Impact of customer service touch points on improving customer retention. The case study of KCB bank, Dar es Salaam

Minja, Anna Godfrey (2015) Impact of customer service touch points on improving customer retention. The case study of KCB bank, Dar es Salaam. Masters thesis, The Open University Of Tanzania.

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Abstract

The objective of the study was to assess customer service touch points (ATMs, Mobile Banking, VISA Cards, Internet Banking and Agencies) influence customer retention in the banking sector. The study considered a case study of KCB Bank, Dar es Salaam where customer and KCB staffs where assessed on service quality and customer satisfaction in banking sector. The sampling approach was purposive and the populations were KCB customers who use the banking services as receiver of services, and KCB staff who were selected purposely as service providers. Data were collected using questionnaires which were designed specifically for KCB employees and KCB customers. The study results revealed that, the use of customers touch points really influence customer’s retention, where more than 84 percent of sampled KCB customers who use touch points are satisfied with service. It was further revealed that, KCB employees have skills and knowledge in the performance of the services to customers and customers feel respected and have generated feelings of security with KCB. On whether physical environments and facilities are conducive to deliver the required services to its customers, the study concludes that, KCB physical environments and facilities are conducive in the delivering of services to its customers; customers are satisfied with equipment’s such as computers and ICT equipment’s, personnel, furniture and air conditioner. The study recommends that, Bank Management should improve employee’s incentives policies on training programs, particularly on customer care training from time to time and not only at the time when the employees join the organization. Finally, should formulate strategies that will serve and give priority to disabled group, pregnant women and senior elders and create a conducive environment that will be favorable to them.

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