| dc.description.abstract | The purpose of the study was to asses Service quality and Customer Retention Uganda, using
DFCU Bank as a case study. The objectives of the study were to examine how reliability
affects customer retention in DFCU Bank .To investigate the effect empathy has on customer
retention
retention.
and to assess how assurance of services in DFCU Bank influences customer
The study was a cross sectional survey where both qualitative and quantitative data were
gathered in order to establish the relationship between the variables under study. Data was
collected from Customers of DFCU Bank, their sample size comprised 55 respondents who
were purposively selected and simple random sampling was jointly used to minimize biased
results. Self-administered questionnaires were the main instrument of the study and data was
analyzed using frequencies, percentages, mean, standard deviation and SPSS was used to
establish findings about Service Quality and Customer Retention. The results of this study
indicated that DFCU Bank provides quality services which express empathy to customers
through customer care and give assurance services to its customers.
The study revealed services are perceived to be of quality by majority of the customers of
DFCU Bank although a few disagree claiming to have challenges with the Services offered,
where the customer deflection rate was steadily increasing. It is therefore this steady rise that
necessitates the investigation of its problem cause.
Despite of this, there exists a strong positive relationship and bond between Service quality
and Customer Retention that’s to say a correlation of 0.028 between Reliability and
Customer Retention , correlation of 0.199 between Empathy and Customer retention and a
correlation of 0.105 between collection Assurance and Customer Retention (using correlation
SPSS).This implies that the effectiveness of Service quality leads to higher Retention levels
of the bank's customers.
The researcher recommends that DFCU Bank educates its Customers on how to use its
Services for more flexible banking services for those experiencing difficulty, Make an
effort to receive feedback from customers about their service experiences in DFCU Bank and
lastly build more loyalty programs in order to build stronger relationships with its Customers. | en_US |
