ASSESSING THE EFFECT OFCUSTOMER SATISFACTION IN SERVICE DELIVERY OF FRONT LINE STAFFS IN SELECTED COMMERCIAL BANK OF ETHIOPIA (CBE’S) BRANCHES

Abstract

Customer satisfaction is known to be one of the most important and serious issues towards success in today's competitive business environment, as it affects company market shares and customer retention" (Ooi, et al., 2011).Competent frontline employees are invaluable assets for any organization’s survival in the dynamic and competitive business environment. The main objective of the study will be assessing and analyze the current front line staffs service delivery and customer satisfaction in selected CBE’s branches. For the purpose of the study 277 customer questionnaires and 20 FLS employee questionnaires were prepared. On the other hand semi structured interview were conducted for 8 supervisors by using systematic sampling method. Descriptive research method is employed to analyze this qualitative type student research. Hence, the purpose of the study is to assess and analyze the current front line staffs service delivery and customer satisfaction in selected CBE’s branches. Accordingly 252 customer questionnaires and 20 FLS employee questionnaires were collected. According to the survey result, the service delivery gap computed from customer’s perception minus customer’s expectation is found to be negative. The major gaps are seen on not being willing to listen to customers individual point of view and Frontline Employees are not willing to provide inform action, advice and support when customers are in need of it. Also the survey result shows that more than half of customers that hold 146 (57.9%) were reflected as they were agreed that FLS service delivery has impact weather they satisfied of the bank’s service or not, whereas, 48 (19%) were strongly agreed as it had great impact on their satisfaction. The respondents were asked “What are the gaps that limit you to provide desirable service to customers?” and their respond is luck of training to improve the service delivery, Luck of appropriate criteria to select front line employees, Supervisor and front line employee relationship is not good. Finally the bank needs to work take steps to address employee challenges in order to improve customer’s satisfaction and creating smooth relation between supervisor and FLS that benefit for the proper management customers request and compliance.