SERVICE QUALITY PERSPECTIVES AND CUSTOMER SATISFACTION IN BANK OF AFRICA (U) LIMITED

Abstract

The study assessed the relationship between service quality perspectives and customer satisfaction in Bank of Africa (U) Ltd. Despite all the interventions the bank put in place to serve customers better, many were still complaining about poor services delivery, low product quality, high prices and rates, inadequate security, access and timeliness of services were lacking among others. Specific objectives that guided the study were to establish the relationship between service responsiveness and customer satisfaction, assess the relationship between reliability of service and customer satisfaction, and assess the relationship between tangibles of service and customer satisfaction in the bank. It was majorly a quantitative, cross-sectional survey, with some qualitative components. A sample size of 194 out of population of 11,274 was selected using purposive and simple random sampling methods. Questionnaire survey was the main method of data collection in addition to interviews for key informants. A response rate of 75.3% was realised. Quantitative descriptive statistics, reliability tests, bi-variate correlations and linear regression analysis were generated using the Statistical Package for Social Sciences (SPSS) software. The results confirmed that there was a positive and statistical significant relationship between service quality perspectives and customer satisfaction in Bank of Africa (U) Ltd; hence the hypotheses formulated were upheld. It was then concluded that service quality highly relate to customer satisfaction. The implications of the finding are that Bank of Africa Management should improve on the dimensions of tangibles and sustain responsiveness and reliability of services in order to constantly improve customer satisfaction. Further research is recommended on the other factors that affect customer satisfaction rather than reliability, tangibles and responsiveness.