Main Article Content
Abstract
Rural Bank customers are always placed in a disadvantage side of
service delivery considering availability of some of the services them.
What defines customer satisfaction is always left for a customer to
reveal. This study tried to asses’ rural customer satisfaction using SERVQUAL
model, the research used 417 sample size. The research work used
correlational and regression analysis, the result revealed that customers are
satisfied with Tangibles, Reliability, Responsiveness, and Assurance while
customers are not significantly satisfied with empathy. The research work
recommended that even though the four construct appeared positively
significant, banks should tried to enhance their services for stronger
satisfaction. Furthermore, the research recommended that banks should
overhaul their approaches of emphathy because it appeared to have no
significant relationship with customer satisfaction.