Influence of the Reliability Dimension of Service Quality on Customer Satisfaction: A Case of NMB Bank in Rungwe District, Tanzania
تأثير بُعد الموثوقية في جودة الخدمة على رضا العملاء: دراسة حالة للبنوك في منطقة رونغوي، إقليم مبيّا
Mots-clés :
Service Quality, Customer Satisfaction, Reliability, Rungwe DistrictRésumé
This study examined the influence of the reliability dimension of service quality on customer satisfaction at National Microfinance Bank (NMB) in Rungwe District, Tanzania. The study was guided by the SERVQUAL model developed by A. Parasuraman, Valarie A. Zeithaml, and Len Berry, which conceptualizes service quality across five dimensions: reliability, assurance, tangibles, empathy, and responsiveness. A cross-sectional research design was employed using a sample of 289 customers selected through simple random sampling from a population of 400 customers. Data were collected using structured questionnaires and analyzed using descriptive statistics and ordinal logistic regression.
The findings indicate that customers perceive NMB as highly reliable in delivering banking services, particularly in terms of timely service provision, accuracy of information, dependability, and employees’ willingness to assist. Ordinal logistic regression results reveal that reliability has a statistically significant positive influence on customer satisfaction (p < 0.05). The study concludes that enhancing service reliability significantly improves customer satisfaction in the banking sector. It recommends that financial institutions strengthen mechanisms that ensure consistent, accurate, and timely service delivery to sustain customer trust and long-term loyalty.
