DETERMINANTS OF CUSTOMER SATISFACTION ON THE CASE OF CITY GOVERNMENT OF ADDIS ABABA DRIVER AND VEHICLE LICENSING AND CONTROL AUTHORITY

Abstract

The main objective of this study is to investigate and analyze degrees of the determinant factors that has effect on customer satisfaction in AADVLCA. Accordingly, this study was used the descriptive cross-sectional research design to examine the effect of independent variable on dependent variables. The study used both primary and secondary data type and source. By using Simple random sample technique total of 384 questionnaires were distributed to ten branches of the offices and 309 questionnaires were returned and indicated 80.5% response rate. The study used descriptive research design and employed random sampling techniques to select the customers. The study had found variables that can determine customer satisfaction and retention in AADVLCA. Three variables are regressed with the dependent variable, i.e. Customer satisfaction; these variables include Service Quality, Price and Image and Reputation. Multiple Regressions test was used to test the effect of service quality, corporate image and price on customer Satisfaction and customer retention. The descriptive analysis result indicated that AADVLCA scored low mean score such as corporate image, perceived value, existing Vehicle management system/VMS and basic facility /equipment. The results further depicted that there was significant positive relationship in between corporate image, service quality, perceived value, price, and customer satisfaction in AADVLCA. Based on the findings the study recommended the improvements are to be made on the areas of corporate image, vehicle management system and basic facility.