THE ROLE OF GOOD GOVERNANCE ON CUSTOMER SATISFACTION

Abstract

This study investigated the contribution of good governance to customer satisfaction within the National Social Security Fund (NSSF) in Tanzania, focusing specifically on the governance dimensions of innovation, access to information, and accountability. Anchored in the SERVQUAL Model, the research assessed how these governance practices shape service quality perceptions and influence overall customer satisfaction in a major public social security institution. A descriptive research design was employed, integrating both quantitative and qualitative methods. Data were gathered from 90 respondents through structured questionnaires and complemented by semi-structured interviews with selected senior managers to provide deeper institutional insights. The analysis, comprising descriptive statistics, thematic review, and regression modelling, demonstrated that all three governance variables exerted a significant and positive influence on customer satisfaction. Among them, innovation stood out as the most powerful predictor, underscoring the critical role of digital transformation and technological improvements in modern service delivery. Despite notable advancements in digital service platforms and information accessibility, the study identified persistent challenges such as intermittent system downtime, gaps in communication consistency, and slow response mechanisms, all of which undermine the customer experience. Regression findings further indicated that innovation, access to information, and accountability collectively accounted for a substantial share of the variation in customer satisfaction levels. This reinforces the argument that governance practices are central to shaping public perceptions of service quality, trust, and institutional reliability. The study concludes that strengthening digital infrastructure, ensuring transparent and timely information dissemination, and institutionalizing accountability systems are essential for enhancing customer satisfaction and improving service delivery efficiency at NSSF. Key recommendations include: scaling up and stabilizing digital service platforms, developing clear and responsive communication protocols, and embedding robust accountability frameworks across operational levels. These measures would promote greater responsiveness, reliability, and public trust in NSSF’s service delivery mandate