THE EFFECT OF SERVICE ASSURANCE ON CUSTOMER SATISFACTION AMONG CLIENTS OF AFRICAN BANKING CORPORATION BANK LIMITED, KENYA
THE EFFECT OF SERVICE ASSURANCE ON CUSTOMER SATISFACTION AMONG CLIENTS OF AFRICAN BANKING CORPORATION BANK LIMITED, KENYA
Joshua Omondi Onuonga - PhD student Kisii University, School of Business and Economics, Department of Business Administration, Kenya
Dr. Yususf Motari - Lecturer, School of Business and economics, Department of Business Administration, Kisii University, Kenya
Dr. Mongare Omare - Lecturer, School of Business and economics, Department of Business Administration, Kisii University, Kenya
Dr. Charles Momanyi - Lecturer, School of Business and economics, Department of Business Administration, Kisii University, Kenya
ABSTRACT
This study looked into the role of service assurance on customer satisfaction among clients of tier three banks with a focus on African banking corporation, limited, in Kenya. The study was anchored on the SERQUAL model, Cognitive Dissonance Theory and the social exchange theory. Explanatory research design was employed for the study. Primary data was collected using a structured questionnaire administered by the researcher through assistants. The data was organized, summarized and presented using descriptive statistical tools to obtain understandings into the central tendencies, variability and distribution such as mean, median, variance. Pearson's product moment was used to assess the strength of the relationship between the two variables, whereas Simple linear regression was employed to test the direct effect of the independent variable on the dependent variable. Results were presented inform of tables. The results of simple linear regression was (R2 =.519) which indicates that the service assurance accounted for 51.9% of the satisfaction of the clients of the tier three bank which indicated a significant relationship between service assurance and customer satisfaction. In addition, service assurance and customer satisfaction outcomes had a moderate but positive correlation (R = .720) the conclusion made was that service assurance (employee courtesy, service knowledge and customer trust) significantly affected customer satisfaction in in tier three banks in Kenya.
