Factors Affecting Customer Satisfaction: In the Case of DHL Addis Ababa

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Addis Ababa University


The purpose of the research was to identify factors affecting customer satisfaction in DHL Express. The questionnaire developed for this purpose was used to gather the data from 384 respondents. These respondents are selected using purposive sampling techniques. Explanatory research design was used to identify and examine factors that affect customer satisfaction. The data was collected using a questionnaire comprised of 31 close-ended questions with Likert scale. The data was analyzed using SPSS version 20, to compute the descriptive, correlation and regression analysis result. The finding of the research revealed that all the four independent variables (expected service quality, perceived service quality, brand image and perceived service cost) have a positive relationship with DHL customer satisfaction. From the four hypotheses tested in this study the last hypotheses (H4) has rejected. The multi regression analysis confirms that all the four factors have a positive and significant effect on customer satisfaction. From those factors brand image has the highest influence on customer satisfaction. In addition to this the analysis result indicates 73% variation of customer satisfaction is due to the combination effect of these four predictors. This means, there are other factors not included in this study that contribute on 27% variation of customers satisfaction. Based on the findings the researcher forwarded some recommendations to DHL.



Customer satisfaction, expected quality, perceived quality