ASSESSMENT OF CUSTOMERS’ SATISFACTION OF LEHULU KIFIYA MEXICO BRANCH

Abstract

Consumers all over the world have become more quality conscious; hence there has been an increased customer demand for higher quality service. The general objective of this study is to assess customers’ satisfaction on service quality of Lehulu Kifiya. The focus was on Mexico branch of Lehulu Kifiya located in the Addis Ababa, Mexico. The objective of the study is to assess customer satisfaction, and propose improvement for better service delivery. A quantitative method of analysis was employed. Since this study dwelled upon those customers who have been actively getting Lehulu Kifiya service, a total of 398 customers were taken as a target population. A structured questionnaire was used as an instrument for data collection. Descriptive statistics of means and standard deviations, and mean of customers’ expectation and perception gap analysis methodologies were used. The expectations and perceptions of Lehulu Kifiya customers were assessed under the five dimensions of SERVQUAL. This study indicated that in most service quality dimensions the performance of the Lehulu Kifiya was below customers’ expectation. . It can be concluded from the analysis that customers were not satisfied with service delivery of Lehulu Kifiya. To ensure customer retention and improve on competiveness, Lehulu Kifiya should regularly assess service delivery. Customers also suggested that in order to improve the service delivery, proper reform should be done on service quality, HR should be increased in number and materials associated with service delivery needs to be visually clear.