Assessing the Impact of External Marketing Efforts on Delivering Quality Customer Service in Banking Sector: Evidence from Dodoma Region, Tanzania

The current research evaluates the effect of external marketing activities on quality customer service provision in the Tanzania banking industry with a particular focus on the NMB bank. It examines the effects of advertising and promotions, customers perceptions, and the existing market trends on service quality. In the quantitative research methodology, data were obtained using online questionnaires via Google form among a sample of 384 external bank customers. Statistical analysis including descriptive and multiple regression were done to examine the relationships among the variables. The results demonstrate that quality customer service can be improved largely through advertising and promotions especially the digital marketing programs. The perception of the customers in terms of trust, responsiveness and general satisfaction also holds a significant relevance in determining the quality of service. Moreover, the dynamics in the marketplace like the use of digital banking and innovative products are beneficial to the customer experiences. The multiple regression models show that the combination of these factors can explain 62 per cent of the variance in service quality at NMB Bank. The research finds that a combination of specific external marketing initiatives and customer-focused solutions and alignment to the market is critical in enhancing service provision and staying afloat in the dynamic banking business in Tanzania.