The Effects of Customer Complaint Handling Practices on Customer Satisfaction: A Case Study on Commercial Bank of Ethiopia in Addis Ababa Area zone
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Date
2020-06
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Addis Ababa University
Abstract
The main purpose of the study was to assess the effects of customer complaint handling practice of firms on customer satisfaction by taking the case of commercial bank of Ethiopia. Samples from three branches of CBE around 22 Mazoria area were taken. From the 400 questionnaires that were distributed only 270 were returned and 259 filled out questionnaires were found valid for analysis. The data was analyzed by using SPSS 20 Version. The questions on the questionnaires were organized in a way they can answer the specific research questions of the researcher. The research measured the effects of five independent variables. These are easy complaint handling tool, accessible complaint handling tool, responsiveness, ability to give solution and follow up. A test of correlation that was conducted showed that there was a relationship between the independent variables and customer satisfaction. For the purpose of analyzing the cause and effect relationship between study variables, a multiple regression analysis was conducted which resulted in failure to reject three of the null hypotheses that were formulated. The finding of the study showed that responsiveness and follow up have a positive and significant effect on customer satisfaction (dependent variable). Commercial Bank of Ethiopia is recommended to focus and improve the responsiveness and follow up trends so as to generate higher level of customer satisfaction
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Keywords
Customer complaint handling practices, Customer Satisfaction, Easy complaint collection tool