ASSESSMENT FACTORS INFLUENCING CUSTOMER SATISFACTION: IN THE CASE OF ETIHOCHICKEN PLC

Abstract

The objective of the study was to examine the key factors that influence customer satisfaction with a case study of Ethiochicken P.L.C customers.In this paper both Quantitative and Qualitative research strategies were applied and the research design that was employed for this study was causal. The study used stratified purposive sampling technique and the strata were the towns where the customer are located. A total of 173 respondents filled the questionnaires which included the five service quality dimensions, customer relation, price fairness and product quality questions. Besides, the study employed interview with the company marketing and sales director about the current practice of the company on customer satisfaction. Correlation and multiple linear regression coefficients were used, and eight independent variables were identified (product quality, customer relation, price fairness, service quality responsiveness, service quality reliability, service quality empathy, service quality assurance and service quality tangibility). Descriptive statics frequency, mean and percentage were used to summaries the respondents response and to describe the population response. The finding of the study ensured that customer relation, product quality, price fairness, service quality responsiveness and service quality reliability had significant relationship with customer satisfaction, and this factors significantly influence customer satisfaction. It has been recommended that the company shall focus on these factors to improve customer satisfaction and increase its market share.