Effects of Service Quality on Customer Satisfaction in Bank of Abyssinia in the Case of Selected Branches under the East Addis District
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Date
2022-05-01
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A.A.U.
Abstract
Customers' expectations are constantly rising and changing, thus service providers must devise new and improved service offerings and delivery techniques. In today's highly competitive financial services business, knowing the importance of service quality is essential, as is identifying appropriate operational strategies that should be implemented to achieve desired service quality targets. As a result, the goal of this study was to see how service quality affected customer satisfaction in Ethiopian private commercial banking. This study used a cross-sectional survey with a sample size of 204 consumers from five Bank of Abyssinia branches in the East Addis Ababa District. Random sampling was employed systematically. In order to choose the study sample, systematic random sampling was used. Semi-structured questionnaires were used to obtain primary data for the study. The quantitative data were evaluated using descriptive statistics, and correlation analysis was used to determine the strength and direction of the linear correlations between variables. The association between service quality parameters and customer satisfaction was also established using multiple regression models with a 5% threshold of significance. As a result, the study discovered that customer satisfaction in Bank of Abyssinia in Addis Ababa is positively influenced by reliability, tangibility, responsiveness, assurance, and empathy. According to the survey, banks should make sure that their facilities are visually appealing to their consumers, which includes keeping their workers clean. The improved tangibility of services would increase customer satisfaction, and it is the bank's job to ensure that its workers are well-versed in the bank and services offered so that they can assist visitors and reply to their financial requests/questions
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Keywords
Service Quality, Customer Satisfactions, Tangibility, Reliability,Assurance, Responsiveness, Empathy