ASSESSMENT OF SERVICE QUALITY WITH SPECIAL REFERENCE TO SELAM BUS LINE SHARE COMPANY

Abstract

The purpose of this study is to assess the service quality with special reference to Selam Bus Line Share Company and the specific objectives are: - determining the expectation and perception of customers and examining of the gap between expectation and perception of service quality. The research design of the paper is descriptive where the collected data have been thoroughly analyzed and described and on top of that, the researcher’s incitements and observations are added so as to make the research more meaningful. The sources of data were primary and secondary and thus, for the primary data questionnaires were used while the secondary data were collected from books, published journal articles, websites and unpublished company documents. As the questionnaire has two parts, 333 copies were distributed to assess service quality expectation and perception of each respondent. 317 of the 333 distributed questionnaires have been collected back. Regarding the data analysis, SERVQUAL model with its five dimensions and 26 attributes was adopted and the collected data have been analyzed using the statistical package for the social science (SPSS) version 20. The major findings of the paper indicated that the five dimensions of SERVQUAL (tangibility, reliability, assurance, empathy and responsiveness) with their attributes have come up with negative gap scores of service quality which resulted in customer dissatisfaction. Generally, in this research, it has been seen that by realizing the gap between the perceived and actual service quality, customer satisfaction can be extremely improved.