An evaluation of customer satisfaction in rural agricultural banking services: a case study of United Bank for Africa
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Background of the Study
Customer satisfaction is a key indicator of service quality and operational success in rural agricultural banking. United Bank for Africa (UBA) has made significant investments in improving service delivery through personalized customer care, digital banking platforms, and targeted outreach programs. In rural areas, where the majority of agricultural transactions are conducted, customer satisfaction influences loan uptake, repayment behavior, and overall financial inclusion. UBA’s approach includes the use of customer feedback systems, periodic satisfaction surveys, and service quality audits to continuously refine its operations (Oluseyi, 2023).
The bank has focused on reducing turnaround times, improving accessibility through mobile and agent banking, and providing culturally tailored financial education to enhance customer engagement. These initiatives have contributed to improved relationships with rural clients and a higher rate of successful loan disbursements. Digital innovations, such as real-time transaction alerts and online support channels, further bolster customer confidence and satisfaction by ensuring transparency and prompt service delivery (Akinola, 2024).
However, maintaining high levels of customer satisfaction in rural contexts remains challenging due to infrastructural constraints, variable service quality across branches, and low digital literacy among rural populations. Additionally, external factors such as economic instability and seasonal agricultural cycles can affect customer perceptions and their overall satisfaction with banking services. This study evaluates the customer satisfaction levels among rural agricultural banking clients of UBA, aiming to identify strengths, pinpoint areas for improvement, and provide actionable recommendations to enhance service delivery and overall client experience (Ibrahim, 2025).
Statement of the Problem
Although UBA has implemented several initiatives to improve customer satisfaction, many rural agricultural banking clients continue to experience service shortcomings. Inconsistent service quality, long waiting times, and inadequate support during peak agricultural seasons contribute to customer dissatisfaction (Oluseyi, 2023). Furthermore, challenges such as limited digital literacy and infrastructural deficits in remote areas hinder effective communication and timely support. Variability in branch performance and regional economic conditions also lead to disparities in customer experiences. These issues not only reduce the overall satisfaction levels but also adversely affect loan uptake and repayment performance, thereby impacting the bank’s financial stability (Akinola, 2024).
The absence of a standardized customer service protocol across different regions further complicates efforts to measure and improve satisfaction. Without reliable and consistent service delivery, customers may lose trust in formal banking systems, thereby reducing their willingness to engage in long-term financial relationships. This study seeks to identify the specific factors that contribute to customer dissatisfaction and to propose strategies that can improve service consistency and overall customer experience in rural agricultural banking (Ibrahim, 2025).
Objectives of the Study
• To assess the current level of customer satisfaction in rural agricultural banking services.
• To identify key factors contributing to customer dissatisfaction.
• To recommend strategies for enhancing service quality and customer engagement.
Research Questions
• How satisfied are rural agricultural banking clients with current services?
• What are the main factors contributing to customer dissatisfaction?
• What measures can improve service consistency and client satisfaction?
Research Hypotheses
• H1: High customer satisfaction correlates with increased loan uptake and repayment rates.
• H2: Infrastructural and digital literacy challenges negatively impact satisfaction levels.
• H3: Standardized service protocols improve overall customer satisfaction.
Scope and Limitations of the Study
This study focuses on UBA’s rural agricultural banking services in selected regions. Data are collected from customer surveys, service quality reports, and branch performance evaluations. Limitations include regional differences in service infrastructure and potential response bias in customer feedback.
Definitions of Terms
• Customer Satisfaction: The degree to which customers’ expectations are met by banking services.
• Rural Agricultural Banking: Financial services provided to rural agricultural communities.
• Financial Inclusion: The accessibility of financial services to underserved populations.
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