An Assessment Of Customers’ Satisfaction With New Product Innovation: The Case Of Awash Bank

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Addis Ababa University


The general objective of the thesis was to measure the level of customer satisfaction of customers of Awash Bank in relation to new product innovation. The study had tried to assess level of customer satisfaction in relation to customer centricity, attractive and innovativeness and price of the new product. Moreover, it explored the relationship among the three dimensions of the independent variables. Sample size of the study was 384 and a convenience sampling technique was used. The researcher used a qualitative type of research approach and a closed structured questionnaire was used to collect data based on the research questions. Descriptive (frequency, percentage, mean and standard deviation) and inferential statistic, analysis of variance (ANOVA) were employed. In addition, pearson correlation analysis was used to assess relationship among the three dimensions of customer satisfaction. As a key finding, the result depicted that those senior customers and qualified ones were not as such satisfied with new product innovation of the bank and generally, it is recommended that the bank should work hard and evaluate its performance so as to understand customers’ need and to get continuous competitive advantage in the banking industry



Awash Bank, analysis of variance, product