Assessing the Effect of Quality on Customer Satisfaction the Case of Wegagen Bank
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Date
2014-05
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Addis Ababa University
Abstract
In today’s world business environment satisfying a customer is the ultimate goal and objective of
all businesses. Customer satisfaction is a fundamental marketing construct especially for service
producing companies and they have adopted it as a high priority operational goal.
The main purpose of this study was to assess service quality and examine the impact of
SERVPERF dimensions on the customer satisfaction at Wegagen Bank. The researcher employed
questionnaire survey approach to see the attitude of the customers of Wegagen Bank and in this
case SERVPERF instruments originally proposed by Gronroos (1990) and more developed by
Cronin and Taylor (1992) applied the dimensions in designing questionnaire. In depth Interview
was employed to collect data from the organization marketing manager. The researcher took 250
sample respondents from five branches; the sampling method applied was convenience and
purposive sampling. The data analysis was conducted through statistical techniques such as
descriptive statistics, Bivariate correlations and multiple linear regressions by using SPSS and
Microsoft Excel.
The finding indicates that the service quality of the organization is good based on the result of
those dimensions. From this, the highest perceived service quality is observed in responsiveness
and assurance. The regression result shows empathy has highest impact on customer
satisfactions followed by assurance and responsiveness. From the data collected and result of
the analysis, the study indicate that the five dimensions of service quality are positively
correlated with the bank customer satisfaction, For this, the bank is advised to give strong
emphasis to all the service quality dimension in maintaining and improving the service quality
the bank provides
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Keywords
Service quality, customer satisfaction, SERVPERF dimensions