Determinants of Customer Service Quality Towards Customer Satisfaction: A Case Study of Atlas Mara Bank

Abstract

Purpose: This is a case study of Atlas Mara Bank in Zambia. Using the attitudes of the Banks’ clientele toward ideal banking services, the aim of this study was to determine the determinants of customer service quality towards customer satisfaction at Atlas Mara Bank

Design: A cross sectional explanatory questionnaire based design anchored on the discrepancy theory of formation and SERVQUAL service dimensions was employed. Ninety-seven Atlas Mara customers who sought various services were enrolled into the study using Availability Sampling. Linear Regression Analysis was the main form of analysis to determine the predictors of customer service quality towards customer satisfaction at Atlas Mara Bank.

Findings: Out of ten SERVQUAL elements, three were predictors of customer dissatisfaction and showed that the bank was not reliable as it was unable to provide the committed services truthfully and consistently (Reliability), the price/quality relation (price was used to include both interests and charges) (cost of Services Offered was rather high and ATM services were consistently out of order (Reliability).

Originality: The SERQUAL model and discrepancy theory of formation have explained the link between service quality and customer satisfaction which are uncommon findings in empirical studies employing the two epistemic domains.  This is a premier study in Zambia and the findings, will help Atlas Mara Management and Board to apply efforts at reviewing the current services in the three domains.

Conclusion: The findings point to the fact that the quality of service delivery tends to influence the state of customer satisfaction. There are lessons from studies and these could be employed in improving service delivery and maintain customer loyalty.

Key Words: Service Quality, Customer Satisfaction, Determinants, Improve & Atlas Mara

DOI: 10.7176/EJBM/16-4-02

Publication date: May 30th 2024