AN ASSESSEMENT OF SERVICE DELIVERY AND CUSOMER SATISFATION IN THE ETHIOPIAN INSURANCE CORPORATION

Abstract

Service Delivery and Customer satisfying is the ultimate goal and objective of any financial organization. Service giving organizations can maximize their profit by rendering quality service to their customers and this leads to customer satisfaction and loyalty. The general objective of this study is to determine the service delivery and customer satisfaction strategies utilized by the Ethiopian Insurance Corporation through customer service. It is also clear from this research that customer service has an important issue on service deliver perception and customer satisfaction. In this research, the SERVQUAL instrument developed by Parasuraman (1985), has been applied in designing the questionnaire by using five dimensions of service quality: Tangibility, Reliability, Responsiveness, Assurance, and Empathy. Data collected from respondents are analyzed by using Qualitative and descriptive analysis. Questionnaires are distributed to simple randomly for selected customers of the districts and interview conducted to the team leader of six districts and for the marketing Management team. The findings show that all dimensions of service quality (tangibility, reliability, responsiveness, assurance, and empathy) are very important to customer satisfaction. The results revealed that the Assurance and Empathy dimensions raised the highest level of expectation, whereas, the other dimensions of service quality scored a lower level. The study also investigates the dimensions and their levels of service quality that have related on customer satisfaction. And the researcher measures the service delivery and tries to identify those areas that need improvement in order to gain a competitive advantage. In addition, the researcher has examined the relationship between five service quality dimensions and customers’ satisfaction in EIC.