Author(s) :

PIUS PAUL, ISAAC KAZUNGU, ALPHA MWONGOSO.

Volume/Issue :

Abstract :

This study examines the influence of service quality dimensions on University students’ satisfaction and loyalty toward their bank accounts in Tanzania. Using a causal research design and a cross-sectional survey, a sample of 398 students was selected through purposive, stratified and simple random sampling techniques. Data were analyzed using a Multiple Linear Regression (MLR) model. Results suggest that service quality significantly affects student satisfaction and loyalty, with responsiveness and empathy driving positive experiences. Low satisfaction can weaken the loyalty-service quality relationship, despite adequate service perceptions. To improve service quality, banks should prioritize personalized services, efficient issue resolution, and upgrades to physical and digital infrastructures, while training staff in responsiveness and empathy are recommended to enhance student experience and loyalty. The study offers practical implications into the service quality dimensions essential for fostering satisfaction and loyalty among higher education students, emphasizing the crucial moderating role of satisfaction in this relationship.

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