The research intended to investigate how Total Quality Management can be effectively used by retail banks to improve their competitiveness in view of growing intense competition existing in that industry. The preliminary chapter introduces the reader to the research problem and the literature review was meant to be an expansion on the research background. The researcher employed the descriptive research design because it was relatively cheap and less time consuming. The survey and observation method were used to collect data from the field. However, research instruments used were questionnaires and observation guidelines to solicit data from the respondents. Data was analysed qualitatively for unstructured questions and statistically for structured questions. Pie charts, bar graphs, line graphs and tables were used to explicitly present the findings. The findings substantially revealed that Post Savings Bank and Agribank had a weak implementation of Total Quality Management system as compared to Standard Chartered Bank and BancABC. As a result, it was discovered that the latter banks had more satisfied and loyal customers which significantly contributed to them being more competitive to POSB and Agribank. A Chi-square Test was carried and it confirmed the relationship between Total Quality Management and customer satisfaction. A binary logistic regression was then done to model the relationship.
Total Quality Management, Service Quality, Customer satisfaction, Competitive tool
