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A customer is an individual whose relationship with a bank requires one to have an
account as well as considering the time and occurrence of operation. For a buyer to
maintain his/her account with a specific bank, there are elements that attract the
customer towards that bank. This study intends to identify reasons to why customers’
preference is dynamic. The thesis’ specific objectives are to ascertain the basis that
customers regard crucial in adopting services of a certain bank, assess aspects that
regulate customers’ decision on banking services and finally to examine measures to
be taken to attract customers in choosing provided monetary facilities.
Studies explain how banks become successful when they are customer-focused. This
is because meeting customers’ needs in relation with the provided banking services
remain significant for a bank’s reputation. However, it is decisive for banks to explore
various ways that customers consider to come to a decision. Such evaluation serves as
a cornerstone to identifying appropriate marketing strategies.
This analysis focused on the factors affecting customers’ choice of banks in Ilala, Dar
es Salaam. The researcher used survey design to accumulate data from the identified
domain.Data were collected through questionnaires, where a sample of 150 was
selected. Collected Data were analysed by using ANOVA method.
The study found that majority of the customers at specific banksare mostly interested
with quality customer service, reduced interest rates on credit, lofty remuneration on
savings, sim-banking facilities, low service charges and internet banking.
The study recommends bank industry to invest more in customer service sector, update
programs and trainings to employees. Prioritize on the operational services specifically
on the network programs that are fast and tireless. |
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