| dc.description |
The main objective of the study was to examine the determinants of customer satisfaction in CRDB Bank in Morogoro Municipality. Specifically, the study determined the perception of customer on CRDB quality services; evaluate the level of influence of CRDB quality service strategies influence customer satisfaction; and finally to assess the effect of TAM dimensions on customer satisfaction. The study employed a case study research design. The structured interview and questionnaire methods were used to collect data. The study used a sample size of 120 respondents which comprised of CRDB customers and Staff or employees.
The study found that respondents had a high theoretical understanding of CRDB quality service. The quality service was defined as the quality of provisions offered in time to customers by custodians, a process to satisfy individual needs of customers and value of the services a customer expect from what they get. Respondents pointed that the CRDB quality service was moderately high in terms of its infrastructures, employee’s responsiveness, and effective communication, reliability of the employees and the stability of customers and employees retention. These aspects were found to create a ground that the Quality service in CRDB is at a good status. The second objective revealed that the CRDB bank strategies in Morogoro were improved technology, increased number of branches, introduction of electronic banking and mobile banking services. All of these were found to contribute in facilitating quality service provision to customers. In the third objective, the effect of TAM dimensions on customer satisfaction was found to influence customer satisfaction and in the correlation analysis the result show that the quality service has a significant effect on customer satisfaction by the use of the spearman correlation analysis. In addition, the study found that the CRDB customers are facing challenges like inadequate CRDB branches and ATM machines, shortage of competent staff, and long queue. Others are the presence of long procedures in accessing loans, poor technology which leads to low internet connection and the long distance from resident area to the bank and ATM service. The study concludes that CRDB quality service has influence on customer’s satisfaction. Recommendations are made on the need to improve self-services technology recruit competent employees to increase customer satisfaction on services provided |
|