The Effects of Consumers Involvement on Service Quality: A Case of United Bank of Africa in Tanzania
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Mzumbe University
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A Dissertation Submitted in Partial Fulfilment of the Requirements for the
Award of Degree of Master of Business Administration (MBA) of the Mzumbe
University, Dar es Salaam Campus
Quality of the service delivered to customers by default determines retention and satisfaction of customers’, hence better performance of the firm. Usually firms or organizations before production or product development, analyse the need or demand of the product for the prospective customers, through marketing research. The rationale of involving customers is to make informed decisions for the product development. This study assessed the effects of customers’ involvement on the quality of service, whichspecifically looked on: the effects of internal coordination on service quality delivery, effectiveness of social networks on service quality delivery and influence of planned direct involvement on quality service delivery. The study used a sample of 150respondentsselected conveniently and purposively. Primary data was collected through structured questionnaires, interviews and documentary reviews and data was analysed using content analysis for qualitative data and Statistical Package for Social Sciences (SPSS) Software, whereby quantitative analysis was employed. The findingsquantitatively indicated that the hypothesis tested on the variables at 5% significance level, revealed significant relationship of the variables. It was well indicated that there is a relationship between the independent and dependent variables in all three hypotheses. The selected variables indicated significant relationships with the service quality delivery within 5%acceptablealternative hypothesis that, there is relationship between the independent and dependent variables. It was concluded that customers’ involvement is inevitable for successful service quality and it is recommended that businesses should capitalize on customers’ involvement for the realization of quality services.
Quality of the service delivered to customers by default determines retention and satisfaction of customers’, hence better performance of the firm. Usually firms or organizations before production or product development, analyse the need or demand of the product for the prospective customers, through marketing research. The rationale of involving customers is to make informed decisions for the product development. This study assessed the effects of customers’ involvement on the quality of service, whichspecifically looked on: the effects of internal coordination on service quality delivery, effectiveness of social networks on service quality delivery and influence of planned direct involvement on quality service delivery. The study used a sample of 150respondentsselected conveniently and purposively. Primary data was collected through structured questionnaires, interviews and documentary reviews and data was analysed using content analysis for qualitative data and Statistical Package for Social Sciences (SPSS) Software, whereby quantitative analysis was employed. The findingsquantitatively indicated that the hypothesis tested on the variables at 5% significance level, revealed significant relationship of the variables. It was well indicated that there is a relationship between the independent and dependent variables in all three hypotheses. The selected variables indicated significant relationships with the service quality delivery within 5%acceptablealternative hypothesis that, there is relationship between the independent and dependent variables. It was concluded that customers’ involvement is inevitable for successful service quality and it is recommended that businesses should capitalize on customers’ involvement for the realization of quality services.
Keywords
Quality of the service delivered to customers, Retention and satisfaction of customers