Linking Waiting Lines Management and Perceived Service Quality: A Case of Selected Commercial Banks in Ruvuma, Tanzania.

Muliro, Lambert Fulgence (2023) Linking Waiting Lines Management and Perceived Service Quality: A Case of Selected Commercial Banks in Ruvuma, Tanzania. Masters thesis, The Open University of Tanzania.

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Abstract

This study was designed to examine the link that exists between waiting lines management and perceived service quality. Specifically, it aimed at determining the influence of the comfort of waiting area, the discipline of waiting lines, the engagement of customers during wait, and the waiting time guarantee on customer’s perception of service quality. To meet the objectives of the study, a cross-sectional survey was employed involving a sample of 256 respondents selected randomly from four bank branches operating in Songea, Ruvuma region; namely CRDB, NBC, NMB and TCB. Data were collected by the use of structured questionnaire and thereafter analyzed quantitatively using multiple regression model through SPSS data analysis software. The findings of the study indicate that comfort of waiting area, discipline of waiting lines, engagement of customers during wait, and waiting time guarantee have a significant and positive influence on perceived service quality for the customers of the researched bank branches. Based on these findings, it is therefore recommended that the banks employ appropriate strategies to manage the waiting lines so that they can improve the perceptions of their customers towards the quality of service they provide. These strategies include, but not limited to, providing comfort for customers in the waiting areas, investing in the technologies that could enhance effective management of the waiting lines and exhibiting commitment to timely delivery of service to the customers. Keywords: Waiting line Management, Perceived Service Quality, Comfort of Waiting area, Customer Engagement, Waiting time Guarantee, Waiting line Discipline.

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