Browsing by Author "INGRID LEAH KIMONO"

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    THE IMPACT OF CUSTOMER SERVICE QUALITY ON BANK CUSTOMER RETENTION: A CASE STUDY OF PRIDE BANK MBALE
    (Uganda Christian University, 2025-09-15) INGRID LEAH KIMONO
    This study explores the impact of customer service quality on bank customer retention at Pride Bank Mbale. In today’s competitive financial sector, banks increasingly rely on the quality of service they provide as a key differentiator in maintaining loyal customers. The research is guided by three objectives, to asses the impact of service quality on customer retention, to examine the relationship between service quality retention and to investigate how responsiveness in service delivery influences customer loyalty. A case study design is adopted focusing exclusively on Pride Bank Mbale. Data were collected from 43 respondents using questionnaires supported by secondary sources and analyzed through descriptive statistics and correlation analysis. This approach provided both numerical insights and interpretive depth making it possible to link customer service to customer retention outcomes. The findings revealed that customer service quality plays a vital role in shaping customer perceptions and influencing their decision to remain with the Bank. Specifically, responsiveness, timely handling of inquiries and complaints and personalized attention emerged as strong drivers of retention. Correlation results showed a positive and significant relationship between service quality and customer loyalty, suggesting that improvements in service delivery directly enhance retention levels. However, the study also noted that reliance on a single case study limits generalizibility, as the findings may not fully reflect dynamics in other banks or contexts. In conclusion, the research demonstrates that customer service quality is not merely a support function but a strategic tool for sustaining long term relationships with clients. The study recommends that Pride Bank Mbale continue to invest in staff training, enhance complaint handling mechanisms and prioritize responsiveness in order to strengthen customer trust and loyalty. These lessons hold broader implications for the Ugandan banking sector where competition continues to intensify and retaining existing customers is more cost effective than acquiring new ones.