Assessment of Service Quality and Customer Satisfaction (In the Case Of Commercial Bank of Ethiopia ATM Service)
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Date
2014-05
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Addis Ababa University
Abstract
The main goal of this study is the assessment of customer satisfaction and service quality of
Commercial Bank of Ethiopia's automated teller service. To this end, user's level of customer
satisfaction and their perception of the quality of service being provided by the bank were
investigated. To accomplish this, a questionnaire survey was conducted by taking the most
important ATM service quality dimensions that were identified by several researchers from
literature. The data from the questionnaires were analyzed through mean and standard deviation
as well as through correlation analysis with the help of SPSS statistical software program.
According to the findings customers found, the ATM service to be exceptionally easy to use and
highly secure from fraud. However, responsiveness and reliability of the ATM service were
found to be low on customer's perception. The major problems faced by customers while using
the service include ATM not functioning all the time, ATM not being able to provide accurate
and consistent services, cash not being available inside the ATMs and ATM network not always
being available, ATM contact person not being available, breakdown of ATMs not being fixed
promptly and the recovery speed of the ATM being slow when there is a failure. The findings
also show that all of the selected service quality dimensions have a significant and positive
relationship with customer satisfaction. When the respondents were asked to rate their overall
satisfaction with the ATM service, most of the respondents stated that they were satisfied with the
service. Finally, this paper will help Commercial Bank of Ethiopia understand what its
customers perception is towards its ATM service. This will in turn help it focus on the
dimensions that customers believe its ATM service is performing weakly and which service
dimensions it should build and improve on. This study only focused on the ATM services of CBE
situated in Addis Ababa and used convenience sampling method to reach its target population
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Keywords
Service quality, customer satisfaction, ATM service quality