Factors inFluencing customers’ evaluation of service quality and customer satisfaction – Findings from Tanzania

This study was put in place to investigate within the Tanzanian context, the various environmental factors which are given importance by customers when evaluating service quality and customer satisfaction. The study was approached qualitatively by employing an embedded case study design using bank cases. Data was collected through direct interviews guided by study protocol and by using documentary review. Analysis was accomplished using comparisons, pattern matching and extensive explanation building. It has been found out that a host of environmental factors are there which mould customer satisfaction apart from service quality. Such variables depend on customer market segmentation and they differ among segments even if same services are rendered by same companies. It is recommended that perfect conceptualization of service quality is that one which is not based on gap formulation due to the modelling conforming to customer satisfaction. Also, service firm managers need to have systems in place to enable them understand environmental factors given weight by their customers in deriving satisfaction. Thereafter, they should put a mechanism to make the factors predictable.