Effects of Service Quality on Customer`s Loyalty in Banking Industry: A Case of Commercial Banks in Morogoro Urban.

Daudi, Mosses (2020) Effects of Service Quality on Customer`s Loyalty in Banking Industry: A Case of Commercial Banks in Morogoro Urban. Masters thesis, The Open University of Tanzania.

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Abstract

The study focuses at identifying the effects of service quality on customer`s loyalty in banking industry. Two branches of CRDB Bank in Morogoro Urban were involved. The study specifically aimed at determining how service quality dimensions’ influence customer satisfaction leading to customer retention and therefor loyalty. Primary data was collected through semi-structured questionnaires. Data analysis involved descriptive statistics, partial correlation and regression, ANOVA and multiple regression. The study findings revealed that dimensions of service quality such as empathy, responsiveness, reliability, tangibility and assurance have substantial impact on the general customer satisfaction of banks customers. The overall multiple regression combining all five variable factors were positively affecting the customer satisfaction. From the findings, it was concluded that improving service quality of banking industry may result to customer satisfaction, continuous purchase therefore customer loyalty. The study recommends continuous improvement of quality of banking services offered to clients if they are interested in achieving brand loyalty Keyword: Empathy, responsiveness, reliability, tangibility, assurance, customer satisfaction, customer retention, customer loyalty

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