significant relationship between all constructs. Service quality and Customer satisfaction positively affect customer loyalty. The study recommends that strategic services bordering on the servqual dimensions should be introduced to provide high-quality services. This will also improve customer loyalty in the long run.