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SERVICE QUALITY AND CUSTOMER SATISFACTION IN BANKING INDUSTRY IN CAMEROON

The purpose of this paper is to evaluate the importance of customer service and customer satisfaction in the banking sector in Cameroon as well as the customer service issues that exist amongst banks in Cameroon. At the end of the study the researcher makes recommendations on ways to improve customer service in banks in terms of key variables such as tangibility, reliability, competence and convenience. This is an empirical study that made use of mainly primary data collected through a well-structured questionnaire. These questionnaires which were sent to friends, colleagues and other WhatsApp contacts and responded by google forms were then analysed and results presented using various graphs. Previous literature was also reviewed to enable the researcher arrive at various conclusions The questionnaires were administered to over a 100 bank customers. This paper makes a useful contribution in addition to the existing yet limited body of knowledge on customer service issues in Cameroon and tries to fill the gaps in previous studies . The findings are based on three different independent variables (service quality, customer loyalty and convenience ). The results showed that all these variables influenced consumers satisfaction in the Cameroon banking sector. There is a positive impact and significant relationship between the customer satisfaction and service quality. However there was no direct relationship between customer service issues and customer loyalty. There is a positive relationship between convenience and customer satisfaction. There is need for improvement in key service delivery rubrics that would enhance customer satisfaction.

MGT590
Ebot-Obong-Eleanor
MBA-in-Innovative-Management-and-Design-Thinking
EIU-PARIS