Service fairness, service quality and customer satisfaction: a study of agency banking at centenary bank, Kampala Uganda

Abstract

The study set out to investigate the relationship between service fairness, service quality and customer satisfaction with agent banking. The study was conducted using a cross sectional design which involved a quantitative approach. Close-ended self-administered questionnaires were used for the purpose of data collection. The researcher obtained ethical clearance before administering the questionnaires to the respondents. The population for the study constituted of 706,719 customers who enrolled for agent banking in 2021 at Centenary bank. The targeted sample size was 384 respondents and a 78% response rate was realized. The Statistical Packages for Social Sciences software (SPSS 24) was used for descriptive and inferential analysis. The findings for each of the research objectives were reported. The correlation results showed positive relationships between the examined variables. There was a positive relationship between service fairness and customer satisfaction with agent banking. There was also a positive relationship between service fairness and service quality. Finally, there was a positive relationship between service quality and customer satisfaction with agent banking. The regression results also found the two independent variables to be statistically significant predictors of customer satisfaction. The study has contributed in providing insight on the drivers of customer satisfaction in agency banking in the Ugandan context. The study recommends that, banks in agent banking service business should come up with a policy of ensuring service fairness in their business. This would be a guideline for every bank agent and employee (s) to follow. Equally banking agent service providers should profile and enshrine a quality assurance system that precisely defines quality of the service they offer for everyone to follow.