A Compulsory Research Report Submitted to Mzumbe University- Mbeya Campus College in Partial/Fulfillment of the Requirements for the Award of Bachelor Degree of Business Administration in Marketing (BBA) of Mzumbe University
It has been witnessed that many commercial banks focus their efforts to the improvement of service quality rather than customer satisfaction, in order for a particular commercial bank to survive in the current stiff competition it should try at its level best to satisfy its customers otherwise a bank should quit the market. As it is said, “customer satisfaction is not a matter of choice rather of survival”. As a matter of fact, this research aimed at assessing customer satisfaction on banking services using Tunduma CRDB Bank branch as a case study that aimed to get in depth data and study the satisfaction respectively. Specifically, the study aimed, to study and Identify the Factors Influencing Customer Satisfaction in CRDB Bank. To determine the level of customer satisfaction regarding the services provided by CRDB Bank, to identify the Impacts of Customer Satisfaction in CRDB Bank, To identify the hindrance in providing banking services to the customers to meet their needs at CRDB Bank and its measures to address the problems.
In order to attain these specific objectives a case study research design was used with a target population of 125 respondents. This study used convenience and simple random sample of 95 respondents who were the external and internal customers, Data collection used both primary secondary data sources. The researcher used only questionnaire are as a technique of collecting data which described in both open ended and closed formats. The researcher used documentary review technique to assess customer satisfaction on banking services. The analysis of data was done thoroughly using qualitative and quantitative approach more over quantitative analysis was done through Microsoft excel.
The findings reveal that there are challenges regarding customer satisfaction in CRDB Bank, this is due to high interest rate on loans and savings, not enough branches, weak or no networks in remote areas, inadequate parking space, poor customer service and long queues , the findings also based on the level of customer satisfaction which includes; The study findings revealed the measures to address the problems of customer satisfaction on banking services such as; The study concludes; The branch also got an increasing number of customers and business prospered. Customers were however unhappy with the poor services that are provided through ATMs. and recommended that, establishing new branches, improvement of networks for ATMs, finding good parking place, reduction on loans interest rates, increase interest rate on saving accounts, and lastly make ease obtainance of loans need to be prioritized by CRDB Tunduma Branch