Customer satisfaction among bank users: a case study of banks within Makerere University

Abstract

This study aimed to analyze customer satisfaction among bank users in Uganda, specifically looking at banks within Makerere University's main campus. The study used primary data with a sample of 68 respondents who were mostly students of Makerere University. A cross-sectional survey design was used to collect data from respondents using questionnaires, and the response rate was 100%. The three research hypotheses utilized in the study were; the age of a customer is not associated with customer satisfaction. The education level of a customer is not associated with customer satisfaction, and the bank's time with the bank is not associated with customer satisfaction. Thereby accomplishing the two specific objectives; to establish whether the impact of demographic, social, and economic factors is associated with customer satisfaction with bank users; and establishing how the length of time spent with the bank is associated with customer satisfaction. The majority of the respondents were males, 57%, and the rest were females. Most of the customers were satisfied with the services offered by their respective banks. 96% of the respondents agreed that their banks' quality of services was good, and 93% of them agreed that they could refer their friends to their banks. In light of the findings, the study presents three recommendations for improving customer satisfaction among bank users in Uganda. Banks should increase their service speed to minimize the average spent by a customer to access a service. This can be achieved by moving more of their services online and sensitizing their customers how to access these services digitally. Banks should become more innovative to pioneer products and services that match the ever-changing needs of their customers. This will increase customer satisfaction and increase the level of customer retention by the bank