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Enas

This study examines the effect of service quality on customer satisfaction at the Bank of Abyssinia, highlighting the importance of service dimensions such as tangibility, reliability, responsiveness, assurance, and empathy. Findings indicate that while some service aspects are satisfactory, overall customer satisfaction is low due to unmet service promises and employee responsiveness. Recommendations include continuous improvement in service delivery and employee motivation to enhance customer satisfaction.

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7 views17 pages

Enas

This study examines the effect of service quality on customer satisfaction at the Bank of Abyssinia, highlighting the importance of service dimensions such as tangibility, reliability, responsiveness, assurance, and empathy. Findings indicate that while some service aspects are satisfactory, overall customer satisfaction is low due to unmet service promises and employee responsiveness. Recommendations include continuous improvement in service delivery and employee motivation to enhance customer satisfaction.

Uploaded by

seyfuararo44
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Lunar International College

THE EFFECT OF SERVICE QUALITY ON


CUSTOMER SATISFACTION IN BANK OF
ABYSSINIA (BOA)

Prepared by: Enas Abdulhamid

August, 2024
Addis Ababa,
Ethiopia.
Outline of the Presentation
1. Introduction
2. Statement of the Problem
3. Objectives of the Studies
4. Research Questions
5. Scope of the study
6. Conceptual Framework
7. Research methodology
8. Result and discussion
9. Conclusion and recommendation
1. Introduction
Service quality is a comparison of
expectations with performance
This aim may be achieved by understanding
and improving operational processes
Service quality is an approach to manage a
business processes in order to ensure full
satisfaction of the customers which will help
to increase competitiveness and
effectiveness of the service industry.
Customer satisfaction is defined as
customers overall feeling of contentment
with a customer interaction.
2. Statement of the Problem
Customer satisfaction is one of every
company's major goals.
Quality of services has the power to create
customer satisfaction. On the other hand poor
quality of services results in customer
dissatisfaction and customer defection by
going to other competitors.
Excellence in service quality is a key to
achieve customer satisfaction and profitability.
Over ten national private banks have
emerged in the recent decade, all of which are
eager to expand, indicating that there is still
opportunity for more.
Cont…
 Most banks have been expanding their earnings
and market share year after year, according to
their annual reports. This may be seen in the
number of new branches that have opened as
well as the increase in the number of staff.
Along with rising profit margins, such factors
indicate that the sector will continue to grow in
the future (National Bank of Ethiopia, 2020/21).
 However, when the industry grow time to time
also it is expected their service will increase on
continuous basis
 Therefore, several studies have been done on
service quality and customer satisfaction in
service organizations, but service quality and
customer satisfaction in Ethiopia bank industry
3. Research objectives

 General Objective
 The main objectives of the research study are to
assess the effect of service quality on customer
satisfaction in the case of Bank of Abyssinia.
 Specific Objective
 The specific objectives of the study are:
 To assess the effect of service quality on
customers satisfaction in Abyssinia Bank
 To identity which service quality dimensions has
strong relationship with customers satisfaction in
Abyssinia Bank
 To evaluate each service quality dimensions
relationship with customers satisfaction.
 To assess the effect of employee’s responsiveness
on the satisfaction of customers.
4. Research Questions
What is the effect of service
quality dimensions on the
customer satisfaction in BoA,?
Which service quality dimension
has a strong relation with
customer satisfaction in BoA?
What is the relationship between
service quality dimensions and
customer satisfaction?
5. Scope of the study
The focusing of this study is Bank of
Abyssinia, where researcher evaluating
how customers perceive service quality in
this bank in general.
Therefore, the researcher were focused on
only on Bank of Abyssinia Specifically for
Addis Ababa Branch individual customers.
Geographically the study will be conducted
in Addis Ababa city on selected branches
of the bank. Moreover the time frame to
finalize this thesis work will be from April
to August 2024.
6. Conceptual Framework
7. Methodology
Research Design
 Both descriptive and explanatory study design has
been applied. The reason behind using descriptive
research design is because to describe the opinion
of a researcher that has been collected through
questioner.
 And explanatory research design, to explaining,
understands and controls the relationship between
the dependent and independent variables.
Research Approach
 Both Quantitative and Qualitative were used.

Target Population
The target branch has large number of customer
(grade four branches) relative with other branches in
the city.
Cont…
Sampling Technique
The researcher used stratified sampling
method and proportional sample to select
samples from the target population.
Sample size n= 387

Data Source
 This research project use primary data as
the principal source of information. As
the unit of analysis was the individual,
the researcher was interested to collect
original data from a population and
measuring the perceptions of individuals.
8. Major Findings and Discussions
Tangibility

The respondents gave medium agreement for bank


have modern looking equipment, the branch
facilities are visually attractive, employees who
have a neat, professional appearance, and the
branch has office at convenient location to its
customer with the mean value of 3.65, 3.44, 3.50
and 3.75, respectively.
Reliability

The respondents gave medium agreement for


quality of network and speed service, employees
show sincere interest in solving the problems of
customer, provide service at the designed and
promised time, and the bank insists on error free
records with the mean value of 3.50, 3.51, 3.46 and
3.75, respectively.
Cont…
• Responsiveness
The respondents gave low mean for
employees are always willingness to help
customers and employees are never too
busy to respond request with the mean
value of 3.00 and 3.22, respectively.
• Assurance
The respondents gave low mean for the
behavior of employees build the
confidence of the customers and
employees has knowledge to answer
question with the mean value of 2.83 and
2.94, respectively.
• Empathy
Coefficient Analysis of the Model
Coefficientsa

Model Unstandardized Standardized t Sig.


Coefficients Coefficients

B Std. Error Beta


(Constant) -.359 .188 -1.915 .056
Tangibility .117 .047 .120 2.500 .013
Reliability .180 .051 .181 3.523 .000
1
Responsiveness .228 .047 .194 4.869 .000
Assurance .156 .042 .148 3.748 .000

Empathy .358 .051 .335 7.018 .000


a. Dependent Variable: Customer satisfaction
9. Conclusion and

Recommendation
Conclusion
 The ability to deliver service as promised has a
positive effect on customer satisfaction. However,
the banks are not providing the service as promised,
the banks employees are not showing interest in
solving customers‟ problem and the banks are not
providing the service on the time they promised to
do so as expected by customers.
 In general, the following specific empirical findings
emerged from the investigation: The five service
quality dimensions (tangibility, reliability,
responsiveness, assurance and empathy) Service has
positive and significant effect on customer
satisfaction. Majority of Bank of Abyssinia customer
are not satisfied with the current delivery system of
Bank of Abyssinia.
Cont …
 Recommendation
 The banks services were relatively good, the staffs
were good in dressing well and appear net, the
branch has up to date equipment
 So there is a need for management bodies to
evaluate their status constantly and work for
continuous improvements.
 The staffs should give attention and understand the
specific need of customer by design efficient service
delivery system for the beast satisfaction of customer.
 The researcher suggests that making different
incentives mechanism to motivate employees. To
provide complete quality service. The bank should
have satisfy their employees by making different
motives.
 It is advisory the bank need to have create awareness
about new service and the cost related with the
THANK YOU

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