| Abstract: | The purpose of this research thesis was to explore the impact of service quality in customer satisfaction in the case of united bank. The study considered five construct dimensions of service quality which are Tangibility, reliability, responsiveness, empathy and assurance. The researcher used both qualitative and quantitative research design, where much emphasis is given for the latter.
Among the various quantitative methods, the researcher used explanatory study. Accordingly, 42 representatives Addis Ababa area branches were selected and 400 respondents were selected also in this branches based on simple random sampling. Accordingly some demographic variables were identified and defined as well those predefined questionnaires were also pinpointed as the SPSS output indicated. Moreover, in due process of identifying the relationship between those service quality dimensions and customer satisfaction through Pearson correlation test the result showed that there is a significant positive association between them and the researcher also proved that the entire alternative hypothesis was well accepted. The regressions result also confirmed that the linear combination of all the components of service quality considered under the present study was significantly contributed to the variance in the dependent variable customer satisfaction. This shows that how each service quality dimensions have impact on customer satisfaction. Furthermore the ANOVA test result also confirmed that, the prediction powers of the service quality components are found to be statistically significant.
Generally, the customer gap which was evaluated based on the five service quality dimensions showed that each dimensions have significant impact on service quality and finally on customer satisfaction. Therefore, the bank needs to work continuously on improving its service excellence by considering its service gaps in the eyes of the five service quality dimensions. |
