Assessment of Customer Service Quality and its Effect on Customer Satisfaction: Case Study on Ethiopian Shipping & Logistics Services Enterprise (ESL)
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Date
2016-06
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Addis Ababa University
Abstract
Service quality and customer satisfaction are very important concepts that companies must understand in order to remain competitive in business and hence grow. It is very important for companies to know how to measure these constructs from the consumers’ perspective in order to better understand their needs and be able to satisfy them and customer satisfaction is based on the overall service experience. The main purpose of the study was to assess customer service quality through evaluating the relative importance of service quality dimensions on customer satisfaction. A self administered questionnaire with five point Likert scale was developed from the SERVQUAL instrument and distributed to the selected five regional branches of the company using a convenience sampling technique to determine their expectation and perceptions of the overall service quality. The most important aspect of the relationship between service providers and customers is that the service providers lack an in-depth insight into customer preferences. If customers are not satisfied they will not provide repeated purchase and also tell others about their experiences. The same is proved in the findings of this research, that there exists a significant gap in service quality expected and perceived by the customers of Ethiopian shipping Lines. Result of the study also showed that Tangibility, Reliability, Responsiveness, Assurance and Empathy significantly and positively influenced customer attitudes in terms of satisfaction that is service quality dimensions are crucial for customer satisfaction in Ethiopian shipping Lines
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Keywords
Service Quality, Service Quality dimensions, Shipping Line