Customers’ Perception On Services Rendered By Commercial Banks In Tanzania: A Case Of Crdb Bank Plc, Dodoma Region

ABSTRACT

This study had three objectives to accomplish, namely; to explore the perceptions of customers regarding services offered by CRDB bank, to explore the factors which are key determinants of customer satisfaction for services offered by CRDB Bank, to investigate on the challenges facing the bank in making its customers satisfied with the services offered and to analyze the relationship between customer satisfaction and retention for CRDB bank. The study was based at Dodoma Municipality and involved all branches of CRDB within Dodoma town. Data were collected from customers, employees and from the management. Questionnaires and interviews were used in data collection apart from documentary review. Data were then analyzed both qualitatively as well as quantitatively. It was found out that, all the features assessed in this study were favorably evaluated by customers with those highly ranked being; evaluation on the easiness of making withdrawals, evaluation on the friendliness of the employees and evaluation on the fees charged. It was also uncovered that, the key determinants of customer satisfaction were; timely services, language used by employee, accuracy of the services, dependability of employees, trust of the employees, appearance of the facilities, innovation of the products, customer service, simplicity in using the product and services and banks coverage. Further, the study found out that, employees faced several challenges in making customers satisfied. The main challenges were; communication breakdown, staff welfare, complicated procedures and limited number of staff. Furthermore, this study has revealed a positive but weak relationship between customer satisfaction and retention. It was recommended that, the management of CRDB sustains the good work of innovation of its products because this has been found to be one of the factors which customer considered in forming their satisfaction. It was also advised

that, employees strive to use good language to customers when rendering services because this is an issue customers always expect from service providers. Improper use of language leads to dissatisfaction which can have negative impact on retention.