This paper used quantitative and qualitative methods to analyze agency banking and customer satisfaction in Rwanda and it considered the Bank of Kigali as a case study. The research adopted a descriptive research design in nature. Data were collected from a sample size of 208 respondents who were selected from the customers that consume the Bank agency services of Bank of Kigali agents. Research data from questionnaires were assessed descriptively, and on the other hand, data from interviews were studied qualitatively. The study discovered that customers queue in the ATMs and banking halls due to; a lack of liquidity, and e-money float balances to meet customer transaction demands; lack of tangibles, leanness, and location of the agents’ outlets; and lack of in-depth knowledge and modern skills in banking among bank agents. These were supported by regression equation results that found that all the p-values were less than 0.05; this is a confirmation that all the variables were statistically significant in influencing customer satisfaction in Bank of Kigali agency services. Therefore, the study recommended that there should be constant training for Bank agents regarding Bank services and products. This will reinforce bank agents on the bank’s products and update them on some customers’ needs and will continuously build customer relationships as they will be performing as the real Bank ambassadors and satisfy them with the required information. Finally, the regulator should continuously review the regulation governing the bank agent operations since the economy is dynamic.
Keywords: Agency banking, customer satisfaction, service quality dimensions.
Copyright © 2023 Author(s) retain the copyright of this article.
This article is published under the terms of the Creative Commons Attribution License 4.0