The Assessment Of Customer Satisfaction Among Alternative Banking Channels In Dodoma City

ABSTRACT

This study presents the assessment of customer satisfaction among alternative banking channels in Dodoma City. Specifically, the study examines, the status of customer satisfaction among alternative banking channels, the comparison of customer satisfaction among alternative banking channels, the association between demographic factors and customer satisfaction among alternative banking channels. The study adopted a cross-sectional design, a mixed approach was employed in collecting data. Quantitative data was collected from 304 respondents who access banking services from CRDB, NMB, and TPB. The data were collected from customers through questionnaires. Quantitative data were analyzed through SPSS, where, descriptive statistics, as well as ANOVA, were used. The study observed that respondents from all selected banks agreed that, they are somewhat satisfied with using alternative banking channels. Additionally, it was found out that customers prefer using traditional banking channels more than other alternative banking channels. Moreover, it was found out that, there is a significant difference in customer satisfaction among alternative banking channels. Furthermore, the findings indicate that there is an association between demographic factors and customer satisfaction in the use of alternative banking channels. It is recommended that more investment should be made in making sure that challenges associated with alternative banking technology are minimized, and guidance should be provided to customers on the benefits of ABCs, and on how to use ABCs. If this is done, it will improve the approval of various ABCs and their aspects in the use and its application. The approval of the ABCs is the source of more application and diversity towards the management of various bank functions.