Assessment of Customer Satisfaction with the Service Quality: In case of Commercial Bank of Ethiopia four selected branches

Abstract

The study focused on the assessment of customer satisfaction with service quality in commercial bank of Ethiopian . The primary objective of this study is to assess the overall satisfaction level selected four branches with service quality. The study was conducted on selected four branches of commercial bank of Ethiopian in Addis Ababa. The five SERVQUAL dimensions developed by Parasuraman et al (1988) were used to assess the customer satisfaction. The sample consists of 400 respondents’ selected based on simple random sampling method by using stratified sampling techniques . The collected data was analyzed with the help of SPSS version 20. The overall analysis of service quality and customer satisfaction based on SERVQUAL dimension of tangibility CBE is in a better position of employee dressing code and office material but it perform less on bank materials associated with the service like statement, advice, etc. In general, the finding of analysis showed that, the performance of CBE in providing quality of service is not in a position to meet the expectation of the customers. Low service quality lead customer dissatisfaction. Based on this, in order to improve the performance, the bank should prepare a customer service handling and other related trainings for front office staffs and should establish complaint handling mechanism. The bank also need to have a mechanism to motivate its employee. And also need to establish minimum service standards by considering international and local banking practices.