| Abstract: | This study is about the effect of service quality on customer satisfaction at Ethio- Telecom’s Call Center. For the analysis services quality are proxy with five variables; tangibility, reliability, responsiveness, empathy and assurance. Both descriptive and explanatory research design and primary and secondary data are used hence the research is mainly quantitative in nature. Primary data is collated by distributed among 384 customers of Ethio-Telecom Call Center Services using outbound call. The descriptive analysis shows that majority of the respondent’s answers yes to customer satisfaction, tangibility, reliability, responsiveness, empathy and assurance. 304 out of 384 customers of Ethio-Telecom Call Center Services are satisfied by the service. To the proxy of service quality customers of Ethio-Telecom Call Center Services; 297 tangible, 260 reliable, 280 responsive, 287 empathy and 278 assurances are answers yes. The correlation results shows that customer satisfaction have positive and higher correlation with all service quality proxy (tangibility, reliability, responsiveness, empathy and assurance). Also, the correlation analysis shows that service quality proxy (tangibility, reliability, responsiveness, empathy and assurance) have positive and high correlation with each other.For the regression analysis probit model are employed. The probit result shows other than tangibility, others proxy of service quality are found to have statistically significant positive effect on customer satisfaction of Ethio-Telecom Call Center service. Even though it is not statistical significant tangibility have also positive effect on customer satisfaction of Ethio-Telecom Call Center service. Therefore, management at Ethio-Telecom Call Center should focus on improvement in service quality. |
