The Link between Services Quality and Customer Satisfaction in the Retail Banking in Tanzania, case study of CRDB Bank

Millas, Abdulrahman (2013) The Link between Services Quality and Customer Satisfaction in the Retail Banking in Tanzania, case study of CRDB Bank. Masters thesis, The Open University of Tanzania.

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Abstract

The main objective of this study was to find out the interrelationships between service quality attributes, customer satisfaction and customer loyalty in the retail banking sector in Tanzania, the case study being CRDB Bank. The study sought to identify the most important attributes in bank settings, which may be used to review characteristics of the banks as experienced by customers. In Tanzania, few studies have investigated the above mentioned interrelationship. The purpose of this study is to fill this gap. A review of literature was conducted to find out the relationship among service quality, customer satisfaction and customer loyalty. The literature review confirmed the existence of this relationship. A survey was conducted to collect data. 20 bank staff and 20 retail banking customers were interviewed giving a total of 40 respondents. The study employed both quantitative and qualitative methods. Quantitative data was analyzed by going through the patterns and/or sub headings of the questionnaires while comparing with the objective. The findings of the study reveal that all the service quality attributes of Tangibilty, Responsiveness, Reliability, Empathy and Assurance were positively related to customer satisfaction in the retail banking settings in Tanzania. The findings indicate that overall respondents evaluate the bank positively, but still there are rooms for improvements. The results can be of much value to bank managers using these data to retain customer satisfaction and maintain their competitive advantage. From the findings of the study, a number of recommendations have been provided so that banks provide quality services and improve bank services hence attract and retain customers.

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