Browsing by Author "Gadiel, Magreth."

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    Factors affecting customer loyalty in banking sector in Tanzania: The case of CRDB, Azikiwe branch, Dar es Salaam.
    (Mzumbe University, 2020) Gadiel, Magreth.
    Globally, the banking industry is very important for both developing and developed economies. Therefore, customer loyalty must be valued as an effective tool that banks can use to gain a strategic advantage and survive in today’s ever increasing banking competitive environment. This study assessed the factors affecting customer loyalty in banking sectors in Tanzania, using the case of CRDB Plc. Azikiwe Dar es Salaam. Specifically, the study was guided by the following specific objectives: to determine how perceived service quality affect customer loyalty at CRDB bank Azikiwe branch; to assess how trust affects customer loyalty at the CRDB Azikiwe branch; to investigate how brand awareness influence client loyalty at the CRDB Azikiwe branch; to find out how customer satisfaction affects customer loyalty at the CRDB Azikiwe branch. The study employed a case study design while including 70 respondents as the sample of the study. The purposive and sampling procedures were used to draw the sample. The questionnaires, interview and documentary review were used as data collection techniques. Analysis of information was done through substance examination which for subjective information while quantitative data was analyzed through descriptive analysis with the aid of SPSS. The study findings revealed that, perceived service quality, trust, brand image and customer satisfaction have a greater influence on customer loyalty, as majority of respondents did agree. The study concludes that, trust and brand image influence customer loyalty. The study recommends that, customer satisfaction, perceived service quality should be emphasized on customer loyalty regarding the excellence of the services from the entity. Therefore, customer loyalty arises when customers choose to use a specific shop or purchase a particular product.