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COLLEGE of BUSINESS and MANAGEMENT SCIENCE (Cobams) SCHOOL of STATISTICS and PLANNING MAKERERE UNIVERSITY COLLEGE OF BUSINESS AND MANAGEMENT SCIENCE (CoBAMS) SCHOOL OF STATISTICS AND PLANNING FACTORS AFFECTING CUSTOMER SATISFACTION IN BANKING A CASE STUDY OF CENTENARY BANK, MAPEERA HOUSE BY WATSEMBA PHILLIS 214016519 14/U/15909/EVE A DISSERTATION SUBMITTED TO THE SCHOOL OF STATISTICS AND PLANNING IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF A BACHELORS DEGREE IN SCIENCE IN ACTUARIAL SCIENCE OF MAKERERE UNIVERSITY JULY 2018 I DECLARATION i APPROVAL ii DEDICATION This work is dedicated to my mother Mrs Katisi Sylvia Siisa and my daughter Nampweera Tyra Abigail for the belief in me and the usual prayers and care. You encouraged me, believed in me, advised me, mentored me and prayed for me. This work would not have seen the light of day had it not been for your encouragement and inspiration. May God`s blessings always be upon you. The piece is also dedicated to my future husband. iii ACKNOWLEDGEMENT I would like to thank the Almighty God for His grace throughout my studies and for providing me with the resources and energy to make this research become a reality. My greatest thanks go to my supervisor, Mr. Serunjogi Ambrose for his academic guidance throughout the course of this research. I am indebted to Mr. Siisa Moses and Mr. Wakooba Christopher for the financial support to undertake this program. I register heartfelt gratitude to my friend Namazzi Vivian as my best friend for encouraging me personally. I would also like to recognise my friend Nyamwiza Joan and all my classmates for the immense emotional support that played a very crucial role in helping me complete this study. I also take this opportunity to thank every respondent for taking time to fill in the study questionnaire or participant in key information interviews. I would also like to take this opportunity to thank the manager Centenary bank, Mapeera branch for allowing me to conduct this study. iv ABSTRACT The purpose of this study was to establish the factors affecting customer satisfaction in banking in Uganda. The study was guided by the following objective: to find out the relationship between time spent at the bank and customer satisfaction; to identify the relevancy of availability of many tellers attending to customers in relation to customer satisfaction; to establish the relationship between the availability of ATM machines and customer satisfaction and to find out the other factors affecting that influence customer satisfaction apart from the ones mentioned above. The first approach is to first of all do pre- testing through a pilot study to ascertain the effectiveness of the questionnaire and find out if the questionnaire will be understood by the respondents and also if they are willing to answer it. The customers to Centenary on approach could give relevant information about factors affecting customer satisfaction. The study findings conclude that most of the factors that affect customer satisfaction, affect it negatively as most of the customers are not satisfied with the services the bank offers. The study also recommends the bank to put up more branches more so in the rural areas and also increase on the level of security around the banks v TABLE OF CONTENTS DECLARATION ........................................................................................................................ i APPROVAL .............................................................................................................................. ii DEDICATION ......................................................................................................................... iii ACKNOWLEDGEMENT ........................................................................................................ iv ABSTRACT ............................................................................................................................... v LIST OF TABLES .................................................................................................................... ix LIST OF FIGUREs .................................................................................................................... x LIST OF ABBREVIATIONS ................................................................................................... xi CHAPTER ONE: INTRODUCTION .................................................................................... 1 BACKGROUND ................................................................................................................... 1 STATEMENT OF THE PROBLEM [SOP] .......................................................................... 4 OBJECTIVES ........................................................................................................................ 4 MAIN OBJECTIVE........................................................................................................... 4 SPECIFIC OBJECTIVE .................................................................................................... 4 RESEARCH QUESTION ...................................................................................................... 5 JUSTIFICATION OF THE STUDY ..................................................................................... 5 SIGNIFICANCE OF THE STUDY....................................................................................... 5 FUTHER RESEARCH .......................................................................................................... 5 GENERATION OF MORE KNOWLEDGE..................................................................... 6 SCOPE OF THE STUDY ...................................................................................................... 6 DEFINITION OF KEY TERMS ........................................................................................... 6 CHAPTER TWO: INTRODUCTION ................................................................................... 8 A REVIEW OF THE LITERARURE ................................................................................... 8 SUMMARY OF THE LITERATURE REVIEW ................................................................ 13 vi CHAPTER THREE: METHODOLOGY ........................................................................... 14 INTRODUCTION ............................................................................................................... 14 RESEARCH DESIGN ......................................................................................................... 14 AREA OF STUDY .............................................................................................................. 14 STUDY POPULATION ...................................................................................................... 15 SAMPLING PROCEDURE AND SELECTION ................................................................ 15 DATA COLLECTION INSTRUMENTS ........................................................................... 16 STRUCTURED INTERVIEWS ...................................................................................... 16 QUANTITATIVE DATA ................................................................................................ 16 VALIDITY AND RELIABILITY OF RESEARCH INSTRUMENTS ............................. 17 VALIDITY ...................................................................................................................... 17 RELIABILIY ................................................................................................................... 17 RESEARCH PROCEDURE ............................................................................................... 17 DATA ANALYSIS .............................................................................................................. 18 UNIVARIATE ANALYSIS ............................................................................................ 18 BIVARIATE LEVEL OF ANALYSIS ........................................................................... 18 ETHICAL CONSIDERATIONS ......................................................................................... 19 LIMITATIONS OF THE STUDY....................................................................................... 19 SUMMARY OF THE METHODOLOGY .......................................................................... 20 CHARPTER FOUR: DATA ANALYSIS ............................................................................ 21 INTRODUCTION ............................................................................................................... 21 DISTRIBUTION OF THE RESPONDETS ........................................................................ 21 THE LEVEL OF CUSTOMER SATISFACTION DERIVED FROM CENTENARY BANK. ................................................................................................................................. 23 vii THE TIME THE CUSTOMER SPENDS AT THE BANK WHEN THEY GO TO MAKE TRANSACTIONS. .............................................................................................................. 24 THE RELATIONSHIP BETWEEN TIME SPENT AT THE BANK AND CUSTOMER SATISFACTION ................................................................................................................. 24 THE NUMBER OF TELLERS THAT WORK ON CUSTOMERS AT CENTENARY BANK .................................................................................................................................. 25 THE RELATIONSHIP BETWEEN NUMBER OF TELLERS AT THE BANK AND CUSTOMER SATISFACTION. ........................................................................................
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