The Effect of Agent Banking Service on Customer Satisfaction: A Case study On United Bank S.C

Abstract

This study aims to assess effect of agency banking services on customer satisfaction, at United Bank S.C. United Bank has been aggressive in fulfilling its financial objectives and remaining competitive in the market via service expansion, and seeking to create a leading role in the financial sector, among other strategies such as mobile banking, agency banking, ,among these strategies, the bank is keen on creating agent banking system in various areas as a strategy to avoid congestion at the banking halls, widen its market and to enhance client proximity hence taking the financial services closer to the clients. Despite these worthwhile efforts, the usage of agency has been slow. A sample of one hundred eight respondents was used in the study from the target population customers. Closed ended self-administered questionnaire was utilized in collecting data from the field. Data collected was analyzed using descriptive statistics (frequencies and percentages) using SPSS. The findings was then be presented in the form of tables. The findings of the research revealed that customers are moderately satisfied by the existing service given by the existing agents. All the variables of satisfaction shows that inclined to moderately satisfied and dissatisfied due to lack of reliability, convenience, agent quality and safety and affordability. Based on the finding of the research it was recommended that awareness creation campaign to be conducted to the agents and customers, training to be given to the agents for immediate improvement.