ASSESMENT OF CUSTOMER SATISFACTION WITH RESPECT TO SERVICE DELIVERY ON SELECTED ABYSSINIA BANK BRANCHES IN ADDIS ABABA

Abstract

Keeping customers satisfied contributes in attracting as well as in retaining customer. This study is set out to assess the level of customer satisfaction in Bank of Abyssinia S.C. by using different service quality dimension, specifically BANLSERV instrument, developed by Avkiran (1994), and other attribute of customer satisfaction. Qualitative and Quantitative method of data collection employed to collect the data through questionnaire and descriptive research design was applied. Convenience sampling method used, also in order to make the sample representative and select the sample size stratified sampling was employed. In this research a sample of 700 bank customers (saving account) customer are taken to undertake the study. The data collected from the questionnaire was analyzed using tabular presentation by frequency and percentage distribution using SPSS Version 20.0. The major finding of this study indicate that, staff of the bank’s branch serve the customer with happiness, politeness and are prompt/quick also do not make mistake. Finally, as per the research, it’s recommended that the employees of the banks and managers should exhibit professional manners, earn credibility, and enhance their communication ability. Moreover, to serve the customers well, the bank need to provide its employees with relevant and timely information that enables the banks to have proper communication among staff members and ensuring error-free and timely transaction. In general, the bank has to improve performance on all the dimensions of service quality in order to increase customer satisfaction, since consumers expect more than what is been offered by other banks. This will enable the bank to maintain high level of competitiveness in the industry.