The Effects of Customer Complaint Handling Practices on Customer Satisfaction: A Case Study on Awash Bank in Addis Ababa Area zone.
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Date
2022-06
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Addis Ababa University
Abstract
The main purpose of the current study was to examine the effects of firms' customer complaint management processes on customer satisfaction in the case of Awash Bank. Two samples were taken from Addis Abeba City Branches: Megenagna and Kotebe branches using nonprobability sampling. Sample customers were chosen using convenient sampling techniques (400 participants). Only 270 out of 400 questionnaires were returned, and only 259 completed questionnaires were judged valid for analysis. The data were analyzed using SPSS 20 Version. The questionnaire questions were created in such a way that they could address the specific study themes of the researcher. The impacts of four independent factors were investigated in this study. An easily accessible complaint handling mechanism, response, the capacity to propose a solution and follow-up are all examples. There was a link between the independent variables and
customer satisfaction, according to a correlation test. The cause and effect relationship between research variables was investigated using multiple regression analysis, which resulted in the failure to reject all independent variables of the null hypotheses. According to the conclusions of the study, all independent factors showed a significant impact on customer satisfaction (dependent variable). Based on the results, the researcher recommends that Awash Bank should concentrate on improving response and tracking trends in order to achieve a higher level of client satisfaction.
Keywords: Customer, complaint handling practices, Customer Satisfaction, Responsiveness, Accessibility, Ability, Follow up