Browsing by Author "Lemma, Mesfin (PhD)"

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    Assessment of Service Quality and Level of Customer Satisfaction at Ethiopian Airlines Aviation Academy
    (Addis Ababa University, 2015-05) Terefe, Tigist; Lemma, Mesfin (PhD)
    In service industries, globally, the subject of service quality remains critical as businesses strive to maintain a competitive position in the marketplace. Some of the fastest growth in economies is expected in knowledge-based industries- such as professional and business services, education, and health services. Due to the very nature of services, service quality is more difficult to measure than quality of a good. Often, there exists a difference between the level of quality actually received and what customers expect to receive. Ethiopian Aviation Academy is one of the Strategic Business Units of the Ethiopian Aviation Group/Ethiopian Airlines. It periodically conducts “Trainee Satisfaction Surveys”. These surveys are mainly focused at evaluating trainees’ feeling about the services of the academy and do not spot where service gaps are. Due to this, they do not help in identifying necessary service improvement interventions. This research paper thus, intends to assess the service quality of the academy as primarily perceived by its trainees by identifying service quality gaps. By doing so, it identifies the level of customer satisfaction. A self-completion questionnaire was developed based on the SERVQUAL instrument and distributed to 193 trainees using a Proportionate Sampling Technique to determine trainees’ expectation and perception of the quality of training. The analysis revealed that overall service quality perceived by trainees was not satisfactory as all the service quality dimensions showed higher expectations than perceptions of services. From the findings, it can be concluded that trainees’ expectations are not met; trainees do not feel that they are engaged in the training process and thus the overall quality of training is low. It is thus recommended that the academy has to improve in all of the defined service quality dimensions with special focus and priority given to engagement, tangibles and empathy to improve the level of overall training quality so as to achieve better satisfaction results
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    The Effect of Positioning on Customer Loylty: The Case of Anbessa Shoe Share Company
    (Addis Ababa University, 2015-05) Yemane, Tirsit; Lemma, Mesfin (PhD)
    Positioning has been an important part of marketing since companies began to recognize the relevance of having control over their image of the brand. It is a first element to address in strategic marketing, & everything else is aligned to it. The fact that how foundational most organization recognize brand positioning to be, but just how little companies are willing to spend to get it done right. Which indicate, there is lack of knowledge of understanding of the vital role of positioning in one’s business success with the relationship between positioning &customer loyalty. Therefore, the objective of this research paper is to determine the effect of positioning Relevance, Differentiation, Delivery & Communication on customer loyalty at Anbesa Shoe S.C. Stratified Sampling Method was used & the data collection methods were documents, questionnaire & interview. A total no of 308 questionnaires were distributed to all Addis Ababa retail shops individual customers, out of it 257 questionnaires returned & properly filled. The questionnaires were analyzed using Cronbach Alpha, descriptive statistics, ANOVA, correlation & regression. Positioning relevance, differentiation, delivery & communication have a strong relationship with customer loyalty & the variability of customers overall loyalty can be explained to the extent of 71.2% by Positioning’s Relevance, Differentiation & Communication but Delivery has almost negligible effect on the variability of overall customer loyalty. Finally, it was recommended that, to keep the highest customer perceived positioning or image i.e. “Durability” in its current positioning statement &; to communicate effectively on few major strength of the company through assuring the actual delivery of the claimed positioning with continuous customers feedback. The negligible effect of delivery on customer loyalty doesn’t necessary to mean it has no influence since there is strong correlation between delivery & loyalty. However, it could have been better to work more on the delivery of the articulated value in order to increase the customer’s credibility, image &loyalty level & to do further study to identify the reason behind this result.
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    Effects of Service Quality on Customer Satisfaction in Banking Service: The Case of Commercial Bank of Ethiopia
    (Addis Ababa University, 2015-06) Shibabaw, Tesfaye; Lemma, Mesfin (PhD)
    Customer satisfaction has been one of the main concerns of banks of around the world. This has been necessitated by the stiff competition in the banking industry. Banks are striving hard to offer quality services and products in a bid like competition to maintain existing customers and to convince new ones as well. Customers on the other hand, want the best value for their money so they are always coming around to get in need of best service. The main objective of the research was to assess the effect of banking service quality on customer satisfaction using the five service quality dimensions of SERVQUAL model in Commercial Bank of Ethiopia. A sample of 290 customers in 12 branches was taken. The questionnaire was developed based on five dimensions of SERVQUAL model. In methodology part the collected data are analyzed using descriptive statistical tools like mean and correlation and also to analyze the effect relationship regression analysis was implemented using SPSS21 statistical tool. The main findings of the study include the following: all five dimensions of SERVQUAL have negative gap scores; from these five dimensions assurance is the main source of satisfaction based on customers’ perspective; all the five dimensions have significant relationship with customer satisfaction. The output of regression shows, from the five dimensions reliability, assurance and empathy have positive effect on customer satisfaction while tangibility and responsiveness were insignificant as the result customer satisfaction is predicted by service quality by the value 58.3% based on the five dimensions of SERVQUAL model. Recommendations made also include; commercial bank of Ethiopia should make efforts to improve the physical attributes of its branches, increase the trust relationship with its customers by doing what is expected or has been promised, the bank should able to increase its endeavor to give customers what they need from branches. The employees should be polite enough to assure customers feel confident and safe. Employees should try to understand and identify with customers’ specific needs and help according to their respective need