Assessment of customer satisfaction the case of CRDB Bank Rukia Mpako

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Date
2008
Journal Title
Journal ISSN
Volume Title
Publisher
University of Dar es Salaam
Abstract
The relationship between service quality and customer satisfaction has received considerable academic attention in the past several years. Customer’s overall satisfaction with the services of the organization is based on experiences of the customers with that organization. Similar to service quality, customer satisfaction occurs at multiple levels in an organization. Nowadays, banking industry is forced to adapt to rapidly changing customer expectations. This study intends to analyze perception of customers with regard to bank service that need to be improved. The research was based at CRDB bank as a case for study. Based on the analysis, customers perceive that banks do not offer services that are good value for their money. Thus, majority of customers are not happy with variety of services offered to them and most of bank services do not meet necessary customer needs and requirements. Services that are necessary and relevant to customers include service quality, high response to queries or problems, service delivery and performance of the bank services, communication among bank staffs and customers as well as assistance required from bank staffs which are not addressed properly. Study recommends that it is fundamental for banks to compose offers that provide value to their customers in a sustained way, in order to generate a competitive advantage and maintain it over time.
Description
Available in print form, East Africana Collection, Dr.Wilbert Chagula Library, (THS EAF HF5415.5.M62)
Keywords
Customer satisfaction, Customer Serives, Cooperative Rural Development Bank
Citation
Mpako, R (2008) The relationship between service quality and customer satisfaction has received considerable academic attention in the past several years. Customer’s overall satisfaction with the services of the organization is based on experiences of the customers with that organization. Similar to service quality, customer satisfaction occurs at multiple levels in an organization. Nowadays, banking industry is forced to adapt to rapidly changing customer expectations. This study intends to analyze perception of customers with regard to bank service that need to be improved. The research was based at CRDB bank as a case for study. Based on the analysis, customers perceive that banks do not offer services that are good value for their money. Thus, majority of customers are not happy with variety of services offered to them and most of bank services do not meet necessary customer needs and requirements. Services that are necessary and relevant to customers include service quality, high response to queries or problems, service delivery and performance of the bank services, communication among bank staffs and customers as well as assistance required from bank staffs which are not addressed properly. Study recommends that it is fundamental for banks to compose offers that provide value to their customers in a sustained way, in order to generate a competitive advantage and maintain it over time, Masters dissertation, University of Dar es Salaam, Dar es Salaam