Quality of Service Delivery and its Impact on Customer Satisfaction in Four Selected Commercial Banks of Addis Ababa
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Date
2012-06
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Addis Ababa University
Abstract
The aim of this study was to assess quality of service delivery and its impact on customer
satisfaction. It described the relationship between service quality dimensions and customer
satisfaction in selected commercial banks in Addis Ababa and identifies the most important
dimension of service quality for commercial bank customers. Also, it shows the gaps
between customer’s expectation and perception on the quality of service delivery system in
the banks. The research was carried out through the use of cross-sectional survey design
and primarily based on data collected through structured questionnaire developed based on
SERVQUAL instrument. Convenience sampling technique was used to select 200
respondents from four commercial banks. The data has been analyzed via reliability
method, descriptive statistics, Spearman’s correlation and gap analysis. The finding shows
that all the five service quality dimensions are positively related with customer satisfaction.
Reliability shows the highest positive relation with customer satisfaction and tangibles
demonstrates the least positive relation with customer satisfaction. The result also indicates
that the overall service quality perceived by consumers was not satisfactory meaning
expectations exceeded perceptions and all the dimensions showed higher expectations than
perceptions of services. This implies that the selected banks in Addis Ababa are not
providing the level of service quality demanded by customers. The findings suggest that
commercial banks need to improve all the dimensions of service quality.
Keywords: Service quality, Customer satisfaction
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Keywords
Service quality, Customer satisfaction