The Effect of Service quality on Customer Satisfaction in Selected Commercial Banks
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Date
2023-01-02
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A.A.U.
Abstract
This study was done to investigate how customer satisfaction levels in a few Ethiopian commercial banks are affected by service quality. To examine the connection between the service quality and customer satisfaction, the 22-service quality item of the SERVQUAL model and six items of customer satisfaction were used. The data obtained from the respondents was analyzed using various descriptive and inferential statistical tools. The descriptive analysis shows that customers were satisfied with three of service quality dimensions, responsiveness, reliability and empathy. On the other hand, tangibles dimension of service quality was Considered as poor and respondents were moderately satisfied with assurance dimension in the selected Commercial banks in Ethiopia. The finding from the correlation result reveals that there is a positive and significant relationship between the responsiveness, reliability and assurance service quality dimensions and customer satisfaction. Responsiveness is found to have the highest correlation with customer satisfaction followed by reliability and assurance. On the other hand, tangibles and empathy are not found to have a relationship with customer satisfaction. From the R square value, it is depicted that 34% of variation in customer satisfaction is explained by the service quality dimensions. In addition, the finding from the regression result indicates that responsiveness, reliability, assurance and empathy service quality dimensions have a positive impact on customer satisfaction and responsiveness is the dominant service quality dimension which affects customer satisfaction.
Service quality, Customer Satisfaction, Ethiopia, SERVQUAL