Service quality and customer retention in commercial banks: a case study of Stanbic Bank, Kabalagala Branch Kampala Capital City Authority, Uganda
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Date
2017-02
Authors
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Publisher
Kampala International University, College of Economics and Management
Abstract
This study was based on an analysis of the effect of service quality on customer retention in
commercial banks. It focused on critically examining the following objectives; (I) To find out the
factors that determine service quality in commercial banks; (ii) To find out ways of managing
service quality in commercial banks; (iii) To determine the relationship between service quality
and customer retention in commercial banks. The study used a descriptive cross sectional survey
design which included both qualitative and quantitative methods of data collection. The
quantitative method was used to collect numerical data in form of numbers representing
particular facts or measurement which helped the researcher to obtain information from
respondents in depth. While the qualitative method explored a wide array of dimensions like the
texture and leave of everyday life, the understanding and experiences of the research participants
and the significance of the meaning they generate. After conducting the study, findings revealed
that service quality and customer retention both go hand in hand and this meant that Stanbic bank
should improve on their service quality and implement more efficient management systems
because the higher the service quality the higher the customer retention in the bank. And from
the findings of the study and the conclusions drawn, the researcher came up with
recommendations to ensu_re that management of service quality is emphasized and these as
included; more training of workers in order to improve their knowledge about work and service
delivery I; Good customer care to maintain and expand the market reach; Physical facility
extensions in order to create space for offering quality services to customers with no congestion
among others.
Description
Research report submitted to the College of Economics and Management Science in partial fulfillment of the requirements for the Award of Bachelors Degree in Business Administration at Kampala International University.
Keywords
Service quality, Customer, Retention, Commercial, Banks, Uganda