Developing an Integrated Quality & Queuing Model for Performance Analysis: A case of Commercial Bank of Ethiopia
No Thumbnail Available
Date
2020-10
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
Introduction: With the increasing progress in bank service in todays competitive market, people experience fast and prudent service delivery of bank service, this phenomeneon has enhanced customer expectations about the bank service.
Purpose: The main aim of this research study is to determine the major factor that is contributing to high customer dissatisfaction and inadequate performance related to service quality and queuing (waiting time) in the Commercial Bank of Ethiopia.
Design/Methodology/Approach: The synergies of both syntheses (meta-analytic, interpretive approach) conceded out for literature review, besides, the research implemented to evaluate and to make service quality improvement for Commercial Bank of Ethiopia by integrating fuzzy SERVQUAL model, fuzzy Kano’s model, and fuzzy Analytic Network Process into QFD. Structured survey questionnaires were adopted from SERVQUAL and Kano’s model to collect data and survey questionnaires were distributed online through “hezrongetahun.blogspot.com”, SPSS statistics 22, and from queuing (waiting time) aspect the data collection was undertaken over a week, and the stopwatch was utilized to record the arrival time and service time for every customer, and the data gathering was directed within a pinnacle period which is when many customers visit the bank.
Findings: From the SERVQUAL gap analysis the following result is obtained such as reliability (-3.637), responsiveness (-3.400), empathy (-2.787), assurance (-2.301), and tangible (-1.394). Alike, from the integrated HOQ analysis the following result is obtained such as, collecting customer feedback on a continuous basis with the value of (29.7%), update service standard and guidelines (19.88%), conducting adequate training, performance evaluation, and reward (18.8%), improve internal service quality by concentrating on employee issues (13.3%), establish experience sharing conducts (10.97) and finally identify the dissatisfied customer and frequent service failure issues (7.5%). Besides, from performance analysis the following result are obtained such as utilization rate (ρ) for each server respectively S1 = 98.9%, S2 = 49.5%, S3 = 32.7%, S4 =24.6%, S5 = 19.6%, S6 =16.4%, S7 =14.0%.Practical Implication: The finding has a practical implication for service industries to explore their drawbacks related to service quality. Likewise, enhance customer satisfaction and increase their competitiveness in the current market place.
Originality/Value: This research paper indicates the influence of service quality and queuing (waiting time) on customer satisfaction, the performance of the bank. And also this research studies develop an integrated quality and queuing model framework for performance analysis.
Conclusion: The following conclusions are derived from the research findings see, for example, service quality dimensions such as reliability, responsiveness, empathy, assurance, tangible affect customer satisfaction correspondingly. And also from performance or service rate analysis, the company should improve the utilization of the server utilization. Also from integrated HOQ findings improving those technical requirements exclusively can improve the service quality of the bank in turn increases customer satisfaction.
Description
Keywords
fuzzy SERVQUAL model, fuzzy Kano’s model, fuzzy ANP, QFD, customer satisfaction