Assessing the Effect of E-Commerce Attribute on Customer Service Quality Enhancement: The Case of Ethiopian Airlines
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Date
2023-06
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Addis Ababa University
Abstract
This thesis explores the impact of e-commerce attributes on the enhancement of customer service quality, focusing on the case of Ethiopian Airline services. Seven determinants of e-commerce service quality variables - fulfillment, reliability, responsiveness, efficiency, privacy, compensation, and contact - are employed as measurements. A quantitative research approach, utilizing both descriptive and correlation methods, was adopted. A simple random sampling technique was employed to select a sample from the population, and a questionnaire was designed using Likert's five-point scale to assess all attributes of Ethiopian Airlines' e-commerce services. Out of the 384 questionnaires distributed, 363 respondents completed and returned their questionnaires. The statistical analysis of the study was conducted using SPSS software version 20, presenting results through inference and descriptive analyses. The descriptive statistics revealed that the factors influencing the level of customer service quality were above the satisfactory level, with a mean value of 3.44 on a 5-point Likert scale. This implies that the efficiency, fulfillment, responsiveness, reliability, privacy, compensation, and communication attributes of e-commerce services significantly impact the customer service quality of Ethiopian Airline. The overall findings of the multiple linear regression analysis indicated that there is variation in the effects of e-commerce service quality dimensions on customer service quality. Specifically, any increase in efficiency, fulfillment, reliability, privacy, responsiveness, compensation, and contact contributes to a 33.6%, 10%, 21.5%, 16.9%, 11.4%, 11.1%, and 6.5% enhancement in customer service quality, respectively. Based on these findings, it is recommended that Ethiopian Airlines prioritize efficiency, reliability, and privacy to elevate the quality of their customer services since those variables has higher contribution than the rest
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Service quality