ASSESSMENT ON SERVICE DELIVERY AND CUSTOMERS’ SATISFACTION: (IN THE CASE OF RIDE, ADDIS ABABA, ETHIOPIA)

Abstract

The main aim of this thesis was to assess the customers’ satisfaction on the service delivery of RIDE in Addis Ababa, Ethiopia. It identifies the level of customer satisfaction by measuring the gap between customers’ expectation and actual performance on the quality of service delivered by RIDE using the five service quality dimensions which are Tangibles, Reliability, Responsiveness, Assurance and Empathy. The study is basically a survey that used Descriptive research design. For the purpose of data collection SERVQUAL model questionnaire was adopted, pre-tested and disseminated to the target population by following the appropriate ethical procedures. Out of the distributed 384 questionnaires only 363 were returned constituting 94.53% response rate. The findings of this study show that customers of RIDE are not satisfied in all the service quality dimensions which shows expectation of customers exceed the actual performance of the company. The result also proves that Tangibles, Reliability, Responsiveness, and Empathy service quality dimensions are very weak but positively correlated to customers’ satisfaction. , the results also indicate that, there is a negative and insignificant relationship between Assurance and customer satisfaction Based on this, it is recommended that RIDE should give greater attention to improve its service quality and satisfy its customers by meeting or exceeding customers expectation through assessing and improving the gaps on all the service quality dimensions to stay competitive in the industry and to increase its market share and profit.