THE ROLE OF SERVIE QUALITY ENHANCING CUSTOMER SATISFACTION: THE CASE OF ETHIOPIAN SHIPPING AND LOGISTICS SERVICE ENTERPRISE MULITMODAL TRANSPORT SYSTEM

Abstract

This study to examine the role of service quality enhancing customer’s satisfaction in the case of Ethiopian Shipping and logistics service Enterprise particularly Multimodal transport service However, Customer satisfaction measurement considered as the most reliable feedback, providing client preferences and experiences in an effective, direct, meaningful and objective way. Thus, customer satisfaction considered as a base line standard of performance and a possible standard of excellence for any business. The study involved an analysis of the current ESLSE (MULTIMODAL) service quality, whereby Service quality is using SERVICE QUALITY TESTING’s five dimensions. For conducting customers’ survey Likert scale based questionnaire was developed after review of literature. However, customers were selected by non-probability sampling method and a sample size of 154 customers have been selected and distributed questionnaire for the study; out of this 146 (95%) respondents were filled and returned the questionnaire. A study was conducted to collect information from customers of ESLSE mainly focusing on “corporate” customers. This study used descriptive survey research design by applying mixed research approach (qualitative and quantitative).The analysis result indicated that on all service quality dimension satisfied level and regulation dimension high satisfied level ICT application has the lowest satisfaction level. The results of collation indicated that all service quality dimensions are positive and significant effect of customer satisfaction. The regression model result indicated that the independent variable to explain 92.1% of the variance in customer satisfaction (dependent variable) in ESLSE (MULTIMODAL TRANSPORT SYSTEM).Based on the finding the researcher recommended to improve the infrastructure service quality dimension and the specific item from other service quality dimension. The ESLSE (MULTIMODAL TRANSPORT SYSTEM) should also keep update the regulation, ICT application, competence/skill and cost dimension of service quality to satisfy their loyal customer