Assessment of Service Quality and Customer Satisfaction (The Case of Awash International Bank Gerji Branch, Addis Ababa)
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Date
2014-06
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Addis Ababa University
Abstract
This study was conducted on the title – Assessment of Service
Quality and Customer Satisfaction of Awash International
Bank, Gerji Branch. The major service quality dimensions which
were incorporated in this study place are the following; namely,
Reliability, Responsiveness, Assurance, Empathy and
Tangibles. In gathering the data, both primary and secondary data,
particularly educated customers of the above mentioned case study
place was employed as primary sources of information together with
the management of the bank so as to get balanced sources of
information. Survey questionnaire was used to collect the primary
data from the educated customers and structured personal
interview was used to collect the required data from the
management and employees of the bank. Non-probabilistic
persuasive sampling technique was used wherever and whenever
appropriate. The data analyses were done based on Suradi`s
Perceived Service Quality Ratio. Thus, the finding has shown that
that educated customers were not satisfied because they did not
take quality services. At last, the study discloses that the Bank has
encountered service failure. Henceforth, the target bank should
make important researches that enable to promote its service’s
quality
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Keywords
Service Quality, Bank Service, Customer Satisfaction