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This study was set out to asses‟ impact of service of service quality on customer
satisfaction bank sector of Tanzania in DTB bank. The objectives of the study were to
establish to examine the level of customer satisfaction, to examine the factor which
may affect the quality of service a, to evaluate the impact of service quality on
customer loyalty and to recommend ways that can be done to improve service quality.
The researcher used closed and open-ended self administered questionnaires, as a
method of collecting data which was helpful in the study. In order to collect as much
data as possible as case study research design based on results from the questionnaires
was used by the researcher to analyze data using mainly frequency tables and
percentage. The study was done on 50 respondents from the DTB Tanga branch; they
were selected using the convenience sampling.
The findings of the study revealed that DTB bank applies most of the attributes of
service quality whereas some of the attributes have got weaknesses in them which need
to be addressed as a matter of fact. Some of the weaknesses are cost of opening and
operating account is high, competence of workers, lack of tangible facilities and
equipments.
The level of customer satisfaction in DTB bank is moderate according to results since
the greatest numbers of customer‟s expectation are met. Also the results show that there
are also moderate customers who are loyal to the bank.
Basing on the study findings, it is recommended that emphasis should be put on service
quality without neglecting the other factors that may affect customer satisfaction in
DTB bank. This can be done by improving on quality, studying customer needs,
managerial planning and many more. |
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