| dc.creator |
Gadiel, Magreth |
|
| dc.date |
2020-11-12T08:39:04Z |
|
| dc.date |
2020-11-12T08:39:04Z |
|
| dc.date |
2020 |
|
| dc.date.accessioned |
2021-05-05T08:08:44Z |
|
| dc.date.available |
2021-05-05T08:08:44Z |
|
| dc.identifier |
APA |
|
| dc.identifier |
http://hdl.handle.net/11192/4596 |
|
| dc.identifier.uri |
http://hdl.handle.net/11192/4596 |
|
| dc.description |
A Dissertation Submitted in Partial Fulfillment of the Requirements for the
Award of the Degree of Master of Business Administration – Corporate
Management (MBA - CM) of Mzumbe University |
|
| dc.description |
Globally, the banking industry is very important for both developing and developed
economies. Therefore, customer loyalty must be valued as an effective tool that
banks can use to gain a strategic advantage and survive in today’s ever increasing
banking competitive environment. This study assessed the factors affecting customer
loyalty in banking sectors in Tanzania, using the case of CRDB Plc Azikiwe Dar es
Salaam. Specifically, the study was guided by the following specific objectives: to
determine how perceived service quality affect customer loyalty at CRDB bank
Azikiwe branch; to assess how trust affects customer loyalty at the CRDB Azikiwe
branch; to investigate how brand awareness influence client loyalty at the CRDB
Azikiwe branch; to find out how customer satisfaction affects customer loyalty at the
CRDB Azikiwe branch. The study employed a case study design while including 70
respondents as the sample of the study. The purposive and sampling procedures were
used to draw the sample. The questionnaires, interview and documentary review
were used as data collection techniques. Analysis of information was done through
substance examination which for subjective information while quantitative data was
analyzed through descriptive analysis with the aid of SPSS. The study findings
revealed that, perceived service quality, trust, brand image and customer satisfaction
have a greater influence on customer loyalty, as majority of respondents did agree.
The study concludes that, trust and brand image influence customer loyalty. The
study recommends that, customer satisfaction, perceived service quality should be
emphasized on customer loyalty regarding the excellence of the services from the
entity. Therefore, customer loyalty arises when customers choose to use a specific
shop or purchase a particular product. |
|
| dc.language |
en |
|
| dc.publisher |
Mzumbe University |
|
| dc.subject |
Banking Industry-Tanzania |
|
| dc.subject |
CRDB Plc Azikiwe Dar es Salaam. |
|
| dc.title |
Factors Affecting Customer Loyalty in Banking Sector in Tanzania: The case of CRDB, Azikiwe Branch, Dar es Salaam |
|
| dc.type |
Thesis |
|