Factors That Determine Satisfaction of Customers of Equity Bank Kenya Limited in Nairobi

Abstract

The purpose of this study was to identifythe factors that determine satisfaction of customers of Equity Bank Kenya limited in Nairobi. This research study sought to answer the following question; what are the factors that determine customer satisfaction of Equity Bank Kenya Ltd in Nairobi. The study had one objective: to identify the factors that determine customer satisfaction at equity bank Kenya limited in Nairobi. The study used descriptive research designand primary data was collected using a structured questionnaire. The population of the study constituted all the customers of Equity Bank Kenya limited in Nairobi central business district. A sample of 60 customers was selected from the Equity Bank branches in Nairobi Central Business District. The study used both qualitative and quantitative approaches in data collection. Statistical Package of Social Sciences was then used to generate frequency tables, charts and figures. The study was based on the premise that determinant factors (perceived quality of services, customer expectations, image of the bank, trustworthiness of the organization and customer service relationship) influence customer satisfaction of Equity Bank customers. The study found out that 68.6% of customer’ssatisfaction at equity bank customers can be explained by perceived quality of services, customer expectations, image of the Bank, and trustworthiness of the bank and customer service relationship. These factors have statistically positive effect on customer satisfaction and hence there is need for the banking management to work towards improving them. The study recommended that there is need for further studies to determine the other factors that account for the remaining 31.4% of customer satisfaction at Equity Bank Kenya Limited in Nairobi.