Measuring Service Quality and Customer Satisfaction in Ethiopian Airlines Cargo Incoming Section
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Date
2014-05
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Addis Ababa University
Abstract
The purpose of this study was to measure the level of service quality and customer satisfaction in relations to Ethiopian airlines cargo in coming section. For the purpose of the study the study has used the gap model of service quality with the application of SERVQUAL instrument. This five dimensions of SERVQUAL developed by Parasuraman namely tangibles, reliability, responsiveness, assurance, and empathy where used to measure the level of customers expectation and perception of service quality in Ethiopian airlines cargo in coming section. A sample of 200 respondents was selected using a non-probabilistic convenience sampling technique. According to the findings of the study all the five dimensions of service quality have shown a negative gap score. This indicates that customers of Ethiopian airlines cargo in coming section are dissatisfied with the service provided to them hence; there perceptions are below their expectations. The dimension with the lowest negative gap score is assurance followed by tangibles and responsiveness. The findings of the gap analysis also indicates that reliability and empathy are the two dimensions with the highest negative gap scores which makes this two dimensions the largest contributors to customers dissatisfaction. Person correlation analysis was conducted to examine the relationship between SERVQUAL dimensions and service quality the results shows that all the five dimensions of service quality have a positive relationship with customer satisfaction where reliability, empathy and responsiveness have a strong and positive correlation with satisfaction while assurance and tangibles have a weak positive correlation with customer satisfaction. Generally only empathy and reliability dimensions of service quality have shown statistically significant impact on customer satisfaction. Accordingly Ethiopian airlines cargo section needs to give more emphasis and due attention to empathy and reliability dimensions of service quality to improve the level of customer satisfaction
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Keywords
service quality, customer satisfaction, SERVQUAL