Factors Influencing Customer Satisfaction: A Case of Coorperative and Rural Development Bank Plc. (CRDB Bank Plc.) Morogoro Branch in Morogoro Municipality"

Henry, Yustin (2020) Factors Influencing Customer Satisfaction: A Case of Coorperative and Rural Development Bank Plc. (CRDB Bank Plc.) Morogoro Branch in Morogoro Municipality". Masters thesis, The Open University of Tanzania.

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Abstract

The study centered on understanding the factors influencing customers satisfaction at CRDB Bank PLC, Morogoro Branch in Morogoro Municipality. The study shows that business sustainability depends on how customers are satisfied with the services provided in the market. In relation to this, it identified the following; the groups of services provided by the bank, factors influencing customer satisfaction and measuring customers’ satisfaction levels. A case study research design deployed where data collected by using interviews and questionnaire to a sample of 70 respondents obtained conveniently. Respondents were in two categories, 10 are bank employees and 60 are bank customers. The study revealed that customer satisfaction at CRDB Bank PLC is at satisfactory level as affirmed by test results in one sample Ttest, independent sample T-test and One Way ANOVA. Factors revealed to influence service satisfaction levels significantly include; timeliness (ability to deliver service timely), reliability (performance of service facilities, goods and staff), staff competence (skills, expertise and professionalism with which the service is executed), Staff attitude (politeness and friendliness), look and feel (appearance, comfort of environment, facilities and staff). Moreover, the test results show that there is no significant difference between perception of different groups in terms of customer satisfaction level as determined by one way ANOVA test results and post-hoc analysis. Although the performance of CRDB Bank PLC in the banking sector is good but based on the findings it was recommended that, there is a need to implement more technology that is advanced, improve in network connectivity for the service reliability to customer, and compete in banking sector with other service providers.

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