The Effect of Service Quality on Customer Satisfaction: in the Case of Beteseb Academy Private Elementary Schools
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Date
2025-06-25
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A.A.U
Abstract
Abstract
This study explores the effect of service quality on customer satisfaction at Beteseb Academy Private Elementary School in Addis Ababa, Ethiopia, amid growing competition in the private education sector. Utilizing the SERVQUAL model, we examine five dimensions of service quality: tangibility, reliability, responsiveness, assurance, and empathy. A mixed-methods approach was employed to collect data from 384 parents through structured questionnaires and qualitative interviews. Quantitative analysis was performed using SPSS, while qualitative data was thematically analyzed. The findings reveal that tangibility and reliability had the strongest positive effects on parental satisfaction, followed by responsiveness and empathy, while assurance showed a negative effect. These results highlight the critical importance of consistent, dependable service and the competence and courtesy of staff in shaping parental satisfaction. The study provides actionable insights for school administrators to prioritize improvements in these key areas to enhance service delivery and competitiveness. This research addresses
a gap in understanding the relationship between service quality and customer satisfaction in private elementary education, ultimately aiming to improve stakeholder satisfaction and market positioning