Factors Affecting Customer Satisfaction: The Case of Commercial Bank of Ethiopia Customers in Addis Ababa, Ethiopia
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Date
2016-11
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Addis Ababa University
Abstract
In the highly competitive banking industry, the success and failure of any business organization merely depends on how well it satisfies the needs and wants of customers. If a bank needs to stay competitive in the industry, it has to continuously meet the needs and wants of its customers. This research has adopted items from previously done literatures so as to assess the interaction among demographic variable, service quality, corporate image, and price and customer satisfaction from customers’ perspective.0. The main objective of this study is assessing the level of customer satisfaction and factors affecting customer satisfaction the case of commercial banks of Ethiopia on the selected branches in Addis Ababa, Ethiopia. Survey method was employed and primary data were gathered through the use of questionnaires. Self-administered questionnaires have been distributed for 385 randomly selected samples and out of this, analysis was made based on the data collected from 345 respondents. The questionnaires were analyzed using descriptive statistics, T-test, one way ANOVA and regression with the support of SPSS for analysis and summarization purposes. The findings based on four different independent variables (demographic variable, service quality, corporate image and price) revealed that age and education are demographic factors that have significant influence on customer satisfaction. Empathy, reliability and assurance from dimension of service quality have a significant influence on customers’ satisfaction. The study has identified corporate image and price hold significant influence on customer’s satisfaction. The study also found out that majority of the customers are satisfied with the services of commercial bank of Ethiopia.
Key words: Service Quality, Price, Corporate Image, Customer Satisfaction
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Keywords
Service Quality, Price, Corporate Image, Customer Satisfaction