The Impact of Service Escape on Customer-perceived Service Qualityː A Case of Bank of Abyssinia
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Date
2016-06
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Addis Ababa University
Abstract
The objective of this study was to see the impact of servicescape elements on perceived service quality in the case of Bank of Abyssinia. A questionnaire survey was administered to conveniently select 418 samples of respondents which 382 considered to be valid. Pilot test was conducted with 30 respondents. The data was analyzed using frequency, cross tabulation, mean, standard deviation, descriptive statistics, correlation analysis and regression analysis. The demographic findings of the study showed that most of the customers of bank of Abyssinia are men. And also, above 50% of the customers are using saving account type the rest three accounts (current, special saving and CD account) cover the remaining 47.6%. The results from this analysis showed that, out of the total number of nine elements of servicescape music, cleanliness, implicit communicator, customer orientation and competence had a positive significant effect on perceived service quality, and the rest four that are aroma, furnishing, credibility and physical attractiveness had insignificant effect on perceived service quality. Thus, management of bank of Abyssinia should focus on introducing new account types in order to increase the number of female customers. Another thing is from the physical aspect of servicescape the management should focus on music, cleanliness and implicit communicator and from social aspect of servicescape they should focus on customer orientation and competence
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Servicecape, Ambient condition, Design factors