Marketing Management

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Browsing Marketing Management by Author "Abebe, Ayele (PhD)"

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    Assessment of Service Quality and Customer Satisfaction (The Case of Oromia International Bank Sh.C)
    (Addis Ababa University, 2014-06) Girmachew, Mathewos; Abebe, Ayele (PhD)
    Service quality and customer satisfaction are very important concepts that companies must understand if they want to remain competitive and grow. In today’s competitive environment delivering high quality service is the key for a sustainable competitive advantage. The purpose of this study is to assess the service quality and customer satisfaction of Oromia International Bank by using a descriptive research type that used quantitative research method. The target population of the study was customers of OIB in Addis Ababa region where 385 samples were selected for the study. A survey has been used to collect primary data and 302 questionnaires were used in final analysis. Validity and reliability testing were employed to identify service quality attributes. Study results show that service quality is at the root of customer satisfaction. The findings of the study revealed that the overall mean score of perception is higher than expectation in tangibility and assurance dimensions, yielding a positive SERVQUAL gap, reliability and assurance were resulted in a negative and the responsiveness has a zero gap. The attributes perceived satisfactory performed are scattered between the five service quality dimensions. The most affirmatively perceived service quality dimensions are assurance and responsiveness followed by reliability. However, empathy and tangibility are less perceived compared to the other dimensions. Responsiveness shows the highest positive correlation with overall customer satisfaction and tangibility demonstrates the second highest positive correlation with overall with customer satisfaction. The result of this study provides evidence that the SERVQUAL dimensions are a useful tool to predict overall customer satisfaction for OIB. Further analyses on the assessment of service quality and overall customer satisfaction OIB is a topic to be researched. Continuous application of the assessment will allow a comparison between the results and further diagnostics of the service quality.
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    Quality of Export Banking Services the Case of Bunna International Bank
    (Addis Ababa University, 2014-05) Walelegn, Mengistu; Abebe, Ayele (PhD)
    Export banking service is the most important factor that determines the export performance of exporters and the level of hard currency flows to the banks. This research was conducted to assess export banking service in the case of Bunna international bank; specifically on sesame seeds export. In this research SERVQUAL model was used to assess the stated objective of the study. Sesame seed exporters at Bunna international bank were the target population to evaluate the export banking service. Structured questionnaire were used to collect data. Descriptive research designs were used to get a better insight into the studied issue. To identify the GAP between the perceived service quality and the expected service quality mean analysis was done and the findings indicated positive GAP on reliability and assurance dimensions assuring the provision of greater service on the dimensions. Further correlation and analysis was done and the five dimensions found to be correlated with the overall service quality of the bank. The regression analysis also indicated the most important predictors among the dimensions. Accordingly, reliability and assurance found to be the first and the second most important determinants of the overall service quality.