CONTRIBUTION OF SERVICE QUALITY ON CUSTOMER SATISFACTION (CASE OF COMMERCIAL BANK OF ETHIOPIA, JIMMA DISTRICT)

Abstract

Satisfying customer plays a pivot role in business arena since having delightful and loyal customers are reason for profitable business. The benefit of satisfied customer is impossible to be ignored since satisfied clients are like promotion at free of cost. Thus it is mandatory to provide a qualified service for them to achieve the above objective. Thus; this article analyzed the contributions of qualified service for satisfy customer for selected branches of commercial bank of Ethiopian in Jimma district. For the study data were collected from primary and secondary sources; the former data were collected from customers and customer service managers of selected branches by using questionnaire and interview. Convenience and judgmental sampling technique was used to get appropriate respondents. A total sample size of 385 clients, and 5 mangers were selected using Kothari’s sample size determination algorithm. Descriptive research design approach was applied conduct the study. The result reveals: all quality of service dimensions have positive contribution for customer satisfaction. The researcher recommended to the district that; though the mean result indicates existence of positive contributions of service quality to customer satisfaction: the value is not as such delight-full and cannot be a guaranty for customers to re-purchase. Thus; CEO need to conduct market research about problems limited them not to make customers delight-full.

Keywords

• quality of service
• tangibility quality
• reliability quality
• responsiveness quality
• assurance quality
• empathy
• satisfied customer
• market research
• contributions