Effect of service quality and customer satisfaction on Customer loyalty: A case of NSSF Tanga city
| dc.creator | Masika, Emmanuel Julian | |
| dc.date | 2016-04-05T08:54:10Z | |
| dc.date | 2016-04-05T08:54:10Z | |
| dc.date | 2014 | |
| dc.description | A Research Dissertation Submitted in Partial Fulfillment of the Requirements for the award of the Degree of Masters of Business Administration in Corporate Management (MBA – CM) of Mzumbe University | |
| dc.description | At the present days in Social Industry scheme in Tanzania, Service quality is a vital competitive factor to keep customer support and build great base. The researcher intended to study the relations between service quality, customer satisfaction and loyalty taking NSSF as area of study. The main objective of the study was to assess customer satisfaction as mediating factor for the effect of quality services to customer loyalty of NSSF members in Tanga City. The present study used the cross section survey design. The design was used because it enabled one to collect large amounts of data from a given sample size while minimizing data collection cost and time taken to collect data (Kothari, 2008). A total of 215 questionnaires were administrated to customers who visited NSSF. Overall findings from this study suggest that there was significant relationship in between Service Quality, Customer Satisfaction and Customer Loyalty. Specifically, there was significant relationship between satisfaction and service quality. The regression test also found a positive direction, moderate relationship and significant relationship in between customer satisfaction on customer loyalty. Furthermore, using multivariate regression has found out that, customer satisfaction has mediating the relationship of service quality to customer loyalty. The study concluded that, for organisation to survive in the market should provide good service quality to its customers as the customers will be loyal to the organisation nevertheless is not satisfied. | |
| dc.identifier | http://hdl.handle.net/11192/1147 | |
| dc.language | en | |
| dc.publisher | Mzumbe University | |
| dc.subject | customer satisfaction | |
| dc.title | Effect of service quality and customer satisfaction on Customer loyalty: A case of NSSF Tanga city | |
| dc.type | Thesis |