Impact of service quality in acquisition and retention of customers by commercial Banks.

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University of Dar es Salaam
The study had two specific objective; whether commercial banks used service quality to attract and retain customers and if there is other factors apart from service quality which can influence the acquisition/ attraction and retention of customers in commercial banks. The respondents were divided into four groups; individual and corporate customers, bank customers contact personnel and managers. Data collected from the field based on customer perception towards three service quality dimensions, namely as reliability, responsiveness and tangibility by use of Likert Scale through personally administered structured questionnaire. The Chi-square statistic of independence was used and the results were substantiated by multiple regression analysis for establishing the nature and strength of relationship between variables. It was statistically evidenced that there is significant impact between customer retention and three service quality dimensions. Also the statistical results indicated the strong relationship between the dependent and independent variables. Conclusively, it is evident that acquisition/winning, attraction and customer retention in commercial banks is influenced by service quality dimensions along together with supplement of augmented services.
Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF HG1616.C87T34M24)
Banks and banking, Customer services, Bank holding companies, Bank management, Tanzania
Maingu, K. M. D. (2000). Impact of service quality in acquisition and retention of customers by commercial Banks. Master dissertation, University of Dar es Salaam.