dc.description.abstract |
This study assessed the influence of service quality on customer retention. Specifically, it examined
Socio economic characteristics of MML customers, the influence of tangibility, reliability and
responsiveness of service on customer retention in MML in Dar es Salaam. The study adopted a
cross-sectional research design where structured questionnaire using open and closed ended
questionnaire were used from a sample size of 94 respondents. Data analysis was done using
Statistical Package for Social Sciences (SPSS) computer program version 20.0. Descriptive statistics
such as means, standard deviation, frequencies and percentage were computed. The study found that
MML customers are female than male, Respondent's age group between 31-40 years constituted the
largest proportion, and majority of the MML customers acquired primary and secondary education
level, the study found that most MML customers were married, also they came from household of
members between 1 to 5 members and their sources of income mostly depended on IGAs and salary
also the study findings revealed that, Responsiveness influenced customer retention the mostly
followed by Reliability and lastly tangibility. The study recommends that the management of MML
should introduce several policies against employees who do not wear their uniforms and clothes with
badge marked by MML's sign during working hours, providing promotions, conduct employees
training and seminars especially on the aspect of responsibilities of MFI employees |
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