A Dissertation Submitted in Partial Fulfilment of the Requirements for Award of
Degree of Master of Business Administration in Corporate Management of
Mzumbe University
The focus of the study was to asses if social media influence customer satisfaction in
banking industry, this was norrwed down to social media aspects which are benefits,
clients’ trust and content. Rationale of the study was due to the fact that nothing much was
researched on impact of social media on customer satisfaction, empirical studies based
much on Small and Medium Enterprises. Background of the study potrays that there is a
rapid improvement in technology hence digital banking is inevitable due to competition
in the market in banking. Banks are obliged to showcase services and ensure customer
engagement through other channels while ensuring customer satisfaction. Objectives of
the study specifically sought to determine the extent to which social media benefits
influence customer satisfaction; establish the extent to which social media clients’ trust
influence customer satisfaction and examine ways on how social media influence
customer satisfaction in Tanzania banking industry. Selected group to be studied were
customers and employees where researcher had to take the views from both of them NMB
bank was a case study. The study took a sample of 95 customers out of 1997 and 45
employees out of 82 employees. The study is cross sectional in terms of methodology
used. Data collection methods used included questionnaires and interview to only Heads
of the departments of Marketing, Loan and Customer Service. Also, secondary data were
collected by using documentary review analysis. Statistical Package for the Social
Sciences (SPSS) was used to analyze quantitative data collected by questionnaire in which
distribution tables with frequency and percentage were drawn with the aid of it. Key
findings of the study includes social media indeed has a great effect on customer
satisfaction. The study concludes that there is a positive relationship between social media
benefits trustworthy (client trust), content and customer satisfaction. The study
recommends that, other banks should make the use of social media channels to ensure
customer satisfaction. The study further recommends more research to be conducted on
other banks as well in order to increase the validity of the research findings.