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At the present days in Social Industry scheme in Tanzania, Service quality is a vital
competitive factor to keep customer support and build great base. The researcher
intended to study the relations between service quality, customer satisfaction and loyalty
taking NSSF as area of study. The main objective of the study was to assess customer
satisfaction as mediating factor for the effect of quality services to customer loyalty of
NSSF members in Tanga City.
The present study used the cross section survey design. The design was used because it
enabled one to collect large amounts of data from a given sample size while minimizing
data collection cost and time taken to collect data (Kothari, 2008). A total of 215
questionnaires were administrated to customers who visited NSSF.
Overall findings from this study suggest that there was significant relationship in
between Service Quality, Customer Satisfaction and Customer Loyalty. Specifically,
there was significant relationship between satisfaction and service quality. The
regression test also found a positive direction, moderate relationship and significant
relationship in between customer satisfaction on customer loyalty. Furthermore, using
multivariate regression has found out that, customer satisfaction has mediating the
relationship of service quality to customer loyalty. The study concluded that, for
organisation to survive in the market should provide good service quality to its
customers as the customers will be loyal to the organisation nevertheless is not satisfied. |
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