THE EFFECT OF CUSTOMER CARE SERVICES ON SALES PERFORMANCE A CASE STUDY OF NBC BANK BRANCH IN TEMEKE MUNICIPAL, DAR ES SALAAM.

Abstract

ABSTRACT Customer care services have emerged as a strategic lever for enhancing organizational performance and competitive advantage within Tanzania’s evolving banking sector. This study examined the influence of three core dimensions of customer care employee responsiveness, service reliability, and complaint handling on key performance outcomes at NBC Bank’s Temeke Branch in Dar es Salaam. Specifically, the research focused on how these service quality factors affect sales performance, product uptake, and customer retention. A descriptive cross-sectional research design was employed, and data were collected through structured questionnaires from a sample of 80 respondents, including NBC customers and frontline staff. Data analysis was conducted using SPSS version 25, incorporating both descriptive and inferential statistics, including multiple regression analysis. The results of hypothesis testing revealed that all three customer care dimensions significantly influence organizational performance. Service reliability emerged as the strongest predictor (β = 0.46, p = 0.000), confirming that consistent service delivery, operational dependability, and trust-building mechanisms are critical for product adoption and customer confidence. Employee responsiveness (β = 0.41, p = 0.001) also showed a strong positive effect, indicating that prompt, professional, and proactive service interactions enhance customer engagement and sales conversion. Complaint handling (β = 0.39, p = 0.002) demonstrated a significant impact on customer retention, though its influence on up-selling was comparatively moderate, highlighting opportunities to reposition complaint resolution as a strategic growth function.These findings underscore the importance of integrated customer care strategies in driving organizational performance, customer loyalty, and revenue growth in Tanzania’s competitive banking environment. The study concludes that customer care excellence-anchored in responsiveness, reliability, and recovery should be embedded into NBC Bank’s operational and strategic frameworks to sustain long-term performance. Future research should explore the role of digital service channels, segment-specific service expectations, and longitudinal impacts of customer care on lifetime value to support continuous innovation and strategic advancement in the financial services industry