The Effect of Customer Satisfaction on the Performance of Wegagen Bank S.C
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Date
2018-12
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Addis Ababa University
Abstract
Customers evaluate a product or service in terms of whether that product or service has met
their needs and expectations. Customer satisfaction is derived largely from the quality and
reliability of products and services. Commercial banks encounter similar problems in meeting
customer’s expectation of services and customer satisfaction. The general purpose of this paper
was to assess the effect of service quality on customer satisfaction in Wegagen Bank S.C. The
sample was 136 customers from five branches of Wegagen Bank Share Company operating in
Addis Ababa city. Convenience sampling was used to select a sample. Data was collected using
questionnaires and analyzed and presented using descriptive as well as inferential statistical
tools including the use of frequency, tables and Pearson Correlation Coefficient and linear
regressions with the help of Statistical Package for Social Sciences (SPSS) version 20. Research
findings revealed that most of the customers who use Wegagen bank services are satisfied or find
these services 'average'. The responsiveness and assurance dimensions of service quality found
to be the significant contributors customer satisfaction. The determinant factors; responsiveness
for customer’s need and assurance of the bank have been found to have a statistically positive
effect on customer satisfaction hence there is need for Wegagen bank to improve on these
determinant factors.
Description
A thesis submitted to the department of business administration in partial fulfillment of the requirements for the degree of Masters of business administration
Keywords
Customer, Satisfaction, Service quality