The Effect of Servicescape on Customer Satisfaction: Empirical Evidence from Selected Insurance Companies in Ethiopia
No Thumbnail Available
Date
2023-06
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
The general objective of this research study was to determine the effect of servicescape on customer satisfaction at Insurance companies in Ethiopia. The research used descriptive research design. A questionnaire survey was administered to conveniently selected 376 samples of respondents which considered to be valid. Pilot test was conducted with 305 respondents. The data was analyzed using frequency, mean, standard deviation, descriptive statistics, correlation analysis and regression analysis. This was used to carry out descriptive and inferential statistics. Data was then presented in the form of tables and figures. The extent to which (Ambiance condition, Physical facility, employee behavior and Employee image) affect customer satisfaction was examined. The findings indicated that majority of the customers are satisfied with Noise Level and Cleanness from Ambience condition, spacing area and setting safety from Physical Facility, credibility from Employee behavior and Competency from Employee image. However, it was found out that for 62% of the customers, Aroma from Ambience condition, furnishing from physical facility and customer orientation from employee behavior did not affect the level of satisfaction that customers derive from the insurance companies. Thus, management of Insurance companies in Ethiopia should focus on introducing new Insurance Policies in order to increase the number of female customers