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This study intended to assess the influence of service quality on customer retention. The SERVQUAL model was used to analyze data. The study investigated the influence of service quality on customer retention by CRDB bank in Dar es Salaam. Statistical Package for Social Sciences Vision 16.0 (SPSS) was used to process and analyze data where descriptive statistics were calculated.
The research findings revealed that, overall, service quality provided by CRDB bank influences customer retention. Tangibles of CRDB bank were found to be the variable which influences customer retention the most, followed by responsiveness, Empathy, Reliability, and lastly Assurance.
The study recommends as follows: CRDB bank should maintain tangibles of the bank since they were found to be the most important variable which make customers remain loyal to the bank. For responsiveness of bank employees it is recommended that the management of CRDB bank should make sure that employees should respond to customer needs and queries efficiently. The management can do this through training especially on the aspect of responsibility of bank employees to give, accurate and prompt solutions to customer problems. It is further recommended that the bank should improve on reliability of bank services. However it is recommended that employees be more empathetic to customers. This will make customers feel comfortable with the bank. Lastly, it is recommended that the bank should increase the number of ATM machines and expand network coverage in Dar es Salaam in order to reduce the incidence of ques and unnecessary delays in provision of bank services in the city. |
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