Abstract:
ABSTRACT
This study investigated customer's satisfactio Commercial n with banking services within Tanzania Commercial Bank in Tanzania. The major research problem this study sought was customer satisfaction with banking services within Tanzania Comm the study were to identify the factors influ ercial Bank. The specific objectives of encing 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 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 customers.
