ASSESSING THE EFFECTS OF SERVICE QUALITY DIMENSIONS ON CUSTOMERS SATISFACTION: THE CASE OF ETHIOPIAN REVENUES AND CUSTOMS AUTHORITY, LIDETA SUB-CITY SMALL TAX PAYERS BRANCH

Abstract

Quality service has become an important factor for the achievement of customer satisfaction and fulfilling the complex needs and expectation of customers. Because of this the objective of the study was to assess the effects of service quality on customers’ satisfaction in Ethiopian Revenues and Customs Authority, Lideta sub-city small taxpayer’s branch office (LSSTPBO). To achieve the objective, appropriate research questions postulated to guide the research with 4021 population comprised of 1572 Category A and 2449 Category B with determined total Sample size of 364 by using Survey method and questionnaire designed with 5 point Likert Scale . The collected data was analyzed with help of SPSS (20.0) tool. The result indicated that overall satisfaction, which is the upshot of service delivery, provided a positive result higher than the midpoint (3.23 out of maximum 5). Moreover; Assurance, Tangibility and Reliability have the main predictors of customers’ satisfaction. Responsiveness was found to be insignificant to influence customers’ satisfaction, whereas Empathy was found to influence the customers’ satisfaction negatively and significantly. It was also found that in the branch office; insufficient staffs, problem of providing fast and timely service, delay in answering questions and answer to problems, and lack of awareness were among the problems discovered. It was thus recommended that the branch office should concentrate on implementing training programs, recruit sufficient and skilled employees. Finally, prior focus and resource allocation should be given to all of service quality dimensions which have greater impact on customers’ satisfaction in the branch office.