Customer perceptions of the quality of services offered by Kenya Commercial Bank branches in Nairobi, Kenya
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Date
2011-11Author
Magori, Violet N
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
Service quality has attracted major attention from marketers and academic researchers
over recent years, mainly due to its significant role in business performance and the
maintenance of customer loyalty. With the recent growth in the service sector, banking
included, it is essential for service providers to understand the customers’ view of the
quality of service offered. Only then, can providers effectively optimize their returns
from the service and stay ahead of their competitors.
The objective of this study was to evaluate customer perceptions of the quality of service
offered by Kenya Commercial Bank (KCB) branches in Nairobi. The study sought to
identify customers’ views; thoughts and feelings on the quality of service offered with the
aim of identifying the possible expectations that customers have on the quality of service.
The study used descriptive design with the population of interest being KCB customers in
Nairobi central business district, narrowed down to a sample from four branches within
the city centre. A structured questionnaire with likert type questions/statements and rating
scales was used to collect the primary data. The questionnaires were self administered but
the researcher waited for them to be filled and returned for analysis.
The study results indicated that the service delivered was mainly perceived to be of
average quality, thereby signifying that the customers’ expectations of the quality were
higher than the delivered service. The weak areas identified included long queuing for
service while the contact center response to customers had a high mean score means
customers were happy with the service. In conclusion, to differentiate itself in the
homogenous banking sector, KCB needs to make excellent service delivery its point of
focus. This involves identifying the service gaps from the research and devising ways of
improving on the service delivered. Also the Bank needs to properly formulate its product
strategies, to build on product diversity and features so as to stand out against the
competition.
Citation
MBA ThesisSponsorhip
University of NairobiPublisher
School of Business, University of Nairobi
Description
Customer perceptions of the quality of services offered by Kenya Commercial Bank branches in Nairobi, Kenya