Service Quality And Customer Satisfaction In Bakeries In Nairobi Central Business District
View/ Open
Date
2019Author
Okoth, Mercy Achieng
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
This focus of this research was the effects of service quality in the Nairobi central Business
District (CBD). The studies population was bakeries customers within Nairobi CBD. The
sample size was 92 respondents. The Study embraced a descriptive research design. The
researcher picked four customers randomly from each bakery and administered
questionnaire to them on a face-to-face basis thereby collecting primary data for the
purposes of the study. Descriptive statistics and regression analysis was used to determine
the presence of an association between service quality and customer satisfaction.
SERVQUAL Model’s five dimensions was used and all service quality’s variables
produced positive relations. This means a link exists between the quality of service offered
and the level of customer satisfaction. Obtained results also showed that responsiveness
had a considerable contribution towards satisfying customers while tangibles contributed
the least. The research adds to the existing studies evaluating the quality of service offered
and customer satisfaction. It has made contribution to SERVQUAL model and Expectancy
Disconfirmation Theory. The Study had some limitations. The area covered was only
Nairobi CBD which is a small section. The study also used semi structured questionnaire
hence respondent didn’t have enough room to express themselves on the variables. The
study employed descriptive cross-sectional study which is limited study to one time as
opposed to long time observation. Based on the limitations it was proposed that the future
further studies should explore studying other regions of Nairobi as well as other parts of
the country, an experimental research design was also recommended to help monitor
behaviors over a period of time. In addition to these an interview guide should be adopted
as a data collection tool since in will give rom for respondents to express themselves
Publisher
University of Nairobi
Rights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
- School of Business [1311]
The following license files are associated with this item: