Abstract:
This study was aimed to assess customers’ perception towards service quality especially CRDB bank at Morogoro Municipal, Tanzania. The study sample size was 70. The model used was Service Quality Model. The study employed simple random sampling technique to arrive 40 customers, while purposive sampling technique was used to arrive 30 bank employees. Questionnaire, observation and interview were used to capture primary data while, documentary review technique was used to capture secondary data. Moreover, factor analysis technique was carried out to undertake objective one, while descriptive statistic was employed to analyze objective two and objective three. The results shows that, customers want to be served quickly, nice treatment from the employees, safety and security when they are depositing or drawing their money, reliability of service by having buck up generator for 24 hours ATMs Machines. Also customers want to be listened, helped unconditionally as well as being served with happy staffs. Moreover, customers are satisfied at high level, in general term, CRDB bank is performing close to the expectation of its customers and doing better in ‘tangibles’ aspect. However, the study recommended the banks’ management and staffs that, CRDB bank has to continue maintaining the status in terms of its building, pamphlets and brochures, employees appearance, furniture and even improving more to retain banks’ customers. Also, internet network and ATMs machines has to be sufficient and reliable. Also the bank has to increase number of employees as well as ensuring all teller windows effectively works and there is high security full time a day. Lastly the stepping stone study, ends up by providing the recommendation for further studies, to carry out the related study especially on ‘types of perception’ regarding that; Customers are different and their differences are also different (customer heterogeneity). Therefore the differences that exists between customers makes customers to perceive the same service differently, and thus, the results of perception between customers is not always exactly the same.
