ASSESSMENT OF CUSTOMERS’ SATISFACTION AND SERVICE QUALITY OF AWASH INTERNATIONAL BANK (S.C.)

Abstract

Today competition is getting intense than before. So that companies need to start paying special attention to their service quality, competitors, development of new technological aspects ever after. Companies should constantly anticipate the customers unlimited needs and expectations and try to address the gap. The aim of this study is to assess customers’ satisfaction and the service quality of Awash International Bank S.C. and to give an insight for the management for areas of improvement. A total of 363 respondents who have used AIB’s service were participated in the study from 26 branches. The data has been analyzed using descriptive statistics. From the analysis made, it is found that 85 percent of the respondents are satisfied with the service quality of the bank but still looking for improvement in the cashless banking system of AIB. The five SERVQUAL dimensions (empathy, reliability and assurance) showed good rating but tangibility and responsiveness was found to be the areas that need special attention of the bank management. The overall service quality perceived by the customers is good and need improvement. For the attainment of its vision, “to be the strongest and most preferred bank of the People “and to maintain its competitiveness in the market the bank should work on the entire aspect of quality dimensions and especially on those with the higher gaps i.e. tangibles in introducing technologically advanced banking system.