Service Quality and Members’ Satisfaction in Usalama wa Raia Saving and Credit Co-operative Society

Abstract

Service Quality (SQ) is a comparison of perceived expectation of a service with its perceived performance. It plays a role in succeeding members’ satisfaction in any business including Savings and Credit Cooperative Societies. Most SACCOS are losing members because of factors such as members’ loyalty and retaining. Hence this study aimed to assess service quality and members’ satisfaction in Usalama wa Raia Saving and Credit Cooperative Society. The study adopted a cross sectional study design and it was conducted in Kilimanjaro region where one of the branches of URA SACCOS is located. The objectives of the study were three, to determine the level of Quality of services provided by URA SACCOS, to examine the dimensional of quality of services and members’ satisfaction and to examine factors affecting quality of service and members’ satisfaction in URA SACCOS. A study sample of 198 members was drawn from a population of 394 members. Data were collected through questionnaire and interviews and analyzed descriptively to produce frequency and percentages. In analyzing qualitative data obtained from interview, key themes were considered and thematically presented. The findings observed long term loan and short-term loan types of products accessed in URA SACCOS that satisfy members and easily accessible. The members in URA SACCOS are satisfied with quality-of-service products and would rate high experience with employee since the products are easily accessed. Generally, qualified staff, tangibility of equipment and facilities, empathy by giving care and attention to members is important , reliability access to products and services at right time as well as responsiveness to member’s complaints and inquires must be considered for better growth of URA SACCOS. The government should expand the scope of services in financial institutions like URA SACCOS by lending them a certain amount to increase credit to members.