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Service quality and customer satisfaction are very important concepts that companies
must understand in order to remain competitive in business and hence grow. It is very
important for companies to know how to measure these constructs from the
consumers’ perspective in order to better understand their needs and hence satisfy
them. Service quality is considered very important because it leads to higher customer
satisfaction, profitability, reduced cost, customer loyalty and retention.
Purpose – The main purpose of this study theoretically is finding the
interrelationships between service quality delivery its impact on customer satisfaction
and to I identify the usefulness of approved service quality models, when applied to
banking sector in Tanzania and empirically, describe how consumers perceive service
quality and whether they are satisfied with services offered by these Uchumi
Commercial Bank.
Design/methodology/approach – A self-completion questionnaire was developed
from the SERVQUAL instrument and distributed using a Simple random sampling
technique to customer of Uchumi Commercial Bank to determine their perceptions of
service quality in Commercial Bank.
Findings – From the analysis carried out, it was found out that, the SERVQUAL
model was a good instrument to measure Bank service quality delivery in Tanzania
context. Therefore, Bank Managers can use this instrument to assess the bank
service quality in Tanzania.
Research implications–Theoretically, from the findings; it implies that the
SERVQUAL model is the best tool to use measure service quality in Commercial
Bank. The findings suggest that Commercial Bank need to improve all the dimensions
of service quality from the gap analysis carried out. Moreover because all the
dimension of service quality are attributes are positively correlated with customer
satisfaction, Tanzania bank managers should emphasize all the service quality
dimension in maintain and improving the service quality that they provide. This study
contributes to the already existing studies examining service quality in Commercial
Bank using the SERVQUAL model and also provides empirical results that could
guide management dealing with bank activities to take corrective actions that lead to
growth in the company. |
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