Dissertation (MA Business Administration)This study, intended to investigate the impact of customer care on customer satisfaction in financial institutions taking the National Microfinance Bank (NMB) in Mbeya city as a case study. The specific objectives of the study were to examine customer care and customer satisfaction strategies at NMB, to identify positive outcomes of customer care and customers satisfaction at NMB, to determine factors that hindered customer care services and customer satisfaction at NMB, and to find out strategies which should be taken in seeking to achieve a successful and effective customer care services and customer satisfaction. To achieve the above objectives, the researcher collected primary data and secondary data. The study employed a cross-sectional research design, and data were collected through survey questionnaire and interview methods. Data analysis employed both qualitative and quantitative analysis methods. Research findings indicate that, there was a number of challenges that needed to be addressed towards the provision of improved customer services in financial institutions. Findings have shown that customer care services and activities at NMB were generally provided in a low pace, that were not highly satisfying customers. The study also revealed that, factors that led to customer dissatisfaction were the long time consumption taken to serve customers, ignoring customer complaints, and poor performance of bank employees. However it is recommended to employees to be motivated in order to increase their performances.