Assessment of Service Quality of Bank Agents on Customer Satisfaction

The purpose of this study was to assess the service quality of bank agents on satisfaction. The specific objectives of the study were to assess the influence of reliability of bank agents on customer satisfaction, to assess the influence of responsiveness of bank agents on customer satisfaction, to assess the influence of assurance of bank agents on customer satisfaction, to assess the influence of empathy of bank agents on customer satisfaction and finally to assess the influence of tangibility of bank agents on customer satisfaction. The study, based on a case study design, used a non-probability sampling method to select one hundred and seventy (170) respondents from a total population of 3,734, selected by convenience sampling using only Mzumbe University students. In this study, a questionnaire was used for data collection. The data was presented in figures and tables for easy interpretation. The data collected was analyzed by descriptive analysis using SPSS and Microsoft Excel. The data obtained revealed that majority of the bank's customers were satisfied with the quality of services provided by the bank's agents when they receive services. Factors such as the professionalism, reliability, attentiveness, communication skills, intellectual impression and responsiveness to customer satisfaction of the bank agents contribute to this. This study is beneficial for both banks and customers as it illustrates the key elements of service quality that are important for service delivery and building good service.