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This study was set out to establish the relationship between service quality and customer satisfaction in the banking Industry. The study identified various service quality dimensions, assessed the level of the customer satisfaction and determined the relationship between service quality and customer dissatisfaction. In answering the objectives, structured questionnaire, interviews and observation were used for collecting data. In order to collect as much data as possible a combination of descriptive and analytical research designs based on results from the questionnaire and interviews were used by the researcher to analyze data. Two banks such are National Microfinance Bank(NMB) and Stanbic bank limited were selected as sample to represent other bank. All customers and some staff who were in the bank for normal service in the date when the study was operating were requested to participate in the study. The banks were compared based on the five dimensions of SERVQUAL model which are reliability, assurance, tangibility, empathy and responsiveness were used to measure the quality of service offered by the banks. Face to face interviews were conducted with the customer while staff was given empty questionnaire to complete.
The correlation results indicate a positive correlation between the dimensions of service quality and customer satisfaction based on (reliability, assurance, tangibility, empathy and responsiveness). The results of the regression test showed that offering quality service have positive impact on overall customer satisfaction. The findings of the study revealed that service quality play a significant role in determining customer satisfaction. However the results showed a high positive correlation between service quality and customer satisfaction from the fact that whatever is done in service quality is aimed at improving customer satisfaction. From these results, it is concluded that there is a relationship between service quality and customer satisfaction. Therefore, based on study findings, it is recommended that emphasis should be on service quality without neglecting the other factors that may affect customer satisfaction and quality. |
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