Relationship Between Employee Satisfaction And Customer Loyalty In The Banking Industry In Tanzania: A Case Of National Microfinance Bank

ABSTRACT

The study aimed at examining the relationship between employee satisfaction and customer loyalty specifically in the banking industry, taking NMB Dodoma as a case study. The study involved a sample of 100 respondents that included 80 customers and 20 employees. Respondents were obtained using simple random sampling and purposive sampling. Data obtained through questionnaire were analyzed quantitatively using Statistical Package for Social Sciences (SPSS). The findings were presented in tables and percentages. Findings from the study reveal that majority of NMB staff are dissatisfied with reward and compensation and job security, customer of NMB are loyal to NMB product and services. The relationship between employee satisfaction and customer loyalty seems to be positive but not significant. The results of the study implies that employee satisfaction influence customer loyalty but customer loyalty is not only resulted from employee satisfaction. The study recommends that the bank should promote more self-service to the public like NMB Wakala, Points of sale in malls and supermarkets, internet banking, Automated Teller Machines (ATM) and NMB mobile. Also, the bank should improve on Frequently Asked Questions (FAQ) and insist on receiving feedback from customers and handle such feedbacks accordingly. The researcher suggestion for the future study is that the same study should be conducted in more than one bank, should be conducted by using a large number of sample size and also to be conducted in different sectors more than banking industry