Abstract:
This study investigated customer’s satisfaction with banking services within Tanzania
Commercial Bank in Tanzania. The major research problem this study sought was
customer satisfaction with banking services within Tanzania Commercial Bank. The
specific objectives of the study were to identify the factors influencing customer
satisfaction on the services provided by Tanzania Commercial Bank, examine the level
of customer satisfaction on services provided by Tanzania Commercial Bank and
determine on the way to inspire customer satisfaction on the services provided by
Tanzania Commercial Bank. The study applied a cross-sectional exploratory research
design, where both quantitative and qualitative approaches were used. The results
produced show that majority (52%) of customers were found to be satisfied with TCB
services. The factors that influenced customers’ satisfaction were reliability (51%),
Quality of services (60%), Fulfillments of customer demand and expectation 54% and
security (55%). The study also found majority 80% of the respondents were satisfied.
The results further show that majority (67%) of respondents were inspired by
establishment of core banking facility and quality of services by 84% of respondents.
Additionally, the findings reported a number of service quality dimensions influencing
customer satisfaction including reliability, tangibles, empathy, responsiveness and
assurance. The study concludes that factors such as reliability, security, quality of
service, attainment of customer demand and expectations, accessibility to services,
training and technology used in provision of services influence customer satisfaction.
The study also concludes that customers are inspired by core banking facilities,
training provided to customers on new product/services and facing smallest challenge
in accessing banking services. The study recommends to establish the dimensions of
customers’ satisfaction according to the area of business and the company’s specifics.
The study also recommends policy initiatives to improve access to digital financial
services to all groups without exclusions and financial literacy. The study further
recommends the bank to extend the survey in order to enlarge opportunity of letting
customers to grow to a higher level of satisfaction and in turn maintaining a strong
relationship of the banks with its clients and preventing customers to migrate to other
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banks. Finally, the study recommends the bank to explore more techniques of inspiring
customers which are well-suited to the area and to different classes of custom
