Journal of Economics, Management and Trade

Despite banking services in Rwanda have low levels of penetration, it is important for banks to focus on providing quality service to their customers. This is due to the effect it has on customer satisfaction and consequently on customer retention. The purpose of the research is to investigate the satisfaction of banking customers in Rwanda with regard to financial services received. This is done through investigation their perceptions of service quality and satisfaction. Little published research among these groups of consumers has been undertaken, making the findings important for the sector in Rwanda. Use was made of a quantitative study using a SERVPERF questionnaire adapted for the Rwandan context to collect data from 156 respondents. Statements on the dimensions of service quality and customer satisfaction were measured using a 7 point Likert scale. The results of study show that the bank’s physical environments and facilities are conducive to delivering good service, and the customers are satisfied with the Tangible aspects associated with the service and that they are prepared to reflect this satisfaction in their behaviour. It is recommended that the bank take note of these findings, specifically as they reflect some differences among different groups of customers and incorporate them into future marketing strategies.