The Impact Of Customer Care On Customer Attraction And Retantion In Tanzania: A Case Study Of Barclays Bank Dar Es Salaam

ABSTRACT

The study was intended to investigate the impact of customer care on customer attraction

and retention in the banking industry a case study of Barclays Bank in Dar es Salaam

region. The study guided by three specific objectives which are; to identify customer

care activities in the area, to assess the level of satisfaction with customer care provided

by BBT and to examine the level of satisfaction with complaint handling provided by

BBT. Literature review concerning the study topic was employed so as to get

information from former studies. It includes the definition of key terms, theoretical

literature review, empirical literature review, research gap and conceptual framework.

In order to achieve the specific objectives, the researcher collected primary data and

secondary data. The researcher used descriptive analysis and SPSS and used a sample

size of 90 respondents in which 84 respondents were Barclays bank customers and 6

respondents were Barclays bank key informant “bank employees‟‟ whereby social

survey and personal interview method of data collection were employed. Questionnaire,

interview guide and documentary review as tools for data collection were applied so as

to get relevant data. At last data were analyzed in both quantitative and qualitative with

the help of computer software.

The research findings/results gave an indication that improvements in levels of

satisfaction with the customer service mentioned above were likely to increase customer

retention and attraction. This was supported by extraneous findings that indicated that

customers were taking notice of other banks and that they are doing so as a means of

filling the gap that existed between their expectations of the bank and what they were

actually getting. Hence, the study suggested that a number of elements should be

rectified including employee satisfaction, service quality standard monitoring, and

leadership involvement as these are key drivers of customer satisfaction and customer

retention.

Eventually, in the future a preliminary survey is recommended that include to identify

the specific customer service areas that customers use to measure satisfaction derived

from customer care, trace the relationship between the satisfaction level and the

likelihood that the customer will leave the bank; and include internal customers and

validate the relationship that internal customer satisfaction levels have on external

customer‟s satisfaction.