An Assessment of Customer Satisfaction with Kaldi's Coffee
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Date
2011-05
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Addis Ababa Universty
Abstract
In the present competitive world, success of every company or organization lies in the
satisfaction of its customers. This is essentially applied in the restaurant sector too. This
study is designed to assess and analyze the level of customer satisfaction and what
determines customer satisfaction in the context of Kaldi's coffee. Additional attempt has
been made to examine the level of overall service quality and its association with customer
satisfaction, along with other determinants of the same. For the purpose, research
methodology using questionnaire as the instrument of primary data collection was
developed and administered on 250 respondents, selected randomly across 11 Kaldi's
cafeterias in the Addis Ababa city. Findings reveal that strong significant correlations exist
among the variables, considered to be the determinants of customer satisfaction and
services quali ty. Multiple regression analysis examined conflict handing and need
fulfillment dimensions of service quality, contributing significantly to develop satisfied
customers.
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Keywords
Customer Satisfaction, Service Quality, Kaldi's Coffee, Ethiopia