期刊名称：European Journal of Business and Social Sciences
印刷版ISSN：2235-767X
出版年度：2016
卷号：5
期号：4
页码：01-11
出版社：European Society of Business and Social Sciences
摘要：Rural Bank customers are always placed in a disadvantage side ofservice delivery considering availability of some of the services them.What defines customer satisfaction is always left for a customer toreveal. This study tried to asses’ rural customer satisfaction using SERVQUALmodel, the research used 417 sample size. The research work usedcorrelational and regression analysis, the result revealed that customers aresatisfied with Tangibles, Reliability, Responsiveness, and Assurance whilecustomers are not significantly satisfied with empathy. The research workrecommended that even though the four construct appeared positivelysignificant, banks should tried to enhance their services for strongersatisfaction. Furthermore, the research recommended that banks shouldoverhaul their approaches of emphathy because it appeared to have nosignificant relationship with customer satisfaction.
关键词：Service Quality; Rural Bank Customer; Satisfaction
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