Digital marketing, Purchase intention, Consumer behavior, Habesha Brewery, Vividness, Interactivity, Information, Entertainment, Incentive.

Abstract

This thesis investigates the effect of service quality dimensions on the corporate image of Bank of Abyssinia (BOA). Through a quantitative research strategy employing a self-administered questionnaire, the study analyzes customer perceptions and experiences. Descriptive statistics reveal key demographic details, while multiple regression analysis explores the influence of service quality dimensions (tangibility, reliability, responsiveness, assurance, and empathy) on corporate image.The majority of respondents are within the age range of 31-49, and a significant portion holds diplomas or below (74.4%). Findings indicate that reliability and assurance have the strongest impact on customer satisfaction, emphasizing the importance of these dimensions in shaping the corporate image. The research confirms that all service quality dimensions significantly and positively impact the corporate image of the bank.In conclusion, the study recommends that BOA enhance responsiveness in service delivery, invest in modern equipment for tangible improvements, strengthen its industry presence, and prioritize individual customer needs. The limitations include the focus on a specific branch, and future research could explore additional factors like service charges and delivery terms to provide a more comprehensive understanding of customer satisfaction in the banking industry.