| Abstract: | The main purpose of this study was to assess the influence of perceived price fairness and service quality on customer satisfaction: the case of marathon motor engineering plc. in Addis Ababa. The study considered perceived price fairness and five Service quality dimensions namely, Tangibility, Reliability, Responsiveness, Assurance, and Empathy, to measure the level of customer satisfaction. The study used primary and secondary data as its source. The research was quantitative by design and the researcher pursued Descriptive study. The researcher selected 342 respondents using non-probability (convenience) sampling technique. Statistical methods such as descriptive statistics, correlations and multiple regression were used to analyze the quantitative data gathered through questionnaire and the data was analyzed using IBM SPSS software. The correlation analysis result showed perceived price fairness and service quality dimension has a strong significant and positive relationship with customer satisfaction. The study also showed that on the overall the variations in the customer satisfaction from the highest to the lowest have been explained by perceived price fairness followed by tangibility, assurance, reliability empathy and responsiveness respectively. Based on study results the researcher concluded that majority of the customers are satisfied with the services of Marathon Motor Engineering PLC. It is also the recommendation of this research that Price fairness perception is crucial variable due to its direct relationship with the company’s goals and its interaction with the brand preference of customers. |
