THE EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION (The CASE OF COMMERCIAL BANK OF ETHIOPIA)

Abstract

The results of the investigation revealed that CBE's performance in providing quality service falls short of the customer's expectations. Customer satisfaction suffers as a result of poor service quality. Based on this, the researcher recommended that the bank prepare complaint handling systems and suitable training for its front-line personnel in order to improve its performanceThe main purpose of this research is to determine the effect of service quality on customer satisfaction in five CBE branches in the Addis Ababa district. To achieve this goal, a questionnaire was created that was categorized under The SERVEQUAL model has five dimensions. A convenience sampling approach was used to pick 193 respondents for the sample. This research utilized a quantitative research design as well as primary and secondary data. SPSS version 26 was used to analyze the information gathered. The link between dependent and independent variables was investigated using correlation and multiple regressions. The correlation results show that the characteristics of service quality and customer satisfaction have a positive relationship. The regression test revealed that providing excellent service has a beneficial impact on overall customer satisfaction. Also, timeliness and customer happiness have the strongest link.