THE EFFECTS OF ADVERTISING ON CUSTOMER SATISFACTION (IN THE CASE OF AWASH BANK S.C)

Abstract

The researcher entitled, the effects of Advertising on customer satisfaction in the case of Awash Bank S.C. The researcher selected participants of the study from West Addis Ababa region grade one to four branches of Awash Bank are randomly selected by the student researcher under the five branches Quantitative research approach adopted and probability and non-probability sampling method used (purposive sampling for the selection of district) and total sample size of the study is 342 respondent. Data were distributed using structured questionnaire and analyzed using SPSS version 23 and explanatory research design was used. The results of the study revealed that the independent variables were (Advertising Message, Communication Process, promises from the advertisement & Quality of advertisement) messages have significant effect on customer satisfaction. The findings showed that advertising has the most powerful influence on Awash Bank customer satisfaction. Quality of advertisement has less significant on the customer satisfaction. Therefore, it is advisable for the banks to work more on quality of advertisements &communication process to get more positive effect on customer satisfaction. In addition, considering the inevitability of the high effect of Advertising message, communication process, promises from the advertisement and quality of the advertisement on customer satisfaction, the bank should bear in mind these factors during advertising and promoting its product and services to satisfy and attract its customer and also for new customers.