Service Quality And Customer Satisfaction In Bakeries In Nairobi Central Business District

Abstract

This focus of this research was the effects of service quality in the Nairobi central Business District (CBD). The studies population was bakeries customers within Nairobi CBD. The sample size was 92 respondents. The Study embraced a descriptive research design. The researcher picked four customers randomly from each bakery and administered questionnaire to them on a face-to-face basis thereby collecting primary data for the purposes of the study. Descriptive statistics and regression analysis was used to determine the presence of an association between service quality and customer satisfaction. SERVQUAL Model’s five dimensions was used and all service quality’s variables produced positive relations. This means a link exists between the quality of service offered and the level of customer satisfaction. Obtained results also showed that responsiveness had a considerable contribution towards satisfying customers while tangibles contributed the least. The research adds to the existing studies evaluating the quality of service offered and customer satisfaction. It has made contribution to SERVQUAL model and Expectancy Disconfirmation Theory. The Study had some limitations. The area covered was only Nairobi CBD which is a small section. The study also used semi structured questionnaire hence respondent didn’t have enough room to express themselves on the variables. The study employed descriptive cross-sectional study which is limited study to one time as opposed to long time observation. Based on the limitations it was proposed that the future further studies should explore studying other regions of Nairobi as well as other parts of the country, an experimental research design was also recommended to help monitor behaviors over a period of time. In addition to these an interview guide should be adopted as a data collection tool since in will give rom for respondents to express themselves