The Effect of Service Quality on Customer Satisfaction: A Case of I & M Bank

Mtui, Norah Gervas (2017) The Effect of Service Quality on Customer Satisfaction: A Case of I & M Bank. Masters thesis, The Open University of Tanzania.

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Abstract

The objective of the study was to assess “The Effects of service quality on customer satisfaction”, a case of I&M Bank (T) Ltd. The methodology used to conduct this study was Descriptive statistics comprising tables and percentages which were used for data presentation and analysis, also multiple linear regression model was used.The study focused on Dar es Salaam and upcountry branches with 171 customers constituting the sample size. Service quality dimensions (responsiveness, assurance, reliability, tangibility and empathy) were independent variables while customer satisfaction was dependent variable. Data analysis was done using Statistical Package for Social Sciences (SPSS).This study was measured under five dimensions of SERQUAL model. The findings revealed that there were strong relationship between dependent variables and independent variables. It was also revealed that customer satisfaction with I&M Bank is affected by two dimensions; (responsiveness and reliability). The conclusion was that the service dimensions used in the analysis to determine customer satisfaction. It was recommended that policy makers should opt from the service dimensions to improve the quality of services to service companies. Key words: service quality and customer satisfaction.

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