The Outsource Employment Services Quality and Customer Satisfaction: The Case of Commercial Nominees
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Date
2018-06-13
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Addis Ababa University
Abstract
The major objective of this study was to describe the outsource employment service quality and customer satisfaction in selected customers of Commercial Nominees in Addis Ababa using SERVPERF model. Cluster sampling technique used for grouping 24 institutional customers’ branches/outlets in five regions. In addition, simple random sampling technique applied to select respondents’ customers from the sample frame. The data collection instrument, used in this study, was questionnaire and structured interviews. Primary data collected from outsource employment customers of Commercial Nominees using self-administered questionnaire. The questionnaire contained SERVPERF model with 22 performance statements and the degree of the customers’ agreement measured using five point Likert Scale methods. From total population of 2,041 CNs outsource employment institutional customers outlets the study used 773 target population in Addis Ababa, a sample size of 264 questionnaires were administered out of which 246 questionnaires were found to be convenient and used for a comprehensive empirical analysis. The research design used mixed approach and the interpretation of the data conducted by using descriptive and inferential statistics with the help of Statistical Package for Social Science (SPSS) instrument version 16. In addition, various statistical tools like, frequency, percentage, Cronbach’s Alpha, correlation and regression analysis applied, and the following findings identified. The regression analysis shows that all the service quality dimensions have significant influence on customer satisfaction. The correlation analysis also revealed that all service quality dimensions have positive and significant relationship with overall customer satisfaction. The result of the study also showed that, 44.7% of the respondents are not satisfied with the service delivery of the Commercial Nominees. Thus, the company should give strong emphasis to all service quality dimensions for contentiously improving its customer satisfaction
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Keywords
Service Quality, Customer Satisfaction, Commercial Nominees