| dc.creator |
Stephen, Grace |
|
| dc.date |
2020-11-10T11:17:13Z |
|
| dc.date |
2020-11-10T11:17:13Z |
|
| dc.date |
2020 |
|
| dc.date.accessioned |
2021-05-05T08:08:43Z |
|
| dc.date.available |
2021-05-05T08:08:43Z |
|
| dc.identifier |
APA |
|
| dc.identifier |
http://hdl.handle.net/11192/4520 |
|
| dc.identifier.uri |
http://hdl.handle.net/11192/4520 |
|
| dc.description |
A Dissertation Submitted in Partial Fulfilment of the requirement of
the award for the Degree of Masters of Business AdministrationCorporate Management (MBA-CM) of Mzumbe University
2020 |
|
| dc.description |
The research title is factor influencing customer loyalty in Tanzania banking
performance. This study was carried out with the aim of assessing factors influencing
customer loyalty in Tanzania banks taking a case of CRDB bank at headquarter in Dar
es Salaam. The study was based on main or general objective; to assess the factors
influence customer loyalty in Tanzania banking performance and also on three specific
objectives which were; to determine whether product and service quality influence
customer loyalty among Tanzania banks; to examine the influence of products variety
on customer loyalty and; to investigate how customer satisfaction influences customer
loyalty.
The study consist of various theories used which are disconfirmation theory, attractive
theory and service quality instrument which used to measure quality of service.A case
study research design was used which involve description and explanatory design. The
study employed both qualitative and quantitative approaches in data gathering
whereby data was collected with the aid of questionnaires, interviews and observations
whereby the sampling techniques used under the study was convenient and judgmental
or purposive. Data was collected, analysed and presented in charts and graphs with
percentages computed along together with explanations in paragraphs.
The study results revealed thatDue to Product service quality that was found among
the products of the bank, the customers had their allegiance to the bank and in this, it
was proved that service product quality has got a role in building customer loyalty in
Tanzania banks, product service variety has got an influence on customer loyalty,
customer satisfaction has got cognizant influence on customer loyalty and therefore,
the factors of loyalty have an influence on performance of the banks in Tanzania. The
study made recommendations that the firms in Tanzania especially banks should invest
most of their effort and resources on these factors that have been under the
investigation which are service quality, product variety and customer satisfaction so
as to gain customer loyalty and improve general performance of the bank. |
|
| dc.language |
en |
|
| dc.publisher |
Mzumbe University |
|
| dc.subject |
Influencing customer loyalty |
|
| dc.subject |
Tanzania banking performance |
|
| dc.subject |
CRDB bank at headquarter in Dar es Salaam |
|
| dc.title |
Factors contributing to customer Loyalty in Tanzania Banks Performance: A Case of CRDB bank |
|
| dc.type |
Thesis |
|