会計とマーケティング

Marketing strategies in Latin America in this Pandemic

Abstract

Marisa Medero

The study sought to assess the impact of customer care delivery on customer satisfaction in retail banks. The specific objectives of this study are to examine 1. The impact of customer care delivery the quality of service, effectiveness, complaint handling and interpersonal relationship on customer satisfaction. 2. Examine the mediating role of interpersonal relationships between quality of service, effectiveness, complaint handling and customer satisfaction. The study uses quantitative approach with total of 395 questionnaires was collected from retail bank personnel. The result was analyzed using Structural Equation Modeling. The results of the study indicate that customer care delivery factors significantly impact customer satisfaction. Also, has an impact on Tanzania retail banking sector. In contrast, complaint handling does not impact customer satisfaction for Tanzania retail banks and interpersonal relationship does not have mediating effect on complaint handling and customer satisfaction. However, this study focuses on Tanzania retail banks but the study offers wide knowledge to banking professionals globally so as to improve and widen the scope of quality of customer services delivery for purpose of satisfying customer needs and demands in banking sector.